Brand Guidelines
College of Professional Studies
WHO WE ARE
Mission Vision Values
To deliver enduring professional growth and personal development by providing adult learners access to the University of Denver through alternative educational pathways.
To be a recognized center of excellence in the advancement of the field of Professional and Continuing Education, and a force for educational and professional success, inspiration, and impact across the Rocky Mountain region and beyond.
Honor the individual. We meet others where they are; work inclusively; and embrace diversity of thought, background, and perspective.
Champion learning. We know first-hand the powerful outcomes that result when education extends over a lifetime.
Transform lives. We make a positive, lasting impact on the lives of others.
Work together. For us, this begins with the cultivation of mutual understanding and extends to collaboration and collective ownership of results
Pursue excellence. We go the extra mile to deliver exemplary educational offerings and service to others.
College of Professional Studies
When referring to the College of Professional Studies as a whole, use language that is inclusive of professional studies and learning for personal development.
We’re designed for all ages and stages of adult learning. While our audiences vary depending on their goals, we position the College of Professional Studies as a college that welcomes all learners, no matter their goals.
Notable Facts
» Interestingly, the youngest College of Professional Studies student was an Enrichment Program 8-year-old interested in learning about astrophysics.
» The oldest College of Professional Studies student, at 100 years old, also attended an Enrichment Program course on Gershwin (notably because he knew Gershwin personally!)
“DU’s College of Professional Studies is the University of Denver’s school of adult education and lifelong learning. Since 1938, serving busy professionals at any career stage and lifelong learners at any age.”
» Also of note is an OLLI course facilitator who at age 93 taught three courses in winter 2024, one of which was a course on Gen Z.
College of Professional Studies
Generally, messaging that includes all aspects of the College of Professional Studies’s portfolio of programs is targeted to DU-specific audiences.
We position ourselves with the description: the College of Professional Studies is DU’s school for adult professionals and lifelong learners who engage in courses for the fun of it.
In the example here, this ad is designed for DU Magazine, which serves alumni audiences.
For-Credit Programs and Professional Development
The marketing to our for-credit and professional development programs is generally oriented around lead generation. Our goal is to reach individuals between the ages of 25-44 who are interested in furthering their career goals in one of our vertical areas of study. We work to engage interested prospects from building awareness to responding throughout our marketing funnel with information and compelling content that increases interest and spurs action.
While we don’t directly market many of the programs offered by the Center for Professional Development, we provide marketing advice and counsel so that CPD’s efforts reflect the College of Professional Studies brand.
The audiences and motivations for our for-credit and professional development programs largely overlap. CPD’s audience can skew slightly younger and appeal to people who are looking to upskill in the very early stages of their career.
Lifelong Learning
Enrichment Program Osher Lifelong Learning Institute (OLLI)
The Enrichment Program was founded in 2003 with a vision to extend DU’s quality learning into the community.
Through its faculty, facilities, and programming, and Denver’s rich cultural community, the Enrichment Program invites adult learners to experience DU’s excellence.
OLLI, stands for the Osher Lifelong Learning Institute, and is one of 125 learning communities funded by The Bernard Osher Foundation that are associated with colleges and universities nationwide.
» Adult learners of any age
» Pay by course model
» Evening and weekend courses
» Offer intergenerational courses
» Offer fall and winter/spring terms
OLLI at DU has three locations in the metroDenver area and serves 2,150-plus members.
» Age 50 and “better” » Membership model
» Daytime and weekend courses
» Offer fall, winter, and spring terms plus summer webinars
AUDIENCES
Lifelong Learning Students
Gen X, Boomers and Before
Born in 1980 and before
Intrinsically motivated
Driven by curiosity
Motivated by interests
Takes ownership in learning
Collaboration: it’s personal and social
Focus on growth
Identity and expression are important
Meaningful engagement with others
Staying engaged and vital
Not motivated by:
• Homework
• Exams
• Career advancement
The Explorer Archetype
Archetypes align with innate, instinctive, universal and enduring aspects of human motivations. They play a subconscious role in influencing our behavior. Brands that align with an archetype connect with their audience on a deeper, emotional level (beyond attributes) and help us align with our audience’s core desire (they don’t align with ours). Archetypes are distinct from personas (a word derived from Latin which means ‘mask’), which represent the image we wish to project to the outside world.
The Explorer
Our lifelong learning audience resonates with the Explorer archetype. Also known as seekers, iconoclasts, adventurers, and wanderers, explorers are known to be authentic, curious, and independent. Explorers value self-discovery and uniqueness, and want the freedom to forge a unique path and focus on the meaning of life.
» Self-discovery: Explorers value self-discovery and uniqueness.
» Unique path: Explorers want the freedom to forge a unique path and focus on the meaning of life.
