Texas Tech University
Students on Rawls Shirts

Our Brand: Built on Rawls.

Consistency of branding is vital to marketing success. Our brand is what students, faculty, alumni, recruiters and peers think, feel and respond to when they hear Rawls College. A strong, consistent brand will result in greater awareness and increased engagement, allowing us to recruit the brightest students, retain the best faculty and offer world-class business programs.

As an important part of our academic strategic plan, Rawls College embarked on an initiative to clarify who we are, what we stand for and how we set ourselves apart from other established business schools.

To better understand our audiences and identify our positioning, we partnered with a marketing agency to conduct extensive research among current and prospective students, parents, high school counselors, staff, faculty, recruiters and key stakeholders. The insights gained from these conversations culminated in the development of consistent brand messaging and a refreshed visual identity. Together, these elements will help us establish meaningful connections, broader support and greater impact.

A strong foundation is vital to success, and as a world-class business school, Rawls College helps students expand their business knowledge through innovative research, challenging curriculum and real-world experience. Built on Rawls is more than a tagline, it is a commitment to provide a foundation on which our students can build upon their unique life experiences, gain valuable business acumen, and positively impact the world.


Vision statement

Forging the acumen required today, to advance and succeed tomorrow.

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Brand Positioning

For challenge seekers striving for an intellectual and market-driven approach to the future of business, Rawls College provides a research-based business foundation engineered for real-time impact.

Rawls Garden Red Structure
Student Tyler Hamilton Skew
Rawls Garden Red Structure

Being effective brand ambassadors is the responsibility of all Rawls College staff, faculty and students. The brand toolkit is a centralized repository of resources to aid in the creation of materials that align with our brand standards.