ABERDEEN, S.D. – Northern State University has capped off months of working to refresh the university’s brand by announcing a brand new tagline: “Unleash your potential | Join the pack.”

This new tagline came after research, focus groups, surveys and a student vote – with more than 350 students weighing in. It’s part of the NSU Communications and Marketing Department’s efforts to refresh the university’s brand, a project that kicked off in early 2017.

“Strong organizations, universities included, have well-defined brands, which is why I assigned this important project to Northern’s team of communicators and marketers,” said NSU President Dr. Tim Downs. “The goal of this brand refresh is not to overshadow individual units, but rather to embrace who we are as a whole.”

The brand refresh process revealed common themes of the university, and the new tagline seeks to capture those themes: a momentous time for enrollments, scholarships and campus development (unleash); a diamond in the rough, undervalued institution (potential); and a caring, supportive environment with a strong community (pack).

“Our tagline is a call to action intended for prospective college students,” said NSU Director of Communications and Marketing Justin Fraase. “We want them to unleash their potential, and our pack is here to support them in doing so.”

As part of Northern’s brand refresh, an entire brand guide was developed, with directives on everything from brand voice to business cards. To learn more, visit the NSU Brand webpage.

About Northern State University

Northern State University is a regional university that offers outstanding academics and exceptional extracurricular activities at an affordable price on a safe, welcoming campus. Northern State recently announced its Educational Impact Campaign, with a goal of raising $45 million for a new South Dakota School for the Blind and Visually Impaired, new athletic and recreation fields, and an on-campus regional sports complex. Once the campaign is complete, NSU will be the recipient of more than $100 million in privately funded building projects and scholarships within a decade. To learn more, visit NSU Admissions.