Our institution shares many characteristics with our beloved mascot, the beaver. These qualities help define the way our brand should look and feel — creating alignment between who we are authentically as an institution and how our brand comes to life. Our personality traits shape the tone and voice of our brand, driving the image for all of our communications. Each of our brand’s traits was chosen deliberately, informed by a deep understanding of what it means to be a Beaver.

 

Gritty

Hardworking, always taking action

 

gritty

 

Determined

Steadfast, with the perseverance to accomplish great things

 

determined

 

Confident

Positive and unshakable, open to every possibility

 

confident

 

Collaborative

We’re better together

 

collaborative

 

Visionary

Creatively leading the way, taking on issues

 

visionary

 

Conscientious

Aware, with integrity and conviction

 

conscientious

 

Welcoming

Friendly, open to all and enriched by difference

 

welcoming