Issuu

Gonzaga University

Brand Standards

V 2.0 | October 2026

Introduction

What you create will leave a lasting impression on the world. You’re here because you’re about to create something to build long-term brand value for Gonzaga University. That’s great! But before you get started, it’s important you understand why these guidelines exist. First and foremost, the guidelines are for you — stewards of Gonzaga’s treasured brand — to serve as touchstones for producing on-brand communications. They outline a framework of core brand elements that contribute to forming a consistent and compelling image of Gonzaga University. You are encouraged to apply these elements with intention. Because what you create will leave a lasting impression on the world.

Gonzaga University Brand Standards

Table of Contents 04

Design

Who We Are Mission

LOGO

Vision

Audiences

Primary Logo and Logotype

Logo Clear Space and Minimum Size

Logo Color

Logo Misuses

Official Logo Lockups

Other University Logos

Brand Strategy Brand Platform

Brand Concept

Messaging System

SUPERGRAPHIC

Gonzaga University Brand Standards

Supergraphic in Use

Incorrect Applications of Supergraphic

PHOTOGRAPHY

SAMPLE LAYOUTS AND GUIDELINES Print Ads

Traditional Billboards

Out-of-Home Advertising

Portrait (Environment)

On Campus Campaign

Portrait (Studio)

COLORS

Landscape

Brochure and Publication Spreads

Primary & Secondary Colors

Templates

Campus Lifestyle

Video

Color Guide

TYPOGRAPHY

Supergraphic

Marketing Examples & Templates

Fonts

Limited Use Fonts

ILLUSTRATION Pen and Ink Illustrations

Pen and Ink Usage Examples

APPENDIX Target Audience Care-Abouts

Who We Are

A set of principles intended to encourage and guide your pursuits.

Gonzaga University Brand Standards

Mission

Gonzaga University is an exemplary learning community that educates students for lives of leadership and service for the common good. In keeping with its Catholic, Jesuit, and humanistic heritage and identity, Gonzaga models and expects excellence in academic and professional pursuits and intentionally develops the whole person — intellectually, spiritually, culturally, physically, and emotionally. Through engagement with knowledge, wisdom, and questions informed by classical and contemporary perspectives, Gonzaga cultivates in its students the capacities and dispositions for reflective and critical thought, lifelong learning, spiritual growth, ethical discernment, creativity, and innovation. The Gonzaga experience fosters a mature commitment to dignity of the human person, social justice, diversity, intercultural competence, global engagement, solidarity with the poor and vulnerable, and care for the planet. Grateful to God, the Gonzaga community carries out this mission with responsible stewardship of our physical, financial, and human resources.

Gonzaga University Brand Standards

Vision

Gonzaga is a premier liberal arts-based university recognized nationally for providing an exemplary Jesuit education that empowers its graduates to lead, shape and serve their chosen fields and the communities to which they belong.

Gonzaga University Brand Standards

PROSPECTIVE UNDERGRADUATE STUDENTS

PARENTS AND FAMILIES OF CURRENT/PROSPECTIVE STUDENTS

CURRENT UNDERGRADUATE STUDENTS

UNDERGRADUATE STUDENT ALUMNI

PROSPECTIVE GRADUATE STUDENTS

CURRENT GRADUATE STUDENTS

LIFELONG LEARNERS

GRADUATE STUDENT ALUMNI

CURRENT AND PROSPECTIVE DONORS

EMPLOYERS AND BUSINESSES (LOCAL)

EMPLOYERS AND BUSINESSES (NATIONAL)

Audiences By forging a personal connection with our audiences, Gonzaga’s brand comes to life.

UNIVERSITY VOLUNTEER LEADERSHIP, FACULTY, STAFF, OTHER CONSTITUENTS

LOCAL, STATE, REGIONAL, NATIONAL MEDIA

PEER INSTITUTIONS AND PARTNERS

A comprehensive set of care-abouts for each target audience can be found in the appendix of this document. 7

Gonzaga University Brand Standards

Brand Strategy

We must distinguish Gonzaga’s brand from the competitive landscape.

Gonzaga University Brand Standards

Brand Platform

To maintain a superior brand strategy, a Brand Platform has been developed to guide the content of all marketing activities. From a brand perspective, the goal is to help distinguish our University from the competitive landscape through a distinct, relevant market presence informed by a thorough discovery process as well as Gonzaga’s mission, vision, values and Strategic Plan. The Platform is a high-level brand management tool used to steward a consistent and seamless marketing and communications environment. Use the Platform to inform your advertising, marketing and public relations copywriting.

Gonzaga University Brand Standards

Brand Platform Brand Purpose We educate people for lives of leadership and service in pursuit of a better world.

Value Proposition Gonzaga is a Catholic, Jesuit, humanistic university rooted in the Pacific Northwest that offers an exemplary academic experience and connections that span the globe — all within a community of unrivaled spirit and authentic care for the whole person. We empower people to become responsible leaders who shape their professions and elevate their communities.

KEY MESSAGE 1

Excellence

KEY MESSAGE 2

Connections & Opportunity

Guided by expert faculty dedicated to teaching, our top-ranked academic experience challenges students to expand their intellectual and creative capacities through applied learning and inquiry.

Our highly engaged, worldwide networks provide career connections, opportunities to pursue one’s purpose and lifelong relationships.

Proof Points

KEY MESSAGE 3

KEY MESSAGE 4

KEY MESSAGE 5

Whoever you are and wherever you come from, you will find belonging in a community that radiates an unrivaled spirit of collaboration, support and care.

Our Catholic, Jesuit, humanistic education instills leadership and inspires a faith that does justice — developing people of character prepared to embrace life with integrity and purpose.

Our main campus setting within the Pacific Northwest — in the heart of Washington state’s second largest city and along the banks of the Spokane River — offers extraordinary opportunities to experience the region’s natural abundance as well as examine the critical issues of our world.

Proof Points

Community

Leadership

Place

Top-shelf proof points for each key message can be found on pages 17-26 and a comprehensive set of proof points for each key message can be found at: my.gonzaga.edu/brandproofpoints

Gonzaga University Brand Standards

Brand Concept

Leading the Way “Leading the Way” is the central concept that animates other activities or activates a journey. “Leading the Way” doesn’t mean that the endpoint or destination is set in stone. We can change direction and still lead. Adapt. Zag. This concept is rich in action and can be expressed in diverse ways including, but not limited to, the examples shown here.

DISCOVER

REVEAL

EXAMINE

Gonzaga University Brand Standards

EXPAND

LEADING THE WAY

SERVE

BELONG

EXPLORE

ASK

PERSIST

TRANSFORM

LOVE

Brand Concept: Leading the Way Leading the Way: Words, phrases and ideas to help you communicate on behalf of Gonzaga Some brand guides give you 15 ways to use a specific word or phrase across publications, particularly if it is deemed to be a “tagline.” While that can be useful up to a certain point, there will come a time when you’ve exhausted the stockpile of phrases — and exhausted your audience. In your creative fatigue, you will begin to shoehorn the phrase into places where it doesn’t belong — or where its meaning is diluted. As a professional communicator, you deserve better — and so does the Gonzaga brand.

