Identity System Overview.
This page provides a brief overview of the underlying positioning strategy, key concepts and attributes that define and guide the Texas Tech brand and our new visual identity system.
We've included a comprehensive view of our three-part identity system representing our Official Seals and Signatures, Academic Signatures, and Spirit and Athletic marks. Each plays an important role in our system. You'll find detailed standards and guidelines for their use in the Identity Guidelines section of each individual institution.
We've also provided snapshots of how our core visual elements come together to provide distinct but integrated design solutions for all three institutions.
Skip to: Brand Position | Brand Promise | Tagline | Key Concepts | Key Attributes | Brand Persona | Integrated Visual Identity System
Brand Position.
Back to TopPreparedness.
If there is one word that summarizes the Texas Tech position and message, it is this: Preparedness. The many variations of Preparedness provide powerful ways for you to address your audience's concerns – and for your audience to see the benefits of connecting with Texas Tech.
- Better prepared Texas
- Prepared institution
- Prepared leaders
- Prepared students
- Prepared outreach
Brand Promise.
Back to TopFor all audiences, the Texas Tech brand stands for access to a quality education in a nurturing and challenging environment that fosters student and professional success.
Tagline.
Back to TopFrom here, it's possible.
Our tagline – From here, it's possible – quickly communicates to all audiences that the tradition of fostering student and professional success at Texas Tech creates a culture where anything is possible.
Key Concepts.
Back to TopOur key concepts support our position and unique value proposition.
- Academic excellence
- Opportunity and potential
- Fostering success
- Sense of place
- Pride and tradition
Key Attributes.
Back to TopOur character and personality attributes should be evidenced in every brand experience.
- Friendly
- Mentoring
- Empowering
- Pragmatic
- Hard Working
- Intelligent
- Resourceful
- Trustworthy
Brand Persona.
Back to TopThe Caregiver*.
Our persona is one who has the desire to protect people from harm
- Has the goal of helping others
- Has concern for the individual, the community, the nation and the larger world
- Is empathetic – seeing and feeling things from others' perspectives
- Is nurturing and supportive – reliable and unquestionably committed
- Is instructive – shares knowledge and insights and is generous with time
- Is focused on the benefits of the relationship
*Margaret Mark and Carol S. Pearson, "The Hero and the Outlaw" (New York: McGraw-Hill, 2001), 209-226.
Integrated Visual Identity System.
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