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UMHB BRAND BOOK

A GUIDE TO UNDERSTANDING AND MANAGING UMHB CORPORATE B RAND

WHY WE BRAND

A brand creates an opportunity for others to connect with University of Mary Hardin-Baylor, because ultimately, a brand is an idea that lives in our mind. Many times, people assume that a brand is a logo or a set of colors or fonts. In reality, it is so much more.

A brand is your story, and the stories that get told about you. Together, these stories:

• Create expectations

• Make UMHB memorable

• Connect you to people and groups

• Strengthen the institution

When the stories that are told by UMHB and about the University lack a unified or consistent idea, this can result in inconsistent expectations, experiences that are forgettable, and lower awareness. Today especially, higher education is a field where a memorable, meaningful brand stands out. Institutions that have a true and meaningful “big idea,” or brand promise, and consistently deliver on that promise are recognizable and often endeared to certain segments of their audiences. This is the goal of developing an authentic University of Mary Hardin-Baylor brand, which can be lived out and demonstrated by every person on campus.

While the Office of Marketing and Communications is charged with officially telling the UMHB story through a variety of channels, every person at the college has a part in building our brand. Whether you teach, coach, or serve in a staff role, your interactions, ideas and conduct should create a unique verse in the common refrain of the UMHB brand.

How do we do this? By clearly focusing on the unique values and pillars of UMHB's brand and filtering our actions, ideas and strategies through them. These values and pillars create our “why,” and a clear, committed focus on this will help UMHB deliver on our brand promise.

This branding guide is also designed to create consistency in how the University of Mary HardinBaylor brand is applied across different platforms and uses. Unity in our visual brand and voice help us maintain a clear, consistent identity and reputation.

As we work together, we can show that UMHB is a place where students learn and grow in community for purpose—grounded and motivated by faith. Together, we work to ensure that students know and experience that their purpose is our promise.

QUESTIONS? NEED HELP?

Marketing and Communications is responsible for maintaining adherence to the UMHB brand, including the proper use of messaging and visual elements. You can reach us at: 254-295-4607 or communications@umhb.edu

THE UMHB STORY

For more than 180 years, the University of Mary Hardin-Baylor has equipped students for purposeful lives glorifying to God. As the oldest continually operating school in the state of Texas, ours is a unique story— one that we are fiercely proud of and uniquely grateful for.

A welcoming, student-centric approach with a high standard of excellence continuously defines the core UMHB experience. Intentionally focused on discovery and growth, UMHB equips students to succeed in their vocation and in life. Propelled by an unapologetically Christ-focused, Kingdom-minded commitment, the University is dedicated to helping students deepen their faith and integrate Christian perspectives into every dimension of life.

Championing each student’s remarkable, God-given potential, we know that we are here for a reason. In our energetic and caring community, students are connected to people who are here for a reason, too. Together, we live with purpose, on purpose.

OUR BRAND PROMISE

Ultimately, it is the UMHB “edge” that drives our brand—the compelling whole of the distinctive qualities that together reflect our singular identity. The Brand Promise is an internal commitment that unifies our daily work and vision for success.

Your Purpose Is Our Priority

We know you’re here for a reason. That’s why we’re here, too—to uncover the remarkable potential God has given each student to follow his calling— with purpose.

OUR BRAND PILLARS

CHRIST-CENTERED COMMITMENT where spiritual growth is part of all that we do

The UMHB brand is built on five existing key pillars—unique elements of our identity that make us who we are. These pillars are an important part of our foundation and are lived out through our institution’s key values.

These pillars represent things that will always be true of UMHB, even as our external messages may adapt and change over time. They are the internal characteristics of who we are as an institution.

"SUCCESS" that extends to all of life

A PERSONALIZED EDUCATIONAL experience where every student can thrive

"JUST RIGHT" SIZE where community is real and the experience is big

VOCATIONAL GUIDANCE

grounding in calling

MASTER THEME

The master theme provides a framework for all communication, and theme applications present targeted messages aligned within the framework. Consistent presentation of the UMHB brand will position us to achieve a unified message and will provide strategic starting points for communicating with priority audiences.

