Brand Tool Kit

Opportunity Afforded

Our Brand Promise

The true value of higher education is found at Murray State University. This is where students receive endless opportunities to pursue their dreams - and where faculty and staff go above and beyond to make sure those opportunities are afforded. These stories happen every day through a high-quality education that provides experiential learning, academic and personal growth and the ability for students to secure a lifetime of success. That's Opportunity Afforded.

 

 

Download all the tools or download individual assets below.
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Market Research

Why New Branding?

We conducted and reviewed significant market research — including institutional data, a competitive analysis, email surveys and focus groups — which provided insight into where we stand in the college/university marketplace and in the hearts and minds of alumni, students, parents, community members, faculty and staff.

The Key Takeaway

A common theme was “small atmosphere, big offerings.” Students and parents love that the University is small enough to boast a friendly, safe campus community but big enough to provide outstanding facilities. Because of these qualities, Murray State is a unique environment in which students are afforded more opportunities.

Tone

The University Voice

To convey the opportunity-centric message, the tone of voice for all University content should feel confident, aspirational, encouraging, friendly and supportive.

The webpage you’re currently reading is a great example, as is this billboard: 


Ad example

Grammar Style

Any marketing materials representing the University, from brochures to web pages to press releases, should follow Associated Press style for grammar. We encourage you to save the following style guide and/or hang it up at your desk for easy reference. Not only will it make great office décor, it will also help ensure consistent grammar usage across the University.

Download Grammar Quick Tips guide

For more tips on AP style, Purdue OWL and Grammar Girl are great resources. If you have further questions, please contact Karen Muehlbauer in the office of branding, marketing and communication at kmuehlbauer@murraystate.edu.

Important note: Please use the official names of University colleges, buildings and scholarships, and check your spelling. Examples include the Arthur J. Bauernfeind College of Business, Susan E. Bauernfeind Wellness Center and Jesse D. Jones College of Science, Engineering and Technology.

Logo

The Symbol of the University

The new Murray State University logo presents a modern take on the traditional shield. The updated version reflects our rich history while focusing on providing an Opportunity Afforded for everyone.

To ensure consistent University branding across all colleges and departments, please join us in bidding the old logos adieu. Moving forward, use only the new logo variations and follow these guidelines:

Download Brand Guidelines

Download all logos. Download includes JPG files for print usage and transparent PNG files for digital/web usage.

Colors

Brand Colors

These are the tried-and-true blue and gold colors we all know and love:

  • Blue
    CMYK: 100, 51, 0, 73
    RGB: 0, 33, 68
    HEX: 002144
  • PMS 289
  • Gold
    CMYK: 0, 27, 100, 7
    RGB: 236, 172, 0
    HEX: ECAC00
  • PMS 123

Accent Colors

These are new secondary colors that should be used very sparingly: 

  • Light Blue
    CMYK: 100, 50, 0, 26
    RGB: 0, 94, 189
    HEX: 00A4E3
  • Orange
    CMYK: 0, 73, 100, 0
    RGB: 255, 69, 0
    HEX: FF4500

Font

The University’s Typeface

The Freight font family is now the official University typeface. The serif font should be used for headlines and subheads, and the sans serif version should be used for body copy.
These fonts are pre-installed on University-owned Windows machines. Mac users can download and install these fonts to their own profiles. 

Download font family

If you have questions about using these fonts on University computers, contact the Service Desk at 270-809-2346 or msu.servicedesk@murraystate.edu.

Photos

The University’s Image

Photography plays a huge role in bringing a branding message to life. Our photos help tell the Opportunity Afforded story by focusing on real campus experiences. Using a contemporary style, we’re capturing candid moments and the academic opportunities our students are being afforded.

View/download images on SmugMug.

For copyright information or to schedule a photographer, please contact the office of branding, marketing and communication at msu.photography@murraystate.edu

Templates

Easy-to-use Layouts

Create presentations and press releases that represent the University brand by starting with these pre-designed templates.

Find examples and pricing for business cards, letterhead, invitations and more under Print Pricing

The office of Branding, Marketing and Communication encourages you to tell us about upcoming events, news and accomplishments. Email information (with photos, if possible) to msu.pr@murraystate.edu.    

Email Signature

Signoff Design

Ensure your emails match the new Murray State branding by updating your signature to look like this:

Email signature example

Instructions

  1. Download the Murray State logo.
  2. Click on the gear icon in the upper right corner of your RacerMail inbox.
  3. Choose the “Settings” link.
  4. In the “Signature” section, click the “Insert Image” icon to upload the new Murray State logo.
  5. Reference the design above to update your information as needed.
  6. Make sure the signature box is selected and “no signature” is deselected.
  7. Scroll to the bottom and click “Save Changes” before navigating back to your inbox.

Please note, departmental email accounts may not upload images. 

Video

To maintain brand consistency, all videos representing Murray State should end with the same video animation. We've provided options for each school/college as well as a generic version. Please choose the animation that best fits your video's message.

View/download video animations