Longwood Brand Guide - 2019...Longwood University Brand Guide, Summer 2015 4 The Hero’s Journey...

BRAND GUIDEFALL, 2015

2Longwood University Brand Guide, Summer 2015 2Longwood University Brand Guide, Updated 2019

Welcome

No one communication can fully express our story. Rather, it comes to life when our audiences experience our words and work over time.

And no one person or department at Longwood is our master storyteller. All of us tell — and live — our story every day.

We hope you’ll read, absorb and enjoy this guide, and then make this story your own.

Contents

3: METHODOLOGYA primer on Empowerment Marketing — Free Range’s approach to brand strategy and storytelling.

6: BRAND STRATEGY�e underlying, internal story elements upon which we build our external communications.

18: EXTERNAL MESSAGINGUse these pages to build high-level brand communications.

29: PRINTABLE DAILY TOOLSUse these pages when crafting stories and content for our brand.

39: BRAND VISUAL BRAND STYLE GUIDE

The Branding Committee, Fall, 2015

333Longwood University Brand Guide, Summer 2015Longwood University Brand Guide, Fall 2015Longwood University Brand Guide, Fall 2015

I. METHODOLOGYapproach that led to our brand strategy.

Longwood University Brand Guide, Summer 2015 44

The Hero’s Journey

Our brand strategy is based on an ancient story template: Joseph Campbell’s Hero’s Journey. Even if you don’t know Campbell, you know the story formula he discovered. It’s the foundation of blockbuster movies, best-selling novels and myths that have been handed down for generations.

�e hero’s journey always starts with an unlikely outsider doing her best to get by in a broken world. She has dreams; she knows more is possible for her own life and for her community, but she can’t �nd a way to live out her values and ful�ll her potential. She doesn’t know it yet, but she is our story’s hero. �is is Frodo in the shire. Harry Potter living under the stairs with the Muggles. Dorothy before the tornado.

�e hero’s journey continues. One day our hero meets a stranger—a mentor—who changes everything. �is mentor tells our hero more is possible for her life and world. �e mentor tells her that she can live out her values if she will step into the unknown and embark on an adventure to heal the broken landscape. �e mentor o�ers words of wisdom for the journey and a magical gift to make the di�cult road ahead less daunting. �e hero accepts this call to adventure, setting o� into the unknown.

Right away, this formula for stories gives us a critical brand insight: the hero isn’t

person — someone any listener will identify with immediately. So we, the brand, are not the hero of our brand’s story; our audiences are our heroes. We don’t tell stories about how great our brand is. We tell stories about how great our audiences can be.

Longwood University Brand Guide, Updated 2019

5Longwood University Brand Guide, Summer 2015 5

We and along the way faces increasingly daunting challenges. Each

time she faces a new challenge, the mentor’s gift comes in handy. In these moments, she draws on the strength of the mentor’s words of wisdom and calls upon her deepest values. In doing so she triumphs over every hurdle, captures a treasure, and comes to understand a core truth about the world. �is truth is what we know as the moral of the story.

Campbell discovered something amazing — across all of these stories, the hero never runs o� and keeps the treasure for herself. Instead she uses it to create a healed world. Campbell believes these stories are so sticky because they teach us how to grow from child-like, passive helplessness to a state of fully engaged citizenship.

Brands that call their audiences into an adventure to live out their highest values

Heroes need mentors to get them moving to action. Because all brand communications are intended to get our audiences moving to action, the natural role for our brand in our story is that of the mentor. Our job is to activate, inspire and support our audiences. We are here to say “so much more is possible” and get our heroes out the door, into an adventure to live out their own values.


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II. BRAND STRATEGYUse this section to familiarize yourself with the internal elements of our story-based brand.

Longwood University Brand Guide, Fall 2015Longwood University Brand Guide, Fall 2015


elements that underlie our brand.