To be clear: “Leading the Way” is not a tagline.

It shouldn’t be used as such. It is an internal organizing concept. Rather than a tagline and a handful of ways you might use it, what we hope to provide here is a lexicon, a linguistic universe, a family of ideas upon which you can riff and iterate and build. A messaging system with built-in room to honor the creative gifts of all who communicate on behalf of Gonzaga, to honor the centuries-old Jesuit values that shape a Gonzaga education and to honor all who experience it.

What does it mean to lead the way?

What happens when we are leading the way?

Leading the way is not sprinting blindly into the unknown. Leading the way is moving intentionally, with purpose, into the places where you’re needed most. To do so with courage, and with the knowledge that what you find when you journey out into the world has the power to change your worldview in ways not possible had you remained in your comfort zone.

• Potential transforms into hands-on application

Gonzaga community members lead the way — they and their actions are visible in the world. They are the first in line, propelled by their conviction to create a more just and humane society. They dare to engage — not only with people, places and ideas that reinforce their beliefs — but with new and unexplored frontiers. Your writing should make that daring act of leading the way and what it produces both visible and irresistible. • When students are leading the way, they are doing so with an openness to learn, explore, engage, help, question, experience, love. • Faculty and staff are leading the way for students: challenging and supporting them, partnering with them on world-changing research, always balancing the act of leading with the act of walking alongside students in the journey. • Alumni are leading the way no matter where their path takes them, their sights set on improving the world for the better.

Gonzaga University Brand Standards

• Experience illuminates opportunity • Love sustains along the journey • Careers transcend mere work • Compassion bridges communities • The strange becomes familiar • The familiar is rediscovered and known anew

How are we leading the way? At Gonzaga, we are leading the way with intention. We don’t just go forth to go — we lead and go to bring forth an effect. Verbs like “transform”, “explore” and others are highly active. They reach their highest activation when an agent uses them to create an impact on something or someone. We transform. The greatest activation is when we transform ourselves, others, the world. We explore. The greatest activation is to explore the unfamiliar and use our light to illuminate its qualities for the good of all. When you tell the story of how Gonzaga community members are leading the way, select the language and images that clarify the actions they take and amplify the impacts they have. Sometimes this language will include “leading the way.” Sometimes it won’t. But whatever we write should express the spirit and intention of that phrase.

Messaging System

As another important component of Gonzaga’s brand strategy, a Messaging System has been developed to enhance and substantiate the content of all marketing activities. Utilizing this System will help avoid ad hoc decisions that could derail the strategy. On the following pages you will learn System intricacies to ensure on-brand audience touchpoints are maintained.

Gonzaga University Brand Standards

Messaging System

Introduction

The Messaging System memorializes high-level strategic talking points that address target audience care-abouts (influences). In every piece of marketing communication you produce, a single key message must be articulated and backed up with proof points. And keep in mind, we are not the target audience — do not assume the audience understands Gonzaga University or its market position. For comprehensive materials, each key message should be communicated. When developing brief communications, care should be taken to select one key message and its proof points — informed by the desired target audience’s care-abouts. Messages can be used verbatim, however, to maximize brand impact, they should be creatively executed in a way that is appropriate to the specific communication purpose and audience. For example, the tone when addressing a prospective undergraduate or graduate student would be executed differently than communication directed to a prospective donor.

Gonzaga University Brand Standards

Key Messages To break through today’s crowded higher education marketing environment, you must determine key messages intended for desired target audiences. As you craft your content, remember: if everything is important, nothing is important. Ideally, you should identify the single most essential message you want the respective audience to associate with Gonzaga University. If they recall just one thing, what is that essential message?

Messaging System The Value of a Messaging System and How to Use It

A clearly articulated Messaging System will help solidify Gonzaga’s market position, elevate our brand reputation and support brand loyalty.

Desired Outcome

The following elements have been developed within the messaging framework:

Writers will use the Messaging System as a guide to develop marketing communications. Proper application of the Messaging System will ensure consistent on-brand communications and enable a cohesive strategy.

• Audiences (The audience segments you target.)

How to Use the Messaging System The System is target audience driven and includes an overview of their top-of-mind decision-making influences (care-abouts). From there, the Messaging System explains how messages should be expressed in written communications and backed up with proof points (facts).

Note: The System is a living document. It must be constantly evaluated and refined — certain elements of the System will be updated by Marketing and Communications and circulated to stakeholders.

Gonzaga University Brand Standards

Think of this work as translating points of difference into compelling, memorable content to be used throughout marketing touchpoints, bringing stories to life and ensuring consistency across all communication channels.

PAGE 7

• Target Audience Care-abouts (Attributes that drive consideration for and/or loyalty to Gonzaga’s brand.) PAGE 69-75

• Brand Purpose (Why Gonzaga exists; how it benefits those who experience the University’s brand.) PAGES 10 & 16

• Value Proposition (A statement delivered by Gonzaga’s brand that provides value to desired target audiences.) PAGES 10 & 16 • Key Messages (The messages directed to desired target audiences.) PAGES 10 & 17-26 • Proof Points (How the messages are qualified.) PAGES 17-26 AND AT: my.gonzaga.edu/brandproofpoints

• Marketing Themes (Phrases used to activate the key message in communications or campaigns.) PAGES 16-26

Messaging System

Brand Purpose Value Proposition

We educate people for lives of leadership and service in pursuit of a better world.

Gonzaga is a Catholic, Jesuit, humanistic university rooted in the Pacific Northwest that offers an exemplary academic experience and connections that span the globe — all within a community of unrivaled spirit and authentic care for the whole person. We empower people to become responsible leaders who shape their professions and elevate their communities.

Gonzaga University Brand Standards

Messaging System Key Message No. 1

Excellence

Guided by expert faculty dedicated to teaching, our top-ranked academic experience challenges students to expand their intellectual and creative capacities through applied learning and inquiry.

Marketing Themes

Top-Shelf Proof Points

• Find the questions that no one is asking. Ask them.

• Ranked as a top 100 national university (U.S. News World Report, 2027), Gonzaga University is known for its outstanding academic experience that is not only high quality, but also high value. In the U.S. News' 2027 rankings, Gonzaga has several programs listed among the best in the nation, including Entrepreneurship (No. 17), Undergraduate Teaching (No. 32) Undergraduate Engineering in schools where a doctorate is not offered (No. 22), Nursing (No. 56) and Service Learning (No. 17). Gonzaga also ranked in the top 50 top private colleges in the country (No. 48), and as the No. 5 Jesuit school.

• Whatever you ask, ask it with equal measures of intellect and heart. • How do faith and reason illuminate each other? • Zag if the path calls for it, persist if persistence is required. • We are contemplatives in action. • Leave no path unexplored. • What is our role in the world?