LIVE ON PURPOSE

Your college experience is about much more than earning a degree. At UMHB, we know you’re called to a life of purpose. That’s why we’re here—so you can discover and live out all that God created you to be and to do. In this energetic, faith-motivated community, you’ll be connected to people who are here for a reason, too.

Together, we live with purpose, on purpose.

Complementary expressions expand the theme by supporting the rally cry with related ideas, such as Lead on Purpose.

Complementary expressions are styled with the verb in italics. They may often be used in succession, such as a series of headlines or a graphic list. These are approved verbs:

*These complementary themes must always be used alongside the master theme: Live on Purpose.

Live on Purpose

Grow on Purpose

Learn on Purpose

Believe on Purpose

Lead on Purpose

Serve on Purpose

Excel on Purpose

Create on Purpose

Discover on Purpose

BUILDING OUR REPUTATION

As we tell the stories of the University of Mary Hardin-Baylor and communicate across a variety of platforms and in different ways, we create impressions. People will draw conclusions about UMHB based on what we say and how we say it.

We have a great responsibility to build the reputation of the college by ensuring that our communication is coordinated, consistent and strategic. Together, this unified language will result in a consistent image in the minds of others. We all have a part to play to create this consistency across all of UMHB's various publications, media and events.

These guidelines include strategic words and key messages that flow out of UMHB's story. They reinforce the main ideas of our brand promise. While they can be adapted to fit specific audiences and media, the underlying messages should remain consistent.

OUR BRAND PERSONALITY

This isn’t just about how our story sounds, it’s about how it feels. It’s the character and vibe we’re presenting at every touchpoint—all the time and everywhere.

TONE & VOICE

Upbeat

Relational

Lively

Personal

Current

LOOK & FEEL

Vibrant Bold Classy Lifelike Engaging

WE ARE

Purposeful

Family

Dedicated to our faith

Christ-centered

Intentional

Genuine

Caring

Welcoming

A community

United Crusaders for life

Leaders

Servants

WE WILL

Create great leaders Make disciples

Be the leader in Christian higher ed

Prepare you for life

Love our community

Challenge and nurture

Provide quality education

Seek truth

Deliver Engage with students

Uphold our values

Endure

Prepare you to serve

and Fun

BECAUSE

The world needs you. You matter.

Today is the future. Christ commanded us to. We care.

We follow God’s calling. It matters.

We believe in our students.

Hype-filled Fanciful

Exclusive

Old-fashioned Stuffy or Fluffy

The world needs Christian leaders. We care.

We love our students. Our students are worth it.

God cares.

MESSAGING ARCHITECTURE

The messaging architecture guides us in how we talk about purpose from different perspectives, for different audiences. This framework identifies the underlying value of “why” the brand promise is important for each audience segment. These are not necessarily the words we use, but the starting point for how we choose our words.

Prospective Students

Build brand awareness and attraction

Discover purpose

Learn for a purpose

Grow in purpose

Friends of the University

Build support and alignment

TRADITIONAL UNDERGRADUATE STUDENTS AND PARENTS ALUMNI

Live out your purpose for life

Fulfill purpose

Give back with purpose

NON-TRADITIONAL/DEGREE COMPLETION STUDENTS

Live out your purpose

Keep learning for a purpose

GRADUATE STUDENTS

Grow with purpose

Optimize your purpose

DONORS

Give purpose

Foster purpose

COMMUNITY PARTNERS

Share purpose

Lead with purpose

Empower purpose

KEY MESSAGE MATRIX

The key message matrix is designed to empower the storytellers with a unified, consistent message clarifying and projecting who we are.

