A challenge coin is a symbolic recognition artifact used to mark an exceptional contribution. At ASU, challenge coins are intentionally rare and presented with purpose, reinforcing the university’s values, leadership culture and commitment to service.
Challenge coin design should prioritize clarity, simplicity and long-term relevance.
Challenge coins may be used to:
- Support high-level engagement with military, government or external partners
- Reinforce ASU’s charter, values or institutional commitments
Challenge coins are not appropriate for:
- Routine events or recurring programs
- General participation or attendance recognition
- Unit marketing, recruitment or giveaways
Challenge coins must align with the ASU brand guide and may include:
- Approved ASU master brand or official marks.
- Universitywide values or charter language
Challenge coins may not include:
- Altered or unapproved ASU marks
- Internal organizational structures that confuse external audiences
- Unapproved slogans, tag lines or messaging
- Individual names or titles
All challenge coins require approval by Enterprise Brand Strategy and Management.