The Purdue Brand

What's in a brand? You might think of logos, colors or taglines when you hear the word "brand" or "branding" but those are tools we use to reflect the brand. An organization's brand is a living thing that is continually evolving. And it can mean different things to different people. A brand is the total experience — perceptions, expectations and emotional connections — that someone has with that organization.

As a university, our brand defines who we are, our attributes, personality and values. Our brand encompasses what makes Purdue University better, special and different from our peers.

Brand Vision

Purdue University will set the pace for new interdisciplinary synergies that serve citizens worldwide with profound scientific, technological, social and humanitarian impact on advancing societal prosperity and quality of life.

Brand Tagline

"What we make moves the world forward"

Brand Drivers

These are the unique and differentiating benefits the brand offers that meet target needs and drive choice.

  • Strong STEM programs, research and reputation (including agriculture and aeronautics)
  • Emphasis on experiential learning and real-world application
  • Large, diverse, international populations

Brand Personality

If Purdue were a person, how would you describe him or her? Brand personality identifies the human characteristics that are attributed to a brand. Purdue's brand personality is: ENERGETIC AND OPTIMISTIC VISIONARY.

Our look, feel, voice and actions should always be:

how-we-think-about-purdue     how-we-feel-about-purdue

Brand Values

Brand Values are what a brand stands for, the things it holds dear and the principles that define how it behaves. Our brand values are:

  • Knowledge
  • Connections
  • Curiosity
  • Determination
  • Belief in a better future

Purdue University, 610 Purdue Mall, West Lafayette, IN 47907, (765) 494-4600

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