WSU Extension

Extension Identity Program

Identity Toolkit - Brand Personality

The brand personality describes the individuality and character of the Washington State
University Extension identity. It describes how the organization would like to be perceived by
target audiences, and outlines the characteristics that should be expressed through the design
elements, tone, and style of the brand presentation.

Washington State University Extension’s personality traits reflect the self image of the primary
target audience as well as characteristics that resonate positively with the internal WSU
community, especially faculty and administrators.

Creative strategies will focus on the following key personality aspects:

  • Strategic—WSU Extension is a strategic thinker that considers big-picture challenges
    in the state and identifies solutions that can be implemented statewide as well
    as locally; its programs seek to identify high impact solutions to the state’s most
    compelling problems
  • Personal—WSU Extension makes a difference in the state of Washington by impacting
    individual lives of the people of the state; its programs connect with individuals
  • Confident—WSU Extension and its world-class educators are confident in their
    programs and their results because their curriculums withstand the scrutiny of peer
    review and are based on the leading research of a world-class academy; additionally,
    WSU Extension’s reputation for non-biased thinking make it one of the most credible
    authorities to address critical economic, environmental, and social issues
  • Fresh—WSU Extension is constantly seeking fresh ideas and relevant solutions
    to statewide challenges; its thinking is innovative and cutting edge; its solutions
    responsive, timely, and refreshing
  • Cross-cultural—as a global society, Washington represents a cross-section of
    ethnicities, cultural backgrounds, economic strata, and political and social beliefs;
    WSU Extension understands and embraces this diversity and is sensitive to how
    diversity impacts the shaping and effective delivery of its programs

Adapted from Washington State University Extension—Brand Toolkit™© 2007 Educational Marketing Group, Inc. All right reserved. Printed in U.S.A.

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