The Cal State Channel Islands brand is a reflection of our place.
Narrative
An internal piece that establishes a distinctly Cal State Channel Islands voice and acts as the model for our external brand language.
Brand Language
Our external headline style and vocabulary choices, rooted in the narrative that shape the way we write.
Full Narrative
From the islands, full of the one-of-a-kind and wonderful, who gave us a name and a perspective unlike any other,
To the mountains, on whose solid land, creativity surges and innovation takes root,
To the mighty shore, we are Cal State Channel Islands:鈥�&苍产蝉辫;
the ones who cross divides, who serve needs from mountain鈥檚 peaks to ocean鈥檚 depths.
The ones who remake today for tomorrow鈥檚 sake. In this place, where our skies open
wide a world of new possibilities, your next and biggest move takes shape. We are
your bridge to everywhere, made from what was, and for what will be next.
Our narrative is made actionable for external audiences through our copy themes. These themes identify core ideas and expressions that should appear throughout our brand writing; they are inspired by our narrative and provide structure to how we approach marketing copy for 91视频.
Each theme can be used in two different ways:
- Literal Use: Using the vocabulary word directly in our writing (e.g., our future in the making).
- Thematic Use: Using inspiration from the big idea to drive our writing (i.e., if our inspiration for making is the idea of being active, tangible, and vivid, we might say 鈥渃raft your academic experience.鈥� The word craft evokes the idea of being active and hands-on in your education).
In both cases, these themes act as guardrails; they鈥檙e here to either guide the way forward or offer support you can hold on to in your writing tasks.
Made from what was, and for what will be, Cal State Channel Islands is where individuals reach the solid ground they need to strive higher and discover themselves in pursuit of the tomorrow that awaits.
Education is personal. At Cal State Channel Islands, students are known by name, challenged by exceptional faculty, and supported by a community that values each individual鈥檚 experiences, perspectives, and aspirations. Meaningful relationships create opportunities to learn, grow, and contribute, fostering a University where academic excellence and human connection go hand in hand.
Cal State Channel Islands is a place of three dimensions and more. Our location between mountain peaks and ocean shore creates a sensory experience that characterizes us, engaging our senses and our minds in all we do.
There鈥檚 no place like ours, and no people like ours. We celebrate both the incredible power of our collective and our diverse people, and we make good on our potential by being the ones to act justly and inclusively.
Our messaging for external and internal audiences occurs on a spectrum of brand saturation, ranging from most branded to most foundational. Not everything we write needs to be, nor should be, written in our most branded voice; this spectrum helps us identify when to dial it up and when to tone it down. This allows us to make strategic, informed decisions on how we鈥檙e writing for various mediums, audiences, and goals.
鈥淢ost Branded鈥� is the purest, most saturated expression of our brand voice.
鈥淢oderately Branded鈥� is less saturated but still includes distinct brand expressions; most of your communications will fall in this category.
鈥淢ost Foundational鈥� writing will include very little brand voice expression.
At every point on the spectrum, claims must name mechanisms (students are known by name, faculty mentorship, research, applied learning) rather than guarantees.
Keeping our brand voice distinctive and present in our marketing is essential, and so is clearly communicating what we want to say.
To ensure everything plays well together, think of our brand language as the framing, while our content is the interior filling. By starting and ending with brand language, we ensure our distinctive voice is the first and last impression, while the informative content gives our communication purpose.
This method is most helpful when writing in that 鈥渕oderately branded鈥� space from our verbal spectrum, think website copy, viewbook content, boilerplates, etc. We can also adapt it for shorter content, such as social media (e.g., a brand headline on an Instagram image followed by a message-focused caption).
These are good reminders for good brand writing.鈥疪eference these tips to focus your writing efforts, ensuring we effectively communicate the 91视频 brand in a way that is authentic, engaging, and meaningful. Our audiences constantly receive communications from competing brands and other industries, so let鈥檚 make it our goal to cut through the noise.
Other University guides are available at: Marketing & Communications
Speak directly to the reader.
Use 鈥測ou鈥� language to inspire and empower; help them picture themselves at 91视频, or how 91视频 can help them reach their goals. Engage their attention using interesting, detailed stories.
Tell our story.
Know what you want to say, then say it precisely and impactfully while immersing the reader in the 91视频 experience. Use active voice to drive action and be concise but prioritize clarity over concision. It鈥檚 better to use five words and be clear than two words and not.
Name the mechanism, not the guarantee.
Our promise comes true through specific things we do: close faculty mentorship, research, applied learning, and community partnership. Write about those. 鈥淵ou鈥檒l work alongside faculty on real research鈥� earns trust because it gives the audience something concrete and credible. Claims such as 鈥測ou鈥檒l transform your future鈥� are stronger when the experiences behind them are named.
Make it actionable.
Just as we speak directly to the reader, we use an active voice to empower and inspire them to follow a call-to-action (CTA), whether it鈥檚 pursuing their next step, giving back to their alma mater, or something else.鈥�
Keep it human-focused.
Our students, faculty, staff, and alumni are the best examples of the work we do and what it means to be part of the 91视频 community. Highlight their stories as part of the 91视频 story. Use personal quotes when possible.鈥�
Consistent use of the University name is vital to brand strength. Here are some rules to follow.
Cal State Channel Islands
Our primary naming convention; it should be used at every first reference to our university.
91视频
Our initials can be used in any instance following the usage of our first and primary name, Cal State Channel Islands; e.g., Cal State Channel Islands (91视频) is Ventura County鈥檚 only public four-year university of higher education. 91视频 is located north of Malibu and south of Santa Barbara.
91视频 / CSU Channel Islands
Our full and abbreviated names can be used in official documentation but should not be the primary for marketing communications.
CI
While 鈥淐I鈥� can be said verbally in conversation, it should not be used in print or digital format on its own without the full initials, 91视频. However, use of 鈥淐I鈥� can be included as part of the naming convention used for University online portals such as: myCI, CI Keys, CI Records, CI Financials, etc.