A comprehensive set of proof points for each key message can be found at: my.gonzaga.edu/brandproofpoints

Gonzaga University Brand Standards

(continued)

Messaging System Key Message No. 1

Excellence

• Ongoing campus developments ensure Gonzaga students have access to the latest technology and the best learning environments. The new Bollier Family Center for Integrated Science and Engineering — with 82,000 square feet including 18 labs — takes STEM education to a new level of engagement and real-world preparation in keeping with Gonzaga’s mission to educate “people for others.” Gonzaga is also helping lead a consortium of more than 50 aerospace companies, higher education institutions, and local, regional and tribal governments to create an Inland Northwest Tech Hub for the manufacturing of aerospace materials. The University is adding new programs of study to meet the demands of such technological advances as well as in health sciences. A new public health program is just the beginning of Gonzaga’s growth in medicine, alongside the budding opportunities with the University of Washington School of Medicine– Gonzaga University Health Partnership. • Situated in the beautiful Inland Northwest, Gonzaga is an ideal location for studying the natural world and our relationship to it. With programs in Environmental Studies and Sciences

Gonzaga University Brand Standards

— and opportunities through the Institute for Climate, Water, and the Environment — students can take part in innovative, interdisciplinary work aimed at addressing the unprecedented challenges facing humanity and the wider natural environment. Options for student-led research, internships and volunteer positions abound, working with environmental community partners and collaborating with Gonzaga’s on-campus environmental organizations. • Gonzaga’s spirit of collaboration provides distinctive experiential learning opportunities. Through the Center for Community Engagement, students engage in hands-on service and learning that strengthen programs while also gaining valuable leadership skills. From mentoring youth in our public schools, to volunteering at family and senior housing communities, to promoting social justice across the world, students live Gonzaga’s Jesuit mission of working in and with communities. With an average of 50,000 service hours per year, Gonzaga and the Center have developed creative programs and partnerships that make a difference within our region and in the lives of students.

Messaging System Key Message No. 2

Our highly engaged, worldwide networks provide career connections,

opportunities to pursue one’s purpose and lifelong relationships. Opportunity Top-Shelf Proof Points & Connections Marketing Themes • Prepare for more than a job. Prepare for a calling. • Find the path that no one is taking. Take it. • Go where you are needed most. • Lead the way, no matter which path you choose. • Pursue a better world. • Embrace life with integrity and purpose. • In all you do, strive to be good and just and true.

• Gonzaga alumni have built networks at highprofile companies around the world including Nike, Microsoft, Starbucks, Seattle Mariners, Google, Meta, Salesforce, Deloitte, Boeing and more. As a result, people who know the benefits of the Gonzaga experience are looking for opportunities to help Gonzaga students and alumni flourish at their workplaces and within their industries. • Students and alumni participate in Career Treks, where alumni share perspectives and offer students and other alumni their support. Treks are hosted by alumni at their places of employment in Seattle, Portland, New York, Los Angeles, Silicon Valley, San Francisco, Denver, London and Spokane. Last year, 133 firms hosted Trek corporate excursions at organizations spanning corporations, financial institutions, nonprofits and government. • Internationalization — or the integration of international and intercultural perspectives into

A comprehensive set of proof points for each key message can be found at: my.gonzaga.edu/brandproofpoints

Gonzaga University Brand Standards

(continued)

Messaging System Key Message No. 2

Opportunity & Connections

20 Gonzaga University Brand Standards

all we do — is a hallmark of the high-quality university education Gonzaga students receive. The Center for Global Engagement (CGE) immerses students in strong academic experiences, cross-cultural relationships, language skills, and knowledge and attitudes so that students and alumni can lead the way in a connected world. CGE also supports the success of international students on our Spokane campus. Students can start by learning about human diversity in a University Core course with a Global Studies designation, then take their learning into the world in places like Italy, South Africa, Bhutan, Peru and the United Kingdom.

• A career is more than just work — it can be a pathway toward purpose and meaning across all parts of our lives. Gonzaga students and alumni can design a pathway to purpose through exercises to discover their strengths and values, and get coaching for life at the Career and Professional Development center. Students can also pursue their purpose by touching lives through partnerships GU hosts with nonproﬁts like The Way to Justice, Catholic Charities of Eastern Washington, Transitions–Miryam’s House and many others.

Messaging System Key Message No. 3

Community

Whoever you are and wherever you come from, you will ﬁnd belonging in a community that radiates an unrivaled spirit of collaboration, support and care.

Marketing Themes

Top-Shelf Proof Points

• Whoever you are, wherever you come from, you belong here.

• Human differences thrive within our living, working and learning environment, where members of the Gonzaga community come from numerous geographic, gender, religious, race, ethnic and ability backgrounds. More than 30 faith traditions are represented on campus, and 32% of Gonzaga students self-report as students of color.

• Unrivaled spirit • Embrace that which is strange and unusual. Make it familiar. • A culture of relationality and responsibility. • Ambassadors of the heart. • Belonging equals we and us. • Social justice is in our DNA.

• Gonzaga fosters a sense of belonging through more than 150 student clubs and organizations, from the Gonzaga Student Body Association and leadership programs to the wide variety of intramural sports. Authentic care for the whole person and support networks ensure every student can find a place of true belonging and community, from the sčintxw Native American Cultural Center, Recovery House and the LGBTQ+ Resource Center, to Unity Multicultural Education Center and the many cultural clubs that celebrate the heritages students represent. • Our unrivaled spirit ﬁlls Zag athletes and fans. Women’s basketball has played in national post-season tournaments in 17 of the last 18 years, including four trips to the NCAA Sweet Sixteen and one to the Elite Eight. Over the past 24 years, Gonzaga men’s basketball

A comprehensive set of proof points for each key message can be found at: my.gonzaga.edu/brandproofpoints

Gonzaga University Brand Standards

(continued)

Messaging System Key Message No. 3

Community

has appeared in two NCAA Division I National Championship games, two Final Fours, six Elite Eights and 14 Sweet Sixteens. The Zags are the only team in the country to have appeared in the last eight Sweet Sixteens. • The Gonzaga Green Fund is a one-time grant fund for student-led projects directed toward improving sustainability on Gonzaga’s campus, allowing students to leave a legacy of care for those who come after. Past recipients and projects include the outdoor Rethink Waste compost and recycling bins, funding the GU campus garden, restoring Lake Arthur and even a battery to provide electricity for the otherwise solar-powered Ofﬁce of Sustainability.

22 Gonzaga University Brand Standards

Messaging System Key Message No. 4

Leadership

Our Catholic, Jesuit, humanistic education instills leadership and faith that does justice — developing people of character prepared to embrace life with integrity and purpose.

Marketing Themes

Top-Shelf Proof Points

• Walk with, not by.

