This is our moment.

We have a bold new vision. Now we have a brand to match.

How did we get here? That’s what this page will tell you. We’ll share the in-depth and intentional process that led us here today. We’ll share the foundational messaging on which we will build our brand. We’ll share the bold story that we will tell to the world. And we’ll call on you to tell that story in a way that only Hokies can.

Responsive Vertical Timeline

Discovery

More than 100 interviews representing students, faculty, staff, alumni, and community members. Stakeholder survey, marketing and communications review, research & document evaluation, competitor & peer audit.

August-December 2016

Strategy

Collaborative work sessions to develop a unique and authentic strategic platform. Engaged steering committee, conducted strategy workshops with communicators, developed brand positioning framework, value proposition, and messaging.

January 2017

Creative concepts

Collaborative work sessions to develop a differentiating verbal and visual brand. Established creative direction for photography and video.

February 2017

Concept testing

Testing the creative work to finalize a cohesive system, which includes messaging, voice and tone, conveying the value proposition, personality, visual elements of Virginia Tech.

March 2017

Documentation

Building the brand tool kit. Creating guidelines, brand book, and developing digital brand center.

April 2017

Socialization

Engaging with leadership, stakeholders, and university communicators.

May 2017

Release

Launching the brand to the world.

September 2017

Training

Training university communicators.

Fall 2017



What is a brand?


A brand is the total experience we create for all of our audiences.

It’s a statement that asks every Hokie to courageously answer the call — to help bring our mission to life on campus, in our communities, and in every corner of the globe.




Building on greatness

We have a strong history that embodies our land-grant mission. Our history is a source of pride and a driving force for who we are and what we want to achieve. Our new brand helps us build on that foundation to propel us into the future, creating the comprehensive land-grant university of tomorrow.




Defining our message

Our story is multifaceted and everchanging, yet it’s important that we all have a unified understanding of what we do, how we do it, and why we do it. These are the most critical parts of our brand story.

What we do


We reimagine the roles of education and technology.

We foster a transdisciplinary approach that integrates technology in all spheres of inquiry.

How we do it


We push the boundaries of knowledge and support people in their quests to go beyond limits.

We are VT-shaped, focused, and tenacious.

Why we do it


We are a force for positive change.

We are driven to serve ( Ut Prosim ).




Organizing our message

Our brand is built around a core value proposition — a statement that combines what we do and why it matters in a way that sets us apart from other universities. We support this idea with three brand pillars — research, culture, and learning — that show how we live out our value proposition. The map at right defines what we offer (gray) and why it matters (orange) for each of these pillars. When we bring these messages together, we can show the true impact our university has on students, communities, and the world.

Research that is...

adaptable

tangible

future-focused

through

A culture that is...

inclusive

immersive

spirited

through

Learning that is...

transdisciplinary

experiential

collaborative

through

Virginia Tech...

Attributes

reimagines the roles of education and technology in every aspect of life

Benefits

to serve as a force for positive change in a world without boundaries

Value proposition

discovering real and lasting solutions to big, complex problems in society

by

developing people who have the breadth, depth, and experience to make an impact

by

fueling
innovation
and creativity

by

Ut Prosim (That I May Serve)




Our brand platform

To understand what it truly means to be a Hokie, we included voices from across the Virginia Tech community. We used that inspiration to build on our messaging to create a story that is authentic to who we are and reflects where we are going.

CLAIM YOUR ROLE

THIS PHRASE IS THE SPIRIT OF OUR BRAND

It’s a statement that asks every Hokie to courageously answer the call — to help bring our mission to life on campus, in our communities, and in every corner of the globe.







Reaching our audiences

As we launch this platform, we’ve made sure that it’s flexible enough to resonate with our key audiences. Each of the statements shown here represents the sentiment of Claim Your Role, but in different words. “Claim Your Role” is not a tagline; rather, it’s a continual theme that should be present in all of our communications.

faculty and staff icon

 

FACULTY & STAFF

Inspire students to find their role.

