Brand Messaging

Brand Promise

A brand refers to more than simply taglines and logos. It’s much more. In fact, our brand is a reflection of everything we do and say, everywhere. Our brand promise is the assurance that we will continue delivering on our foundation, goals and personality over time—consistently and recognizably.

WE ARE WHAT WE DO:

We incubate ingenuity, creativity, and potential in talented, curious and diverse students—sending graduates into the world who are prepared to put their talents to work.

 

Brand Chapters

A brand is as unique as a fingerprint and the elements that make it up arise from the exclusive combination of location, philosophy, attitude and culture of the University. Taken together, these elements create a clear and definitive profile.

WHAT MAKES ALFRED SO "ALFRED" IS THE COMBINATION OF:

Our valley's magic

The people, the town, the hills and sunset views, the lush summers and crystal winters all contribute to the magic of this place—a place alive with an attitude we all share and carry into the world wherever we go.

Cultivating a talent incubator

Here, we focus on putting ingenuity and creativity to work— literally. In good jobs and careers making a difference with close mentorship and support.

Offering top programs to mix and match

Many of our majors are so uniquely valuable that despite being a private university, the State of New York provides additional funding to keep them available.

Promoting a maker culture

Our academic culture has always been immersive and focused on hands-on learning. In Applied and Experiential Learning (APEX) we promote immersive, hands-on opportunities from internships to study abroad to research programs.

Inclusivity from the start

We’re a place that values authenticity, where lasting friendships are born and where all different kinds of students share a spirit of kinship.

 

Brand Ecosystem

A cohesive brand depends on every sub-brand to follow the same guidelines. Although individual schools and colleges may present themselves with unique attributes and dominant color choices, the overall feel and tone must family into the larger Alfred University brand and guide.

Alfred University’s academic structure includes five colleges and schools (the School of Art & Design; the Inamori School of Engineering; the College of Liberal Arts & Sciences; the College of Business; and the School of Graduate and Continuing Studies) as well as the New York State College of Ceramics.

The NYS College of Ceramics houses all of the programs within the School of Art & Design and the following programs within the Inamori School of Engineering: Biomaterials Engineering, Ceramic Engineering, Glass Engineering Science and Materials Science and Engineering. In addition, Alfred’s AUNY offers several off-campus extension programs at the graduate and professional certificate levels.

 

Key Messaging

Extending from our brand story and chapters, our brand attributes and themes are a shorthand for what, when taken together, differentiate Alfred University from other colleges and universities and define our unique personality. The brand themes, in particular, are those themes that arose as most attractive and important to prospective students in the research study the University conducted at the beginning of our branding project. These are the building blocks to our brand and should be used as a guide when creating communications to share with external audiences.

 

SUB-BRAND KEY MESSAGING

Alfred University is a branded house (vs. a house of brands). That means that while each of our schools and colleges enjoys their own unique strengths and differentiating features, they ultimately all ladder back up to the larger University brand, as described in this brand style guide. It is only together that we are Alfred University. That said, the University’s schools and colleges are strongly encouraged to express and articulate the distinct ways that each embodies the Alfred brand, and we recommend using the aforementioned brand attributes and themes as a guide in doing so.

For example, the brand attribute of “creativity” will be embodied and expressed differently within the School of Art & Design than it would be for the College of Business. Nonetheless, there are examples for each about how students (and our wider community) experience and benefit from Alfred’s creative character, both in and outside the classroom. The same is true of our other brand attributes and themes. As we adopt and evolve our brand, we encourage the schools and colleges to explore how to best articulate these in clear and compelling ways. In doing so, our community will begin to actively “live” the Alfred brand.

COLLEGE OF BUSINESS

With a 98 percent placement rate, AACSB accreditation, an average class size of 15 students, four majors and nine minors, plus a 4+1 MBA program, Alfred University’s College of Business is proud to be recognized as a top-ranked college by Princeton Review. Students here learn in an entrepreneurial, innovative and creative environment, working closely with an experienced faculty who get to know them, and who provide personalized guidance and support. Through APEX Learning, students study abroad, do internships, consult with local companies and network with professionals. True to the creative and interdisciplinary character of our University, business students at Alfred are free to explore across programs, taking advantage of minors both inside and outside the College. Ours is a learning environment that inspires students to develop clever and relevant solutions to real-world challenges while becoming strong, effective and ethical leaders.

COLLEGE OF LIBERAL ARTS & SCIENCES

With 24 majors and 35 minors, Alfred’s College of Liberal Arts & Sciences not only offers a wide selection of academic choices, but considerable flexibility. Students can tailor their own curriculum with advanced coursework or choose from multiple tracks within each major. Almost a fifth of students choose to double major. And the College’s Individually Structured Major option allows students to create their own unique major, typically by combining disciplines and completing a capstone project. Through hands-on research, internships and study abroad students enjoy rich and relevant learning experiences beyond the classroom and are supported by faculty mentors who place a premium on personal advising and guidance. It’s one of the reasons the College is recognized among the top 10% nationally as a member of Phi Beta Kappa. Here, students are free to be themselves within the support of an open and friendly community—a safe place to learn and explore and to find creative ways to blend their studies with their passions and interests.

