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.
Hardworking, always taking action
Steadfast, with the perseverance to accomplish great things
Positive and unshakable, open to every possibility
We’re better together
Creatively leading the way, taking on issues
Aware, with integrity and conviction
Friendly, open to all and enriched by difference