The Importance of Identity Standards
Put Yourself in Their Shoes
Picture yourself an alumnus or alumna of Arkansas State University with a teenage son or daughter who plans to go to college. This week, your mailbox fills with materials from Arkansas State University.
You find a letter from admissions along with a catalog. There’s also a newsletter from the Alumni Association and a flier from the specific college you attended. Each uses different colors – ranging from green to red to blue. Each has a different logo. Each uses a different font.
You might have to look closely to realize that it all comes from the same place. You might toss one in the trash without realizing where it came from. How could mailings from one university be so disparate?
This is why publications standards are important.
All communications from the university, whether originating from a school or college, or another affiliated office, are reflections of Arkansas State University. The logos, typefaces, colors, and the treatment of photos and text all project attributes of the institution.
Every group that the university communicates with is inundated with information competing for attention. Arkansas State University commits significant resources and countless hours to creating publications and materials intended to break through the clutter. The goal of these guidelines is to improve the effectiveness of the university’s communications in today’s crowded environment, while reducing overall design expenditures for individual pieces.
These guidelines were crafted by the Office of Publications & Creative Services. Through consistent use of these guidelines, Arkansas State University will enjoy greater awareness and recognition.
Identity gives each one of us at Arkansas State University a sense of belonging. It unites us. Identity also gives those outside ASU a way to recognize us. Therefore, we must treat our identity with respect, using it consistently and properly. Anything short of that will dilute our collective impact.