On the surface of our story, we articulate our role as mentor and de�ne the heroes of all communications (our audiences). We identify the gift we use to empower them and the human voice of our brand (our mentor archetype). �e adventure unfolds in the context of the broken world in which our heroes begin and a vision of the healed world we will build in its place.

Below the surface of our story, we �nd the moral — the core truth uniting everything we say and do. �at moral is based on values we seek to share with our audiences and live out in our culture, both on campus and o .

OUR INTERNAL STORY STRATEGY

A story-based brand unites all communications and activities within a coherent, sweeping narrative starring our audience as hero.



Gift

Citizen Leadership

Primary Hero

The Choir

Broken World

MuseMentor

Transformation Community Authenticity

Discoveries today transform tomorrow.Moral

Values

STORY ELEMENTS

Secondary Hero�e Undecided

Education as Competition Healed World

Education as Discovery



BROKENWORLD

Education as competition

Everywhere we look, people are held up side by side for scrutiny and comparison against arbitrary benchmarks and impossible standards. Grades, rankings, the pressure to be “well-rounded” — a few top performers bask in accolades while the majority are constantly reminded that they’re not good enough.

particularly in the context of education.

All hero’s journey stories start in an unsatisfying present we want

to see transformed —a place where core values seem out of

reach. This is what Joseph Campbell calls “The Broken World.”



HERO�e Choir & �e Undecided

All our heroes are hardworking, conscientious and community-minded.

PRIM P. 1

• Prospective students already sold on Longwood (and their parents)

• Current students eager to further the community brand

• Alumni itching to re-connect and support fellow Lancers

• Prospective students (and their parents) interested in Longwood but worried it’s a “safety” school

•who are unhappy with their experience at Longwood so far (particularly during freshman year)

• Alumni who loved their experience at Longwood but rarely speak out on behalf of thecommunity

Our audiences are our heroes; we invite them on an inspiring journey

with our brand. Until they meet the mentor, in the form of our brand,

these heroes are just everyday people doing their best. This is Frodo in

the shire, Dorothy before the tornado, or Harry Potter living under the

stairs.

OUR BRAND COMMUNICATIONS MUST ALSO SERVE:

•

• Press, funders and partners


THE APPLICANT & THELongwood is �rst choice.Key challenges: cost, parents, reputation.What this hero needs from Longwood: validation (data and stories), Admissions support,

THE PROSPECTIVE PARENTFrom the beginning, Longwood is a great choice.Key challenges: understanding cost, validating information.What this hero needs from Longwood: easy-to-access, practical information to validate year. Reassurance about rigor, safety & job prep.

THE FRESHMANFreshman year will ful�ll many expectations, but there will be bumps.Key challenges: larger class sizes than expected, reality of challenges of college, trouble �tting in, need for support of all kinds.What this hero needs from Longwood: practical support (academic, mental health, information), community (on-campus housing, social & athletic events, etc.), mentoring.

Once you really get Longwood, you love it. We are rich in community members at all stages of the journey who are advocates for our

THE UPPERCLASSMANComfort increases, leadership grows. New concerns emerge.Key challenges: job prep, internship placement, ful�lling requirements. What this hero needs from Longwood: practical support (academic, mental health, information), community (on-campus housing, etc.), mentoring, support around internship placements & career mentoring. Relationships with alumni.

THE GRADUATEA huge milestone passed, the world awaits. It’s scary.Key challenges: misgivings about career path, job insecurity, loss of community.What this hero needs from Longwood: regular social check-ins (social media), continued relationships with key mentors, job-searching content and resources, invitations back to campus to engage meaningfully (not donation asks).

THE ALUMFully transitioned into adulthood, college is a fond, nostalgic memory. Key challenges: misgivings about career path, job insecurity, loss of community.What this hero needs from Longwood: regular social check-ins (social media), continued relationships with key mentors, job-searching content and resources, invitations back to campus to engage meaningfully; contextual donation asks.