INAMORI SCHOOL OF ENGINEERING

Offering programs in ceramics, glass, biomaterials and materials science and engineering through the New York State College of Ceramics, as well as programs in mechanical engineering and renewable energy engineering which are associated with the private Alfred University, here you’ll imagine the future and invent what’s next—you’ll be a part of a creative-thinking university that is alive with ideas that become the inventions, solutions and breakthroughs to solve tomorrow’s problems. Our school is one of only two institutions in the nation that offers a BS in Ceramic Engineering, and the only institution in the US offering degrees in glass science. Right from your first year, you’ll be immersed in real engineering courses in small classes, with opportunities for handson laboratory experiences and research in state-of-the-art facilities alongside dedicated professors who care about your success.

THE NEW YORK STATE COLLEGE OF CERAMICS

The New York State College of Ceramics houses two award-winning sectors of Alfred University: the Inamori School of Engineering and the School of Art & Design. The College is a one-of-a-kind public/private partnership in higher education spanning more than 100 years. From its beginnings, it has attracted renowned artists and scientists as faculty in ceramics, glass and other materials and has produced world-class alumni in engineering, and groundbreaking artists across all media. The School of Art & Design’s Master of Fine Arts with a concentration in Ceramic Art is the top-ranked program of its kind in the country, while the Inamori School of Engineering educates over one-third of all ceramic engineering graduates in the United States and is one of 10 centers for advanced research in New York. These high quality, internationally known programs offer opportunities for small classes and individual attention by expert faculty, with abundant opportunities for hands-on and applied learning experiences both inside and outside classrooms, studios and labs.

MASTER OF FINE ARTS AND BACHELOR OF FINE ARTS

With Fine Art programs ranked in the top tier of MFA programs in the country, Alfred University’s School of Art & Design provides gifted students with an unmatched educational experience. We have an uncommon and celebrated history of engaging in the interface of art, science and technology. Our interdisciplinary character encourages students to problem solve on their way to realizing their individual artistic visions. We educate highly skilled builders who develop extensive material knowledge in their area of interest. Our curriculum is designed to support students on their own unique artistic pathways and to provide them with opportunities to create the new by relying on both their knowledge and experience. Students enjoy the flexibility of not being required to declare a major, but have the option to focus on a single area, or to conduct research in more than one area at once. We believe that true talent develops through disciplined work and we encourage students to experiment with new materials and new processes for making art.

SCHOOL OF GRADUATE & CONTINUING STUDIES

Alfred University’s School of Graduate & Continuing Studies provides a diverse, inclusive and vibrant intellectual community for students choosing to pursue their studies at the master’s and doctoral level oncampus, as well as those pursuing graduate and professional certification classes at our AUNY locations off-campus in Corning, Brooklyn, Westchester and Long Island. Program flexibility and convenience, a welcoming community, close personal attention by faculty mentors who care, and opportunities for serious research, creativity and learning through exploration are all hallmarks of advanced study at Alfred University. It’s one of the reasons we’re internationally recognized for our high quality. Graduates of Alfred’s School of Graduate & Continuing Studies go on to achieve both personal and professional success making a difference not just for themselves, but for the world around them.

THE ALFRED UNIVERSITY LIBRARIES

Alfred University has two libraries, the Herrick Memorial Library and the Scholes Library of Ceramics, which together feature a breadth and depth of collections and resources unusual for an institution of Alfred’s size. State-of-the-art technology connects students to library holdings, selected course reserves and other instructional materials anytime, anywhere via the world wide web. And while many libraries restrict access to archival collections, Alfred students have full access to them, along with the support of experienced faculty librarians who provide close personal attention and guidance. True to Alfred’s “maker culture,” the libraries’ resources and spaces support research, innovative thinking, and group projects and conversations that often lead to the development of new products and ideas. More than just another campus facility, Alfred’s libraries are a safe, inclusive and comfortable place to learn through exploration and meet and work with fellow students.

 

LANGUAGE & VOICE

The Alfred University brand is built on real human interaction and a sense of unity with the natural world. We value simple word choices with intentional clarity and with a touch of whimsy all our own. Plain speaking. Confidently original. Turning complex ideas into understandable language.

Note that the name “Alfred” is being used in these examples with the understanding that the context within which these phrases might appear has already made it abundantly clear that this is “Alfred University.” (For example, on a billboard where the Alfred University logo also appears)

SAMPLE PHRASES :

Where we are is part of who we become.

… our neck of the woods.

We’re more the crafty-scientific-innovator kind of Alfred.

The theatrical-engineering-startup kind of Alfred.

Here, innovation is practically second nature.

More Alfred than most.

 

WEB & SOCIAL MEDIA LANGUAGE

Maintaining a conversational tone across all materials is important, but on the web or across social media, brevity provides greater impact. Short, clear headlines followed by succinct bites of information while maintaining a friendly voice are highly recommended.

