Brand Strategy

Brand Strategy

Brand is all the ways we tell our story and how we present ourselves to the world visually and through messaging. 

Brand Positioning

Fueled by a higher calling, Campbell University provides a transformational learning experience that prepares students for servant leadership and equips them with skills and habits to make a difference in the lives of others. The Campbell brand, positioned to offer key messages to targeted audiences, advances Campbell’s mission and reach.

Campbell University wordmark

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Brand Purpose

Campbell University is one of the most academically diverse private universities in North Carolina. We offer over 150 majors, degrees, and concentrations across 10 academic divisions:

All these divisions share one common goal: to advance the university’s mission to educate men and women who make a difference in the lives of others through work, service, and leadership.

Brand Objective

  • To achieve a unified look producing a higher awareness of the University and a clearer understanding of its many functions among key audiences.
  • To form a more favorable and accurate impression of the University.
  • To project the progressive nature of the University while maintaining its traditional academic stature.
  • To improve efficiency and reduce the cost of communications.

To achieve a consistent impression, many institutions use a logo or wordmark (words used as a logo). A logo or wordmark provides a strong, distinctive and versatile graphic symbol unique to the institution. A wordmark was chosen as the primary element to represent Campbell University because it can be easily read and understood at a glance. The name is also the one clearly common characteristic for all the schools, divisions, centers, institutes and other organizational parts of the University.