Rochester Branding
Brand Identity & Institutional Style Guide
Brand & Style Guide
Rochester University’s brand reflects its identity as a Christian institution of higher education, committed to forming good citizens and competent leaders who serve their communities with integrity, excellence, and purpose. This guide explains how to represent the university consistently across all communications and media.
Who We Are
Mission
Rochester University educates students to become good citizens and competent leaders who serve communities through programs of Christian higher education.
Vision
To train capable leaders who serve society at every level—from local communities to the global context—grounded in biblical truth, academic rigor, and a commitment to service.
Core Values
- Integrity – Acting honestly and ethically in all decisions and relationships.
- Excellence – Pursuing high standards in teaching, learning, and service.
- Accountability – Stewarding resources and responsibilities faithfully.
- Leadership – Serving others with humility and cultural sensitivity.
- Respect – Honoring diversity and treating others with dignity.
- Innovation – Encouraging thoughtful, creative approaches to growth.
- Collegiality – Working together in a spirit of collaboration and shared purpose.
Logo, Colors & Typography
Logo Usage
The Rochester University logo is the primary visual symbol of the institution. It should always appear clear, legible, and respectful of the university’s identity.
- Use only official logo files supplied by the university.
- Maintain clear space around the logo; avoid crowding it with text or graphics.
- Do not stretch, distort, recolor, rotate, or modify any part of the logo.
- Avoid placing the logo on busy or low-contrast backgrounds.
Official Color Palette
The color palette reflects Rochester University’s heritage, academic identity, and Christian foundation. Use these tones consistently across print and digital materials.
Typography
Typography reinforces a consistent academic and professional voice.
Serif fonts such as Times New Roman, Georgia, or Merriweather are recommended for formal documents, academic publications, and printed materials.
Sans-serif fonts such as Arial, Helvetica, or Open Sans are recommended for digital content, presentations, and internal documents.
Use limited font families per layout, maintain clear hierarchy, and ensure high contrast for readability.
How Rochester University Communicates
Institutional Voice
Rochester University communicates in a voice that is respectful, professional, and rooted in Christian faith. Messages should be clear, truthful, and encouraging, reflecting the university’s commitment to academic rigor and spiritual formation.
Key Messaging Themes
- Christian Higher Education: Integrating biblical foundations with academic study.
- Leadership Development: Preparing students to serve as leaders in church, community, and society.
- Academic Excellence: Encouraging careful study, research, and lifelong learning.
- Student Support & Community: Fostering a supportive, mentoring environment.
- Service & Mission: Emphasizing service to others as a natural outcome of learning and faith.
Writing Style
- Use clear, concise, and accessible language.
- Highlight student growth, transformation, and real outcomes.
- Balance warmth with professionalism, especially in communications with prospective students and families.
- Check facts carefully; ensure that dates, titles, and program names match official documents.
Where and How the Brand Is Used
Marketing & Outreach
Brochures, flyers, digital ads, social media, website pages, and video content must use approved logos, colors, and tone to present a unified institutional message.
Academic & Administrative
Catalogs, syllabi, certificates, transcripts, forms, and policy documents should follow a consistent visual structure and formal writing style.
Merchandise & Signage
Apparel, stationery, event signage, and promotional items must display the logo correctly and use approved colors and typography.
Trademark, Permissions & Contact
Trademark & Legal Use
The name “Rochester University,” its logo, and all related visual identity elements are the intellectual property of Rochester University. External organizations, designers, or vendors must receive written approval before using these assets in any form.
Branding Questions & Approvals
3 Corporate Park, Suite 130
Irvine, CA 92606
Phone: 949-617-2006
Website: www.rochesteruniversity.org
How to Apply?
- You Apply
Tell us a little about yourself and we’ll help with the rest. Our convenient online application tool only takes 10 minutes to complete.
- We Connect
After you submit your application, an admissions representative will contact you and will help you to complete the process.
- You Get Ready
Once you’ve completed your application and connected with an admissions representative, you’re ready to create your schedule.