THE FACULTY/STAFF MEMBERLongwood represents a professional ideal; a small community, support, teaching. Key challenges: teaching/workload, lack of resources.What this hero needs from Longwood: peer and mentor support, visibility about impact of work, community development.

THE APPLICANT & THELongwood is second choice or considered safety school.Key challenges: parents, peers, reputation.What this hero needs from Longwood: “aha” moments about Long-wood (braggable content, unexpected highlights), campus visits.

THE PROSPECTIVE PARENThinks of Longwood as safety or second choice.

Key challenges: reputation, concern about competitiveness.What this hero needs from Longwood: easy-to-access, practical infor-mation comparing similar schools and highlighting Longwood’tiators. Reassurance about rigor, safety & job prep.

THE FRESHMANFreshman year will make or break an undecided student’s Longwood journey.Key challenges: larger class sizes than expected, reality of challenges of college, trouble �tting in, misgivings about whether he or she made the right choice.What this hero needs from Longwood: community (on-campus housing, social & athletic events, etc.), mentoring, career guidance.

(TURNING POINT FOR STUDENTS)he decision to come back for a second year likely signals a transition from

undecided (for those who were) to the choir. Some challenges remain in later stages, noted below.

THE UPPERCLASSMANComfort increases, leadership grows. New concerns emerge.Key challenges: job prep, internship placement, ful�lling requirements. What this hero needs from Longwood: practical support (academic, mental health, information), community (on-campus housing, etc.), mentoring, support around internship placements & career mentoring. Relationships with alumni.

THE GRADUATEA huge milestone passed, the world awaits. It’s scary.Key challenges: misgivings about career path, job insecurity, loss of commu-nity, concerns about the name Longwood on resume.What this hero needs from Longwood: regular social check-ins (social media), continued relationships with key mentors, job-searching content and resources, invitations back to campus to engage meaningfully (not donation asks), relationships with recent grads, visibility of success of peers and grads.

THE ALUMFully transitioned into adulthood, college is a fond, nostalgic memory. Key challenges: misgivings about career, job insecurity, loss of community.What this hero needs from Longwood: regular social check-ins, relation-ships with students and recent grads, advanced leadership development (con-tinuing education courses), invitations back to campus to engage meaning-fully, contextualized donation asks, visibility of ongoing growth and success at Longwood (sense of value of degree).

THE FACULTY/STAFF MEMBERLongwood’s reputation or location creates hesitation. Key challenges: location, lack of opportunities for spouse, reputation.What this hero needs from Longwood: leadership opportunities, �nancial incentives, peer and mentor relationships professionally, adequate funding.


MENTORAs mentor, we embody the Muse.

Observe anyone’s life from afar and you will observe repetition, pattern, periods of stasis. Yet each life is punctuated by sparks of awakening, when the

individuals and whole cultures forward.

Longwood exists to inspire these moments in others — not just in students but in everyone who comes in contact with our vibrant, evolving community. We root our culture and curriculum in the origins of e ducere — to draw out what is already within. As Muse, we possess a limitless faith in the potential of regular people to transcend existing bounds.

TONE

As muse we are warm, revelatory and authentic.

SHADOW

Because we want nothing more than to see others reach full self-actualization, we must also remember to celebrate our own moments of institutional awakening and achievement, leaving behind any apologist tone.

W— authenticity should always undergird inspiration.

People seek relationships with other people, not faceless organizations.

Our brand must be expressed in the clear, familiar voice of a mentor,

inviting our audiences (the heroes of our story) into a journey to change

the world. Think of Dumbledore, Glinda the Good Witch, or Gandalf.



GIFT

what we give our audience that enables them to succeed. Think of the ruby red

— and is often its

most memorable feature.

Citizen Leadership

In every community, this constellation of activated citizens creates the invisible architecture that moves us all forward.

Each Longwood student not only learns to learn, but learns to lead.

External language to describe citizen leadership can be found on page 27.



