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Communications and Public Affairs

Brand Narrative

The brand narrative makes it clear that we are embracing our identity as South Carolina, the flagship university of our home state. It serves to inspire our messages by communicating what we do, the attitude with which we do it, and the expectations people hold of us.

Written in the first person, the brand narrative inspires communicators to think about the persona of the University of South Carolina, whether that is exemplified by our students, our faculty, our supporters or our alumni. It shouldn't be used as a direct source for phrases or copy points, but rather as a gut check to make sure that communications are true to the spirit of the university we want to represent. 

I am made of bright conviction. With a confident belief that every individual has infinite potential. That intrinsically, we shape the future of our changing world. And that as we make it better, it does the same for us.

I am made of genuine warmth. Reinventing Southern hospitality to go beyond politeness. Leading our state with confidence, knowing that our civil discourse makes waves and has no borders.

I am made of earnest optimism. Home to those who raise the bar, and inspire others to raise it again. Proud that those who leave our gates become the beacons of our future.

I am made of unrelenting inquiry. Committed to the lifelong pursuit of knowledge, knowing that it humanizes character. Educating leaders who spur innovation and creativity for the health, spirit and voice of their communities.

I am made of 200-year-old tradition. Of complex minds and endless memories. Of grit and sun and strife. Of infectious pride and Gamecock revelry.

I am South Carolina.

 

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"I am made of" and "I am South Carolina"

These phrases are structured in the first person to represent the university as a whole. While they are intended as inspiration for all communications, they should only be used to promote overarching brand messages, creating awareness of and affinity for the South Carolina brand at its highest level.

 

Breaking Down the Brand Narrative

Our brand narrative is the story of our spirit. It illuminates key messages about who we are and what we offer. Here, we break down each piece of the message and connect it to the brand strategy.

I am made of bright conviction. With a confident belief that every individual has infinite potential. That intrinsically, we shape the future of our changing world. And that as we make it better, it does the same for us.

What it means
Here, we speak to the commitment we have to every student, which evolves into a larger commitment to our city, our state and beyond.

Personality traits

  • Optimistic
  • Committed
  • Confident

I am made of genuine warmth. Reinventing Southern hospitality to go beyond politeness. Leading our state with confidence, knowing that our civil discourse makes waves and has no borders.

What it means
Our actions stem from a place of genuine congeniality. We take our real interest in the well-being of others and push it a step forward, acting with integrity and in the name of progress.

Personality traits

  • Welcoming
  • Confident
  • Trustworthy

I am made of earnest optimism. Home to those who raise the bar, and inspire others to raise it again. Proud that those who leave our gates become the beacons of our future.

What it means
We believe in the notion that as we lift up each other, we rise as a whole. We are hopeful for the future because our students go beyond what is expected.

Personality traits

  • Tenacious
  • Committed

I am made of unrelenting inquiry. Committed to the lifelong pursuit of knowledge, knowing that it humanizes character. Educating leaders who spur innovation and creativity for the health, spirit and voice of their communities.

What it means
We develop highly motivated critical thinkers who drive innovation and positive change through groundbreaking research and pivotal knowledge creation.

Personality traits

  • Tenacious
  • Committed

I am made of 200-year-old tradition. Of complex minds and endless memories. Of grit and sun and strife. Of infectious pride and Gamecock revelry.

What it means
We’ve put in the work to get where we are, and we aren’t slowing down.

Personality traits

  • Trustworthy
  • Optimistic

I am South Carolina.


What it means
We tell our story through the perspective of our university’s spirit. By speaking in the first person, we capture the essence of what makes us so unique in a personal, relatable way.

How to use it

This line is meant to inspire the writer to take on the persona of the university, whether that’s the spirit of the students, the staff or the community as a whole. It’s a reminder to speak from a place of authenticity. Use it to drive home a message or imply confidence.

What it is:

  • A rallying cry
  • A headline
  • A consistent message

 What it is not:

  • Required language
  • A slogan or a tagline

 


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