Personality

y i t l a n o s r e p

Our brand personality is the set of emotional and human characteristics associated with our university. It’s derived from the attributes that best describe CU and form our emotional identity. Showing our personality helps our customers relate and interact with our brand. Our personality should communicate the tone and attitude of CU.

Approachable

Phoenix are friendly and welcoming. We have a sincere desire to be helpful and relatable. We instill confidence in others by respecting their opinions. We smile, we laugh, and we don’t take ourselves too seriously. We enjoy celebrating the success of others.

How this impacts our brand:

Our marketing messages are inviting and warm like coffee with a friend. They affirm our position as helpful guides, mentors, and supporters of our students. We use imagery that captures friendly interactions that feel like a conversation everyone can be part of. On campus, approachable feels welcoming and comfortable. Our students feel respected by faculty and staff, which gives them more confidence to speak up, reach out, and connect.

Collaborative

Phoenix rise higher when we collaborate together. The energy collaboration brings to the table is magnetic. We believe that we can achieve the best results faster, by tapping into our collegial nature and uniting our strengths and talents together. Our collaboration promotes an environment for learning and innovation. When we collaborate, we create something bigger than the sum of what each person can create on their own.

How this impacts our brand:

Collaboration fosters synergy. We share stories that highlight the positive impact of collaboration - in the classroom, at the office, with our students, and with our community. Using a variety of media and channels, we share content that reflects a sharing culture. Our collaborative spirit will attract new partnerships that desire to share in our vision for CU. It’s through such partnerships that CU will continue to rise and impact the world.

Inclusive

Phoenix value diversity. We embrace individuals and the range of ideas, backgrounds, and experiences they bring to CU. It makes our community strong, and promotes a culture of acceptance and belonging.

How this impacts our brand:

As a liberal arts university, we foster a diverse student population with unique experiences and backgrounds that enhance the educational experience and broaden the individual’s global perspective. When diversity, inclusion, and equality are centerpieces for our brand, they impact recruiting, marketing, training, and everything in between. By showcasing our diversity we’re able to demonstrate to prospective students that all are welcome and belong at CU.

Genuine

Our decisions and actions are rooted in our values, and we practice those values rather than simply profess them. We choose what is right, not what is easy, and we stand up for what we believe in. We’re sincere, never for show, and we keep our promises.

We’re transparent and honest with our customers. We share stories that are real, show our heart, and honor our values. We aim to build open and honest relationships with one another. Our marketing messages are sincere and focus on lifting others to achieve more. We use imagery that affirms our position as a trusted guide and friend to our customer and community. Every interaction is an opportunity to build brand confidence.

How this impacts our brand:

Optimistic

Our glass is full, and we choose to live on the bright side. We focus on opportunity rather than the obstacles along the way. We smile, we praise others, and keep our sense of humor even when there are setbacks. We celebrate achievement and cheer others on towards their goals. We propose solutions when identifying problems and actively work toward them with confidence that we will succeed. We have a fierce passion for what is possible, and we never give up.

How this impacts our brand:

Optimism sets a hopeful tone for all our marketing and communications. Our messages are encouraging and light-hearted. We share stories that are positive and uplifting. We use imagery that evokes feelings of confidence and excitement. These images and messages draw people to our brand. They want to be around us, because their world looks better with us in it. Our enthusiasm for their future gives them hope and assurance they have someone they can count on.

Limitless

Phoenix have no limit. We rise and then we rise higher. We transform challenges and adversity into opportunity and we inspire our students to rise to meet their greatest potential. We have an inexhaustible drive for excellence, and a sincere desire to make a real difference in people’s lives. Opportunity is open to everyone, and we are inspired by those who work hard to reach it. Phoenix have heart.

We celebrate stories of perseverance, courage, and transformation. We believe success lies within the tough stuff. We focus on showing the journey and the process of growth - the hours of dedication to the Van Buren Papers, the weeks of training before the big game, the extra time spent serving others. The Phoenix is our enduring symbol that communicates our will to rise, endure, prosper, and illuminate the world. We use imagery that shows progress, pride, and possibility. We communicate the heart of the Phoenix by incorporating the Phoenix wing - a distinctive graphic used to draw focus to images of those who exemplify the character and heart of the Phoenix. Our messages call people to opportunity, to reach and imagine what’s possible. It calls them to action - to rise.