Brand elements and guidelines

The ASU brand is one of the university’s most valuable assets. It creates trust and value in the marketplace when leveraged correctly and consistently. Our brand guidelines and the tools within this site were created to help you do just that. They are rooted in a deep understanding of the university’s many constituencies, developed through knowledge and insights. The sections below will familiarize you with the ASU brand platform and the resources available to ASU marketing professionals and partners.

The elements of the brand strengthen the university’s ability to communicate its mission and message, and create a visual relationship between our audience and everything ASU. Each of these elements has been carefully considered based on how they express the brand individually and collectively. This section provides standards, tools and tips regarding the collected elements of the brand.

Writing style and content

• Writing for the ASU brand
• ASU boilerplates (standardized text)
• ASU word list
• Abbreviations
• Addresses
• Capitalization
• Company names
• Days, months, years, seasons, times
• Formatting
• Language
• Lists
• Numerals
• Punctuation and symbols
• Titles
• Inclusion guidelines
• Sun Devil Athletics spellings and abbreviations

Unit-specific guidelines

• Introduction
• Sun Devil Athletics
• Office of the President
• Thunderbird School of Global Management