Style Guide/Brand Guidelines

The Fairmont State University Identity Style Guide & Brand Guidelines is the official communications policy of Fairmont State University. This collection of identity standards strives to help faculty, students, staff, alumni, licensed vendors, and other partners do two things: 

• Apply the approved design assets so that the presentation of the university is consistent and instantly recognizable across all media, and 
• Craft communication that positively tells our story and reinforces our brand. 

What does that mean?

Our brand position, Fairmont State University. A Great Place., is a statement of fact and a commitment.

It means we’re the school for students who not only want a degree that helps them achieve their goals, but who also crave a great, transformative college experience.

It means that we strive to ensure that the people who work here are compensated well, feel valued, and find great purpose in their work.

It means that we’re proud to call this place home and we’re committed to greater regional prosperity and civic health.

And finally, it means that to maintain our reputation as a Great Place, we should strive to articulate and demonstrate those qualities in our communication and marketing efforts.

So, how do we strengthen and uphold our brand?

It’s not enough to just write or display the words “Great Place.” In our copy, design, photography, and video, we should demonstrate those qualities that make us great by leaning into our Brand Personality.

What is a brand personality?

Just like you, institutions and their brands have personalities. An important way to support Fairmont State University’s brand is to communicate our brand personality whenever possible. 
When we articulate the brand characteristics below through textual and visual examples, we support our brand position as a Great Place. We are:

• EMPOWERING inspirational, strengthening, transformational
• LIMITLESS optimistic, “can-do” attitude, unbound
• RESPONSIVE action-oriented, community-minded, helpful
• HARDWORKING goal-oriented, roll-up-your-sleeves, resourceful, tenacious
• GENUINE caring, supportive, warm, friendly, unpretentious, honest, informal

Although these personality characteristics should be incorporated whenever you interact with current and prospective stakeholders, you can emphasize certain characteristics over others to match your communication’s voice to the specific audience’s ear.

For example, prospective students might appreciate the fact that we’re empowering and limitless, while their parents might respond more strongly to the fact that we’re responsive and genuine.