Welcome

75 Years and Counting

Since our humble beginnings in 1947, Daemen has been committed to the education of the whole student and ensuring that our alumni are able to be successful professionally, grounded personally, and focused globally. Through tough times, Daemen maintained a nimbleness that has allowed it to develop premier programs in many fields, especially the health professions, that society needs.

Today, Daemen has achieved a creative balance between programs providing career preparation and education in the liberal arts, excelling in everything it does- whether that is in intercollegiate athletics, academic programs, graduate education, or the co-curricular experience. Daemen stands out amongst its peers in Western New York as we place a value on innovative programming and nimble movement.

In order for Daemen to achieve its vision to “become an institution of national distinction through recognized excellence in academics, co-curricular experiences, athletics, inclusion, and community service in an educational environment where all students, alumni, faculty, staff, and community partners are able to learn, grow and use their skills to create a better world”, we will need to ensure that our brand is well-established, clear to the greater community, and consistent in imagery, tone, and feel. In order to do that, the Marketing and Communications division (MarCom) must ensure that the standards created in this guide are well communicated and maintained.

Mission, Vision, and Values

Mission

Marketing and Communications serves Daemen University by authentically telling, preserving, and propelling the institution’s identity and diverse stories through the creative use of current and emerging channels in order to advance our mission to transform students through higher education.

Vision

We will fortify Daemen’s presence in the public’s mind and imagination, providing the creative infrastructure designed to enhance enrollment, nurture new resources, and increase perception of our evolving identity.

Values

Altruism

True to its mission, the creative produced by Marketing and Communications must serve the greater good and not any one individual's personal wants or preferences.

Integrity

We will not use images, words, or other content that is false or misleading to promote the university.

Responsibility

We will produce high quality content with care and concern for how those materials may be viewed and/or interpreted by others.

Collaboration

Producing the highest quality product that tells Daemen’s stories accurately requires a team oriented approach where other’s ideas, both internal and external to the division, are welcomed and valued.

Authenticity

Our messaging must be within the voice of those who tell it and shared in a way that gives credence to the content and respects the time of those who are consuming it.

Creativity

We strive to identify as many different ways and mediums to share our messages and content to reach as wide of an audience as possible.

Inclusivity

Understanding that the broader Daemen community is diverse, we will work to ensure that our creative materials and that all of our stakeholders feel seen and represented by our work.

Quality Over Quantity

While lean in operation, our division will produce only the highest quality work and will not generate content for content’s sake.

Tone and Persona

Understanding the importance of emotions in decision-making, MarCom works to ensure that there is a distinct tone and persona to our materials.

Tone

Tone is how a brand makes you feel; a person’s reaction to what they see or hear. Daemen’s tone can best be described by these five words:

Inspired

Welcomed

Included

Empowered

Supported

Persona

Persona is who we are and how we want to be perceived; it is how we want people to remember us. Daemen’s persona can best be described by these five words:

Prestigious

Credible

Innovative

Supportive

Familial

Taglines and Sub-taglines

Daemen’s main, foundational tagline “A World of Opportunity”, represents our commitment to enhancing the lives of students and alumni.

Our marketing and branding will often feature supporting taglines, demonstrating our culture and beliefs as an institution:

Sub-taglines to reinforce our strong academic reputation

WNY's Premier Health Sciences Educator
A College of National Disinction

Sub-taglines with an enrollment focus

65+ Majors. Hundreds of Possibilities.
Opportunity Awaits

taglines and sub-taglines usage, illustrated

Important Campus Imagery

There are several vital icons within Daemen's visual identity that represent both our rich history and academic excellence. Understanding the story behind these symbols will allow one to more effectively discern when and how to incorporate them into Daemen-related materials.

Founders Bell

Founders Bell helps our community honor Daemen's academic vision at the beginning of each school year, when a ceremony is held to ring the bell once for each decade snice the university's founding in 1947.

Rosary Hall

The building where Daemen's story begins, where the Sisters and students of Rosary Hill College lived and held classes. Today it houses the admissions team and is often incoming students' first impression of our community.

Research & Information Commons

The university's top-flight library and learning center, the RIC provides the campus a public-facing look in line with its prestige and sophistication. It can be used to represent the spirit of learning and academic ingenuity at Daemen.

Daemen University Sign

The main entry-way into the Amherst campus, the Daemen University sign is a great way to organically display our name and logo in photography. Photos of the sign in different seasons are also very useful to visually depict the time of year.

Front Pillars

Original to Rosary Hill College, these stone fixtures are a welcoming threshold between Main Street and the campus itself. Still standing today, the pillars connect past and present members of our 75 year history.

The Mace

Derived from medievatimes, the mace is a symbol of academic authority, representing the pursuit of truth and knowledge, as well as the enlightenment derived from learning.

Academic Gonfalons

Gonfalons are shield-shaped banners representing the diverse academic departments at Daemen. The colors on each banner represent both the university and those of the subjects of academic study.

The Graduate at Graduation

Every individual at Daemen (whether in a macro or micro sense) is working to create a successful graduate. The "grad at grad" reflects the tradition and ideals of Daemen University and who our students aspire to become.

Willie the Wildcat

The university mascot since 2003, Willie is a fixture of our Athletics and Student Affairs iconography; more broadly, he is an analog Information on usage and depiction of the mascot can be found in the Willie the Wildcat style page.

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