The ASU visual system creates a consistent look and feel that embodies the ASU brand architecture (in our case a branded house). The following sections provide guidance on how to use each element of the system. Consistent use of the visual system helps define and enhance the ASU brand experience. Consistency is critical to the success of the ASU branded house.
Each of us share a responsibility for telling the ASU story every day. Our brand strategy, also known as our brand positioning, is the foundation for telling that story – it is what drives us, what differentiates us from others, and why we feel proud to be a part of ASU. If individually we tell a consistent story about who ASU is and what we stand for, we'll increase the impact of ASU as a whole. The positive value of our impact on those we serve is what matters most.
The ASU positioning statement is the foundation of everything we say and do. It is the cohesive message that defines who we are, and demonstrates how we want to be perceived by our audiences.
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