Writing
Brand Voice
Whether we’re talking to internal or external audiences, our messaging is structured to authentically and consistently communicate Clemson’s values to the world.
Brand Voice Values
What we do
Develop future leaders through excellent academics and unique, engaging student experiences that propel them to push boundaries and shape the future.
What we deliver
Life-changing education, research and relevant industry partnerships that positively impact South Carolina and the region.
Why we matter
We drive innovation and economic growth that empowers and elevates the people of South Carolina to compete on the world stage.
How we do it
Together. With a determined passion for excellence.
Brand Voice Spectrums
LOCAL
GLOBAL
Local: Clemson University has a presence in every South Carolina county through research facilities, economic development hubs and Innovation Campuses. Our students and faculty are committed to driving industry and economic growth and improving the quality of life in South Carolina and beyond.
Global: One of the most productive public research universities in the nation, Clemson University attracts and powerfully united students and faculty whose greatest desire is to make a difference in the lives of others.
SPIRITED
STUDIOUS
Spirited: Clemson Tigers are driven by a shared purpose: using their unique gifts to create a lasting impact and discover solutions for the world’s most pressing issues. With a collaborative spirit and bold determination, we’re engaged in work that is changing lives in South Carolina communities and beyond.
Studious: Through rigorous academics and excellent academic support, Clemson students master the concepts they need to understand and gain the skills required to successfully enter 21st-century workplaces and communities.
TRADITIONAL
MODERN
Traditional: Clemson University is ranked in the highest research university category by the Carnegie Classification of Institutions of Higher Education, with the R1 designation of doctoral universities. Researchers at Clemson gain access to an active Extension and public service network, state-of-the-art Innovation Campuses and robust programs.
Modern: Our hard work gets results, especially in research. As an R1 institution, we are among the country’s most active and productive research universities. When you choose to research at Clemson, you become a powerful contributor to the Clemson Family, the state of South Carolina and the world.
EXPRESSIVE
TECHNICAL
Expressive: Students walking around campus can take in spectacular views of the Blue Ridge Mountains and then, in a matter of minutes, arrive on the shores of Lake Hartwell for an afternoon of relaxation or play.
Technical: The Clemson University main campus is located in Upstate South Carolina, in the foothills of the Blue Ridge Mountains and along the shores of Lake Hartwell.