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Branding Tool Kit

A consistent brand that is understood and internalized within an organization is also better understood by
external audiences. A strong and consistent visual identity helps shape the way key constituents view Texas
State, now and in the future. Integration and consistency maximize every opportunity to share our values,
mission and promise. This Branding Standards and Graphic Identity Tool Kit provides a guide to everyone
responsible for creating communications and marketing materials for the university. The guidelines are to
be applied to all uses of Texas State marks, whether for advertising, signage, stationery, uniforms, vehicles,
Web content or the countless other items that carry the Texas State brand to the world. The goal of this
document is to ensure that Texas State is represented consistently and optimally through all
communications that we have with our many audiences, internal and external.


University Mission

Texas State University is a public, student-centered, doctorate-granting institution dedicated to
excellence in serving the educational needs of the diverse population of Texas and the world beyond.


Shared Values

In pursuing our mission as a premier institution, we, the faculty, staff and students of Texas State
University, are guided by a shared collection of values. Specifically, we value
• An exceptional undergraduate experience as the heart of what we do
• Graduate education as a means of intellectual growth and professional development
• A diversity of people and ideas, a spirit of inclusiveness, a global perspective, and a sense of
community as essential conditions for campus life
• The cultivation of character and the modeling of honesty, integrity, compassion, fairness, respect and
ethical behavior, both in the classroom and beyond
• Engaged teaching and learning based in dialogue, student involvement and the free exchange of ideas
• Research, scholarship and creative activity as fundamental sources of new knowledge and as
expressions of the human spirit
• A commitment to public service as a resource for personal, educational, cultural and economic
• Thoughtful reflection, collaboration, planning and evaluation as essential for meeting the changing
needs of those we serve