The Oakland University brand is not just its logos, mascot and colors. The OU brand is composed of all the perceptions of students, alumni, partners and the greater community. It is what one thinks and feels when they see or hear the Golden Grizzlies in action. Branding is the controlled voice that conveys the university's ideal purpose, promise and personality.

The brand, although intangible, is one of the most valuable assets to an institution. With directed branding, OU is able to clearly communicate what we stand for and what we hope to be, while always remaining credible and reflecting reality. Loyalty is created when the university connects emotionally with our audience, with the ultimate goal of motivating action. This ultimately influences student and faculty recruitment, alumni participation, fundraising efforts, partenships, and broader social engagements.

The OU brand is a singular voice that represents many. Because of this, consistency in that voice is a must. Through consistency, we are able to build credibility and a solid shared understanding by those who perceive the brand. In order to ensure consistency, a style guide was created as a platform for the OU community and beyond to preserve the look and feel of the brand. Collaboration is at the core of OU’s personality and by speaking a unified voice throughout campus, we can create a bigger impact.