{"id":50213,"date":"2015-05-05T13:10:57","date_gmt":"2015-05-05T17:10:57","guid":{"rendered":"https:\/\/www.bates.edu\/communications\/?page_id=50213"},"modified":"2026-03-25T10:15:10","modified_gmt":"2026-03-25T14:15:10","slug":"brand-identity-guide","status":"publish","type":"page","link":"https:\/\/www.bates.edu\/communications-marketing\/design-services-1\/brand-identity-guide\/","title":{"rendered":"Brand Identity Guide"},"content":{"rendered":"\n

Welcome to the Bates College Brand Identity Guide.<\/em> This guide is intended to be a roadmap, providing guidance on how best to represent the college, its people, and its programs consistently and effectively, across all channels, in word and image.<\/p>\n\n\n\n

As a living document, this guide to Bates’ brand identity will evolve to reflect small and large adjustments in both verbal and visual messaging for the college.<\/p>\n\n\n\n

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<\/a>Introduction<\/h3>\n\n\n\n

Bates has a long-established reputation as a leading American liberal arts college. We are known for rigorous academics and a commitment to the educational and community values of inclusivity and diversity. These perceptions are central to our brand.<\/p>\n\n\n\n

As an entity, the perception of Bates is extensive and many-layered, and it includes the college\u2019s history and mission, its values and institutional vision, and its broad community, past and present. It is important to understand that while images like the college wordmark and phrases like \u201ctransformational power of our differences\u201d represent and support the college brand, the brand<\/i> is how the college is known and understood in the marketplace \u2014 its reputation.<\/p>\n\n\n\n

The Bates Communications and Marketing Office (BCM) is charged with protecting and strengthening this reputation. At some point, everyone in the college is a communicator on behalf of Bates. This Brand Identity Guide is intended to be a roadmap, providing guidance on how best to represent the college, its people, and its programs consistently and effectively, across all channels, in word and image.<\/p>\n\n\n\n

If you are communicating on behalf of Bates, this guide is a resource for you so that your message design and delivery is in concert with how the college communicates. For anything not covered in this guide \u2014 or for any communications matter you face \u2014 BCM is here to support you and your efforts. Please do not hesitate to contact us!<\/p>\n\n\n\n

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<\/a>Brand Messaging<\/h3>\n\n\n\n

Conveying the Bates message: Language
<\/b>As a community, Bates has developed accepted ways to describe its history and mission, which serve as an excellent resource when writing or speaking about the college.<\/p>\n\n\n\n

Mission Statement:<\/strong> Since 1855, Bates College has been dedicated to the emancipating potential of the liberal arts. Bates educates the whole person through creative and rigorous scholarship in a collaborative residential community. With ardor and devotion \u2014 Amore ac Studio<\/i> \u2014 we engage the transformative power of our differences, cultivating intellectual discovery and informed civic action. Preparing leaders sustained by a love of learning and a commitment to responsible stewardship of the wider world, Bates is a college for coming times.<\/p>\n\n\n\n

Boilerplate PR Language: <\/b>Located in Lewiston, Maine, Bates is internationally recognized as a leading college of the liberal arts, attracting 2,000 students from across the U.S. and around the world. Since 1855, Bates has been dedicated to educating the whole person through creative and rigorous scholarship in a collaborative residential community. Committed to opportunity and excellence, Bates has always admitted students without regard to gender, race, religion, or national origin. Cultivating intellectual discovery and informed civic action, Bates prepares leaders sustained by a love of learning and zeal for responsible stewardship of the wider world. <\/strong><\/strong><\/p>\n\n\n\n

Key words and phrases:
<\/b>academic rigor
opportunity and excellence
purposeful work
engaged liberal arts
research and scholarship
senior thesis
community
inclusivity and diversity
student athlete
collaboration, collaborative
Maine<\/p>\n\n\n\n

Key Institutional Messages<\/b>: The following statements represent the college\u2019s key messages and embody our guiding principles and institutional priorities. Such messages evolve with time and institutional leadership, but currently, the following statements frame communication about the college and capture what we most want people to know about Bates.<\/p>\n\n\n\n