VALUESTransformationWe believe: Profound growth — whether personal or collective — is the result of daily (often invisible) transformations.

So: We celebrate growth on every level: from the everyday inklings of progress to the epic journey from uncertain freshman to con�dent mid-career mentor.

Community

We believe: Lasting change happens through relationships.

So: We cultivate — and promote — the Longwood community as a

fundamental, irreplaceable strength.

Authenticity

We believe: Ordinary people, educated to serve, become dynamic citizen leaders.

So: We invite everyone to embrace their full self, be vulnerable, and orient every

day toward their own best, an always-expanding horizon.

Successful brands and organizations evolve from a set of core values

that drive and prioritize activities. These values guide internal culture

and external relationships, providing access points for our audiences

based on values they share with us.



MORALDiscoveries today transform tomorrow.

Our moral succinctly and elegantly captures several key beliefs within our messaging architecture:

• Who you will be tomorrow depends on what you discover today; aLongwood education is about discovering who you are, who you can be, andthe kind of citizen leader you can become.

• We — as individuals and as communities — are constantly evolving; thisdaily evolution is sparked by thousands of “aha” moments.

• Growth is lifelong; a Longwood education continues long after you graduate.

• Longwood itself is a responsive, adaptive institution on a journey of constantevolution; you shape our community’s growth as you grow.

The moral is the single core truth that we stand for. Every

communication we put out and every action we take orients to this

north star belief.



HEALEDWORLD

Education as discovery

At Longwood our standards are high, but very simple: we believe citizen leaders y, growing from their natural

strengths and stretching to meet their challenges with the support of peers and mentors who genuinely care about them. Over time, they learn that what’s “possible” is only what can be perceived, and that potential is a vast, invisible force each of us must manifest for ourselves.

A Longwood education leads to profound personal growth and ultimately moves whole communities forward through the citizen leaders our students become.

The healed world is the happy ending that our hero aspires to

create. It’s not always a destination that can be reached, but it is an

ever-present horizon in an epic story.



III. EXTERNAL MESSAGINGHere’s language you can lift and share directly, or use as kindling to build upon as you create external communications.



As Muse we are...

WARMWor alumni engagement, remember: we are always just one Longwood community member reaching out for conversation with another. Avoid formalities whenever possible, handing down the legacy of our institution through relationship and human touch rather than an austere facade.

REVELATORYA good Muse always calls forth what is within, revealing what could be rather than simply what is. Every communication we create should lead a listener or reader to the experience of “aha.” Create ahas for audiences by bringing them along with a character as he or she experiences an insight that leads

character’the trajectory of someone’s growth by one degree.

AUTHENTICWe are who we are. And we greet everyone else exactly as he or she is. We create an authentic tone by consistently reinforcing our vision of a healed world: one in which education is divorced from competition and rooted in meaningful individual and community growth.

TONE

Keep these ideals and

guidelines in mind

anytime you write or

speak on behalf of the

Longwood brand.



What do we believe?While not prescriptive, the following messaging hierarchy will translate into the building blocks of our persuasive communications (for prospective

1. THE ONLY WAY TO KNOW IS TO GO

A public-facing translation of our moral, this is our primary, inspiring message. We start with inspiration and vision but keep it short, following up

2. LEARN TO LEARN & LEARN TO LEAD

Inspiration is followed immediately by credentials and tangible proof points

y...

3. LANCER FOR LIFE

Part invitation, part echo of our moral, we end by inviting deeper engagement through the lens of a forecasted future. We may end communications with questions that invite dialogue or simply remind our heroes of our shared vision and their immediate ability to accelerate its trajectory.

MESSAGING HIERARCHYKeep these ideals and

guidelines in mind



Longwood brand.



Sample Messaging

1. THE ONLY WAY TO KNOW IS TO GO

• Your potential is hidden — you discover it by stretching to meet each daily challenge.

• No matter where you are starting today, at Longwood you’ll be surrounded by people whowill challenge you to stretch and grow in ways you can’t imagine now.

