Identity Guidelines

Identity System Overview

Here is a brief overview of the underlying positioning strategy, key concepts and attributes that define and guide the Texas Tech brand and visual identity system.

Examples of our three-part identity system representing Official Seals and Signatures, Academic Signatures, and Spirit and Athletic marks are included.

See the FAQ, Glossary and Contact pages for questions and more information. Click here for a detailed explanation of the research and rationale behind the guidelines.

A Position in Line with the State's Focus on the Future

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Research has led to the conclusion that the optimal position for Texas Tech corresponds directly to the Texas Higher Education Coordinating Board's Closing the Gaps by 2015 plan. Specifically, the optimal position conveys access to a comprehensive education that emphasizes centers of teaching and research excellence that focus on the complex problems facing the future of Texas, the nation and the world.

Texas Tech University – Positioning Statement

Texas Tech University is dedicated to shaping the future of our students by providing them a comprehensive, quality education that prepares them to enter careers in a timely fashion. The university, in an environment of openness and friendliness, develops leaders who can articulate appropriate solutions to challenges and advance the well-being of the people of Texas and the global community. Texas Tech University achieves this through research and creative activity and by preparing students to turn theory into practice. Students, staff and faculty provide dedicated service through programs that draw upon a vast array of intellectual resources and world-class expertise.

Brand Position

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Preparedness

If there is one word that summarizes the Texas Tech position and message, it is this: Preparedness. The many variations of Preparedness provide powerful ways for you to address your audience's concerns – and for your audience to see the benefits of connecting with Texas Tech.

Brand Promise

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For all audiences, the Texas Tech brand stands for access to a quality education in a nurturing and challenging environment that fosters student and professional success.

Tagline

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From here, it's possible

Our tagline – From here, it's possible – quickly communicates to all audiences that the tradition of fostering student and professional success at Texas Tech creates a culture where anything is possible.

Key Attributes

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Our character and personality attributes should be evidenced in every brand experience.

Friendly

Anyone who comes to our campuses and communities is struck with the open and friendly character of the people he or she encounters. Students, faculty, staff and the surrounding community enthusiastically welcome and embrace new members of our ever-growing family.

Mentoring

We're nurturing. We both challenge and guide, serving as a valued counselor, teacher and friend to all.

Empowering

We share our expertise and experiences, empowering others with both the theory and the practical skills to succeed, regardless of the endeavor.

Pragmatic

We're focused on outcomes – having positive impacts in our community and in the world. Our sphere of influence is limited only by our imaginations.

Hard Working

We're exceptionally diligent and committed to the task at hand.

Intelligent

We're committed to an intellectually rich environment, where creativity, innovation and intellectual freedom flourish.

Resourceful

We're able to act effectively and imaginatively, regardless of the challenges.

Trustworthy

We can be counted on to respond, no matter what the need, and to always be worthy of confidence and trust.

Brand Persona

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The Caregiver*

Our persona is one who has the desire to protect people from harm

*Margaret Mark and Carol S. Pearson, "The Hero and the Outlaw" (New York: McGraw-Hill, 2001), 209-226.

Integrated Visual Identity System

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