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GOLD WITHIN BRAND TOOLKIT

There are as many perceptions and experiences of DePauw as there are people who know the university, whether as an alumnus/a, a student, faculty or staff member, parent, donor or a prospect. During extensive research and

discovery with stakeholders over the past several years, however, consistent themes and descriptors have emerged time and again when people are asked to describe DePauw or the DePauw experience.

These perceptions cumulatively create DePauw’s “brand” image. Although that image is not one thing, establishing a brand theme and message pillars authentic to the university as a whole can clarify that image and instill a sense of connection and community.

This toolkit is intended to provide a single, easily referenced source for the most commonly identified characteristics of DePauw; its core messaging, brand promise and pillars, voice/tone and brand theme; and the logos, colors, fonts, marks and other elements of the university’s identity system. We hope it is useful to those who frequently speak to prospective families and other stakeholders, answer questions or prepare digital content and/or publications.

Facts, core messaging and other components or elements should be reviewed and updated as the institution

changes. Hence, content in this manual will change, especially rankings and other proof-point facts. The user

should always check facts and refresh examples of text or design as needed to remain current. C&M is always happy to edit and fact-check any materials produced throughout campus.

The university, its people and its programs benefit from cohesively describing authentic, common-core strengths.

Our mission, vision, values, core messages and unifying theme bridge our history and traditions with our vision for the future, amplify our distinctions and cohere how we talk about our most important asset: Our reputation. – The DePauw Office of Communications and Marketing, January 2020

MISSION DePauw develops leaders the world needs through its

MISSION, VISION AND VA L U E S

uncommon commitment to the liberal arts and sciences.

VI S I O N 2 0 2 5 As a great place to learn, live and work, DePauw will be a university of choice and distinction known for

the integration of its rigorous liberal arts and sciences curriculum and robust cl-curriculum and its unique commitment to the success of each student.

VA L U E S Student focus

Collaboration Curiosity Diversity Inclusion

Commitment to excellence Trust

Integrity Respect

BRAND THEME, R AT I O N A L E , PROMISE AND CORE MESSAGING The most challenging aspect of brand identity is to bring together myriad distinctions and attributes

and distill them in a succinct, memorable and authentic way that resonates with target audiences. The best brand themes unify and are adaptable throughout an organization, instill pride in it and connect personally (and emotionally) with individuals internally and externally. They have to be “ownable.” During research and discovery in 2017-19, DePauw’s official color (DePauw Gold) caught the

attention of external audiences. It already was being used internally to symbolize excellence and the

DePauw spirit. Externally, DePauw Gold clearly resonated with prospective families in an important way: It was associated with quality. In the words of one parent, “Gold means the best and I want my (child) to have the best.”

But how do we make DePauw Gold something more

memorable, meaningful and relatable? The answer came “within” the DEPAUW name itself: Au is the chemical symbol for gold. Adding “within” creates an immediate

sense of personal interpretation, as in, “what does ‘Gold Within’ mean to me?” It speaks to quality and what is most important to each of us.

GOLD WITHI N 5

BRAND R AT I O N A L E : GOLD WITHIN Gold is DePauw’s defining element. It shines in our students as

they embrace new knowledge; our faculty as its members deliver academic excellence; our student athletes as they take the court or field; and our alumni as they achieve extraordinary success.

DePauw gold is the color that represents our spirit, defines our

academic standard and signifies our commitment to the success of every student and graduate.

Like the element of gold, DePauw’s comprehensive liberal education retains its value. Since

antiquity a liberal education was considered the highest ideal for any “free” – hence, liberal – individual, and it remains timeless, enabling our graduates to adapt to continual change. For

nearly two centuries, a degree from DePauw has epitomized the gold standard, defined as “the best or most prestigious thing of its type.” From “Hailing Old Gold throughout the land” to the

core values to which we aspire, gold is who we are, what we stand for and what we aspire to be. Graduates of DePauw will always be “GOLD WITHIN.”

BRAND MESSAGING HIERARCHY DePauw’s key messaging begins with how we position the university in the

higher education marketplace – our brand promise. It includes the major pillars

on which that promise is delivered, and flows through core supporting messages and the evidence or “proof points” that support those core messages. POSITIONING/BRAND PROMISE: DePauw is a top-tier national liberal arts university

that, through the fusion of academic excellence and vast

experiential opportunities, prepares leaders for personal and professional success.

WHAT IS GOLD WITHIN? THE ELEVATOR SPEECH

BRAND PILLARS:

Standard (defined as the best or most prestigious thing of its type.)

Just as pillars or columns hold up a building, brand pillars

For nearly two centuries, a DePauw education has exemplified the Gold

enable us to deliver on what we promise. Many universities

Gold signifies the quality of academics and co-curricular experiences that

so we must describe them and represent them visually and

leaders the world needs.

claim the same strengths that DePauw stakeholders cite, digitally in distinctive ways.

