Division of Marketing & Communication
Effective marketing communication features consistent
themes and facts that stand for an institution’s mission,
vision, and values. Over time these themes and facts
become niche-defining thoughts and feelings in the minds
of audiences. Eventually, these thoughts and feelings
become associated with the name, logo, distinctive
colors, and design elements that appear with them.
When these unique niche- and character-defining
thoughts and feelings are evoked in the minds of
audiences each time the institution’s name and/or logo
appears, the institution has become a “brand.”
Schools, colleges, academic departments and other programs within the organization sometimes have a need for a distinctive identity within the overall institutional identity or brand. This is true when the internal unit is communicating with a specific market segment that has specific and unique expectations, such as athletics fans or fine arts supporters. In these cases “sub-brands” are established which appeal to these markets but still retain the look and feel of the overall institutional family.
The guidelines in this manual are intended to establish and sustain this brand name status for TCU. Please use them when presenting the University’s many messages.