• At Longwood you will learn how to stretch from your strengths.

• Where you are right now is the perfect starting point for anywhere you want to go.

2. LEARN TO LEARN & LEARN TO LEAD

• At Longwood you’ll discover how to learn for life and learn to lead.

• Come as you are, graduate a citizen leader.

• A liberal arts education is not a luxury for the few or the elite; it is the birthright of all

the cost.

3. LANCER FOR LIFE

•

(braggables here), Longwood has been shaped by every student who calls Farmville home.

• With a world growing faster and more complex all the time, citizen leaders have never beenmore important.

• At Longwood and beyond Longwood, as a Lancer you’ll have thousands of opportunitiesto stretch and grow.

BUILDING BLOCKSKeep these ideals and

guidelines in mind



Longwood brand.



Sample Content

In 100 words or fewer, how do we engage...

PROSPECTIVE STUDENTS

At Longwood, we take the long view. From your reunion, every day you’ll discover new ways to grow toward whoever you want to become.

No matter where you want to be in 5 years or 50, come exactly as you are — at

w. Our liberal arts curriculum and supportive, close-knit culture will demand your best, helping you discover the citizen leader within.

Y Yes, you will be more than prepared for any job you choose. But more importantly, at Longwood, you’ll become a constant learner, a citizen leader, and, of course, a Lancer for life.

Calls to action:

• schedule a campus visit

• chat with an admissions counselor

• explore Legendary Lancer stories

• learn to lead

PERSUASIVE CONTENTKeep these ideals and

guidelines in mind



Longwood brand.



Sample Content

In 100 words or fewer, how do we engage...

ALUMNI

In every era, Longwood has been shaped by each Lancer who has called Farmville home. After nearly two centuries of constant forward progress and change, why stop now? What’s your vision for Longwood’s future? How can you help?

Calls to action:

• connect with a current senior

• join your local alumni group

• invest in (braggable project)

Note: It’s not too soon to begin leveraging the bicentennial as a visioning tool; consider invitations like “Where will Longwood be at 200?”.

PROSPECTIVE FACULTY/STAFF

Longwood University combines a classical liberal arts education with a close-knit campus culture. Here, you’ll have the backing to pursue your research interests while seeing the tangible impact you’ll have each day on students. With Richmond and Charlottesville each an hour away and Hampden-Sydney just around the corner, Farmville has the feel of a historic college town with all the access and amenities of a thriving public university.

Calls to action:

• call the heart of Virginia home

• call Longwood home

Persuasive Content



Sample Content

ABOUT LONGWOOD ~50 WOR

---

Longwood students hail from every corner of Virginia, across the U.S. and around the world.

leading as they move into post graduate studies and successful careers.

---

A Longwood University education turns bright, hardworking students into citizen leaders. Not overnight, but through thousands of discoveries, hundreds of hands-on experiences and dozens of close, nurturing relationships with our dedicated

---

A Longwood University education turns students into citizen leaders. As a top-

liberal arts curriculum paired with practical experience in the close-knit community supports every student to grow, every day, toward his or her ideals.

BasicDescriptorsKeep these ideals and

guidelines in mind



Longwood brand.



Creative Starting PointsFrom our strategy many story types will unfold. Here are a few ideas for thematic story series or targeted outreach campaigns.

THIS AND THAT

One of Longwood’levels. Utilize strategic pairings (meaningful to each audience) in marketing content.

• Civil War & Civil Rights

• Citizen & Leader

• Classical & Practical

A THOUSAND “AHAS”

Develop stories that reinforce the idea that sometimes a single journey is made up of thousands of tiny transformations, each one an imperceptible but meaningful shift.

• Consider developing “Lancer Legends” content with 10-15 exemplary student stories

nervous Longwood freshman in 1970 to senior manager today, etc. Highlight ahas.

