SMU main building

Creating knowledge for courageous change

The SMU brand promise

What makes a brand?

Our brand positioning defines how we’d like to exist in the mind of our consumers. It is a logical, straightforward definition of the brand that allows for clarity and focus.

Read the full document or watch the video (requires an active SMU account).

SMU students on laptops

Brand vision

Creating knowledge for courageous change

Student in lab

Brand positioning

For the bold, curious and creative, SMU is the comprehensive research University whose enterprising spirit in a vibrant community empowers leaders to tackle grand challenges

SMU students in face-paint

Brand personality

Driven, professional, inclusive, cosmopolitan, welcoming

SMU student event

Brand affiliation

Think Big. Do Good.®