• “As students of a Catholic, Jesuit and humanistic University, how do we educate ourselves to become women and men for a more just and humane global community?” This question serves as the foundation for the university’s core curriculum, a distinctive part of the Gonzaga academic experience. Yearly themes progressively explore this question and create cohesiveness in students’ core experience. All Gonzaga students complete this four-year program which also enriches their major area of study.

• Lead the way. • Magis. Always Magis. • Continuous formation. • Love is an act of courage. • Leadership is an act of love. • Let your faith do justice. • A mature commitment to the dignity of the human person. • What can you do to help?

A comprehensive set of proof points for each key message can be found at: my.gonzaga.edu/brandproofpoints

23 Gonzaga University Brand Standards

• Gonzaga was the ﬁrst college or university in the United States to sign the Pope’s Laudato Si’ Platform on climate, in 2021. That same year Gonzaga established the Institute for Climate, Water, and the Environment, further evidence of Gonzaga’s abiding commitment to a just society and care for the planet. The Center for Climate Studies was a national semiﬁnalist for the 2022

(continued)

Messaging System Key Message No. 4

Leadership

American Climate Leadership Awards. Gonzaga also has dozens of sustainability initiatives throughout campus to be responsible stewards of our resources, including student-led projects funded by the Gonzaga Green Fund. • Gonzaga is a top 20 university for service. Gonzaga is ranked 17th for “Most Engaged in Community Service” by Princeton Review and 19th in ServiceLearning by U.S. News & World Report. Whether students want to mentor the next generation of Zags, work for positive change in Spokane or make a global impact, there is a place to hone their intellectual, physical, spiritual and emotional gifts in service for the common good. • Gonzaga is synonymous with leadership. With master’s, doctoral and certiﬁcate programs, Gonzaga’s School of Leadership Studies bridges scholarship and practice for the common good, educating students to impact their communities as principled practitioners of leadership and preparing them for real-world leadership within complex

24 Gonzaga University Brand Standards

systems and contexts. The school creates, educates and supports leaders and future-leaders across a diverse spectrum of professions, vocations, settings and lived experiences. • Gonzaga Army ROTC is an intensive leadership development program with a well-earned reputation as one of the top ROTC programs in the nation. Its mission is to train and commission the future ofﬁcer leadership of the United States Army. The studentcadets are exceptional performers in academics, leadership training and development, campus activities and community service. The Bulldog Battalion celebrated its 75th anniversary in 2023.

Messaging System Key Message No. 5

Place

Our main campus setting within the Paciﬁc Northwest — in the heart of Washington state’s second largest city and along the banks of the Spokane River — offers incredible ways to experience the region’s natural abundance as well as examine the critical issues of our world.

Marketing Themes

Top-Shelf Proof Points

• Find yourself by the river.

• Spokane is the largest city between Seattle and Minneapolis, with the comfort, outdoor recreation and cost of living of a smaller city, and the employment possibilities, dining and entertainment of a large city.

• A living laboratory, all around you. • Leave no wonder unexplored. • Here, there are no barriers to beauty. • Everyone belongs in the wilderness. • What can the mountains teach us? • Leave it better than you found it.

• Gonzaga’s Spokane campus is within a 75-minute drive of 76 lakes and several nearby rivers for swimming, paddling, boating, ﬁshing, hiking and camping. The campus sits on the north bank of the Spokane River, which runs through the city, with multiple put-ins for paddlers. • Immersive Outdoor Learning is a highly effective and inclusive educational practice that integrates experiential, emotional, content-based and placebased learning. Experiences such as Gonzaga Out of Bounds are designed to empower students to push their learning into new terrain as they

A comprehensive set of proof points for each key message can be found at: my.gonzaga.edu/brandproofpoints

25 Gonzaga University Brand Standards

(continued)

Messaging System Key Message No. 5

Place

discover connections between academic disciplines in courses covering topics like nature writing, mountain sciences and biodiversity with technical skills in activities like kayaking and hiking. In the last academic year, more than 500 students explored how places shape our lives and our knowledge through more than 22 classes. • Gonzaga was among the first American universities to offer study abroad programming on its own campus in Florence, Italy, in 1963. The Gonzaga in Florence program has sought to strengthen our connection to the rich tradition of Jesuits in Italy, and specifically, the history of St. Aloysius Gonzaga. Our Florence programs also give students access to how another culture and political system discusses and works toward solutions to issues that affect our world. We offer several opportunities for students at different points in their academic journeys and in different fields, from the Florence Scholars Program for undergraduates, to the Summer Law in Florence program, to a course for master’s students in our organizational leadership program and more.

26 Gonzaga University Brand Standards

Design

Each element of Gonzaga’s visual identity system serves a purpose.

Gonzaga University Brand Standards

Primary Logo and Logotype

Primary Logo

St. Aloysius Church “Spires” Icon

The University logo has two main components: the icon of St. Aloysius Church “Spires” and the Gonzaga University logotype. The primary logo should be used in most situations, when space allows, but the logotype may be used where space is limited.

Logotype

Download logo files and brand assets at: my.gonzaga.edu/branddownloads

Logotype

28 Gonzaga University Brand Standards

Logo Clear Space and Minimum Size

Clear Space

Clear Space To ensure enough clear space appears around the logo at all times — including at the edges of ads or pages — the height of the word mark (shown here as an “x”) should be used as a guide. Minimum Size The logo should not be used smaller than 0.75 inches wide.

Minimum Size

0.75 inches

29 Gonzaga University Brand Standards

Logo Color The logo should only appear in black, white or GU Blue (PMS 540) and with sufficient contrast between the logo and any background color or images.

30 Gonzaga University Brand Standards

Logo Misuses

Do not use the icon without the logotype.

Do not alter the placement, direction or scale of the spires.

Do not add type or graphic elements to the logo.

Adhering to these simple rules will ensure that our logo stays consistent and recognizable to all audiences.

Here is the correct primary logo for reference:

Do not show the logo in any colors except GU Blue, black or white.

Do not add drop shadows or other visual effects to the logo.

Do not use the primary logo or any elements of it as a watermark on a page.

Do not remove the word “university” from the logo.

Gonzaga University Brand Standards

Do not use another typeface for the logotype.

Do not stretch, condense, distort or change the dimensions of the logo.

Do not use AI to mimic a Gonzaga logo.

Official Logo Lockup When the logo needs to represent Gonzaga’s schools, college, departments and units, the logo lockups should be visually consistent. These pages outline the various acceptable practices to ensure that our logo stays consistent and recognizable to all audiences.

Lockup with Spires Icon (vertical)

The official logo lockup is made up of four parts: the St. Aloysius Church icon, the logotype, the formal University name and the school/department/unit name, set only in 100% GU Blue, black or white. Logo lockups must always use the official artwork provided by Marketing and Communications. Typing, recreating, modifying, or substituting any portion of a lockup is prohibited.

To request a logo lockup, contact brand@gonzaga.edu. Development of alternate logos or graphics are prohibited unless developed by Marketing and Communications.