GROWTH SPURTS

insight that irrevocably alters a life’s course. Capture the few (but mighty) stories in which major transformations happened on campus or because of Longwood.

Note: When developing any student story of growth, be sure to reference the warm, supportive relationships & citizen leadership ideals that made it possible.

Sparks

Keep these ideals and

guidelines in mind



Longwood brand.



Use story insights in every communicationGreat stories share certain key markers — the acronym MERIT can help you remember to utilize story insights even when not communicating in narrative form.

BE MEMORABLE

Include a powerful image or metaphor to make your message unforgettable.

• Highlight the quirks, cultural rituals and unexpectedness of Longwood’s story.

BE EMOTIONAL

• Longwood students meet best friends, partners and lifelong mentors during their time inFarmville; share these stories.

BE RELATABLE

Give audiences a clear protagonist with whom they can identify.

• Make sure any communication includes a relatable character (with a photo wheneverpossible), someone our heroes will easily identify with.

BE IMMERSIVE

Give audiences the feeling that they are there, immersed in the action.

• Show, don’t tell, our story through beautiful photos and sensory descriptions.

BE TANGIBLE

Give your audience something to do — a way to make the story their own.

• End every communication with a clear call to action toward an engagement goal.

MERIT

Great stories are:

Memorable

Emotional

Relatable

Immersive

Tangible


UPDATES


This page contains

descriptive text about

citizen leadership,

broadly speaking, and as

it influences Longwood’s

curriculum and Student

Updates to Mission, Vision, Citizen Leadership

WHAT IS A CITIZEN LEADER?

General description

We are a nation of neighbors, a constellation of individuals connected in communities small and large; the forward motion of our culture depends on our active, daily participation. Longwood graduates citizen leaders who embody the values required to advance communities:

y.

----

y, our curriculum

required to grow into citizen leadership.

In our curriculum

Longwood classrooms cultivate inquiry, principled critique and active discourse; we challenge students and ourselves to ask the hard questions, inviting diverse perspectives into a holistic understanding of any subject. We extend students’ academic coursework outside the classroom walls, partnering with communities in sustained, intentional ways.

In daily student life

Many Longwood students arrive on campus not sure what citizen leadership will look like for them. Wtheir communities. We encourage students to think not only critically, but ethically, channeling passion into meaningful forward progress.

Longwood University Brand Guide, Updated 2019 27


IV. PRINTABLE DAILY TOOLSEach of the following pages is meant to succinctly capture key insights and recommendations from the pages above. Print the pages that best support your own work and keep them visible.



GiftCitizen Leadership

Primary HeroThe Choir Muse

Mentor

Moral

Discoveries today transform tomorrow.

ValuesTransformation

CommunityAuthenticity

OUR BRAND STORY

Secondary Hero�e Undecided

Broken World

Education as Competition

Print me!

Healed World

Education as Discovery


OUR STORY


Our Brand Story, At a Glance

AT THE BEGINNING OF OUR STORY, OUR HARDWORKING, OPTIMISTIC HERO IS ON THE BRINK OF GROWTH BUT STUCK IN A BROKEN WORLD A CULTURE AND HIGHER ED LANDSCAPE DRIVEN BY COMPETITION.

BUT, AFTER MEETING LONGWOOD, A MUSE MENTOR, SHE COMES TO BELIEVE THE MORAL OF OU DISCOVERIES TODAY TRANSFORM TOMORROW AND, ARMED WITH OUR BRAND GIFT CITIZEN LEADERSHIP EARNS TO LIVE OUT OUR SHARED VA AUTHENTICITY, COMMUNITY, TRANSFORMATION RE FULLY, HEALING THE BROKEN WORLD BY EMBRACING EDUCATION AS LIFELONG GROWTH AND DISCOVERY.

Print me!


STORIES


Not every communication

will be a literal story, but

when you do want to

tell one, this formula can

help.

Telling Actual Stories

or aspire to be.