The chart identifies targeted audiences and offers relevant words and phrases for that audience, along with sample copy and suggested supporting content. Note that the core message is the same across all applications with crossover of many words and phrases, but messaging is adapted to target each unique audience. In some cases, the same copy can be used in multiple applications. TARGET

The following list of words and phrases provides anchor ideas for developing copy. The list is not intended to be exhaustive, but to provide a tone and framework for on-brand copy.

Copy should be scannable and visually engaging. Examples in this matrix emphasize how we develop the “Live on Purpose” theme for targeted audiences using identified words and phrases. Additional benefit-specific copy is to be similarly adapted for each audience.

Effective presentation typically incorporates short copy blocks supported by compelling infographics, action-oriented captions, pithy testimonials, and concise information blurbs.

MESSAGE MATRIX

TARGET AUDIENCE

Traditional Undergraduate Students

SEGMENTS

MOTIVATIONS

Educational opportunity

Academic success

Vocational guidance

Career possibilities

Life purpose

Campus community

WORDS/PHRASES

ACTIONS

College life experience Live Learn Grow Connect Care Think Discover Believe Lead Serve Create Succeed

DESCRIPTIONS

Here for a reason

With purpose, on purpose

More than a degree Caring/Personal

Student-centered Opportunity

Career preparation

Vocational calling Christ-centered

Unapologetically Christian Faith-motivated*

Energetic

Just-right

Where school UMHB spirit soars Together For life

*Only use “faith-motivated” when Christian faith has already been clearly identified.

BENEFITS

Personalized education/attention

Big school experience, small school community

Discovering all you were created to be and to do Finding/living out calling

Life of purpose

SAMPLE COPY

(Thematic)

You’re Here for a Reason. So Are We.

Your college experience is about much more than just earning a degree. At UMHB, we know you’re called to a life of purpose. That’s why we’re here—so you can discover and live out all that you were created to be and to do. In this energetic, faith-motivated community, you’ll be connected to people who are here for a reason, too. Together, we live with purpose, on purpose.

(Student Life)

Big School Experience. Small School Community.

One thing students love most about UMHB is our “just-right” size. In this oneof-a-kind place where school spirit soars, you’ll find an unforgettable college experience—in a community that feels like family.

(Spiritual Life)

Believe on Purpose. Grow on Purpose. Serve on Purpose.

At UMHB, our faith grounds us and motivates us to reach for more. It’s a reallife-live-it-every-day faith that runs through all we do. It’s how we learn, how we love, how we live. Wherever you are in your faith journey, let’s grow together— on purpose.

SUPPORTING CONTENT

+ Infographic stats such as diversity on campus and number of academic programs

+ Student testimonials describing personalized educational experiences and successful results

+ Engaging photos showing authentic relationship

+ Student testimonials and breakout features describing the active campus life community and spiritual growth opportunities

+ Bold photos of standout campus features like the Bawcom Student Union, Crusader Stadium, and the Intramural Fields

+ Sidebar features with details about Vocaré and Career Services

+ Lists of spiritual life and ministry connection opportunities

+ Breakout features highlighting initiatives to promote multicultural community

+ Alumni features highlighting preparation for successful and/or purposeful careers

+ Parent testimonials describing the welcoming, supportive community

+ Faculty testimonials describing commitment to student success

+ Descriptions of academic support resources

+ Lists of “where you’ll find UMHB graduates”

+ Cost comparisons for high-need students

+ Alumni testimonials of UMHB’s holistic value related to cost

MESSAGE MATRIX

TARGET AUDIENCE

Non-Traditional/Degree Completion Undergraduate Students

MOTIVATIONS

Career advancement

Vocational purpose

Academic support

Contemporary context

WORDS/PHRASES

ACTIONS

Live Learn Work Connect Succeed Achieve Develop Accomplish

DESCRIPTIONS

For a reason Intentional

Christ-centered

Faith-motivated Flexible Goals

BENEFITS

A degree that works with you

Moving forward

Finding purpose

Live out your greatest potential

Personalized attention

Completed at your own pace

Your success

SAMPLE COPY

You’re Here for a Reason. So Are We.

