Our Penn State Smeal College of Business brand exists primarily in the perceptions people have about us:

Who we are, what we do,
and why it matters.

Every time we communicate — whether it’s posting on social media, sending promotional material by mail, or talking with prospective students directly — people form opinions about the College based on their interactions with us.

Brands are living, breathing things in that way — and they’re increasingly hard to control.

The more consistent and confident we are when telling the Smeal story, the better our audiences will understand and trust what we have to say. That’s why it’s so important for all of us to be on the same page about our brand identity — the tangible, real-world system of design and messaging we use every day to tell the world about ourselves.

These guidelines are designed to ensure that all College communications, big or small, are authentic, cohesive reflections of the Smeal College of Business brand.