Brand Personality

The Brand Personality statement describes the characteristics of Appalachian that should be reflected both visually and editorially in institutional communications. Tone, images, color palette, typography, logo and other design elements work together to create Appalachian's Brand Personality.

Appalachian State University's brand personality is energetic, forthright and welcoming. It is inclusive and caring about others, as well as curious about the world and its people. Enthusiastic, approachable and with humility in all things, Appalachian's brand personality is optimistic and genuine. In all we do, Appalachian faculty, staff, students and alumni strive for the highest quality, and desire to make a positive contribution in the lives of others. We forge lasting relationships and remain passionately committed to Appalachian and its success in all stages of our lives.

The following adjectives and phrases describe Appalachian State University's communications style and personality and should be reflected editorially and visually in all University communications.

General Impressions

  • Authentic
  • Current
  • High Quality
  • Confident
  • Professional
  • Clean/Fresh
  • Approachable
  • Diverse
  • Optimistic
  • "Green"
  • Outgoing
  • Passionate
  • Friendly

Editorial Approach

  • It's About People
  • Compelling Stories
  • Images Are Key
  • Short Copy
  • Direct
  • Emphasize Location
  • Forward Thinking/Embracing the Future
  • Demonstrate sustainability

University Communications

Promoting the strategic initiatives and special character of Appalachian State University.

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• Communications Planning
• Critical Communications
• Publications and Graphic Design
• Photography, Video and Podcasts
• Mobile Apps
• Audio/Visual Setup
• Media Coverage
• Web Design / Redesign
• Writing and Editing
• Social Media
• Signage
• Event Promotion
• Paid Advertising


Licensing products

Through the licensing program, Appalachian State protects and enhances its reputation by ensuring that only licensed and approved products displaying University trademarks appear before the public. Additionally, the program enables the institution to share in the benefits derived from the commercial use of these trademarks.

For more information, please visit the Office of Trademarks & Licensing.