What is all this brand nonsense?

I’ll let you in on a little secret. Our logo may be new, but our brand has always been the same.


I know. When I start talking about branding, logos, signature logos, visual identity, voice, tone and so on, you start looking for the door. Bear with me.

“Brand” is a fancy way of saying character or personality. It’s all of the stories that make us Campbell and the way we tell those stories. It’s how we present ourselves to the world visually and the tone we use when we talk.

When we started the rebranding process three years ago, we conducted a personality audit. We wanted to pinpoint the traits that made us unique and identify the traits we wanted to grow into. After doing extensive internal and external research, we were able to boil these traits down.

Campbell’s Characteristics

  • Purposeful
  • Mission-driven
  • Rooted
  • Service-oriented
  • Community

Campbell’s Voice & Tone

  • Authentic
  • Grounded
  • Lively
  • Thoughtful
  • Approachable

Campbell’s Visual Identity

  • Kivett Logo
  • Orange & Black
  • Camel

These traits, combined with our rich history, not only make us unique but allow us to stand out clearly amongst our higher education peers.

Why does this matter?

It matters because we have more than 1,000 employees, 6,000 students and 50,000 alumni who advocate for Campbell daily, and if they all describe different personality traits, no one will ever know who the true Campbell really is — and we can’t afford that as a University.