MSU Brand Guide

The MSU brand

Brand Promise: The Montana State University brand consists of our people, place, interactions and experience. Montana State University promises to be a leader in the integration of learning, discovery and engagement. The MSU brand is defined by the experience delivered to our students, the successes achieved by our alumni, and the innovative partnerships developed in communities we serve.

Reputation: At Montana State University, we are proud of our reputation for excellence in the integration of learning, discovery and engagement. Our university is consistently recognized as one of the top public research universities in the nation. MSU is designated as "very high research activity" (R-1) under the Carnegie Classification of Institutions. This combination means that our students participate in meaningful research and creative projects that not only enhance education, but improve lives in local and global communities.

MSU's increased visibility and enhanced reputation is demonstrated by the growth and profile of our student body, the increased involvement of our alumni and donors, and the enhanced downtown relationship.

Why is it important?

One of our greatest assets is our Montana State University brand. Consistent use of university key messages and visual design allow us to promote and increase our brand recognition. Using these guidelines across all media will reinforce Montana State University's identity as a leader in the integration of learning, discovery and engagement and help us achieve our goals.

The MSU brand is what differentiates us. It's what sets us apart, so it is important that we be mindful of how our brand is presented. It is our responsibility to promote and protect the excellence that defines Montana State University. Consistent presentation will leave an indelible mark in the minds of our audience and help the university achieve the goals set forth in the strategic plan.

Who does this guide apply to?

This brand guide applies to all university divisions that communicate to our key stakeholders. All Montana State University academic, research, outreach, student services, administrative and affiliated units, must follow these guidelines. All university units help tell the MSU story, so it is important that all communications present a consistent and unified message. Outside organizations and sub-contractors, including student employees who are creating materials for any Montana State University division must adhere to these guidelines as well.

These guidelines apply to all external and internal communications, including, brochures, websites, advertising, invitations, direct mail, postcards, fliers, catalogs, posters, billboards, banners and other environmental graphics, video, DVD, CD, film, presentations and stationery.

These guidelines are supported by the following MSU policies:

• Graphic Identity and Branding
• Trademarks and Licensing

MSU Strategic Plan - Choosing Promise - Adopted 2019

MSU's strategic plan,“Choosing Promise,” articulates the university’s strategic direction and will serve as its roadmap through 2024. It states the university’s mission, vision and values. It also lists areas of intentional focus and goals, as well as metrics that will be used to measure progress toward those goals and the specific actions needed to help reach them. 

The MSU Logo and Tagline

The MSU graphic identity program consists of logo and tagline information as well as branded fonts, color palettes and photography style. These visual identity guidelines apply to use of the MSU name, logo, and brand strengths in print, electronic, and video communications.

MSU colleges, departments, research centers and administrative units should not use logos other than the MSU logo.

The MSU name and logo is reserved for the exclusive use of the MSU community on university-related projects. Outside entities wishing to use the logo may apply for a license to create commercial products. Outside organizations wishing to use the MSU name and logo should describe the specified use and request permission from Julie Kipfer at jkipfer@montana.edu.

The MSU Logo

The Montana State University logo is the primary representation of MSU and should appear on all communications. Departments promoting events and symposium should always ensure that the university name or logo is properly and prominently displayed.

Logo Symbolism:
Block M - The Block M is a tribute to the M on Mount Baldy that was built by students in 1916. According to the 1917 yearbook, the M stands as, "a symbol of our loyalty to Montana State and a reminder of what a united class can accomplish."

Arc - The M is supported by an arc that represents the reach across the state and communities that we serve.

Flame - Housed within the heart of the M is the flame of knowledge, the lamp of learning, the academic fire that is nourished through the integration of learning, discovery and engagement.

The MSU Tagline: Mountains and Minds
MSU's official tagline is "Mountains and Minds." The tagline was first implemented in 1983 to promote MSU summer session. It's roots are in the poem by Gerard Manley Hopkins: "O the mind, mind has mountains; cliffs of fall / Frightful, sheer, no-man-fathomed."

The tagline is highly regarded and recognized by our stakeholders across Montana and beyond. The tagline is recommended for use/inclusion across all communications.

Brand Extensions:
Academic colleges and agencies have been assigned a graphic that integrates their name with the core signature.

All academic departments and research units that are directly affiliated with an academic college or one of the agencies should use that organization's brand extension.

 

Unit Identifier: If university administrative units that serve the entire university need to showcase their name in a small space, a unit identifier graphic can be provided. Unit identifiers are not designed to be used on MSU letterhead, business cards or websites. Please contact Ron Lambert at rlambert@montana.edu for a unit identifier graphic.

 

 

MSU Athletic Marks

Montana State Bobcat athletics utilize several spirit marks to promote and enhance the visibility and build positive associations with Bobcat athletics. The family of athletic marks is reserved for the exclusive use of Bobcat athletics. These marks cannot be used by academic or administrative departments in their official communications.

Exclusive Athletic Marks

Use of the athletic and spirit marks by entities outside of the university is strictly forbidden. Vendors wishing to develop merchandise bearing the MSU or Bobcat name or logo must apply for a license through Collegiate Licensing Company. 

For student use of the Bobcat logo, please see student use section.

For more information on Bobcat Merchandise: Bobcat Spirit

Vendors wishing to produce products bearing the Bobcat name or logo:

• Trademarks and Licensing
• FAQ

Print Guidelines

All communications, whether printed or electronic, must include the proper MSU branding. The MSU core logo or the college brand extension logo is required on all communications. 

Sample Publications

Creative Services is available to help create on brand publications like the following samples. Click on image to enlarge.

Click on an image to view as a slideshow.

Typography and Colors

Typography

Web Guidelines and Resources

The web is one of our most powerful communication tools. The university website, individual division websites and social media should speak with the same voice and present a cohesive look and feel across all channels.

MSU uses a Content Management System (CMS) called modern campus to deliver the university's websites. Most MSU websites should be in the CMS. MSU's web standards (logo, layout, typography, color palette) are designed into it. The CMS enables all university schools, divisions and departments to easily create and update their sites and remain consistent with the MSU brand, while still allowing enough flexibility to express their unique identities.

There are some sites that may be built outside of the CMS, and the review and approval of those website designs by MSU Web and Digital Communications must happen before they are published publicly. MSU Web and Digital Communications should be contacted early in the web development process to ensure design plans meet brand standards.

All graphical development for Web pages must be in accordance with the established Graphic Identity and Branding Guidelines, as well as the brand information found on this toolkit. The Web guidelines are an inherent part of the print guidelines, as all communications should be consistent across all mediums.

For more information about the CMS: Visit Web and Digital Communications

For more information on styling your pages within the CMS see the MSU Content Management System Help Docs.

Video and Photography Brand Guidelines

Visit MSU Visual Media's branding page to learn more on how to keep your photography and videos on brand.