Brand
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Overview
As representatives of the university, we are limited in our ability to define Grand Valley’s brand for ourselves. This is because our brand is a collective perception — an idea created from others' conscious and unconscious interactions with the university. It is our reputation with prospective students, parents, civic leaders, alumni, donors, research foundations, and the general public.
We can demonstrate our understanding of these perceptions and our reputation through our positioning and express it in ways that can be gathered into a platform. Branding is the work of developing both.
-Marty Neumeier, The Brand Gap
It is important to present a unified brand for our audiences, as the university is stronger and more impactful when we work together. That’s where you come in — you play a vital role in shaping Grand Valley’s image and reputation.
Explore the following sections to learn more about the Grand Valley brand:
Our mission, vision, and values.
Our brand promise, positioning, and pillars.
Liberal education, the New Midwest, and our campuses.
The story behind our brand tagline, what makes it successful, and how to use it in your messaging.
Take a look at our updated brand direction, including our brand promise, pillars, refreshed messaging, new tagline, and the advertising campaign bringing it all together. This video lesson is hosted in Workday and will require a valid GVSU faculty/staff login to access.
Printed Brand Kits
Printed brand kits were sent via intercampus mail in late September 2025 to GVSU faculty and staff. Didn't receive one? Email [email protected] to request a kit.
This page contains information adapted from "Designing Brand Identity", Wheeler, Alina. 2006.