32 Gonzaga University Brand Standards

Lockup without Spires Icon (horizontal)

X X

Official Logo Lockup Examples

Primary Vertical Lockup with Spires Icon

Horizontal Lockup without Spires Icon

Student Affairs

33 Gonzaga University Brand Standards

Other University Logos University Coat of Arms The Coat of Arms is a historical logo used on the University’s diplomas and other formal documents. It is reserved for use by the Office of the President.

University Seal The historical University Seal, now primarily associated with retail items, should not be substituted for the official spires logo.

34 Gonzaga University Brand Standards

Other University Logos Athletic Logos See the Trademarks and Licensing web page for more information.

The use of any Athletics logos must receive explicit permission from the Gonzaga Trademark and Licensing office. Please email licensing@gonzaga.edu for any Athletic brand requests. Also, the development of alternate bulldog logos or graphics is not permitted.

Alumni Logos Email alumni@gonzaga.edu for more information.

35 Gonzaga University Brand Standards

Primary Colors Gonzaga’s primary colors are GU Blue, Spokane River Blue and White. When applying color to printed material use the PANTONE matching system or the CMYK mix. For digital processes use the RGB and HEX values. Do not create gradients from any of these colors or tints.

Secondary Colors Gonzaga’s secondary colors are Basalt, Wheat, Ponderosa Pine, Sunflower, Trout, Salmon and Lilac.

The secondary palette allows us to be more flexible and dynamic. Each color is inspired by elements of our natural surrounding landscape — land and water. And we use this palette in both functional and surprising ways. We created a flexible spectrum that dials colors up or down to meet various content needs. Use this spectrum to evaluate the level of expression that works best for your specific design needs and appropriately apply color. Do not create gradients from any of these colors or tints.

Accessibility: Type & Color Combinations In order to ensure typography and color contrast levels meet ADA requirements, rules have been established for which type colors can be used on various colors of the primary and secondary palettes. Only the text colors shown on the following page should be used over the top of brand colors. All have been tested to ensure they meet the highest level of color contrast accessibility standards. If you are unsure if your print design or web page meets accessibility standards, use these websites to check your work: • accessibleweb.com/color-contrast-checker • webaim.org/resources/contrastchecker Tip: For hyperlinks within smaller body copy, the recommended styling is underlined and 100% Trout, as Spokane River Blue does not offer enough contrast at a smaller font size. The contrast with Trout meets accessibility standards. For smaller hyperlinks on dark backgrounds, use a white font.

36 Gonzaga University Brand Standards

Color Guide

Only the text colors shown on this page should be used over the top of brand colors. See previous page (pg. 36) for more direction.

Primary Colors

Spokane River Blue

GU Blue White

PANTONE 540 c 100 m 57 y 12 k 61 r 6 g 39 b 79 hex 06274F

30%

50%

GU Blue

Black

hex B4BECA

White*

PANTONE 646 c 72 m 31 y 3 k 12 r 94 g 138 b 180 hex 5E8AB4

Black

50%

70%

GU Blue

Black

hex CEDBE8

hex 506783

White

c0m0y0k0 r 255 g 255 b 255 hex FFFFFF

30%

70%

hex 8293A7

White

hex AEC4D9

Black

GU Blue Black Spokane River Blue**

hex 8EADCA

*White should only be used on Spokane River Blue for larger text that is 14-18 pt and bold, or 18 pt and larger at any weight.

**Spokane River Blue should only be used on White for larger text that is 14-18 pt and bold, or 18 pt and larger at any weight.

Secondary Colors

Basalt

Wheat

pantone 445 c 74 m 68 y 46 k 34 r 67 g 72 b 84 hex 434854

pantone 468 c 0 m 5 y 21 k 13 r 222 g 203 b 153 hex DECB99

White

GU Blue Black

30%

50%

hex C6C8CB

hex A1A3A9

GU Blue

70%

hex 7B7E87

Black Black Black

30%

hex F5EFE0

GU Blue

50%

hex EEE5CC

GU Blue

70%

hex E7DAB7

GU Blue

Black Black Black

37 Gonzaga University Brand Standards

Ponderosa Pine

Trout

Lilac

Sunflower

Salmon

White

pantone 521 c 33 m 32 y 0 k 0 r 144 g 119 b 154 hex 90779A

pantone 143 c 0 m 28 y 79 k 5 r 241 g 161 b 44 hex F1A12C

pantone 7418 c 0 m 89 y 65 k 0 r 203 g 65 b 71 hex CB4147

Black

pantone 5415 c 38 m 14 y 0 k 43 r 94 g 120 b 141 hex 5E788D

pantone 5835 c 18 m 11 y 70 k 32 r 146 g 138 b 65 hex 928A41

30%

50%

hex DEDBC6

hex C8C4A0

GU Blue

70%

hex B2AD7A

GU Blue

Black Black Black

30%

50%

70%

Black 30%

50%

hex CED6DC

hex AEBBC6

hex 8EA0AF

hex DDD6E0

hex C7BBCC

GU Blue

Black Black Black

70%

hex B19FB8

GU Blue

Black Black Black

GU Blue Black 30%

50%

70%

White 30%

50%

70%

hex FAE2BF

hex F8D095

hex F5BD6B

hex EFC6C7

hex E5A0A3

hex DA7A7E

GU Blue

Black Black Black Black Black Black

Sans Serif Font: Proxima Nova

Proxima Nova is the primary sans serif family. Proxima Nova (2005) is a hybrid typeface design that combines modern proportions with a geometric appearance — full-featured and versatile family of 42 fonts (seven weights in three widths with italics). You can activate this font if you have a subscription with Adobe Creative Cloud. If you do not have access to Proxima Nova, the alternative is Figtree from Google Fonts. For all Microsoft 365 applications use Aptos as your default sans serif font.

Thin Italic Light Italic Regular Italic Medium Italic Semibold Italic Bold Italic Extrabold Italic Black Italic

38 Gonzaga University Brand Standards

Serif Font: Proxima Sera

Proxima Sera is the primary serif family. Proxima Sera (2022) is a hybrid typeface design, combining characteristics of old style and modern serif typefaces into something new that is clean and highly readable. While its proportions and range of weights are designed to harmonize with Proxima Nova, it stands alone just as well. You can activate this font if you have a subscription with Adobe Creative Cloud. If you do not have access to Proxima Sera, the alternative is Frank Ruhl Libre from Google Fonts. For all Microsoft 365 applications use Georgia as your default serif font

Thin Italic Light Italic Regular Italic Medium Italic Semibold Italic Bold Italic Extrabold Italic Black Italic

39 Gonzaga University Brand Standards

Metric Font: Glodok

Glodok is a secondary sans serif font only to be used in metric level type (numbers, figures, etc.). Glodok is a single-weight display typeface. It is bold, heavy and fun to play around with. It’s eye catching but also blends well when in use. It is retro-inspired and strikes a nice balance between formal and playful. You can activate this font if you have a subscription with Adobe Creative Cloud.