At UMHB, we know you’re intentional about achieving your goals and finding purpose in your work. That’s why we’re here—so you can move your education forward and live out all you’re meant to accomplish. Through a personalized academic experience, you’ll be connected to people who are here for a reason, too. Your success is our success. Let’s get started

SUPPORTING CONTENT

+ CBE alumni testimonials highlighting successful career outcomes and purpose in vocation

+ Student testimonials describing academic support in the context of a non-traditional program format

+ Sidebar features with details about Vocaré and Career Services

MESSAGE MATRIX

TARGET AUDIENCE

Graduate Students

MOTIVATIONS

Career advancement

Fulfilling purpose

High-level content

Contemporary context

WORDS/PHRASES

ACTIONS DESCRIPTIONS

Live Connect Discover Advance Believe Lead Serve Create Fulfill Optimize Persevere Act

For a reason Intentional Your potential Christ-centered Faith-motivated

BENEFITS

Personalized education Life of purpose

Fulfilling purpose Advancing purpose

SAMPLE COPY

Advancing Your Purpose

At UMHB, we know you’re called to a life of purpose. That’s why we’re here. Through an educational experience personalized for you, you’ll achieve your goals and discover how to fulfill your one-of-a-kind potential. Together, we’re advancing your purpose, on purpose.

SUPPORTING CONTENT

+ Alumni testimonials highlighting successful career outcomes and purpose in vocation

+ Student testimonials describing program quality and relevance

+ Faculty quotes describing program purposes and contemporary approaches

MESSAGE MATRIX

TARGET AUDIENCE

Alumni

MOTIVATIONS

Legacy Giving back Impact

Fulfilling purpose

Connectedness

Leadership development

WORDS/PHRASES

ACTIONS

Live Connect Believe Lead Serve Give Create Uphold Support Carry

DESCRIPTIONS

For a reason

More than a degree

Next generation

All you were created to be and to do Energetic Christ-centered Faith-motivated Together For life

BENEFITS

Making disciples

Creating leaders

Leading in higher ed Preparing students for life/for success

Lifelong purpose UMHB for life

SAMPLE COPY

Living on Purpose

Wherever UMHB graduates are found, you’re living out all that you were created to be and to do. You’re living with purpose, on purpose, every day. As we celebrate your success, we’re eager to stay connected and hear your stories. (End with a CTA for connecting with UMHB in a specific way.)

Here for a Reason

At UMHB, we know our students are called to a life of purpose. That’s why we’re here—so they can discover and live out all that they were created to be and to do.

Will you join us in preparing the next generation of students to live with purpose, on purpose? (End with a CTA for connecting with UMHB in a specific way.)

SUPPORTING CONTENT

+ Student testimonials describing educational opportunities and successful results

+ Student blurbs proclaiming their visionary ideas for a life of purpose

+ Alumni stories of “giving back” to the UMHB community

MESSAGE MATRIX

TARGET AUDIENCE

Donors

MOTIVATIONS

Impact Participation in mission Cultivating purposeful leaders

ACTIONS

WORDS/PHRASES Lead Serve Create Transform Challenge Engage Reach Support

DESCRIPTIONS

Faith-driven education For a reason Impact More than a degree Together Intentional Leadership

BENEFITS

Making disciples Creating leaders Leading in higher ed Preparing students for life/for success

SAMPLE COPY

Here for a Reason

At UMHB, the college experience is about much more than earning a degree. We know that our students are called to a life of purpose. That’s why we’re here—so they can discover and live out all that God created them to be and to do. Together with you, we’re preparing today’s students to live with purpose, on purpose. (End with a CTA for how they contribute to furthering UMHB’s vision in a specific way.)

