Frequently Asked Questions

How do we visually present Millersville's identity?

Millersville University’s visual institutional identity is:

• a set of consistent standards about when and how to use our institutional visual identifier and sub-identity.
• language to use with specific key messages highlighting the Millersville promise and positioning statement.

The system protects and builds the value of Millersville University’s identity and image by allowing the University to speak with clarity, immediate recognition, and impact in conveying messages to our many publics.

Who needs to use the visual identity?

These rules are intended for implementation by all Millersville faculty, staff, and our partners who participate in communicating the University's messages and identity.

What will happen to my unit’s specific identity?

The University realizes that some campus entities have developed their own identity systems (type treatments, logos, etc.) over the years. While personal attachments to these identity systems are understandable, remember that the intent of creating the visual identity was to present Millersville to its audiences under a single, unifying visual element in which individual identities would not supersede the identity of the overall institution. The parent identity, Millersville University, adds value to the sub-identities.

All program and unit identities must now be related directly to the overall University identity. This may require a redesign. Please contact UC&M for a consultation about sub-identities.

Why is the visual identity so important to the University?

If we believe we have stories, values, resources, and aspirations that are relevant to the world, if we want to achieve our strategic aims, we must approach our audiences with clarity about who we are. Consistency in identifiers builds awareness of the identity, promoting instant recognition, which is the first step in engagement and in growing the equity of the institution.

Our peer institutions and countless other organizations that rely upon the public's attention and receptivity are moving rapidly to reach audiences more effectively. Our peers are leveraging carefully vetted institutional identities to make their messages more memorable.

Similarly, adherence to standards on all our external communications will help our audiences to focus on our messages.

Because letters and business cards reach external audiences first and with greater frequency than any other print publication, Millersville makes its greatest impression through these communication vehicles and the visual elements they incorporate.

Why must we use this system?

When we communicate with audiences, we are to keep in mind the overall University goals, which should be the underpinning to all activities within our units.

The institutional identity is the first message you communicate to the audience. It is the first step toward recognition, and sets the stage for reaching institutional goals.

Looking at the big picture, remember that our audiences view our institution from their perspective, not our own. Audiences don't see administrative dividing lines. If we promote our separateness rather than our unity, we are a house divided and cannot meet larger goals.

We need to work together to make sure that our visual identity is coordinated well in the information marketplace, quickly recognized, and easily consumed. Just as mixed metaphors distort the coherence of a sentence, confusion results from a hodgepodge of symbols.