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Communicating the DASNR brand

Have you seen the most recent television ad for Oklahoma State University? If you haven’t, it’s worth a watch.

I think the ad is a great case study for the concept of branding. For some, the OSU brand is conveyed through the opening clip of Bullet riding through an open field. Perhaps, for them, it evokes images of sporting events or the university’s agricultural roots. For others, the soaring drone footage of campus’ landmark buildings may be a reminder of their time as a student, walking many of the paths shown from a birds-eye view in the ad. Still others may relate to the powerful script that describes the can-do, progressive nature of OSU researchers, faculty, staff and students. For me, the final shot of Edmon Low Library transitioning slowly to orange gives me goosebumps.

Your emotional response when you watch the video – whether good or bad – that is a brand.

A brand is a feeling. A brand is a promise of a consistent experience. As representatives of the OSU Division of Agricultural Sciences and Natural Resources, DASNR employees have a responsibility to ensure messages from our entities and programs underscore our brand.

Recently, Agricultural Communications Services developed a style guide to help do just that. The easiest and first step in this effort is to identify ourselves in a consistent way with approved, standardized logos. I've prepared a short video to explain and supplement the Logo Guidelines section of our style guide. I hope it helps.

The style guide also provides explanations for legal disclosures that must be included on DASNR materials, as well as an explanation of editorial style to support uniformity in our written materials.

If you have a question about the style guide or any of the materials available on our toolbox of resources, please don’t be a stranger. Send me a personal note or send general questions to agcommservices@oktate.edu. We’re here to help!

Ruth Inman
Communications Specialist - Marketing
Agricultural Communications Services