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The Michigan State University brand is built upon the fundamental truth of our history and the strength of our identity. The way our brand is expressed—its look, feel, and tone—reflects what Michigan State University is and aspires to become.


The essence of the Michigan State University brand is the core of our brand and the central premise of our brand story.


Our positioning statement clearly articulates who we are and the distinctive value we offer. It guides and shapes our communications.


MSU’s brand personality is the character of our brand defined in human terms. These attributes are essential aspects of Michigan State University’s identity, and they should guide the tone and attitude of MSU communications.


Michigan State University’s official tagline is a uniting theme that communicates our value and purpose in a common language. It’s a call to action that differentiates MSU from other universities and speaks to who we are and what drives us.

Spartans Will
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