Personality
Just as humans have personality, so do brands. The way we verbally and visually express the CMU brand must align with these personality traits or our communications will feel out of character.
Brand Archetypes
Archetypes personify the brand and form stories. They allow us to identify with the brand as a familiar character from our literary experiences. CMU's character, defined by our rich history and personality traits, is equal parts SAGE, HERO and OUTLAW.
Sage
Seek solutions, challenge without caring what getting there looks like. Care about what's true and authentic.
Personality of a sage:
Ingenious
Passionate
Creative
Collaborative
Insightful
Quirky
Hero
Defined by courage and virtuosity. Work for the good of working and what it can achieve. Approach challenges head-on with enthusiasm and excitement.
Personality of a hero:
Bold
Youthful
Pragmatic
Conscientious
Visionary
Fearless
Outlaw
Rule benders, veer away from conventions, challenge authority. Make new rules and do whatever it takes to achieve the goal.
Personality of an outlaw:
Unprecedented
Optimistic
Radical
Uninhibited
Audacious
Entrepreneurial
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