Do you know what makes our brand Forward-Thinking, Innovative and Unstoppable?
The stories of our students, alumni, faculty and staff. 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 students with goals and responsibilities, rooted in the realities of the world today. As an ever-evolving, top public research university, we are approaching education in a new way on our own terms—making a real impact. Forward-Thinking. Innovative. Unstoppable.
Boilerplate
Florida International University is a top public university that drives real talent and innovation in Miami and globally. Very high research (R1) activity and high social mobility come together at FIU to uplift and accelerate learner success in a global city by focusing in the areas of environment, health, innovation, and justice. Today, FIU has two campuses and multiple centers. FIU serves a diverse student body of more than 56,000. FIU is ranked No. 4 Best Public University by the Wall Street Journal and U.S. News and World Report places dozens of FIU programs among the best in the nation, including international business at No. 2. Washington Monthly Magazine ranks FIU among the top 20 universities contributing to the public good and Degree Choices places it among the top 10 in the nation for return on investment.
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: Always on the move, always evolving, always turning heads.
Authentic: We are who we are-which might be a million different things all at once- but we’re proud of that and embrace it all.
Driven: A community of hard-working dreamers, we grind every day to turn our aspirations into reality.
Electric: Like our city, we are so full of life and energy that everything we to, we light. it. Up.
Welcoming: Wherever you come from, wherever you’re going-everyone has a home at FIU.
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.
Innovation 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.
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 |