Task Force on Integrated Marketing

Message-on-a-Page

The "distinctive advantage" outlined below is the focused concept that differentiates Portland State from all other universities. It is a singular advantage that positions Portland State in the minds of prospects. It is not a new mission statement; rather, it is a concept that supports the University's mission statement. It is also not the actual words or phrases that would be used to communicate with external audiences. Instead, the distinctive advantage is a concept that will help guide and inform creative processes and University communications with all audiences.

Distinctive Advantage

Portland State University's intentional academic engagement and connection with the Portland urban area provide exceptional opportunities for learning, service, research and achievement.

This concept was arrived at from perception survey exercises with these constituent groups: alumni and friends; deans, the Academic Affairs executive committee and the university executive committee; external relations staff; faculty; students; and staff.

Defining Message Themes

Combines involvement and expertise in all things urban with a passion for cultivating all things "green."

Attracts creative and motivated students and faculty who teach and learn in a diverse community of all ages, nationalities and races.

Provides opportunity to all who demonstrate a genuine commitment to achieve.

Conducts research and service critical to the economic development and quality of life of the region.

Embodies and contributes to the vision and character that makes Portland a progressive, entrepreneurial city with growing international connections.

Visual Identity

Official materials guidelines: 15% should reflect the Portland State identity (word mark, logo, tag line if appropriate, official Portland State green); 85% should reflect the identity characteristics of the university, college, program, event or project.

Word mark/logo: consider development of a graphic element to be used in conjunction with the university name as the official Portland State logo. Also consider how the current word mark might evolve to reflect the newly articulated brand or mutually reinforce a new graphic element.

Green and white remain the defining colors of the university identity.

Identity-reinforcing photography should appear in each publication, emphasizing diverse groups in urban and/or green settings.

Creativity in design must be demonstrated in order to reinforce that feature in the institution's identity.

Refer to Portland State University as a first reference and Portland State thereafter, rather than PSU.