Public Affairs

Mission / Vision / Positioning


Our mission is to enhance the lifelong Clemson experience by serving, involving, informing, and engaging our alumni, current and future students, and friends of the University. 

We support the University’s strategic initiative to break into the top 20 of national public universities by demonstrating what makes Clemson distinct through image, words and graphics. 


Our vision is to foster a lifelong connection to Clemson among all members of the Clemson Family.

We support the University’s vision, “determined spirit,” as the core of Clemson DNA. It captures the emotion of diverse constituencies in the University’s community and communicates why they connect and become believers for life. 


To communicate our alumni brand effectively, we have established a palette of tools that, when combined, tell the story of an institution located in a setting of intense beauty with heart and a drive to be the best. 

Positioning Tools 

  • visuals that demonstrate tenacity, achievement, spirit, moments of “a-ha,” intensity, focus or absorption, pushing through, heightened emotions 
  • real-life stories of true determination 
  • rich storytelling imagery that evokes spirited activities and personal interactions 
  • an inventory of logos that embody Clemson’s key brand attributes 
  • graphic sans-serif typography combined with an organic handwriting script 
  • a color palette that draws from the natural backdrop of the school

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