SUPPORTING MESSAGES AND PROOF POINTS:

ignite the potential within each DePauw student, preparing them to be

From our liberal arts foundation to our core values, gold reflects the

high value of a DePauw degree and our commitment to students, whose

These support the pillars and connect them in a variety

greatness begins when they discover Gold Within.

DePauw story.

Or, for a really fast elevator: Gold means the best. Gold holds its value

of ways. Doing so consistently over time will shape the

over time. A DePauw education is and does both.

AC R OS S T HE UN I V E R SI T Y: D E PA U W PR OGR AM S AN D P E OP LE AR E A L L GO L D GREEN ON THE WI T H I N COURT

DePauw’s “Gold Within” represents more than the university as a

whole. Every department and program; the School of Music; student; and faculty or staff member can “own” Gold Within, adapting it to

their specific standout qualities. A few examples that might work in an

advertisement are below, but more important are the core messages that resonate with prospects that can be shared in print, in video, through social and photographs or orally in a one-to-one meeting.

Proof points for departments and programs, which we encourage every

program to develop, include rankings, faculty and research achievement,

the employers that hire your graduates and examples of where alumni are working. All of these contribute to DePauw’s “gold-standard” reputation.

ALUMNI

Brad Stevens DePauw Class of 1999 Major: Economics

GOLD WITHIN

DEPAUW.EDU

SUBJECTS

DEPAUW HUMANITIES. INSIGHT FOR A BETTER WORLD. GOLD WITHIN.

STUDENTS

FACULTY SHAILI KUMAR ’20 MAJOR: BIOCHEMISTRY GRADUATE OF BREBEUF JESUIT PREPARATORY SCHOOL

STAFF

WARM DRINKS. WARM HEARTS. GOLD WITHIN.

EHUIG EN LO LA RE Y G EP P LR EI A Y C H E M I S T R Y / B I O C H EE N MG I SL TI S RH Y

Angie Clevenger and Judy Hastings Café Roy Baristas

G O L D W I T HI N 9

WRITING GOLD WITHIN Copy Examples – Bringing Core Messaging Together Below are general examples of how the positioning, promise, pillars and message components can be melded

or modified in various ways, while staying true to core messaging, based on target audience, subject or content type. Highlighted language indicates themes or phrases similar to those found in the messaging hierarchy. “ You’re looking for a university that’s just a committed to

your future as you are. DePauw’s Gold Within is brought to life by distinguished professors in small classes and

the world needs.”

embraced in a community of unwavering support. On

“Prepare for your leading role …”

education that sets you apart after graduation and find a

“The Liberal Art of Success”

launch your career.”

“…committed to 100% student and graduate success…”

our stunningly beautiful campus, you’ll experience an

powerful alumni network of professional connections to

“Professional success in virtually any field is the outcome of a DePauw education.”

“For more than 180 years, DePauw has prepared leaders

GOLD STANDARD LEARNING ENVIRONMENT Your dreams might be big. And the best way to achieve them is in small classes where you are an active

participant. At DePauw, the average class size is 15 and the student-to-faculty ratio is 8:1. That means

you’ll receive the one-on-one attention you deserve from professors who get to know you well during your time

here. You’ll have far more opportunities to ask questions, contribute to discussions and form meaningful bonds with classmates and instructors…

DEPAUW’S GOLD WITHIN

PATHWAYS

DePauw’s spirit is represented by its vibrant gold

At DePauw, there is no one way, no single journey, no

our commitment to you and the highest standard of

hopes and dreams, your path will be uniquely your own.

color. But to us, it means so much more. It represents academic excellence. The comprehensive gold standard education represented by a DePauw’s liberal arts and

sciences degree leads to personal and professional success in countless careers, as our graduates prove each year.

predetermined trajectory. Only yours. And just like your DePauw Pathways broaden and deepen your interests in and out of the classroom, providing interconnected experiences that lead to successful careers. They are

fluid and flexible, and many students combine multiple Pathways or create their own. Academic programs, immersive professional development opportunities,

involvement with student organizations, studying

abroad – these all will alter your course and transform the individual path you take.

D E PA RT M EN T S, PR OGR AM S, C ENTERS AN D A REA - SP EC IF IC BR AN D M ESSA GING Academic departments/programs, other divisions at the university, the School of Music and even

student organizations are integral to the DePauw experience and also have messages distinct from

the core messaging or proof points used at the university level to connect with prospective families and students.

These distinctions can easily connect with DePauw in a way that stays true to DePauw’s brand.

The university positioning, brand promise and brand pillars link all areas and provide a common foundation; however, the supporting messages for the pillars and the proof points can be customized to the strengths of each program or area.

