Brand Guidelines

The basis of our brand

More than 150 years ago, the enactment of the Morrill Act changed education in the United States forever. Across the country, state-sponsored institutions were created that “promote the liberal and practical education of the industrial classes in the several pursuits and professions in life.” Educating our citizens to help them succeed in life became a tenet of our country, a responsibility toward our citizens.

This is the noble intention from which The Ohio State University was born.

Since its founding in 1870, Ohio State has educated more than 1 million bold and inquisitive thinkers. Today, with more than 100 land-grant universities in the United States, Ohio State has grown into one of the largest and most comprehensive public research universities in the nation and ranks among the top 100 universities in the world.

The Ohio State brand is rooted in our history, our identity, and our achievements, all of which are inextricably linked to our core mission: To advance the well-being of the people of Ohio and the global community through the creation and dissemination of knowledge. Our brand looks to the future, too, ready for tomorrow's challenges and opportunities.

The articulation of our brand was based on extensive qualitative and quantitative research that examined how our key audiences — students, parents, alumni, faculty, staff, Ohioans, friends, corporations, foundations — and outside observers respond when they see and hear the words and symbols of Ohio State. It was also shaped by the collaborative input of teams assembled from throughout the university. Through this combination of data, expert opinions, spirited debates, and moments of revelation, the expression of our brand emerged.

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Who we are

Ohio State is a dynamic community where opportunity thrives. Through our far-reaching network of diverse resources and perspectives, we foster the incisive thinking, spirit of collaboration, and depth of character you need to transform yourself and your world.

This is our institutional position statement — what we stand for. It represents our brand promise, or what people can expect from us. It is not an overt external message itself but rather a guide for us internally; every communication we create should convey the essence of this statement.

There are a lot of universities in the world, but none like Ohio State. It's the combination of attributes people associate with Ohio State that makes us different:

Size and breadth
Our abilities and strength derive from our vastness of resources, including our people.

Collaborative opportunities
Within our academic, research, social, and civic-minded community, the ways we connect and intersect with each other create a thriving environment for learning and growing.

Personal pathways
Ohio State supports and encourages individuals to pursue their own path to fulfillment through knowledge. It is a gateway to immense personal and professional opportunities for those with the initiative to seize them.

A Midwest sensibility
While we weren't all born Buckeyes, the Midwest mindset is a big part of our culture and something we come to share.

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Our personality— Ohio forged, globally minded

Our Buckeye personality should come through in every communication we create.

Open and sincere
We welcome anyone who is curious and willing to work hard. Even as we compete to be the best, we think being friendly is just good manners.

Big and bold
For those who want to transform the ways our society thinks and lives, opportunity and a lifelong badge of distinction await at Ohio State. We push boundaries.

Creative and inquisitive
Buckeyes are interested in why things are the way they are. We question. We explore.

Practical
At Ohio State, we learn through experience and generate knowledge with real-life application. Our pursuit of excellence is imbued with a Midwestern sense of pragmatism.

Spirited
We Buckeyes are energetic and proud of who we are, but our pride is not limited to history or sports. We bring vitality to everything we do.