The Elon Brand
In 2023, the Elon Office of University Communications established a brand working group composed of 30 individuals representing offices and departments from across the University. This group — which included faculty, staff, students and alumni — guided the phases of Elon’s brand clarification process, which was designed to provide the university with a clear path to evolve its already strong brand into a mature, consistently used, sustainable and motivational brand identity, starting with a clear consensus about Elon’s key strengths and differentiators among our internal community.
The group participated in a brand audit, competitive research exploration, focus groups and interviews, and brand identity exercises. In addition, members of the group were responsible for providing critical feedback and input from their areas of the university, bringing forth suggestions or concerns to ensure the brand clarification process was shaped by a collaborative effort among Elon stakeholders.
In the summer of 2024, the brand working group finalized the elements of Elon’s brand portfolio and launched a new, comprehensive brand guide and toolkit. The newly articulated differentiators and brand strengths will be guiding principles to empower Elon to stand out in the higher education landscape and demonstrate the university’s unique value proposition. The use of this shared brand expression will unify Elon’s look, feel, tone, voice, and external expression, further establishing Elon as a leader in engaged learning, undergraduate teaching, innovation, mentorship and transformational outcomes.
Brand Guidelines & Toolkit
A key element to ensuring a brand is appropriate expressed across all areas of the university is a consolidated resource and guidelines for community to actively leverage the brand elements in marketing and communications materials. Elon selected the online brand platform Corebook to provide the complete online resource for employees and vendors to utilize in working with the evolved Elon brand.
The Elon Brand Guide is a toolkit. The rules and examples are not intended to inhibit creativity or expression. Rather, these guidelines should provide a solid and standardized foundation upon which all Elon departments, programs and units can build their marketing and communications plans and materials. Following these brand guidelines will help Elon present its messages in a manner that people will both respect and remember, and which will motivate them to engage with the university.
The brand guidelines govern the appropriate use of Elon’s brand messages, graphics, marks, colors and typefaces. They explain how to apply these guidelines to print materials, websites, signage, stationery and other materials. In addition, the writing style guide provides guidance and resources for consistently and accurately writing about the university.
For questions about using the brand guidelines, or to suggest updates or changes, email the Office of University Communications at brand@elon.edu. To submit a project for review, please visit the Brand Review page of the website.