Brand Basics: Messaging

In this section

Our brand is what we make true every day, with every encounter. It's not just what we say, it's what we do.

Emerging from Puget Sound’s mission, values, and strategic plans, our brand comes to life in the experiences of our students, faculty, staff, alumni, and friends.

We express our brand using messages and visuals that help people recognize and connect with us. When applied consistently, these tools help people understand who we are and what we do.

These pages provide guidance on how to represent Puget Sound as we show and tell our story.

Pursue purpose and impact in a community that challenges and supports you.

Key Messages

Our brand message has three key dimensions:

Challenged and supported
Pursue your purpose, challenged and supported every step of the way.
Committed to a better world
Use what you learn to become more culturally competent and meet the needs of a changing world.
Inspired by an opportunity-rich location
Mountain, city, and sea experiences inspire research and scholarship, and a commitment to social and environmental justice.

About Puget Sound

University of Puget Sound is a leading national liberal arts and sciences university preparing students for success since 1888.

Located in the vibrant port city of Tacoma, Washington, we explore knowledge from multiple perspectives in our rigorous academic programs. We challenge and support students, faculty, and staff as we work together to meet the needs of a changing world.

The Princeton Review named our campus one of the most beautiful in the country. It’s a place where ideas come to life, and we put them to work in service of a better, more equitable and sustainable future.

We thrive on entrepreneurial energy. You will find us immersed in our local community, as well as in nearby Seattle, the Pacific Rim, and beyond. Known for exceptional programs in the sciences and committed to equity and justice, Puget Sound produces Rhodes and Fulbright scholars, Peace Corps volunteers, and leaders in business, finance, medicine, public service, scientific research, and the arts—locally and around the globe.

How We Communicate

What we say—and how we say it—matters.

Point of View

Keep students at the center.
“In the interest of students” is our touchstone. We focus on the success of students. We honor all perspectives, opinions, contributions, and journeys.

Balance autonomy and community.
We are all teachers, mentors, and students. Our paths may differ, but we learn, explore, and grow with one another. Our relationships are warm and show mutual respect. We strive for autonomy, not isolation.

Keep it interesting.
We show rather than tell, and use first-person experiences and voices. Unmodified verbs, short sentences, and brief paragraphs keep readers engaged. Specific examples are stronger than long explanations.

Be curious.
Curiosity is the engine that drives us. We explore new ideas. We enjoy surprise. We dig below the surface to discover what is important and meaningful beneath. Contradiction and tension help lead us to understanding. Challenging our thinking refines our sense of purpose.

Personality and Tone

Optimistic. We are positive, motivated, and confident in the value of learning and growth.
Purposeful. We are aware of and intentional about what matters. Our energy is focused on what is meaningful. We make our intentions clear.
Grounded. We are true to who we are. We are straightforward and acknowledge reality. We are empathetic and don’t shy away from difficult topics.
Collaborative. We work together toward shared goals, mindful of what is important to others. Lead with “we,” not “I.” We are constructive and inclusive. We value cultural intelligence and humility.
Supportive. We encourage one another and recognize effort and accomplishment. We give thoughtful feedback and are genuine with our praise.
Active. We are physically and mentally energetic. We use active and direct language, and avoid excessive use of modifiers.

Make the Message Your Own

Use examples from your own division, department, or program to show how we live our brand. Following is an example of how our key messages can be interpreted and modified when communicating with students. (These examples may change when addressing faculty, staff, alumni, or other audiences.)

Pursue your purpose, challenged and supported every step of the way.

Explore where your curiosity takes you, try new experiences, and apply what you learn to solve challenges that are important to you.
Learn how to think, not what to think.
Study and grow at a top-tier liberal arts and sciences university recognized for rigorous programs, dedicated faculty and mentors, and endless ways to learn through experiences in and out of the classroom.

Use what you learn to meet the needs of a changing world.

Study the sciences in undergraduate and graduate programs, including a new program in public health, and join our many graduates who are accepted to medical school.
Engage with the community through unique Puget Sound programs, including the Race and Pedagogy Institute, Sound Policy Institute, and Freedom Education Project Puget Sound.
Experience a globally focused education that includes an emphasis on Pacific Rim studies, from North and South America to Asia.

Mountain, city, and sea experiences inspire research, scholarship, and service.

Live, work, and learn together on a beautiful campus in a small city in the dynamic Pacific Northwest—a region driven by technology entrepreneurs, global trade, creative energy, and a love of the outdoors.
Learn by doing. Intern, research, volunteer, and explore in community organizations, local companies, and natural settings.
Immerse yourself in Tacoma’s natural environment. Enjoy and protect our local mountains, waterways, and wildlife.