The CLU Brand
CLU’s brand is not just a logo or tagline to recruit prospective undergraduate and graduate students. It is designed to be a consistent and accurate means of presenting CLU to all constituencies as a selective comprehensive institution, deeply rooted in the Lutheran tradition of critical inquiry into matters of both faith and reason, offering undergraduate and graduate degrees in the liberal arts and sciences and professional fields. This visual “trust mark” represents CLU’s promise for what will be achieved by all individuals who interact with the institution—in short, it is a graphic depiction of CLU’s reputation.
As the CLU brand becomes widely known and understood by CLU’s key audiences: prospective undergraduate and graduate students, alumni, parents, faculty and staff, employers and the business sector, the local community, media at all levels, the government, religious communities, peer institutions, donors and friends, and all other groups that determine the viability of CLU’s future.
A well-developed and clearly communicated brand can influence student preferences, inspire greater philanthropy, weather crises more easily, build market share and instill a spirit of focus and confidence within an institution. The program was designed to meet those objectives.
Brand development should not be considered solely the realm of the marketing, advancement or admission offices, but a responsibility of every individual on campus. Consistent reinforcement of the brand promise and attributes by all CLU employees, volunteers and representatives can work wonders to establish and perpetuate an institutional reputation in a marketing-oriented world.