Your Higher Education Marketing Link of the Week… Oregon State University: Brand Guidelines… 20 January 2023

Clear Brand Guidelines from Oregon State University Marketing

Oregon State UniversityGetting everyone at a large university (or even a small college) to consistently use uniform guidelines to present a clear, coherent brand message to the external world has never been easy. At some schools, impossible.

A first step to successfully promoting a brand position is a easy-to-follow set of guidelines that covers a wide range of brand attributes and uses. At that task, Oregon State sets a higher education example for most others to follow.

Important at the start is this caveat that follows the opening “Brand Positioning” statement:

  • “Note: The brand positioning statement is for internal inspiration and focus only. It should not be used verbatim in external communications.”

The OSU brand folks recognize that few people visiting a university website do so to read a “brand positioning” statement just as few visit to read statements of “our mission.”

Oregon State UniversityVisitors to the page can then easily scan 9 “Explore Brand Positioning” links:

  • Messaging
  • Our Voice
  • Creative Platform
  • Expressing Who We Are
  • Personality Traits
  • Tone
  • Editorial Style
  • Audiences (my favorite section for the analysis re what interests each audience included)
  • Personality

At the end of these pages the full complement of 9 icons appears again. No need to return to the first page to continue on to explore another point of interest. That’s a nice navigation touch.

Follow the Link of the Week…

Review how Oregon State presents brand use information to the OSU community at “The Oregon State Brand.”

Speed on mobile… 4.1 seconds to first view,  9.6 seconds to full interactivity

Google PageSpeed Insights measures the time to first view on a mobile phone at 4.1 seconds… OK. Time to full interactivity was 9.8 seconds.

The first step to improving mobile speed: “Eliminate render-blocking resources.”

Website Carbon Calculator… “Hurrah!” for a clean site

Thanks to Gerry McGovern and his efforts to reduce “world wide waste” for the referral.

The OSU brand page is rated “cleaner than 75% of web pages tested”… among the best tested

Does your website help or hurt the climate? Test your website pages at “Website Carbon Calculator.”

Recommend a future Link of the Week

Always eager to get recommendations of websites that dare to be different… or just do something ordinary in a special way. Write a comment with link here or send me the link at

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