0123456789 %+=$(),./{}[] ABCDEFGHIJKLM NOPQRST UVWXYZ

40 Gonzaga University Brand Standards

793,285 People

5 4

Distinct seasons

This dotted line is an approved element to utilize for separating data.

Mountain resorts for outdoor recreation within 2 hours drive

Lakes within 50 miles

Limited-use Font: Adelle

This font is only to be used for Gonzaga logo lockups or other uses as deemed appropriate by Marketing and Communications. Adelle is the primary slab serif family. Adelle (2009) font family is a slab serif for intensive editorial use, its personality and flexibility make it a true multipurpose typeface, especially on the web. The unobtrusive appearance, excellent texture, and slightly dark color allow it to behave flawlessly in continuous text, even in the most unforgiving applications. As it becomes larger in print, the Adelle fonts show personality through a series of measured particularities which make it easy to remember and identify. Adelle is a versatile and authoritative slab serif font family with no shortage of personality. Adelle was introduced with the 2015 brand strategy and has maintained equity through much use on signage, campaigns and more.

Thin Italic Light Italic Regular Semibold Italic Bold Italic Extrabold Italic Heavy Italic

Gonzaga University Brand Standards

Supergraphic The supergraphic is inspired by the Spokane River, which has nourished the original peoples of this land since time immemorial and anchors Gonzaga’s campus as a pathway to hands-on learning, connection to community and outdoor recreation. This shape is to be used sparingly and meaningfully. The curves can be used to frame the edge of a photo or divide a solid color from the rest of a layout.

The supergraphic is not to be used in small formats such as underlines, bullet points or accent marks. Please see the following pages for additional guidance and examples.

42 Gonzaga University Brand Standards

Supergraphic in Use

Supergraphic as Frame

Supergraphic as Crop

Supergraphic as Vertical Crop (Inverted)

Supergraphic as Footer

The supergraphic was created specifically for Gonzaga. It is important to use it as intended to establish and maintain brand consistency. If it’s used too much or inconsistently, it will lose its power and distinctiveness. The following examples illustrate how the supergraphic can be used in various types of layouts. Additional examples of correct supergraphic usage can be found in the Marketing Templates section of this guide.

YOU ARE READY For over 135 years, Gonzaga has empowered students to pursue their purpose and serve the greater good. Now it’s your turn.

As a top 100 national university rooted in Jesuit tradition, Gonzaga's distinct blend of expert faculty and hands-on learning prepare you for the jobs of today – and tomorrow. Whether you're starting college or advancing your career, there is something for you here. With a history of successful outcomes and a global alumni network, you’ll leave with the confidence and connections to make an impact. You are ready. Lead the way. gonzaga.edu/ZagsLeadTheWay

Supergraphic as Crop (Inverted)

43 Gonzaga University Brand Standards

Supergraphic in River Blue

Incorrect Applications of Supergraphic The following examples illustrate usages that compromise the integrity of the supergraphic. Please avoid utilizing any of these techniques. This includes creating a custom supergraphic for specific purposes. Use only University provided or approved supergraphic files. Do not redraw or alter the supergraphic.

Do not place by itself

Do not rotate to a diagonal angle.

Do not add a stroke or extra elements.

Do not stack vertically.

Do not use as a decoration or bullet point.

Do not use as an underline.

Headline Lorem ipsum dolor sit amet, consectetur adipiscing elit Lorem ipsum dolor sit amet, consectetur adipiscing elit

44 Gonzaga University Brand Standards

Lorem ipsum

Do not alter or scale any of the proportions.

Do not change the width.

Do not stack horizontally or attach end-to-end.

Do not create symbols and/or outlines.

Do not segment less than 75% when using a portion of the whole graphic.

Photography: Portrait (Environment) Photography styles shown in the guidelines are primarily focused on marketing-driven image needs that require orchestrated photo shoots with a professional photographer from Marketing and Communications or otherwise. Focus should be at the subject’s eyes with the background falling off. Wardrobe should avoid branded apparel. Wardrobe, propping or environment should relate to the subject’s story.

45 Gonzaga University Brand Standards

Photography: Portrait (Studio) Focus should be at the subject’s eyes with the background falling off. Wardrobe should avoid branded apparel. Background should be seamless paper and recolored during post production to be a shade of any of the University’s primary or secondary colors.

46 Gonzaga University Brand Standards

Photography: Landscape Utilize the human element as a way to help the viewer understand the scale and dynamics of the landscape.

Gonzaga University Brand Standards

Photography: Campus Lifestyle Try to capture genuine interaction — avoid over-posing at all costs. Utilize trees and foliage to frame the shot.

48 Gonzaga University Brand Standards

Pen and Ink Illustration When showing off specific details of the campus architecture or landscape, or when a design could benefit from additional texture or dimension, pen and ink drawings are suggested. A library of custom illustrations is available for limited use. To request the use of an illustration, contact brand@gonzaga.edu.

College Hall Front

College Hall Stairway

St. Aloysius Front

49 Gonzaga University Brand Standards

College Hall Entrance

St. Ignatius Fountain

Student Chapel

Grotto

St. Aloysius Profile

Hemmingson Center

Pen and Ink Illustration

Hemmingson Center Rotunda

50 Gonzaga University Brand Standards

Lake Arthur/Centennial Trail

Bulldog Alley

Bronze Bulldog

Bees and Flowers

Bollier Center

Foley Library

Squirrels

Marmots

Beavers

Pine Cone

Illustration Usage Examples

Gonzaga University Brand Standards

Greeting Card

Print Pieces

Wall Graphic

Campus Banners

Marketing Examples & Templates

Showing our work!

52 Gonzaga University Brand Standards

Print Ads

YOU ARE READY

LEAD THE WAY

For over 135 years, Gonzaga has empowered students to pursue their purpose and serve the greater good. Now it’s your turn.

We asked Zags far and wide to help us create a short film capturing the spirit of Gonzaga. They took us to the places where they venture – an art studio, a medical simulation, a Hollywood set and a robotics lab, to name just a few. And we moved alongside them, paddling kayaks, climbing rock walls, peering through microscopes and dancing under bright lights. The result? A celebration of their journeys and assurance that you, too, are ready to lead the way.

Scan the QR code or visit gonzaga.edu/LeadTheWay to watch the short film and explore stories of Zags leading the way

GMAG Spring 25_FINAL_03.17.indd 35

BECOME THE LEADER WE ALL NEED

Thank You, Spokane Earn a

Professional Certificate

ZAGS LEAD THE WAY • MASTER’S & PH.D.

• Online & Hybrid • No Degree Required

• CERTIFICATES

• CONSULTING & TRAINING

CONNECT WITH US gonzaga.edu/leadership

ONLINE | HYBRID | IN-PERSON

53 Gonzaga University Brand Standards

3/17/25 3:05 PM

gonzaga.edu/certificates

You truly helped make it a Sweet Season!

