About the Brand

• Brand Statement
• Brand Promise
• Brand Pillars
• Brand Personality

Brand Statement

Inspire. Engage. Transform. We Are Gaels.

Brand Promise

Presents our strongest and most ownable position in the market. This is not a tagline, but rather a simple, distilled phrase that forms a foundational point for our strategy.

We inspire minds.

With small class sizes and professors who know you by name, Saint Mary’s creates opportunities for students to thrive—whether you’re an undergraduate or a professional looking for the next step in your career.
 

We engage the world.

With a stunning campus in the San Francisco Bay Area, Saint Mary’s offers boundless possibilities—including signature study programs to take you around the globe. Explore internships and career opportunities in Silicon Valley and beyond.
 

We transform lives.

With knowledge and skills, confidence and support from the Gael community, you’ll imagine and become more than you ever thought possible.

BRAND PILLARS

These key themes capture the fundamental elements of our brand. When you write or speak about Saint Mary’s, use them to frame the content or conversation, adapting the message as appropriate for the channel, platform, and audience. Each pillar is equally important to our brand.

PILLAR 1

Students come first.

With small class sizes and professors who know students by name, Saint Mary’s creates opportunities for students to thrive—whether they’re a first-generation college student or a professional looking for the next step in their career. Undergraduates tackle research projects only available to graduate students elsewhere.

PILLAR 2

A bold, creative, & innovative spirit.

The Saint Mary’s experience inspires students and offers boundless possibilities for them to become more. It’s no coincidence that Saint Mary’s earns a spot as the only Catholic college and only school in California on the prestigious list of Colleges That Change Lives.

PILLAR 3

At home in the Bay Area—with a global outlook.

With a stunning campus in the San Francisco Bay Area, Saint Mary’s is a well-connected local and global hub. Signature study programs like Jan Term, as well as summer research projects, take students outside the classroom, throughout the region, and around the world. Graduate and undergraduate students alike explore internships and career opportunities in Silicon Valley and beyond. Our home in Northern California also means that environmental justice and a focus on sustainability define our work.

PILLAR 4

Welcoming, inclusive, & vibrant community.

True to our Lasallian heritage, Saint Mary’s has always put a priority on ensuring education is accessible and inclusive—and that we meet students where they are. A sense of community defines the Saint Mary’s experience, whether that’s on sports teams, in discussion in Collegiate Seminar, through graduate programs, or enjoying the rich array of student clubs and activities. We’re proud to be a designated Hispanic Serving Institution. And for 50 years, the Saint Mary’s High Potential program has ensured first-generation students have the tools and support they need to thrive.

PILLAR 5

Knowledge & skills to meet the needs of today—and a lifetime.

Rigorous academic programs and diverse experiences outside the classroom ensure that Saint Mary’s provides undergraduates and graduate students alike with the depth of knowledge, breadth of skills, and practical tools they need to meet the needs of today—and to learn and grow for a lifetime. With a solid foundation in ethics and experience in listening to diverse points of view, Gaels know how to ask big and important questions and collaborate on finding innovative solutions.

BRAND PERSONALITY

What are our Gael traits? What are the words we use to describe Saint Mary’s today? When creating your messages, use language that reflects these characteristics of our personality.

PERSONALITY 1

Bold

At Saint Mary’s, Gaels gain the knowledge, skills, and confidence to ask big questions and take chances, tackle new challenges and become change-makers—and to lead with compassion and integrity.

PERSONALITY 2

Curious

Both in and outside of the classroom, in the lab and through the breadth of their experiences in the wider world—including signature programs like Jan Term—Gaels explore new horizons and possibilities.

PERSONALITY 3

Community-Focused

The people of the Gael community are what truly make Saint Mary’s special. The sense of community—and the importance of working for the greater good—carries over into the work Gaels do professionally and the lives they lead.

PERSONALITY 4

Justice-Driven

Through the breadth and depth of student experiences, Saint Mary’s nurtures justice-driven trailblazers who strive to make a positive difference in the world. That’s part of our Lasallian heritage and essential to building for the future.

PERSONALITY 5

Passionate

Gaels are creative and innovative, and they bring energy, joy, and a spirit of determination to all they do—from the playing field to the board room, from the stage to the statehouse. As individuals and teams, they have the courage to dream big and know how to unleash their full potential.