For-Credit and Professional Development Students
1. Millennials
Born between 1981 –1996
Hit hard financially by the Great Recession
Distrust of people in power and bureaucracy
Have a higher-than-average consumer debt load
(still paying off student loans)
Less formal than previous generations
Highly entrepreneurial = disrupters
Focused on outcomes and goals
Pay is a major motivator
Very multicultural
Not motivated by:
Inauthenticity. People trying too hard to be something they’re not.
For-Credit and Professional Development Students
2. Gen Z
Born between 1997–2012
Value purpose and diversity
Opportunities to grow
Want engaging work—they understand this might come later in their career
More interested in learning hard skills
Most likely to use mobile platforms for learning
Most motivated by building relationships
value work connections
» Personal accomplishment
Not motivated by:
Customer impact, incentives, recognition, advancement, making my mark, hitting targets, and security.
The Hero Archetype
Archetypes align with innate, instinctive, universal and enduring aspects of human motivations. They play a subconscious role in influencing our behavior. Brands that align with an archetype connect with their audience on a deeper, emotional level (beyond attributes) and help us align with our audience’s core desire (they don’t align with ours). Archetypes are distinct from personas (a word derived from Latin which means ‘mask’), which represent the image we wish to project to the outside world.
The Hero
» Our professional development audiences primarily resonate with the Hero archetype. The hero is motivated by mastery and seeks to overcome injustice and problems. They find deep satisfaction, exhilaration, and purpose overcoming adversity, the hero archetype displays great tenacity to achieve it, with a “never give up” attitude.
» To appeal to a hero, we need to inspire them and make them feel empowered and supported to succeed and achieve.
The Hero Archetype
Understanding the Hero’s Journey
The hero’s journey is a cycle that begins and ends in their “ordinary” world
AKA the status quo. The quest passes through an unfamiliar world with an invitation or challenge to begin.
That’s where assistance comes in. The hero needs help, and with it the hero crosses the threshold into this new challenge. There will be trials and challenges as the hero faces their biggest fears.
As they overcome challenges, the hero claims treasure.
Then begins a new “ordinary” life. This quest has changed the hero. The status quo has been upgraded and nothing will be the same.
Our job is to understand and resonate with this primal motivation to take on a challenge to reach a new, better life.
The Hero Archetype
The Hero Coming to Life
The hero’s journey begins with the status quo.
An invitation or challenge arrives to face the journey with confidence.
Assistance comes in. The hero decides to face their fears and take on this new challenge.
With each course and eventually graduation, the hero claims treasure.
The new “ordinary” life begins for the changed hero.
Our job isn’t to use literal hero, journey, and quest language, but to articulate an understanding and provide solutions so that our heroes can make their journey.
Stuck in their career, wanting to be a part of the solution to a larger issue.
We provide and communicate optimistic, realistic, and relevant opportunities for career and individual growth.
How to find balance with work, family, schoolwork? Fitting in? Online education? Cost? We provide high-touch support based on our understanding of the hero’s needs.
Recognition, power, better compensation, making a difference, graduation.
Our hero’s achieved a dream, got a better job, earned a raise, changed fields to something more meaningful, received recognition, graduated.
Our day-to-day interactions, courses, instructors, and experiences, all articulate our understanding of the hero’s journey. Our messaging reflects this understanding.
MESSAGING
Value Proposition
We have first-hand experience with the challenges that our adult professional audiences face and are committed to delivering an efficient, high-touch, exceptional experience that a high-quality, established college can offer along with the benefits of a modern, skills-focused, online approach.
Positioning Statement
For working adults who need a feasible path to achieve their professional goals, the College of Professional Studies delivers a high-touch, career-relevant education. The College of Professional Studies creates quality online learning experiences that respect learners’ time, intelligence, and professional aspirations.
Brand Voice
To maintain brand consistency, it is important to have a clear style that reflects the College of Professional Studies.
» Our written style is warm, clear, direct, informative, personal, optimistic, practical, down-to-earth, and succinct.
» On social media, the tone is professional, trustworthy, passionate, and engaging.
» In video, our voice is modern, inclusive, shows pathways to success, and celebrates achievement.
Brand Voice
When creating any content, incorporate these benefit ideas:
» Flexible/accessible (online, in-person, blended)
» Industry-relevant learning
» Diversity/equity/inclusion
» Ease of entry (pathways)
» Innovation
» Connections/Networking
» 1:1 support (high-touch, personalized)
» Quality
» Engaging
» Transformational
» Immediate ROI (use tomorrow what you learn today)
» Customized (control over learning path)
» Value (dual specialization)
» Efficient
» Empowering
Avoid these ideas:
» Elite
» Exclusive
» Traditional
Brand in Action
Brand Tone
Here’s what we are (and aren’t): » Confident (never cocky)
» Conversational (but not chummy)
» Empathetic (we deeply understand our adult learner’s needs)
» Friendly (but not ingratiating)
» Helpful (but not overbearing)
» Clear, concise, and human
» Precise (but not stilted or robotic)
» Optimistic (but never over-promising)
» Professional (but not stiff or authoritative)
» Dynamic
» Trustworthy
Guidelines for Everyday Words, Phrases, and Visuals:
Company-specific words and phrases:
» Refer to us this way: “The College of Professional Studies, DU’s school of professional and lifelong learning.”