The front side of the foldout page that follows shows how DePauw’s messaging hierarchy “ladders” from the positioning and pillars through to the proof points. On the reverse side, a template is

in place to make it easier for individual campus areas to envision their distinctions. The Office of

Communications and Marketing is happy to assist any campus area in preparing its own hierarchy

and determining standout messaging and proof points ideal for enhancing visibility and awareness. Note that starting with proof points first, and laddering up to the positioning, can make the

process much easier. Most find their proof points fit naturally under the university brand pillars.

EXAMPLE All DePauw academic programs strive to deliver a Gold Standard Education; that brand pillar is one we share. Core supporting messaging and proof points for that pillar will vary from, say, the School of Music (which might emphasize the value of 1:1 instruction that represents a gold standard) and Classical Languages (which might focus on the deep immersion in global cultures). Both programs would identify successful graduates in support of the Uncommonly Successful Alumni pillar, and both programs have Powerful alumni and faculty Networks of Support unique to them.

n DePauw alumni hold leadership positions in some of the world’s most recognized organizations: Eli Lilly and Co., General Mills, Salesforce, KPMG, Goldman Sachs, Young Life, Goodwill, Lumina, First Internet Bank, Tom’s and many more.

n Alumni provide connections for internships and careers and financially support extensive scholarships, cocurricular learning experiences, leadership and research opportunities, career services, study abroad and additional immersive learning opportunities, including sponsoring globally renowned guest lecturers.

n GOLD (Graduates of the Last Decade) mentors connect with first-year students to help them succeed.

n Every DePauw academic program boasts highly successful alumni.

Alumni are a “who’s who” across a wide array of professions – CEOs, doctors, lawyers, Pulitzer & Nobel prize winners, authors, journalists and entrepreneurs – who provide opportunities for DePauw students.

UNCOMMONLY SUCCESSFUL ALUMNI

n Management Fellows, Media Fellows, Research Fellows, Environmental Fellows.

n Every student begins a professional pathway from his/her/ their first year.

n 84% of students have at least one internship.

n Study-abroad participation No. 4 in the nation.

n Any student in any major has access to 10 centers for indepth, hands-on professional and skills development.

n Self-directed learning guided by advisers/mentors for holistic, meaningful growth.

n DePauw emphasizes leadership development across all majors and interests (from scholar-athlete to social or entrepreneurial innovator).

Academic rigor and immersive experiential learning cement career-readiness.

LAUNCHPAD FOR LEADERS

n All students experience at least two “extended terms” to dive deeply into a subject or project, in close consultation with faculty members.

n Discussion-based first-year seminar provides strong foundation for relationships and connections with faculty adviser and peer mentors.

n Funded leadership and immersive experiential learning on and off campus throughout the student experience.

n 100% of students begin their professional pathway during their first year through the Hubbard Center for Student Engagement (career services/off-campus study).

n 97% of graduates indicate satisfaction with faculty, who become not only valued mentors, but often lifelong friends and supporters.

From Day 1, students have individual faculty and career advisers, plus peer and alumni mentors, who support their personal and professional growth.

POWERFUL NETWORK OF SUPPORT

UNIFYING BRAND THEME: Once you attend DePauw, you’ll always be Gold Within.

n Top 50 most beautiful campus (Condé Nast) including its 520-acre nature park provide an idyllic backdrop to learning, only 40 minutes from thriving Indianapolis.

n One of the few national liberal arts colleges with a School of Music - 6th oldest in the U.S.

n Globally renowned guest lecturers (i.e., Malala, Condoleezza Rice).

n All students participate in two extended studies terms, a capstone and a first-year seminar; more than 90% have at least one internship or study-abroad experience.

n Professor-mentored undergraduate research.

n Writing, speaking and quantitative reasoning skills essential are woven into every level of the curriculum across all disciplines.

n The Top 5 skills most sought by employers are top outcomes of a DePauw liberal arts education: creativity, persuasion, collaboration, adaptability, time management (LinkedIn, 2019).

n 8:1 student-professor ratio on a 100% undergraduate, residential campus.

n U.S. News & World Report 2020: Top 50 National Liberal Arts University.

n Relationships with and access to faculty scholars who are experts in their fields.

PRO OF POI NTS

Accomplished professors teach and mentor in small classes in an inclusive, supportive and beautiful living-learning community.

COR E MESSAGE

GOLD STANDARD EDUCATION

BRAN D PI LLARS

DePauw is a top-tier national liberal arts university that, through the fusion of academic excellence and vast experiential opportunities, prepares leaders for personal and professional success.

DEPAUW POSITIONING/BRAND PROMISE:

Messaging Hierarchy – University Level

DePauw is a top-tier national liberal arts university that, through the fusion of academic excellence and vast experiential opportunities, prepares leaders for personal and professional success.

DEPAUW POSITIONING/BRAND PROMISE:

Messaging Hierarchy – Departments, Programs and Centers

BRAND PILLARS

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