 

prospective student icon

 

PROSPECTIVE STUDENTS

Your role awaits. Claim it. 

 

current students icon

 

CURRENT STUDENTS

Explore your role.

 

alumni icon

 

ALUMNI

Your role as a Hokie is lifelong.

 

donors icon

 

DONORS

Declare your role.

 

general public icon

 

GENERAL PUBLIC

Virginia Tech is ready. 




Photo Sprint




Composing our voice

Our brand personality sets the tone for our brand voice. The voice leans on authentic traits (earnest, tenacious, and proud) as well as aspirational traits (inclusive, courageous, and adaptable). To ensure that our aspirational traits become a natural extension of our brand, we’ll emphasize them in the way we communicate.

Emphasize that we are...

Remember that we are...

INCLUSIVE

 

We deliberately ensure that everyone in our community feels welcome and valued.

EARNEST

 

We have a sincere work ethic and a genuine passion to serve in profound and meaningful ways.


COURAGEOUS

 

We will break new ground and blaze new trails to improve the world. We’re not afraid to disrupt the status quo to advance society.

TENACIOUS

 

Hokies get it done. We’ve got the perseverance and resolve to push past any obstacle.


ADAPTABLE

 

In a rapidly changing world, we have the flexibility to embrace new ideas and change our approach.

PROUD

 

We truly love being Hokies, and we’re always excited to share our spirit and devotion with the world.




Crafting our look

Our visual language includes a set of flexible graphic elements that reflect who we are and distinguish us from our competitors.

Primary color palette

Chicago Maroon



 

 

 

 

Burnt Orange



 

 

 

 

Yardline White



 

 

 

 

Hokie Stone



 

 

 

 

Secondary color palette

Pylon
Purple

 

Boundless
Pink

 

Virginia
Sunset

 

Triumphant
Yellow

 

Sustainable
Teal

 

Vibrant
Turquoise

 

Land-Grant
Grey

 

Skipper
Smoke

 

Burnt Orange
Web

 

Cadet
Blue

 




Bringing our brand to life

Our brand will come to life in many ways, from on-campus displays to digital expressions, from commercials and magazines to admissions books and donor materials.

With meaning and intention, our brand will shape every experience that we create.




Evolving the university logo

As Virginia Tech reimagines its role as a global land-grant university, we have reimagined the visual representation of the university. By aligning our institutional and athletic identities, we have created a bold, simple, and recognizable logo that strengthens our overall brand.

NEW LOGO

university logo

Increasingly, the Virginia Tech community thrives at the intersections of academic disciplines. In the university mark, linking the letters with a fluid line visually depicts the bridging of boundaries. Spelled out in our preferred font, the letters of “Virginia Tech” mirror the curve between the V and T, thus tying together the shape and the words.

FORMER LOGO

 

The former university logo and tagline, “Invent the Future,” will be retired. The logo will move to our vintage collection, where it will be deployed for specific purposes.

former Virginia Tech logo



Standing on tradition

Some elements of our brand will never change. Our traditions define us, now and in the future. 

pylons

 

OUR NAME

We are, and always will be, Virginia Polytechnic Institute and State University, commonly known as Virginia Tech.

 

chicago maroon and burnt orange

 

OUR COLORS

Chicago maroon and burnt orange are our colors, even as the secondary color palette begins to show a touch of eccentricity.

 

image of building with Ut Prosim etched in

 

OUR MOTTO

Our motto, Ut Prosim (That I May Serve), is the cornerstone of who we are and why we do what we do. It is the very bedrock of our brand.

 

athletics flag with VT on it

 

ATHLETICS LOGO

Student-athletes will continue to wear the “flying VT” with pride.

 

hokiebird

 

HOKIEBIRD

The HokieBird will always have a roost in Blacksburg, even as we become a truly global land-grant university.