Spartans Will.

Spartans Will. is Michigan State University’s iconic brand expression.

The tagline captures the purpose, determination and action that differentiates Spartans and drives them to make a meaningful difference.

Spartans Will. expresses a defining quality of Michigan State: the determination to turn purpose into meaningful impact. It reflects how Spartans show up for themselves, for one another and for the communities they serve.

“Will” carries a powerful double meaning. As a verb, it signals action and what Spartans do to move ideas, people and communities forward. As a noun, it represents the determination, optimism and sense of purpose that drive them. Together, these meanings make Spartans Will. a distinctive expression of the MSU brand.

The tagline: 

• should be used in advertising and marketing communications.
• usually stands on its own: avoid using as a headline or sentence such as “Spartans will discover.” It limits the double meaning and makes it only focus on its use as a verb.
• in limited cases, may appear in text, for example, as the closing statement in a letter.
• is a strong statement or response to a challenging question.
• Always place a period after the word “Will.”
• may appear in all caps or with initial caps.
• should not be combined with other marks or phrases to create a new mark, graphic or theme line.
• may be MSU green, white or black.

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