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.
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.
For 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.
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.
Our key concepts support our position and unique value proposition.
Our character and personality attributes should be evidenced in every brand experience.
Our persona is one who has the desire to protect people from harm
*Margaret Mark and Carol S. Pearson, "The Hero and the Outlaw" (New York: McGraw-Hill, 2001), 209-226.