Michigan State University Athletics

brand experience    |    brand collateral


MSU athletics is a symbol of unity, strength, and sportsmanship, which personifies the Spartan "way of life". They actively and passionately instill courage, mental/physical toughness, determination, and performance into each student-athlete so they become disciplined, selfless, and embody the definition of "endurance".

This brand is about the mental and physical strength of each individual player, from captains to the role players, and the unity and solidarity that, at first, encompasses the community as a "coat of armor" and, secondly, explains what makes a Spartan a Spartan.

This visual brand creates an expression of togetherness that is backed up visually by images of players and fans coming together in an excited and powerful tone.