Go Zags!

Traditional Billboards

Certificates for Busy Adults

Online & Hybrid

2025

Certificates for busy adults.

Be Curious. Stay Relevant.

No degree required.

2026

Stay relevant in a changing world.

Certificates in Leadership | AI | Business | More

No degree required. 2026

54 Gonzaga University Brand Standards

Out-of-Home Advertising

Transit Advertising

seattle

gonzaga university

seattle

ultra super king

Digital Billboards

55 Gonzaga University Brand Standards

gonzaga university

king (30x144)

On-Campus Campaign

Hemmingson Center Rotunda Banner

Campus Digital Display

Zags are making an impact in every corner of the world (and beyond). ZAGS LEAD THE WAY See where a Gonzaga degree can take you gonzaga.edu/ZagsLeadTheWay

Campus Digital Display

A Gonzaga education doesn’t end at graduation. The Zag Network powers careers worldwide. ZAGS LEAD THE WAY See how Gonzaga launches careers gonzaga.edu/Outcomes

56 Gonzaga University Brand Standards

Campus Digital Display

86% of alumni say Gonzaga prepared them to advance and grow in their careers. ZAGS LEAD THE WAY Learn how Zag alumni lead and succeed

gonzaga.edu/AlumniSuccess

Brochure and Publication Spreads

57 Gonzaga University Brand Standards

Brochure and Publication Spreads

58 Gonzaga University Brand Standards

Brochure and Publication Spreads

59 Gonzaga University Brand Standards

Templates

Adobe Express Template Theme Examples

• Adobe Express - Flyer (2 sizes) - Hemmingson Center Hanging Banner - Sandwich Board - Digital Display (2 sizes) - Social graphics For more comprehensive social media graphics, visit: my.gonzaga.edu/socialmedia • Powerpoint • Video (See pages 61-66)

PowerPoint Template Slide Examples

Download templates at: my.gonzaga.edu/branddownloads

60 Gonzaga University Brand Standards

Video The following pages show guidelines for implementing the brand when creating video. For questions or to access templates, email: brand@gonzaga.edu

Gonzaga University Brand Standards

YouTube Thumbnails

Video

YouTube Thumbnail Guidelines

Size: 1280 x 720p • Headline Font - Proxima Nova Black • Color - White • Right aligned with the right side of the logo. • Logo 60px from the right and bottom margin. Super graphic solid shape: GU Blue (HEX: 06274F)

62 Gonzaga University Brand Standards

Video

Horizontal and Vertical End Graphics

3840 x 2160px

2160x3840px

center gonzaga.edu/IOL

center center gonzaga.edu/IOL

center

gonzaga.edu/IOL GU Blue (HEX: 06274F)

Spokane Rive Blue (HEX: 5E8AB4)

Proxima Nova Black

GU Blue (HEX: 06274F)

63 Gonzaga University Brand Standards

Video 16:9 Lower Thirds Guidelines • Lowers are always on the opposite side of interviewee (see example) • If subject is framed in the center, place the lower on the bottom left • Bottom line is always smaller font than top line • No more than 2 lines • Always be mindful of safe zones • Top text - Proxima Nova Black - White • Bottom text - Proxima Nova Black Italic - White • Top text color block - GU Blue (HEX: 06274F) • Bottom text color block - Spokane Rive Blue (HEX: 5E8AB4) - Make sure the font size is 18 pt or larger to comply with accessibility standards.

64 Gonzaga University Brand Standards

Video CTA Ribbon Guidelines • Font - Proxima Nova Black • Background Color - GU Blue • Font Color - White • No more than 2 lines • Always be mindful of safe zones

Rectangle Color: GU Blue (HEX: 06274F)

65 Gonzaga University Brand Standards

Video Caption Guidelines • Font: Proxima Nova Black • Stroke Color: Spokane River Blue (HEX: 5E8AB4) • Stroke Width: 2px • Drop Shadow Color: Spokane River Blue (HEX: 5E8AB4) • Drop Shadow Opacity: 100% • Keep captions to one line • Captions must be created for every video that will be posted on social platforms • Background GU Blue (Hex 06274F)

66 Gonzaga University Brand Standards

Need brand, marketing and communications help?

Or just have a question about how to use the brand standards? Reach out to us. Marketing and Communications 509.313.6398 brand@gonzaga.edu my.gonzaga.edu/MarCom

Appendix

68 Gonzaga University Brand Standards

Brand Messaging System

Target Audience Care-abouts

Attributes that drive consideration for and/or loyalty to our brand. Prospective Undergraduate Students

Note: First-generation, transfer, and international audiences may possess care-abouts that do not apply to traditional undergraduate student audiences.

• “I want to attend a university where I feel a strong sense of personal belonging.” • “I want to attend a university with reputable academic rankings and a strong national reputation.” • “I want to attend a university that pushes my critical thinking and problem-solving skills.” • “I want to learn in an environment where I have direct access to — and the support of — my instructors.” • “I want to attend a university that offers the academic programs (majors/minors) I’m interested in pursuing.”

• “I want to graduate with the ability to resolve the world’s most pressing social justice issues.” • “I want to make lifelong connections with instructors and peers.” • “I want access to lifestyle activities within close proximity of campus.”

Parents and Families of Current/Prospective Students

• “I want to be confident in my child’s safety.” • “I want my child to graduate with the practical knowledge and skills to earn a full-time job or admittance to graduate school.” • “I want minimal loan debt for my family.”

• “I want to attend a university with high employment and job placement rates.”

• “I want my child to attend a university that can prove the value of its degree will exceed the cost.”

• “I want to attend a university with a robust professional network that will help me achieve my career goals.”

• “I want my child to leave college an independent, well-rounded person.”

• “I want to attend a university that can prove the value of its degree will exceed the cost.” • “I want to graduate with minimal debt.” 69 Gonzaga University Brand Standards

• “I want to attend a university that projects a culture that aligns with my values.”

• “I want my child to have access to academic, mental health, and wholistic support resources.” • “I want my child to attend a university that pushes their critical thinking and problem-solving skills.”

Brand Messaging System

Target Audience Care-abouts

• “I want the culture to project a welcoming (inclusive), student and faculty community feeling but with an edge that pushes students to explore new ground.” • “I want my child to attend a university that projects a culture that aligns with my values.” • “I want my child to attend a university with reputable academic rankings (e.g., institutional, college/ program, professor, graduation rates).” • “I want my child to learn in an environment where they have direct access to — and the support of — instructors. And I want the same for myself.” • “I want my child to learn the value of gathering unbiased information in pursuit of developing a personal point of view. And to acknowledge that difference of opinion — within reason — is opportunity to learn and grow, not polarize and divide.”

Current Undergraduate Students

• “I want to experience the same promises I saw and heard during my enrollment search.” • “I want to be made aware of opportunities to participate in University-sanctioned events, clubs, and organizations.” • “I want access to alumni, employers, and industry leaders in pursuit of internship, research, and career opportunities.”

