Why the Brand Matters

Our Cal Poly brand is the collective perception 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 prospects directly, people form opinions about Cal Poly based on their interactions with us.

While a brand can be abstract, we do have some power to shape perceptions. The more consistent and confident we are when telling the Cal Poly story, the better our audiences will understand and trust what we have to say.

This is why it’s so important for all of us to be on the same page about our brand identity — the practical, real-world system of design and messaging elements we use every day to tell the world about Cal Poly. These guidelines help us ensure that with everything we say and do, we are working together to tell the same Cal Poly story.