Brand Platform & Voice

Why “brand” Elon?

A strong brand consistently demonstrates common purpose and identity. It enhances Elon’s reputation, sets us apart from our competitors, defines our distinct place in the higher education landscape and establishes relevance with our audiences. At its heart, the Elon Brand is the promise we make about the complete experience that people will have when they engage with us. It is a core set of statements about who we are and why we are unique. These statements are the foundation of our marketing and communications.

Our brand has a critically important impact on the actions people take — whether a prospective student chooses to apply or enroll, whether a world-class scholar decides to join the faculty, whether a foundation awards a major grant, or whether a donor funds a facility or endows a scholarship. Consistently applying the elements of our brand positioning, visual identity and style differentiates Elon from other organizations and expresses Elon’s unique qualities in a way that creates a clear, positive and memorable impression.

Purpose, Promise and Positioning

In 2023 the Office of University Communications brought together members of the Elon community to explore the best way to clarify, enhance and unify Elon’s brand. Through deep discussions and research about brand strengths and attributes, the Elon brand purpose, promise and positioning were developed to provide a common context for our communications and messaging. The brand elements below are not necessarily meant to be used verbatim but should be used as your guidepost for external marketing and communications.

Graduates in maroon caps and gowns toss their hats in the air, celebrating at Elon University’s Commencement ceremony.

Brand Purpose

Elon University empowers individuals to be engaged learners, informed leaders and global citizens, starting on day one.

Brand Promise

Engaged. Immersed. Empowered.

Brand Positioning

As the national leader in engaged and experiential learning, Elon University intentionally invests in student development from day one with a mentor mentality that empowers individuals to confidently take control of their tomorrow today.

Brand Voice

Elon’s brand pillars and brand narrative define the university’s overarching voice and capture our unique value proposition. With a focus on our mission and our actions these tools are central building blocks of Elon’s brand messaging strategy and can be used to complement specific information about Elon's people, programs and ideals.

Brand Pillars

A series of in-depth conversations with the Elon community revealed common themes that, when combined, express the unique value proposition of Elon University. These differentiators form the four pillars of the Elon brand, and should be emphasized throughout our communications and messaging.

A student and a professor wearing lab coats and gloves work together on an experiment in a brightly lit science lab.

Mentorship Mentality

One of Elon’s key strengths lies in how members of our community act as catalysts, supporters and coaches. This core strength deeply ties itself to students’ actual lives, well beyond just a school name on a résumé. Engaged professors and staff who are passionate about teaching and guiding students are transforming lives at Elon. This is not only a rare quality, but is deeply desired by students and parents. 

Authentic Personality

Elon is incredibly authentic in its nature, and members of our community have a strong, consistent sense of how the university’s open, welcoming personality resonates both internally and externally. As stated by stakeholders, if the Elon brand were a person, it would be intentional, supportive, purposeful, driven and inventive. This consistency is unique and viewed as a clear strength.

A group of students in winter coats stand at the snowy top of Mount Kilimanjaro holding a maroon Elon University banner.

Immediate Experience

Elon provides students the tools and opportunities needed to achieve success, starting on day one. From the Elon Experiences and career-related support to meaningful relationships with faculty and a unique focus on experiential learning, opportunities for Elon students to gain vital skills that equip them for the world are found at every turn. This is highly valued by employers.

Empowered Individuals

Elon isn’t only about academic rigor. It’s about helping humans become their best selves. This transformation takes intentional focus. At Elon, this intentionality is underscored with a spirit of accountability. Elon doesn’t do the work for students, Elon inspires them to want to do the work for themselves. Elon alumni are the kind of people Elon students strive to be.

Brand Narrative

From day one, you feel it.
The sense of community that is distinctly Elon.

Greetings are more than a friendly hello.
They’re a prelude to the close connections that fuel us.

At Elon, the individual is valued.
Differences are embraced and celebrated.

Learners are doers and mentors are catalysts, with lessons stretching far beyond the classroom.

Faculty are champions of even the most ambitious dreams, connecting the dots between knowledge and the impact it can make.

Elon students are empowered to jump in courageously, immersing themselves in all that sparks their curiosity.

From exploring the world to leading meaningful research initiatives, moments of transformation are happening — right here, right now.

At Elon, potential is nurtured into purpose, engagement and service.

It’s a place where students learn how to create the best versions of themselves and positively impact everything they encounter.

With strength, boldness, intention and support, Elon cultivates leaders the world needs.

From day one.

Quick Resources

Writing for the Brand

Learn how to develop compelling and consistent messages for specific audiences.

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Writing Style Guide

Review guidance on common grammar and style terms and campus-specific language.

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Copy Bank

Use these descriptions to provide consistent, accurate information about the university.

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