SUPPORTING CONTENT

+ Student testimonials describing educational opportunities and successful results

+ Student blurbs proclaiming their visionary ideas for a life of purpose

+ Features of successful alumni living with purpose in their professions

MESSAGE MATRIX

TARGET AUDIENCE

Community Partners

MOTIVATIONS

Advancing organizational purposes

Strengthening the community

Recruiting new talent

Leadership development Participation in mission

WORDS/PHRASES

ACTIONS

Lead Serve Create Transform Guide Enrich Cultivate

DESCRIPTIONS BENEFITS

For a reason Impact Community Christ-centered Faith-motivated Together Intentional Leadership

Leading the way Preparing future leaders

Strengthening the community

SAMPLE COPY

Purposeful Partnership

At UMHB, students are discovering what it means to live on purpose—fulfilling all that they were created to be and to do. Together with you, we’re leading the way in preparing a new generation. To strengthen communities. To pursue their vocations with excellence. To impact the lives of those around them for good— for purpose, on purpose.

(End with a CTA for how they contribute to furthering UMHB’s vision in a specific way.)

SUPPORTING CONTENT

+ Infographic highlights of community partnerships and/or global networks, such as the number of people impacted or measurable change demonstrated

+ Features of successful alumni engaged with active UMHB partnerships

+ Faculty testimonials extolling the benefits of community partnerships

MANAGING OUR IMAGE

A carefully managed application of the visible UMHB brand strengthens our image. Visual elements such as color, imagery, fonts and our logo are often the most recognizable elements of our corporate brand, and applying them cohesively can influence how UMHB is perceived.

The visual elements found in this guide work together to build and convey our message, story and personality. Using them repeatedly and consistently, according to the standards within this guide, help make UMHB recognizable.

Projects that use the UMHB logo or are produced for an external audience should be developed in collaboration with the Marketing and Communications team.

VISUAL ELEMENTS

PRIMARY WORDMARK

SECONDARY WORDMARK

COLLEGE AND DEPARTMENT WORDMARK

To reinforce a cohesive and recognizable brand, UMHB has created and approved official wordmarks for colleges and departments across the university.

The UMHB wordmark consists of stylized lettering focused on letterforms, spacing, and color to create a distinctive and recognizable identity.

FACT/STAT CALL-OUT

The UMHB letterform is an important brand element and can be used large, and vertically. The wordmark baseline should always be rightjustified when placed in a vertical formation.

# STAT CALL OUT with supporting description and 2ND STAT with supporting description

CORPORATE BRAND MARKS

# STAT CALL OUT with supporting description and 2ND STAT with supporting description

SPIRIT, ATHLETIC, & PRESIDENTIAL

VISUAL IDENTITIES

A university’s spirit, athletic, and presidential visual brands each serve distinct purposes, and using them in the appropriate settings strengthens clarity, credibility, and impact in marketing. Spirit branding builds broad community pride and engagement, athletic branding drives excitement and competitive identity, and presidential branding conveys leadership, authority, and institutional trust. When these visual systems are applied thoughtfully and separately, audiences receive a clear and consistent message that aligns with the context and intent of the communication. This strategic separation protects brand integrity while allowing each identity to perform its role effectively.

VISUAL ELEMENTS

ATHLETIC

PRESIDENTIAL SEAL

SPIRIT USAGE

The spirit visual identity is designed to celebrate student life, school pride, and campus culture. It is used for events, activities, and communications that foster community and engagement, but it is not intended for academic, instructional, or formal institutional purposes.

ATHLETIC USAGE

The athletic visual identity is reserved exclusively for university athletics and related communications. It is used to represent teams, competitions, and athletic programs, and should not be applied to academic, administrative, or general campus marketing outside of athletics.

PRESIDENTIAL SEAL USAGE

The presidential seal is reserved for the most formal and official representations of the university. Its uses are limited to high-level documents such as commencement diplomas, presidential communications, contracts, and other executive or governing materials, where it signifies authority, authenticity, and institutional legacy.

TYPOGRAPHY

GOTHAM NARROW

The primary sans-serif typeface for the brand. Used in many applications including headlines, subheads, body copy, and lists.

Gotham Narrow Book + Italic

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