Southwestern University’s brand is much more than logos, colors, trademarks, and business card formats. The Southwestern University brand is the product of many different factors that together help create an impression of our University. It’s the way that people think, feel, and respond when they hear the word “Southwestern University.” Here too we must act and perform in a way that is consistent with that image, or risk eroding our brand equity.

For this we have created the SU Brand Guidelines. It differs from the Style Guide in that it is accessible only to those within the Southwestern Community. As our Brand and Marketing “playbook” it is important that it remain confidential. Your personal password is all you need to gain access to the SU Brand Guidelines at

Everyone within the Southwestern community is a brand ambassador and every contact is an opportunity either to strengthen or weaken the Southwestern University brand.

Brand Guidelines