The SDSU Brand
Recognizing a need to support SDSU’s academic vision, SDSU initiated a campus-wide process
to re-brand the university in late 2009. Initially, surveys were
conducted and input was received from several stakeholder groups. This
research was then used to develop and refine the SDSU Brand Strategy.
At the core of this strategy is a new positioning: SDSU – through its
outstanding people and nationally recognized programs – is propelling
the region into the future. We are “San Diego’s University.” Our
positioning, which was itself confirmed through more surveys, is not a
tagline or motto but is intended to be the one thing we want people to
think and remember about SDSU.
SDSU’s new brand positioning
(sometimes referred to as our “brand essence”) is rooted in the
university’s deep engagement in the San Diego community – as well as the
incredible impact our university has had on San Diego since 1897. This
is not to say we are simply an outstanding regional university. In
fact, we have many nationally ranked programs
as well as initiatives that are considered national models. However,
what is most distinctive about SDSU is the impact of our programs and
people both locally and nationally. There are many proof points to
support the brand positioning. It is also important to understand the
many ways SDSU benefits our key stakeholders.
Leadership Starts Here
SDSU Marketing & Communications developed several print ad concepts
and taglines consistent with the adopted SDSU Brand Strategy. We again
shared these ads and taglines with various stakeholders and secured quantitative survey results
to confirm a final direction. Of several proposed taglines, one was a
clear favorite: Leadership Starts Here. The new tagline, which also
serves as the theme of The Campaign for SDSU, is a bold statement of
SDSU's impact and commitment. It replaces SDSU’s previous tagline Minds
That Move the World. In addition, SDSU Marketing & Communications
finalized the Leadership Starts Here Institutional Advertising Campaign –
including a new TV spot, print ads, billboards and other collateral.
Expressing the Brand
the tagline and brand advertising, it is important that all our
official communications reflect and support the SDSU Brand. This
includes print, the web and other electronic forms (including social
media channels). While each communication has its own purpose and
should be appropriate to the audience/occasion, it is important to
project SDSU’s Brand Personality:
• Genuine and authentic – a reflection of our inclusive, inviting campus community
• Passionate and enthusiastic – full of pride in SDSU and its important mission
• Professional and confident – befitting of a leading national research university
• Energized and forward-looking – consistent with the entrepreneurial spirit of a university on the rise
• Committed – we are all Aztecs for Life!
are at the core of the SDSU Brand – individual students, faculty,
staff, alumni and other Aztecs who reflect the best attributes of San
Diego State. What ties us together is our confidence that SDSU
continues to provide the best possible experience for the students, an
experience that will ultimately have a positive impact on the San Diego
community and beyond.
At SDSU, what we teach isn’t confined to the classroom, or the campus for that matter.
We believe the lessons learned here grow beyond our walls, venturing outward, into our communities and then into the world.
us, action is just as important as academia. The impossible is far
more intriguing than the possible. And there’s more value in potential
than what’s already been proven.
That’s why we encourage
students, faculty, staff and everyone we interact with – to make what
they learn here a beginning instead of an end. After all, graduation is
called commencement for a reason. So start taking chances. Start
moving forward. Start inspiring lives. Because Leadership Starts Here.
Note: documents in Portable Document Format (PDF) require Adobe Acrobat Reader 5.0 or higher to view; download Adobe Acrobat Reader.