Brand Working Group

In 2023, the Elon Office of University Communications established a brand working group composed of 30 individuals representing offices and departments from across the University. This group — which included faculty, staff, students and alumni — guided the phases of Elon’s brand clarification process, which was designed to provide the university with a clear path to evolve its already strong brand into a mature, consistently used, sustainable and motivational brand identity, starting with a clear consensus about Elon’s key strengths and differentiators among our internal community.

The group participated in a brand audit, competitive research exploration, focus groups and interviews, and brand identity exercises. In addition, members of the group were responsible for providing critical feedback and input from their areas of the university, bringing forth suggestions or concerns to ensure the brand clarification process was shaped by a collaborative effort among Elon stakeholders.

In the summer of 2024, the brand working group finalized the elements of Elon’s brand portfolio and launched a new, comprehensive brand guide and toolkit. The newly articulated differentiators and brand strengths will be guiding principles to empower Elon to stand out in the higher education landscape and demonstrate the university’s unique value proposition. The use of this shared brand expression will unify Elon’s look, feel, tone, voice and external expression, further establishing Elon as a leader in engaged learning, undergraduate teaching, innovation, mentorship and transformational outcomes.