SUNY Oneonta Rebrand

BRAND IDENTITY GUIDE

Picture the brilliance of your future as you embark on your educational journey at SUNY Oneonta, a thriving mid-size public university in Central New York. Discover our intimate class settings, diverse range of activities, and abundant opportunities for undergraduate research— all within reach at an affordable cost.

Set amidst the scenic hills of Central New York, our university offers an ideal environment for academic pursuit, outdoor exploration, and personal growth. Situated conveniently “up the hill” from the charming City of Oneonta our campus and the dynamic surrounding community actively engage, support, and inspire you to excel.

At SUNY Oneonta, care has been our enduring tradition since our establishment in the late 1800s. Today, our expanding global network of alumni promotes values of inclusivity, service, and sustainability, reflecting the essence of our institution. Feel empowered to flourish and exceed your highest expectations as part of our forward-thinking community.

Vision

Imagine. Empower. Engage. Excel.

Pillars of Success

Expand intellectually with inclusivity, dedicated to impactful progress and sustainability.

Providing practical education to foster interdisciplinary knowledge, innovation, and leadership skills.

Engage actively with the world, flourish socially, and lead purposefully.

Create lasting global impact through alumni-community relations, fostering enduring connections.

Mission | Values

At SUNY Oneonta, we empower inspired visionaries. Our mission is to cultivate intentional and meaningful learners who are driven to make a difference. We believe in the power of a strong community that supports each student’s growth, fostering lasting and influential connections. Together, we aim to create a global impact through education and innovation.

We embody attentiveness, striving to expand intellectual horizons through inclusivity. Our dedication to impactful progress and sustainability nurtures diverse perspectives and sustainable practices, driving meaningful advancements in education and beyond.

We uphold innovation, delivering practical education that cultivates interdisciplinary knowledge and encourages creativity. Our programs equip students with the tools to navigate challenges, inspire progress, and lead as forward-thinking pioneers in their fields.

Embracing an inviting atmosphere, we promote active engagement with the world, fostering social flourishing and nurturing purpo seful leadership. Our educational approach empowers students to interact meaningfully, forge strong connections, and lead with purpose and impact.

We embody efficacy, fostering lasting global impact through strong alumni-community relations. By fostering enduring connections, our graduates become influential ambassadors, driving positive chang e and meaningful collaboration worldwide.

Logos

Our university’s brand identity encompasses a cohesive set of visual elements crafted to effectively communicate our unique attributes and differentiate us from other institutions. Each element of our visual design serves a vital role in helping viewers understand and connect with our institution’s mission and values.

Our updated dragon logo embodies progress and determination visually. The dragon’s dynamic movement from left to right, with a forward-reaching claw, symbolizes our relentless pursuit of the goal for graduation. The curled tail signifies reflection on our history to facilitate learning and growth. This dragon design blends both eastern and western influences, reflecting the rich multicultural diversity of our campus community.

The legacy represented by our logo reflects the profound pride we have in our university. The “Pillars of Success”—Imagine, Empower, Engage, and Excel— are core values that define our learning community. Upholding these values collectively is essential to fostering progress and strength as we advance together towards our shared goals.

We are Dragons! Get ready to soar!

Typography

ONEONTA

OSTATE UNIVERSITY OF NEW YORK

Color Palette

Acceptance Package

The Acceptance Package is the official communication confirming the acceptance for Fall 2025. Inside this package, you will find:

• Your Letter of Acceptance

• A double-sided Commitment banner

• designed for sharing on social media

• A drawstring bag

• Vinyl stickers

• A band to keep everything neatly together

The envelope features a die-line cut for added presentation.

Clockwise (both pages):

1. Acceptance Letter 2. Decorative Band

Banners for Social Media

Envelopes

Drawstring bag

Stickers

5.

Communication Package

Brand Name

Brand

As custodians of the SUNY Oneonta brand, we strive for excellence to authentically convey the SUNY Oneonta story in a creative and unified manner that reflects our values and identity.

Our brand strategy serves as a framework that influences our thinking, actions, and communications.

Name

The university is typically referred to as “SUNY Oneonta” for most purposes. The full name of the university is “State University of New York at Oneonta.” It is appropriate to use the full name in contexts where there are legal obligations or entitlements involving the university, such as contracts. Additionally, use the full name when the audience may not be familiar with “SUNY,” such as in job advertisements.

In formal situations within the SUNY system, it is also appropriate to use the full name. Other names like “the College at Oneonta,” “State College at Oneonta,” or “SUCO” should be avoided in university communications.

You Thank ar

Alaina Rullo

Graphic Designer