Economic Vitality and Public Service Style Guide
Table of Contents
Objectives
-
Strengthen awareness of the University of Georgia’s vast resources and programs to stimulate economic development in the state of Georgia and beyond.
-
Increase visibility of the economic contributions and impact of the university with the public, the press and government.
-
Gain appropriate credit and recognition for the university’s role in stimulating economic activity compared with other institutions in the region.
-
Simplify the many program offerings to communicate the messages and stories that are most compelling, meaningful and relevant to the target audience.
- Position the University of Georgia as a state and national economic leader in key areas including research, innovation, and community impact.
Key Pillar Messaging
The messaging derives from and reinforces the University of Georgia master brand positioning.
Core Message
The University of Georgia’s commitment to creative innovation generates economic prosperity and business growth throughout the state of Georgia and beyond.
Proof Points
- More than $7B annual economic impact on the state of Georgia
- Statewide resource for supporting underserved Georgian communities and rural communities
- Developing new technologies and resources in agricultural industry
- Nationally ranked for number of commercial products introduced to market and active licenses
- Industry partnerships across the state, nation, and world
- Educating Georgia’s workforce
- Community leadership development through the Vinson and Fanning Institutes
- Business growth and formation through the Small Business Development Center, UGA Startup Program, and other Innovation District facilities
Audiences
- Georgia business leaders (C-level executives and decision-makers)
- Georgia corporate connections, donors and university partners in industry
- Georgia civic leaders and influencers
Voice
Messaging Tone
Our message includes so much more than what we say; it is also how we say it. Through the words we choose and how we choose to employ them, we can maintain a consistent voice and contextually relevant tone to craft a story that feels personal and real.
Voice Characteristics
Inspired by elements of the brand personality, voice characteristics define how the brand sounds.
Primary Characteristics
Inspiring
We are forward-thinking, always innovating and hopeful for tomorrow.
Sincere
We are all heart at UGA. Our love for students, the state of Georgia, and the people of the world make anything possible.
Other Characteristics
- Driven
We are dedicated and deeply invested in our mission. We are driven to succeed and focused on finding solutions. - Bright/Smart
We are leaders and world-class researchers. Our ideas change lives. - Confident
We are equipped, optimistic and ready to take on the future. - World-Class
We place a high value on excellence and leading in every arena, setting the bar for others who look to UGA as the gold standard.
Messaging Narrative
This is the core of the Economic Vitality and Public Service messaging. The ideas within this narrative guide our voice, inform the words we use, and inspire communications that resonate with all our audiences. The narrative can help us elevate our strengths and identify what our audiences can expect from us. At its core, the messaging narrative articulates the basis of an ownable, unique identity for the Economic Vitality and Public Service messaging.
Impact is more than just a word—it’s an action, an effect, and, at the University of Georgia, it can be seen in everything we do. It’s the work that makes economies grow, the momentum that makes industries thrive, the ideas that make entrepreneurs innovate, and the people who make communities prosper. And for the millions of people we serve, across all 159 Georgia counties and in countless global locations, what helps to make our economy stronger begins with the impact of research, collaboration and action.
The world may not always see the work that we do. But through the inspired alumni we send out into the world, the companies our discoveries help launch and the jobs we help create, the world can feel the University of Georgia’s impact every day.
A stronger Georgia and a better world. That’s our impact.
Impact through innovation.
Impact through collaboration.
Impact Georgia.
Messaging Headlines and Copy
Powerful headlines can do considerable work in carrying out our messaging and personality. Bold and interesting headlines compel our audiences to read further and listen to what we have to say. Use them to command attention and make a strong statement.
These are meant to be thought starters for communicators, so feel free to mix things up, with these frameworks as your guide.
Samples
Pairing strong headlines with compelling body copy is the most effective way we can convey our message and personality. Here are some examples that show how to effectively and powerfully communicate statistics, information and results from the Economic Vitality and Public Service pillar.
The Archway Partnership connects Georgia communities with higher education resources to address critical needs and opportunities. Over 200 students and faculty members have teamed up to host workshops, lead community restoration projects, and supply necessary technology to Georgia counties.
The University of Georgia promotes economic vitality, civic engagement and community health statewide. This commitment has generated a $6.5 billion annual impact on the state’s economy — and we’re just getting started.
Color
Our color palette helps people identify us at a glance, and the way we use color sets the mood for each of our pieces, bringing an energy and vibrancy to our communications.
The primary brand palette for the Economic Vitality and Public Service messaging uses our main university colors, Arch Black and Bulldog Red.
Typography
When it is used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what we communicate. Georgia’s typography communicates clearly and cleanly, and is flexible for a wide range of situations.
Fonts
Primary Serif
For more sophisticated situations, Merriweather, our serif font family, is available. It works best for headlines and body copy.
Secondary Sans-Serif
Oswald is our primary sans-serif family and a workhorse for our communications.
Special Considerations
- Headlines —Merriweather bold
- Subheads —Merriweather italic
- Body copy —Merriweather regular
Photography
Our photography style is bright, warm and intimate, with images that use natural light whenever possible. Light is also an active element in our photography, sometimes to the point of slight overexposure. To avoid unnatural angles, never rotate the camera to an angle other than 90 degrees.
Photography in the Economic Vitality and Public Service style has primarily focused on portrait and slice of life images, but all four subject categories are applicable.
Economic Vitality and Public Service Assets
Graphic Elements
The Economic Vitality and Public Service Messaging style uses unique graphic elements to distinguish us visually from other messaging or campaigns. See the examples for usage and implementation suggestions.
Economic Vitality and Public Service Assets
Examples
The Economic Vitality and Public Service Asset Portal contains examples for using and designing images, graphic elements, and messaging copy. Use these examples to keep the brand voice and style consistent across various marketing elements.