Do you know what makes our brand REAL?
The stories of our students, alumni, faculty and staff are what makes FIU real. As the brand ambassadors and communicators, it is our job to ensure that the spirit of FIU shines through in all forms of communications.
Before you begin crafting branded content, you need to understand the foundations of the brand.
Our Brand Statement
Florida International University is Miami’s public research university, centered around real students with real goals and responsibilities, rooted in the realities of the world today. As an ever-evolving top-50 public research university, we are approaching education in a new way on our own terms—making a real difference along the way.
Tone words
These tone words reflect FIU's personality which can be dialed up or down based on the audience. FIU’s voice should be confident, aspirational and authentic.
Dynamic: Vigorously active or forceful and characterized by energy and effective action.
Enterprising: Willing to take initiative and be resourceful – in order to advance goals and push for better outcomes.
Driven: Enthusiastically marked by a passion to pursue accomplishments and strive for greater.
Proud: Honorable; feeling satisfaction over something regarded as gratifying.
Welcoming: Reachable or approachable; treating guests politely and in a friendly manner.
Tone can vary based on audience
For example, when connecting with prospective or current students, FIU’s voice can take on a more personal and conversational tone. When appealing to alumni and donors, a more straight-forward, CTA approach can be taken. All the while, FIU’s voice should be rooted in realness.
REAL comes from a place that's personal
There’s a reason Abraham Alonso attends a school with over 55,000 students—in a metro area buzzing with 6.1 million people—he is a man of the people. Born and bred in Dade County, raised on family values and block party cookouts, Abraham experienced firsthand what it was like lift up neighbors in need. So now, at FIU, he’s doing the same. Splitting time between chemistry lab and the Red Cross Disaster Team, where Abraham works to help families who lost everything. Volunteering at West Kendall Baptist Hospital, where he administers free health checks to community members who need them. Sharing ideas with classmates, collaborating with partners, and still pulling a 3.8 GPA. Helping others is at his core.
REAL headlines series
Use this headline device when you are looking to connect a series of messages, such as in an outdoor campaign, a shorter-length print piece, a video series, etc.
Feel free to use the headline “Real Triumphs” as a hero message (on the front page of FIU’s website) or when celebrating a specific accomplishment (big football win, faculty achievement, student award).
Examples
REAL changes what a CEO looks like
REAL takes 18 credits and nothing for granted
REAL creates opportunities for the real Miami
REAL finds answers where no one is looking
How to use REAL
This fill-in-the-blank structure of “REAL _____ “ easily allows FIU to connect to a wide range of subject areas in a consistent, easily digestible way that ultimately drives home the main theme of the overarching campaign concept.
Subheads and photo choice are important to support the headlines by providing additional context to the stories we tell.
Top 50 rankings messaging
In addition to the tone words, it is important that we are consistent in the way we communicate our reputation and rankings as these are key areas when telling the FIU story and the real impact we are making.
We want to be known for our Top 50 rankings. To be consistent with this statement, please use this format (Top XX instead of the rankings’ number) unless your ranking is in the Top 3 placements.
University-wide rankings
FIU is a top 50 public research university
FIU is a top 50 national public university by Washington Monthly
FIU is a top 50 performer in social mobility by U.S. News & World Report
Unit-specific ranking (example)
FIU’s College of Business Undergraduate International Business program is ranked #2 in the nation by U.S. News & World Report
Best practices
- In written communications such as press releases, official documents, news articles, etc., top 50 should not be capitalized unless it is at the beginning of a sentence.
- For marketing/advertising materials, TOP 50 can be used in caps to bring more attention to the statement.
- Use the full name of the college/unit. Example: FIU’s Herbert Wertheim College of Medicine.
- Italicize the name of the ranking institution. Example: U.S. News & World Report
For more rankings and points of pride, visit the FIU Rankings page.
Alumni descriptors
There are certain guidelines we should follow when mentioning Alumni to ensure consistency. These include:
- Full name + undergrad class year + grad class year with program acronym, if applicable
For example:
- Nicole Plasencia ’02 (undergraduate)
- John Smith ’04, MBA ’13 (graduate)
| Alumni | Plural, more than one graduate |
|---|---|
| Alumna | Feminine singular form |
| Alumnus | Masculine singular form |
| Alumnae | Feminine plural form, used for groups of women |