GREG BARTON
Our objective was to develop a brand for the Texas State University System (TSUS) that would elevate the System’s status as a higher education leader in Texas and provide brand standards to guide System employees and component institutions on use of the system brand.
Despite TSUS’s status as the state’s oldest, third largest and arguably most efficiently operated university system, it has consistently been overshadowed by Texas’ two largest systems. As a result, key state budget writers, policy makers and thought and opinion leaders often overlooked TSUS when making critical budget and policy decisions, basing their decisions largely on the wants and needs of the two larger systems.
To step out of the shadow cast by the State’s largest systems, TSUS looked to create a clear, recognizable and distinct brand. One committed to affordability, efficiency and responsibility to a student-centric philosophy.