University Branding Initiative

By Office of the President

Wednesday, 02 07 2018

University Branding Initiative

Dear Members of the A&M-San Antonio Community,

As many of you are aware, the University is working on a branding initiative to help us define who we are and what we do in a way that differentiates us in the higher-education marketplace.

Since last April, nearly 100 members of our community have participated in a series of branding workshops, focus groups and in-depth interviews as well as meetings to review and critique brand messaging, designs and campaign taglines. These participants have included A&M-SA leadership, faculty, staff, current undergraduate and graduate students, alumni, donors and community leaders. Another 50 students and faculty members recently participated in a series of branding photo-shoots. It has truly been a collaborative effort, and I sincerely appreciate all of you who have contributed to the initiative.

What's Not Changing?

Our logo, name, typography/fonts and color palettes are not changing.

What's New?

We have developed a new brand platform consisting of four brand pillars along with a new brand mantra, personality and voice. In addition, we have developed a new design approach for using images and other graphical elements, as well as new audience profiles with customized messaging for each of them. All these elements will be embodied in a new brand campaign whose theme is "On a Mission."

Next Steps

Later this month, we will launch the brand campaign to targeted external audiences in San Antonio and its surrounding areas as well as the Rio Grande Valley. Between now and then, we will start rolling out the new brand internally. This will include brand workshops for faculty and staff as well as brand update sessions for students. You will also start seeing brand campaign materials around campus, including A-frame signs, digital screens, light pole banners, social media posts and hanging banners on fences and buildings.

It will take our campus community several months to assimilate the refined A&M-SA brand, and we will work together to integrate it into our daily lives throughout the course of the year. In the meantime, I want to thank all of you in advance for your efforts to embrace and help the University promote our refined brand.

Warm Regards,
Dr. Cynthia Teniente-Matson