Lehigh University brand guidelines
Lehigh University's brand guidelines portal focuses on brand storytelling, institutional strategy, audience positioning, and core personality traits.
Home page of Lehigh University's brand guidelines portal featuring a brand anthem video, storytelling introduction, and collateral gallery.
Strategy page detailing Lehigh University's brand pillars, positioning principles, and six personality attributes.
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When I looked through Lehigh University's brand site, I was drawn to how heavily it leans into narrative foundation. Rather than immediately dropping you into asset links, the home page sets the stage with an embedded anthem video and spreads of campus life. On the strategy page, they break down their positioning with clear guardrails, including explicit notes on what a brand strategy is and is not. It feels like a thoughtful reading experience designed to get writers and designers aligned on tone before anyone touches a file.
At a glance
- Sections
- BRAND GUIDELINES · STRATEGY · Overview · Audiences · Positioning · Brand Pillars · Value Proposition · Personality
- Tone
- Warm, principled, and editorial, emphasizing authentic university storytelling and structured brand strategy.
What I noticed
- The home page features an embedded video player titled 'OUR BRAND ANTHEM' accompanied by the slogan 'Realized at Lehigh.'1
- The strategy section uses distinct colored blocks to contrast 'A brand strategy is' against 'A brand strategy is not.'2
- Six distinct personality attributes are defined alongside audience takeaways: Supportive, Resolute, Collaborative, Pragmatic, High-achieving, and Innovative.3
- The guide leads users linearly through strategic foundations before transitioning toward voice and tone rules.
Numbers refer to the screenshots above.
What I could not see
- No downloadable assets, file formats, or design templates were visible in the captured screens.
- Navigation search functionality was not observed in the captures.
- Voice and tone detailed rules could not be viewed beyond the forward link.
Ideas to borrow
- Frame brand strategy with explicit 'what it is' versus 'what it is not' callouts to quickly dispel internal misconceptions.2
Reviewed on 10 November 2026. Request a correction · I built this
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