SAMPLE PHRASE STRUCTURE :

INSTEAD OF THIS:

YOU PICK THE PROGRAMS THAT ALIGN TO YOUR GOALS AND COMBINE THEM IN A WAY THAT MAKES YOUR EXPERIENCE UNIQUE.

DO THIS:

MAKE IT YOUR OWN.

Here, you can take charge by choosing the programs best suited to accomplishing your own unique goals.

 

NOMENCLATURE USAGE

In copy and documents, the first usage of our name should always be “Alfred University.” After this first usage, the name can be shortened to “Alfred” or “Alfred U”, whichever may be most appropriate, given the context. For external communications, this is particularly important, as our name can easily be confused with either “Alfred State” or institutions such as “American University” (if the abbreviation “AU” were to be used). Nomenclature consistency helps to promote brand awareness and minimize confusion.

”AU” as an abbreviation and/or word mark/logo is reserved for athletic use only.

SAMPLE USAGE :

The beautiful Alfred University campus sits on the edge of a hill with 232 gorgeous acres plus another 400 acres nearby. Visit Alfred today and see that we’re the right fit for you.

 

SUB - BRAND NOMENCLATURE USAGE

When individual colleges refer to themselves, it is imperative to include the Alfred University name in the first usage for that document or piece. For instance: The College of Business should be referred to as The Alfred University College of Business—with Alfred University appearing before the college name. After the first usage, it can be abbreviated to simply The College of Business. This helps promote the unity of brand while maintaining consistency across all colleges.

SAMPLE USAGE :

At the Alfred University College of Business, our curriculum is designed to prepare you for a business world that is dynamic, fast-paced, complex, and global. Our size will give you the opportunity to lead and gain invaluable experience through internships and to connect with our alumni. The College of Business produces in-demand graduates sought after locally, regionally and internationally.

 

TAGLINE

A tagline is used to create a memorable, dramatic phrase that sums up the tone and brand promise at a glance. Most commonly, it accompanies the brand logo.

 

Our tagline “Outside of Ordinary” captures the location, creative spirit and uniqueness of Alfred University. (Please see the Brand Marks Chapter for usage.)

For nearly 200 years, our valley campus has kindled an ideal environment to ignite potential and change lives. Anything but ordinary, Alfred is a place where curiosity and innovation come together and create what’s next. We pride ourselves on being open, friendly and safe, encouraging and empowering for talented individuals to go after even more than they thought possible. Here, students are free to explore their interests, take risks and experiment across disciplines. The result? Creative thinkers and doers who make lasting extra-ordinary contributions in business, engineering, the arts and sciences and beyond.

 

WHY DO WE SWEAT THE DETAILS?

We want to speak with a singular voice about who we are. But these days, our voice is usually conveyed through writing—whether in print or online. And each of us writes in our own unique way. By agreeing to uniform writing style guidelines, however, we are able to ensure that our focus is on what we write, not how we punctuate or capitalize or the vagaries of formatting.

This is why, when it comes to how our writing is composed and published, we need to all be on the same page…or, rather, in the same book—the AP Stylebook, that is.

 

A FEW QUICK TIPS

Books, articles, magazines. Use quotation marks around the titles of books, songs, TV shows, computer games, poems, speeches and works of art. Do NOT use quotation marks around magazine or newspaper titles or the Bible. Do not underline or italicize any of the above.

Colons. Capitalize the first word after a colon only if it is a proper noun or begins a complete sentence.

Commas. In general, if a comma does not make clear what is being said, it should not be there. If omitting the comma could lead to confusion or misinterpretation, then use the comma. In a series: Do not put a comma before the conjunction in a series unless doing so avoids confusion. For example: The flag is red, white and blue. But: We want to thank our parents, the president, and God. (Not: We want to thank our parents, the president and God.)

Dates. Abbreviate the month, use a figure only for the day (no st, nd, rd or th). A comma is not necessary if only a year and month are given, but do use a comma to set off the year if both month and day are given. Use figures with the letter s but no apostrophe when discussing decades—the 1950s. Use figures for centuries—the 20th century. Capitalize days of the week, but do not abbreviate.

Hyphens. Hyphens are joiners. Use them to avoid ambiguity (He re-covered his roof) or to form a single idea from two or more words: small-business owner, first-quarter touchdown, well-known man (but: He was well known). However, do not use with adverbs: a very good time, an easily remembered rule. Use hyphens when describing a person’s dual heritage: African- American, Italian-American.

Numbers. In general, spell out one through nine; use figures thereafter. Always use figures for units of measure, when referring to someone’s age and in all tables and statistics. Use figures with time, along with am and pm

Titles. In general, only capitalize when it is a formal title (not simply a job title) and used directly before someone’s name— President Mark Zupan, but: Our university president, Mark Zupan, is our 14th president.

Some quick tips
Campus buildings and spaces. As a general rule, capitalize campus buildings that have a formal, given name, including the word Building, Hall, Library and so on. For example: Cohen Center for the Arts, Franklin W. Olin Building, McGee Pavilion, Myers Hall, Institute for Electronic Arts.

Departments and Offices. Capitalize, including Department and Office: Department of History, Office of Admissions. (This varies from AP.)