» Never refer to the College of Professional Studies as “PSC” in outside communications.
» Top-ranked refers to DU, not the College of Professional Studies’ programs.
Do’s and don’ts of our brand voice and visuals:
» Do write in 2nd person active voice.
» Do use diverse images, preferably featuring people in a relevant work or homework setting, who appear to be enjoying their activity. Include diverse images showing a representative student with family and/or children in the scene.
» Don’t try to use images that feel staged or like stock photos.
» Do use images of real students and alumni whenever possible.*
» Don’t use acronyms on program names without first referencing the full name. Ex. Information Technology (IT).
» Do use real life examples whenever possible.
*With written permission.
Voice & Tone Principles
Students are seeking education to better the world and themselves. We should amplify that energy. (Remember the hero!)
Be clear and concise
» Show idealism and positivity
Tell readers what they need to know, when they need to know it. More detail is not necessarily better.
Be real
»
» Tailor to the audience and the channel
Our messages should sound like an actual human is behind them. Students appreciate communication that is straightforward, authentic, and helpful.
» Adjust based on context. Stand in your reader’s shoes to make sure the message resonates well.
Language Choices
Do Say:
» Format
» You will learn…
» High-quality; high-touch
» Career-focused; career-relevant
» Skills-focused programs
» Course content is available 24/7. Complete coursework weekly on whatever schedule works for you.
» Timely
»
Industry expertise and industry leadership
Don’t Say:
» Modality
» Outcomes
» Prestigious
» Practice-based curriculum
» Asynchronous
» Practitioner
» Real-world » Up-to-date
Logo Consistency & Contrast
Don’t:
Do: Use the white logo on dark backgrounds for better contrast and legibility. When placing logos on top of images, try to choose a location with the least amount of busyness and good color contrast.
Do not alter the logo.
Don’t:
Do not use .jpg files of the logo with a white background. Instead, use .png files with a transparent background.
Don’t:
Do not use the 3-color, 2-color, or black logo on dark backgrounds or on top of busy images. Instead, use the white logo.
Branded Examples
PROGRAM ADS
TESTIMONIALS
TYPOGRAPHY
Typefaces
PRIMARY TYPEFACE*
Neue Haas Unica
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890?!@$%&
Neue Haas Unica Light
Neue Haas Unica Light Italic
Neue Haas Unica Regular
Neue Haas Unica Italic
Neue Haas Unica Medium
Neue Haas Unica Medium Italic
Neue Haas Unica Bold
Neue Haas Unica Bold Italic
Neue Haas Unica Heavy
Neue Haas Unica Heavy Italic
*Use Arial only when no custom fonts are available.
SECONDARY TYPEFACE**
Palatino
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890?!@$%&
Palatino Regular
Palatino Italic
Palatino Bold
Palatino Bold Italic
**Use Times New Roman when no custom fonts are available
COLOR
Color Palette & Combinations
PRIMARY COLORS
Key Brand Guidelines
Logo Usage
Typography
PRIMARY TYPEFACE*
Neue Haas Unica
Palatino
Color PRIMARY
COLORS
ACCESSIBLE COLOR COMBINATIONS
Do: Use the white logo on dark backgrounds for better contrast and legibility. When placing logos on top of images, try to choose a location with the least amount of busyness and good color contrast.
Don’t: Do not alter the logo.
Don’t: Do not use .jpg files of the logo with a white background Instead, use .png files with a transparent background.
Do: Use access ble color combinations with a WCAG AA 4:5 or higher contrast ratio when layering text and background colors.
Don’t: Do not use the 3-color, 2-color, or black logo on dark backgrounds or on top of busy mages. Instead, use the white logo.
Key Messaging
Positioning Statement
For working adults who need a feasible path to achieve their professional goals, the College of Professional Studies delivers a high-touch, career- relevant education. PSC creates quality online learning experiences that respect learners’ time, intelligence, and professional aspirations.
Hero Archetype
Differentiators Voice & Tone Terms to Avoid
Our professional development audiences primarily resonate with the Hero archetype. The hero is motivated by mastery and seeks to overcome injustice and problems. They find deep satisfaction, exhilaration, and purpose in overcoming adversity. To appeal to a hero, we need to inspire them and make them feel empowered and supported to succeed. »
Flexible/accessible
Industry-relevant
Skills-focused
Immediately applicable
Industry-connected (for networking)
High-touch
Customized
Highly engaging
Inclusive
Empowering
» Show idealism and positivity Remember the hero!
» Be clear and concise—More detail is not necessarily better.
» Be real—Students appreciate communication that is straightforward, authentic, and helpful.
» Tailor to audience needs—Stand in the reader’s shoes to make sure the message resonates.