IDENTIFY THE PROBLEM AND VILLAIN OR OBSTACLEYour protagonist should have a clear problem she is trying to solve—and someone or something should be standing in her way. You don’villain. ’t inherently good or interested in change) or even come from within the protagonist herself (fear that one person can’

’s no villain or obstacle, the problem will be too easy to solve and there will be no drama.

SHOW THE BREAKTHROUGHBreakthroughs should come when our protagonist learns and harnesses the power of storytelling or empowerment marketing. our story her own.

INSPIRE BY REVEALING THE HEALED WORLD THAT CAN BE

world the hero builds once her adventure is complete. Paint a picture of how the hero’s success makes for a more vibrant community or world.

CHOOSE YOUR SEQUENCEYperspective of a “healed world” or at the moment of breakthrough. No matter where you start, each of these elements should make an appearance for the story to feel complete.

PPrriintnt meme!!



As you create new

communications, ask

yourself these questions.

The more you can answer

“yes!” to these questions,

the more likely it is you’re

telling a compelling story

and staying on brand.

Don’t worry, you won’t

get yeses to every one,

every time.

Brand Alignment Cheat Sheet

STRATEGIC FILTERS

THE HERO TESTDoes this communication speak directly to our heroes —hardworking, optimistic people? Does it take into account whether they are more likely in the choir or the undecided category?

THE MENTOR & TONE TEST

Does it appear to have been written or spoken in the voice of a real human being? Does that real human appear to be our version of the Muse, with a warm, revelatory, authentic voice?

THE VALUES TESTDoes it meet each listener exactly where she is, inviting her to be true to herself? Does it call on the strength of our community? Does it remind our hero that lifelong learning and growth is built day by day by small transformations?

THE MORAL TEST

Does it point to the universal truth that we hold dear and that will help our hero grow from wherever she starts: discoveries today transform tomorrow?

THE GIFT TEST

Longwood?

TACTICAL FILTERS

MEMORABLEDoes this communication include a powerful image or metaphor that makes abstract concepts accessible and unforgettable?

EMOTIONALDoes it make you feel something rather than just think something?

RELATABLEDoes it have a clear protagonist with whom audiences can identify?

IMMERSIVEDoes it make you feel, even for a moment, that you are on campus, immersed in the action?

TANGIBLEDoes this communication give your audience a clear next step, something she can do in her own life?

TESTPrint me!



CITIZEN

LONG

TRUE

TRUST

STRETCH

SIMPLE

JOIN

DISCOVER

LANCER FOR LIFE

YOUR LONGWOODEACH

CREATE

FUN

TEAM

BUILD

CONSTANT

EVOLVE

DAILY

BREAKTHROUGHS BIG AND SMALL

UNEXPECTED

LONG VIEW

WITHIN

EVERYTHING

DISCOVERSPARK

IMMERSE HISTORY

NEWCOMMUNITY

CLEAR

SERVE

PARTICIPATE

FRIENDS

BE YOURSELF

CALL FARMVILLE HOME

GROW

MENTORS

INSIGHT

TRUTH

CAMPUS CULTURE

PRACTICAL

CHANGE

GO

ALL

WARM

RELATIONSHIP

ANYTHING

LEGACY

GET TO KNOW

COME AS YOU ARE

LEADER

EVERY DAY

GROWTH SPURTS

TODAY

WORDS OUR BRAND LOVESOur warm, revelatory, authentic tone comes to life primarily through clear, short, accessible words, but we punctuate them with oc-casional verbal sparkle. Aim for a 90-10 ratio: succinct, clear, non-cliche words with a dusting of inspiration.

VIBRANT

SUPPORT

THINK

IDEALS

CULTURE

CALL LONGWOOD HOME

HEART OF VIRGINIA


46Longwood University Brand Guide, Summer 2015 4646Longwood University Brand Guide, Updated 2019

Longwood Brand Guide - 2019...Longwood University Brand Guide, Summer 2015 4 The Hero’s Journey...

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