Brand Architecture

ISU Logo-tag

Core Brand:

Consistent expression of the core brand promise and brand components. All University print and electronic publications will display this mark prominently. The mark should will not be used as the main design element of a publication. It is an identifier and only one element of branding components. Exceptions to this policy will be considered for publications which are communicating a negative message, such as parking tickets, billing statements, and conduct situations; and specialty items and Web links where size is an issue. The University logo, without the curved rule and without the tagline, would be used for these exceptions.

Office of Communications and Marketing

Unit Identifiers:

The identifier for offices, departments, and work groups that serve and support the core mission and primary target audiences of the University is not part of the core signature and is kept separate and subservient.

Scott College of Business

Brand Extension:

Major, high profile divisions of the core brand that directly support and deliver primary services to primary offices. The name of the division is integrated directly into the signature in a consistent and subservient manner, and the tag line is eliminated.



A sub-brand is a unit with its own mission but is prominently linked to the core brand for strategic reasons. A sub-brand requires differentiation because it provides services significantly different than the core brand or it supports distinct or different audience segments. A sub-brand uses its own different but related signature. Reference to Indiana State University should be clear but not dominant. Sub-brands are costly and dilute the core brand and should be used sparingly.


Independent brand:

An independent brand is a complete departure from the core brand. Autonomous units that offer distinctly different services for different audiences require differentiation because they represent partnerships with other entities; they cannot effectively fulfill their missions under the core; they would dilute and weaken the core brand position; and audiences would be confused if the independent brand were aligned with the core. An independent brand should not use the core identity at all, though it can indicate itself as a division of the core. It is very costly to support independent brands, which dilute the core brand and should be used sparingly.