Just as humans have personality, so do brands. The way we verbally and visually express the CMU brand must align with these personality traits or our communications will feel out of character.
Archetypes personify the brand and form stories. They allow us to identify with the brand as a familiar character from our literary experiences. CMU's character, defined by our rich history and personality traits, is equal parts SAGE, HERO and OUTLAW.
Seek solutions, challenge without caring what getting there looks like. Care about what's true and authentic.
Personality of a sage:
Defined by courage and virtuosity. Work for the good of working and what it can achieve. Approach challenges head-on with enthusiasm and excitement.
Personality of a hero:
Rule benders, veer away from conventions, challenge authority. Make new rules and do whatever it takes to achieve the goal.
Personality of an outlaw:
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