Brand Guidelines

Brand messaging is comprised of key terms and messages used to communicate on behalf of Montana State University Billings, both on and off campus. Using appropriate brand messaging helps establish and maintain MSUB’s unique identity. Individuals producing content should apply concepts from the Messaging Guide to their work to build recognition and respect for the university, evoke pride and loyalty among stakeholders, and stimulate enrollment and investment in the institution.

TAGLINES:

• Live here. Work here. Graduate here.
• Belong in Billings.
• Go Beyond the classroom.
• Private college feel, public college cost.
• Accessible. Affordable. Attainable.
• Be Connected.

Hands-on, customized, individualized learning experience both in and outside of the classroom that provides valuable experiences to prepare students for a rewarding career.

Students at MSUB receive a high-quality, individualized, and affordable education. Students and prospective students can make a good life for themselves and their families right here in Billings without having to leave to receive a quality education or start a career. Billings is the workforce hub of Montana with numerous employment opportunities in a variety of fields, and MSUB provides robust educational opportunities, from certificates to associate, bachelor’s, and master’s degrees, many of which align with the Billings — and Montana — workforce needs. Because of the program alignment with the workforce, MSUB’s graduates typically have higher starting salaries and higher job placement rates compared to other public Montana university graduates.

TAGLINES:

• Live here. Work here. Graduate here.
• Belong in Billings.
• Go Beyond the classroom.

Value: MSUB students receive a private college education at a public college cost. MSUB accommodates all types of learners, traditional to non-traditional, with in-demand workforce ready programs, many with robust starting salaries. The intimate settings of City College and university campus provide students with individualized attention from their faculty, along with limitless internship and research opportunities which can lead to rewarding careers.

TAGLINES:

• Private college feel, public college cost.
• Accessible. Affordable. Attainable.

Connection: At MSUB, faculty and students get to know each other on an individual level. Small class sizes and a student-to-faculty ratio of 14:1 allows strong relationships to form between faculty and students and between the campus community in general.

TAGLINE:

• Be Connected.

Success & Preparation: MSUB’s high-quality education aims to transform, empower, and prepare students from diverse backgrounds to succeed. MSUB aims to be a place where students feel accepted for who they are — to “BE U @ MSUB.” Hands-on learning is a hallmark of MSUB, where students receive more hands-on, practical experience as part of their education, setting them apart from other college graduates as they enter the workforce and compete for jobs.

MSUB has dedicated student support resources in place to help students have a meaningful and successful college experience including an on-site career and employment department committed to connecting students to internship and employment resources to boost their success in gaining employment after graduation. Students can also take advantage of the numerous academic opportunities available to them; over 100 undergraduate students from all disciplines present research annually at local, state, and national conferences, and 89 percent of MSUB seniors are engaged in some form of service-learning, internships, study abroad, and/or research.

Campus & Community Engagement: Students are highly encouraged to get involved in campus life. Students who are engaged in clubs and organizations have opportunities to develop valuable leadership skills, make lifelong connections, and influence the student campus experience. MSUB offers 60+ student clubs and organizations — there is something for every student.

MSUB has a strong connection to the Billings community and focuses on shaping its students through civic engagement and experiential and service learning. Initiatives are developed to help foster student civic pride, stewardship, and sustainability and encourage students to be part of community-driven social change. Civic engagement and pride are hallmarks of MSUB, with over 62 percent of firstyear students and 75 percent of seniors participating in service-learning projects.

Location & Destination: MSUB is situated near outdoor recreation for world-class skiing, rock climbing, fishing, hiking, biking, and is close to many state and national parks. Billings is the regional health care corridor and houses two of the largest hospitals and health care networks in the state. Billings also is home to a large economic district with international, national, regional, and local businesses and also houses the Billings Logan International Airport, the second largest airport in Montana with direct flights on major airlines departing daily to numerous destinations.

Personality: Determined, Successful, Resourceful, Learn by Doing, Close-knit Community, Active, Inclusive, Civic & Community-Minded, Service-Oriented, Be U @ MSUB, You’re not just a number — you’re a Yellowjacket!

MSUB’s colors were changed to blue and gold when the institution became Montana State University Billings in 1994. When the institution rebranded in 2019, the blue and gold colors were updated to reflect the new brand.

New Blue

Print
2-color: Pantone 294C
4-color: C=100, M=85 Y=20, K=25
RGB: R=21, G=53, B=109
HSB: 218-79-43

Web
hex #15356D

Gold

Print
2-color: PMS 124 (coated), PMS 7405 (uncoated)
4-color: C=0, M=27 Y=100, K=0
RGB: R=240, G=179, B=16
HSB: 44-94-100

Web
hex #F0B310

MSUB’s new logos accurately represent the university and City College campuses. It is appropriate to use these logos on all institutional materials.

Do not's and usage:

• Don’t stretch, squeeze, skew, or warp the logo
• Don’t change the color of the logo
• Don’t use patterns or filters on the logo
• Don’t change the opacity of the logo

All marks trademarks of Montana State University Billings, 2007, 2012, 2017, 2022.

Email signatures play an important role in increasing MSUB’s brand recognition, as they are included in emails sent out to a variety of stakeholders by a vast number of MSUB employees. Establishing a unified presence through consistent email signatures and including MSUB’s logo strengthens the brand by increasing the university’s exposure to a number of audiences.

All academic and non-academic departments may use the institution-wide standard email signature that University Communications & Marketing created.

The MSUB typeface family has been established to maintain the institutional brand’s cohesiveness. To provide flexibility and accommodate a variety of design needs and spaces, alternative typefaces are acceptable to use in all instances.

For most purposes, a clean contemporary sans-serif typeface is preferred: Gotham is the first choice (and is the typeface family used for this manual, for part of the logo, and for most of the building signs on campus, among many other uses). However, Gotham isn’t always available, nor is it a free typeface. Raleway is a viable alternative, and is available for free from many sources, including Google Fonts and Adobe Fonts. A third alternative, also free from many sources, is Lato, and a fourth is Open Sans.

For more formal usage, such as the commencement program, a classical serif font is preferred. Palatino is the first choice, but — like Gotham — Palatino isn’t always available, and isn’t free. Times New Roman is an acceptable alternative.