1. ThE SMU BrAnD 1. The SMU Brand

Transcription

1 1. The SMU Brand 1. The SMU Brand

2 CONTENT 1. The SMU Brand 1.1 Introduction & Vision Positioning 1.3 Brand Proposition 1.4 Our Values 1.5 Brand Personality 1.6 Tone of Voice

3 1.1 INTRODUCTION & VISION 2025 The Singapore Management University (SMU) places a high priority on developing and maintaining a consistent corporate image in order to reinforce its status and position, both in the local and wider communities. Our brand is much more than a series of words, or a logo. It embodies what SMU is all about; it tells people who we are, what we stand for, and what we offer. Why do we care about the SMU brand? This is primarily because a good brand creates opportunities to fulfil SMU s vision. It encourages students to consider SMU, donors to contribute to our worthy causes, and our communities (geographical, professional and ideological) to support our initiatives. SMU Vision 2025 has been pivotal to our University s strategic directions, giving us added impetus to innovate and stay a forerunner in the tertiary education sector, and contribute to Singapore and beyond. The SMU brand guide is presented as a series of chapters. This is the day-to-day guidance of its applications, covering various key aspects of our corporate identity. VISION 2025 To be a great and iconic global-city University in Asia that excels in tackling the world s complexities and impacting humanity positively, and producing leaders of tomorrow through its transformative education and multi-disciplinary research, to provide insights in solving these problems. Visual Identity System Guidelines The Brand Intent 1.1

4 1.2 POSITIONING Positioning is ultimately about how we want to be thought of, and how we are differentiated from other universities. More than a series of words, we think of this as an invitation to use the SMU positioning statement as a lens in considering how we can actively participate in imagining a better future together through what we do and how we do it. WHAT SETS US APART SMU is a dynamic city University in the heart of Singapore. We are a specialised University focused on Management, Social Sciences and Technology, and their intersections. HOW WE WILL MAKE A DIFFERENCE We adopt an integrated research-teaching -learning-practice approach that fosters innovative learning experiences and develops influential change agents and leaders. WHY THIS MATTERS We create positive impact on business, government and society in Asia and beyond. Visual Identity System Guidelines The Brand Intent 1.2

5 1.3 BRAND PROPOSITION: MEANINGFUL IMPACT WE BELIEVE IN MAKING CHANGE THAT MATTERS. The SMU Brand Proposition, which we refer to as Meaningful Impact, is driven by our values. We seek to go beyond self-interest to create positive change in business, government and society in Asia and beyond. We are committed to being a Game Changer, providing a transformative education for a generation of graduates; a Catalyst, leading in cutting -edge multidisciplinary research; and a Global Exemplar, as a pre-eminent and esteemed global-city University in Asia. All these and more, are embedded in our value proposition of making Meaningful Impact. Whether it is making an impact in the community or leading multidisciplinary research that addresses key societal issues, we seek to make a difference. Visual Identity System Guidelines The Brand Intent 1.3

6 1.4 OUR VALUES Our values determine how we conduct ourselves as an organisation; they guide the decisions we make and the way we behave. COMMITMENT Sticking to an agreement and seeing a project through to completion even when the going gets tough. INTEGRITY Being honest and truthful with yourself and especially with others. RESPONSIBILITY The voluntary act of holding oneself accountable for one s own actions. COLLEGIALITY Collegiality means more than just getting along with people. It means being a responsible citizen within the University community. LEADERSHIP Leadership is an influence, a conviction and a responsibility a team establishes. EXCELLENCE Excellence entails giving your very best in every endeavour you undertake. Visual Identity System Guidelines The Brand Intent 1.4

7 1.5 BRAND PERSONALITY Personality is what makes us recognisable to others. It s not just what we do but the way in which we do it. PURPOSEFUL CHANGE-MAKER Our personality is the way we express ourselves outwardly and these traits are important tools in helping us identify and frame the content of our communications. The SMU Brand Personality is the combination of characteristics or qualities that form our distinctive character. INNOVATIVE We deliver transformative education through innovative curriculum, co-curriculum and pedagogies, and contribute novel research insights, thus inspiring students to think differently and helping business, government and society to solve the world s challenges uniquely and impactfully MULTI-FACETED We are a multiproduct University, delivering integrative research, teaching, learning and practice. We drive change that positively impacts business, government and society Our purpose is clear, to deliver innovative teaching, meaningful learning experiences and impactful research that touches lives AUTHENTIC Our values of commitment, integrity, responsibility, collegiality, leadership and excellence are enduring qualities that define who we are and inform how we go about our work We are a specialised global city University that creates influential change agents and futureforward leaders Personality and purpose go hand-in-hand, and what we interpret as meaningful is shaped by who we are as an institution, and the values that we share. TRAILBLAZING We understand how the world works and are unafraid to challenge the status quo to blaze trails towards greater good In our communications, the SMU brand personality is best expressed through the tone of voice and imagery we select, and this should be centred around the proposition of Meaningful Impact. Visual Identity System Guidelines The Brand Intent 1.5

8 1.6 TONE OF VOICE Our tone of voice will inform and guide how we communicate with stakeholders through our various communication touchpoints. When choosing imagery, and writing headlines and body copy, ensure that our tone of voice is consistently applied. INSPIRATIONAL Headlines should be written to invite the audience to imagine the desired outcome of any given scenario. AUTHORITATIVE Present a clear and compelling case for how SMU creates impact through what it does. COLLABORATIVE Our communications should use invitational language to encourage participation and partnership. EXAMPLE: Imagine if business could make societies better. EXAMPLE: Through our centre for the analytics of aging, we provide vital insights and information which shape policy to make life for the elderly better. EXAMPLE: Transform the future together with us. Visual Identity System Guidelines The Brand Intent 1.6

9 For more information, please contact: Office of Corporate Communications and Marketing Singapore Management University Administration Building 81 Victoria Street Singapore