Brand Identity

A brand represents what an organization stands for and how it wishes to be perceived. The FIT brand tells people what to expect from the college. It is a way of expressing our purpose and values, distinguishing FIT from its peers, and ensuring that audiences understand the essential nature of the institution.

students with fit buttons

Brand Position

Nurturing Unconventional Minds, the college’s brand position, reflects the college’s approach to education, research, problem-solving, and innovation. It also succinctly expresses the outlook of our faculty, students, and alumni—original thinkers who break convention. (Variations on the tagline are sometimes used for various purposes and audiences, such as Unconventional Minds at Work.)

What is the “unconventional minds" brand about?

FIT is a community of unconventional minds, a place where we educate students to be creative thinkers and problem solvers. We believe that curiosity and an adventurous approach can lead to ideas that are unexpected, original, and sometimes breathtaking. FIT is a center of innovation, where remarkable talent is nurtured and uncommon wisdom finds a home.

Effective communication of the brand

Whenever people engage with our content—whether through a publication, an ad, a presentation, or a social media post—that experience helps them form a perception of FIT. For the brand to succeed, the college’s messages, visual identity, and brand language need to be applied consistently across all of FIT’s communications, ensuring that audiences recognize FIT as an institution that helps to drive the creative economy, and where innovation, creativity, and inclusiveness flourish. Each consistent, effective communication of the brand elements reinforces the FIT story.


The FIT Toolkit provides the elements you need to create great content and design to support the college’s brand. You’ll find specific information about what to do and not do, and examples to inform and inspire you.

Elements include:

  • Brand language 
  • Photography and color point of view and usage
  • Brief boilerplate descriptions of the college
  • Downloadable letterhead, memo, and PowerPoint templates
  • Logos, lock-ups for the college, schools, divisions, and departments
  • Information about fonts--both usage and access
  • A photo gallery of downloadable images

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