70 Gonzaga University Brand Standards

• “I want access to academic, mental health, and wholistic support resources.” • “I want to know my opinion — when relevant and informed — is heard.” • “I want to feel pride in my university and to feel that pride grow with each passing year.” • “I want to feel safe in any environment where university activities take place.”

Undergraduate Student Alumni

• “I want to feel pride in my university and to feel that pride grow with each passing year.” • “I want to be part of an alumni network that offers community, career networking, lifelong learning, and social opportunities.” • “I expect the invaluable experiences and traditions I enjoyed as an undergraduate student to be promised to future generations of students.” • “I expect proactive support/outreach from the university’s alumni relations department.” • “I want to remain in touch with the instructors and students who supported me throughout my undergraduate journey.” • “I want the quality of the university’s academics to continue to improve, so that the value of my degree increases over time.”

Brand Messaging System

Target Audience Care-abouts

Gonzaga University Brand Standards

Prospective Graduate Students

Current Graduate Students

• “I want to attend a university that promises I will graduate with the confidence, skills, and practical knowledge to earn a promotion in my current profession.”

• “I want access to alumni, employers, and industry leaders in pursuit of internship, research, and career opportunities.”

• “I want an academic experience that fits my busy life.”

• “I expect proactive support from the university’s career services department.”

• “I want an affordable pathway to professional and/or personal growth.”

• “I need my professors to be more than just instructors — collaborative partners in my academic journey.”

• “I want to attend a university that boasts high employment and job placement rates.”

• “I expect to experience the same promises I saw and heard during my enrollment search.”

• “I want to attend a university that will help me gain access to a career in a new field — while leveraging the professional skills I’ve already developed.”

• “I want to feel pride in my university and to feel that pride grow with each passing year.”

• “I want to attend a university with reputable academic rankings.”

• “I want to be made aware of opportunities to participate in University-sanctioned events, clubs, and organizations.”

• “I want to learn in an environment where I have direct access to — and the support of — my instructors.”

• “I want to know my opinion — when relevant and informed — is heard.”

• “I want to enroll in a quality academic program where I am able to make lifelong connections with instructors and peers.”

• “I want the quality of the university’s academics to continue to improve while I’m here and well after I’m gone.”

Brand Messaging System

Target Audience Care-abouts

Graduate Student Alumni • “I want access to alumni, employers, and industry leaders in pursuit of internship, research, and career opportunities.” • “I want the quality of the university’s academics to continue to improve, so that the value of my degree increases over time.”

• “I want to learn in an environment where I have direct access to — and the support of — my instructors.” • “I want to attend a university with reputable academic rankings.”

• “I expect proactive support/outreach from the university’s alumni relations department.”

• “I want to enroll in a quality academic program where I am able to make lifelong connections with instructors and peers.”

• “I want to feel pride in my university and to feel that pride grow with each passing year.” • “I expect the invaluable experiences I enjoyed as a graduate student to be promised to future generations of students.”

Lifelong Learners

• “I want to attend a university with high employment and job placement rates.” • “I want an academic experience that fits my busy life.”

Gonzaga University Brand Standards

• “I want to attend a university that offers in-depth learning experiences grounded by practical application, rather than theory.”

• “I want to be part of an alumni network that offers community, career networking, lifelong learning, and social opportunities.”

• “I want to remain in touch with the instructors and students who supported me throughout my undergraduate journey.”

• “I want an affordable pathway to professional and/or personal growth.”

Current and Prospective Donors

Note: Corporation and foundation audiences possess care-abouts that do not apply to traditional donor audiences.

• “I want to make certain that my money will be well spent. And I’d like to understand the impact of my gift, once given.” • “Do the university’s values align with my (individual)/ our (foundation) own?” • “I support values-based education that prepares people for a dynamic life.” • “I want to be sure that as we progress as an institution, we don’t lose sight of the timeless foundation that’s ensured our relevance.”

Brand Messaging System

Target Audience Care-abouts

• “As the university embraces new opportunities, I want to preserve its Jesuit, Catholic roots.”

• “I want to be part of an organization that values and invests in its employees.”

• “I want the university to be the best it can be, so the value of its degree continues to grow.”

• “I want to be sure that as we progress as an institution, we don’t lose sight of the timeless foundation that’s ensured our relevance.”

• “I expect the invaluable experiences I enjoyed as a student to be promised to future generations of students.” • “I want to repay the university for the special experience it is providing/provided my child/ children/me.” • “I’d like our corporate brand to leverage the equity of other powerful brands through some form of partnership — be it co-branded opportunities, sponsorship, naming, or endowment. What opportunities are available to us?” • “I want the university to support spiritual and political freedoms.”

University Volunteer Leadership, Faculty, Staff, Other Constituents

• “I’ve invested my career here and want this school and its students to thrive well into the future.” • “I want to feel pride in my university and to feel that pride grow with each passing year.”

Gonzaga University Brand Standards

• “I want to know my opinion — when relevant and informed — is heard.”

Employers and Businesses (Local)

• “My organization is looking for future employees who are innovators and leaders — giving us a competitive advantage. How does the university meet those needs? Tell me how the university prepares students to serve our industry.” • “I want a designated university point of contact to help our business locate qualified applicants that meet our employment needs.” • “I want access to networking opportunities with students and alumni and the ability to share information about by business/industry and its needs.” • “My organization supports institutions whose missions and goals are compatible with ours. Tell me how the university’s mission and goals align with ours.”

Brand Messaging System

Target Audience Care-abouts

• “Education, science, and/or diversity/inclusion (including support for first-generation college students) is of interest to my organization. Tell me how the university advances these priorities.”

• “I’d like our employees to be offered opportunities to lead/participate in undergraduate and graduate level learning experiences, what does that process require?”

• “The university is central to my hometown pride.”

• “The university plays a major role in the well-being of our greater community.”

Employers and Businesses (National)

• “My organization is looking for future employees who are innovators and leaders — giving us a competitive advantage. How do we locate those students? How do the university’s undergraduate and graduate level programs (curriculum) meet our needs? Tell me how the university prepares students to serve our industry.” • “I want a designated university point of contact to help our business locate qualified applicants that meet our employment needs.” • “I want access to networking opportunities with students and alumni and the ability to share information about by business/industry and its needs.”

• “My organization supports institutions whose missions and goals are compatible with ours. Tell me how the university’s mission and goals align with ours.”

Local, State, Regional, and National Media

• “What is Gonzaga University doing as an organization that aligns with the desires of our network’s audiences?” • “What are Gonzaga University students, faculty, staff, and leadership doing that is relevant in the world today?”

Peer Institutions and Partners

• “What is Gonzaga University doing to advance the value of higher education in today’s climate?” • “What is Gonzaga University doing to add value to our organization and its employees/members?”

Gonzaga University Brand Standards