Refresh the Brand

Implement a brand refresh to modernize, unify, and expand our brand’s visual identity, voice, and assets to meet evolving audience needs and institutional goals. Partner with a research firm, establish a brand management strategy, strengthen brand standards, create a consultation process, and invest in user-friendly tools and systems.

Evolve the brand by implementing a brand refresh to celebrate the existing brand’s strength and expanding it to meet future growth. The brand refresh will update our existing brand’s identity. It will maintain the core elements while refining them to align with priorities. The brand refresh is a strategic update — not a rebrand. It unites our updated mission, vision and values with our visual identity, voice, tagline, and  brand assets.

• Partner with a brand research firm to assess our current brand portfolio with an eye for growth.
• Based on brand research analysis, determine the scope of the refresh. Potential options include updated or adjusted logos, refined tone and messaging, clarified usage policies (including Mo State, the Bear Head, and spirit marks), established identity guidance for key offices (like the Office of the President), and cohesive representation of Public Affairs.
• Establish a brand management strategy coordinated in Marketing and Communications to work among stakeholders (alumni, planning, design and construction, academic units, etc.).
• Establish robust Public Affairs brand standards and toolkits.
• Establish robust athletics brand standards and toolkits. Create a comprehensive brand package supporting facilities, uniforms, merchandise, licensing, game entertainment and marketing.

Establish a “last look” process through which decentralized designers and marketers outside of the Division of Marketing and Communications can get a consultation to check brand usage

• Invest in systems and tools that make branded elements, templates and assets easy to use for decentralized designers and marketers across the campus community.