Brand Tagline
Turning What If Into What Is
Our brand tagline, “Turning What If Into What Is,” encapsulates our dedication to transforming potential into reality for our students, faculty and staff, alumni, industry partners, and the broader community.
At Grand Valley State University, we embrace the aspirations of every individual. We are a place where potential is not just recognized but also nurtured and fulfilled. Here, the question “What if?” isn’t a distant dream or a hypothetical scenario; it is a challenge we rise to meet every day.
Here, we turn aspirations into achievements and ideas into actions. By reshaping the future of education, fostering a culture of continuous improvement, and continually evolving to meet the needs of those we serve, Grand Valley is turning what if into what is.
A Vital Element of Our Larger Brand Story
For more than 60 years, Grand Valley State University has served as a beacon of hope and transformation, driven by our vision of a world where everyone has the opportunity to succeed.
Our brand tagline, “Turning What If Into What Is,” expresses our dedication to transforming potential into reality. This commitment is deeply rooted in our identity as a forward-thinking public university, one that embodies an entrepreneurial spirit and unwavering perseverance to fuel innovation, champion inclusivity, and deliver an education that is accessible to all.
By relying on our principles of grit, kindness, ingenuity, and openness to break barriers and create possibilities, we turn what was once only imagined into achievements that are relevant, impactful, and tangible for stakeholders both internal and external, close to home and around the globe.
For our students, “Turning What If Into What Is” means Grand Valley will equip them with the tools, knowledge, support, and inspiration to shape their futures. From attending their first class to emerging as leaders in their fields, our students embody our spirit of perseverance, ensuring that the seeds of “What if?” grow into thriving realities.
What Makes it Successful
And does so in clear, consumer-friendly language to all of our audiences, both internal and external — from prospective and current students to alumni and donors as well as from faculty and staff to business and community partners, legislators, and anyone who interacts with our brand.
Rooted in our brand pillars of grit, kindness, ingenuity, and openness, our brand tagline exemplifies our confidence and boldness.
Our brand tagline is a statement of intent and positivity that encourages audiences to consider how their aspirations might become reality through all that Grand Valley offers.
Where many of our competitors rely on their mascot or school name to do the heavy lifting in their brand taglines, Grand Valley’s brand tagline lets our actions do the talking.
Our brand tagline doesn’t live in the past tense. It expresses the continuous motion of what we do and how Grand Valley is making an impact.
Putting it into Practice
To support our brand tagline in your materials, use our Key Messages about transformation and student outcomes as well as our talking points listed below.
- “Turning What If Into What Is” captures Grand Valley State University's mission to turn ideas into action and aspirations into achievement.
- It’s about unlocking potential — in students, faculty and staff, alumni and community partners, and for our region as a whole.
- Unlike competitors who lean on mascots or tradition, Grand Valley’s tagline highlights what we do — not just who we are.
- Our tagline expresses our boldness, confidence, and constant motion toward progress.
- “Turning What If Into What Is” draws inspiration from our past but lives solidly in the present and future. It reflects Grand Valley’s ongoing transformation and forward-looking spirit.
- Our tagline is an invitation for anyone wondering what’s possible in their life or career.
- For current and prospective students, our tagline communicates the tangible support, opportunity, and transformation they will find here.
Using the Brand Tagline
In Writing
When it appears as a title or headline, the tagline should be title case with no punctuation. For example: Turning What If Into What Is
When it appears in copy as the completion of a statement, it should be written in sentence case.
For example: By reshaping the future of education, fostering a culture of continuous improvement, and continually evolving to meet the needs of those we serve, Grand Valley is turning what if into what is.
Our tagline is a complete phrase. Do not shorten or lengthen the tagline. Do not alter it or change its wording.
Use this tagline exclusively going forward.
As a Graphic
A tagline graphic can be used on any material that speaks to the Grand Valley brand. Additional information is found on our Graphic Elements page.