Brand Language Guidelines

Consistent, effective use of the brand in our communications is essential in presenting FIT as an influential contributor to the creative economy, where innovation, original thinking, and inclusiveness are hallmarks. For the brand to succeed in carrying FIT's message to our audiences, visual and language guidelines should be clearly and consistently applied in all college communications.

The Brand Language Guidelines will help you in developing content for FIT communications. You'll find words and phrases that reflect the brand, and ideas for how to use them. Keep the guidelines in mind when writing your copy, so that all FIT communications materials are consistent in expressing the brand. But these are not hard-and-fast rules. We encourage you to be creative, and to adapt the language to your particular use.

Download complete and detailed Brand Language Guidelines (.pdf)

These are the basic cornerstones of FIT’s identity that set the college apart from its peers. They are essential features that we want our audiences to associate with FIT.

FIT brings fresh thinking and unconventional approaches to teaching and learning, research, and problem-solving. We see innovation through our own lens, focusing on practical application and commercialization. FIT works at the intersection of design, business, technology, and science to advance research related to applied innovation. As a top-level design and marketing authority, we partner with other organizations to turn new concepts into marketable products.

State University of New York
FIT is a part of SUNY, the largest comprehensive university system in the nation. As part of a leading public university, FIT provides superior education at an affordable cost. SUNY’s international network of 64 campuses offers opportunities for interdisciplinary collaboration and research partnerships, and FIT students and faculty are eligible for prestigious SUNY recognitions and awards. FIT offers two associate degree programs at the SUNY Korea campus in Incheon.

Creative Economy
The global creative economy comprises a range of intersecting fields, including the arts, culture, fashion, business, design, communication, and technology. It’s driven by original ideas, new technology, and innovations that transform how people live. FIT is an educational authority for the creative economy, which requires specialized skills, critical thinking, and bold exploration. FIT’s faculty and alumni are an influential force in driving their fields toward continuing transformation.

Program Breadth and Depth
FIT’s nearly 50 programs blend experiential learning and theory on a foundation of arts and sciences. We offer a wide range of undergraduate and graduate programs in a variety of fields relevant to the creative economy, including computer animation, marketing, film, entrepreneurship, product development, and cosmetics; our wide array of design programs includes toys, jewelry, accessories, advertising, textiles, interiors, packaging, and, of course, fashion. Our programs cross boundaries, fostering collaboration, rigorous scholarship, and thought leadership.

"Unconventional minds" or "Nurturing unconventional minds" can be used as a headline, a subhead, or in text. Depending on the audience (prospective students and parents, current students, alumni, faculty and staff, industry, etc.) and the purpose of your communication, you can vary the basic tagline.

Some examples:

  • Celebrating unconventional minds
  • Engaging unconventional minds
  • Expanding unconventional minds
  • Connecting unconventional minds
  • Unconventional minds at work 

These five qualities have been identified as the essence of the FIT brand, and should be expressed through our communications. You can use the actual words or other words that convey a similar message.

FIT fosters a culture in which taking risks, making mistakes, and going back to square one are embraced as stepping stones to innovation. We’re pioneers and trendsetters, unafraid of challenge.

We are original thinkers who explore widely, experiment boldly, and dream extravagantly. We teach from a diverse array of viewpoints, beyond traditional disciplines, theories, or perspectives. We envision new ways of teaching, learning, and creating.

We are proud of our ethos as an industry-driven institution committed to excellence and change. We take pride in shaping the next generation of unconventional thinkers. FIT is an educational authority for the creative economy, preparing students for responsible leadership in the global marketplace. Our expertise positions us as influential contributors to our fields.

FIT is not an ivory tower. While our approach is experimental and unconventional, our thinking is rooted in practical solutions. Our research is market-driven, and our work addresses real-world concerns.

We believe in experiential education: learning through doing. We are committed to the intellectual and physical engagement needed to develop skills, understand problems, overcome obstacles, and achieve successful solutions. We foster innovation through practice.

In addition to “unconventional,” other “un” words have been selected to convey the brand. No more than a few should be used in any one piece of content, since overuse can become gimmicky and dilute their effectiveness.

These words need to be used carefully to avoid connoting negativity, so consider the context. For instance, “unbelievable” shouldn’t generally be used to describe a technological advance, where credibility is important.

CER’s editorial team can provide guidance regarding “un” word use.


See also:

» FIT Boilerplate
» Points of Distinction