Why Requirements? And how did the university arrive at them?

First, it’s important to appreciate that whether we manage it intentionally, or simply ignore it, SFU has a brand. And like all brands, ours is profoundly affected by the sum total of messages, voices and experiences conveyed through numerous methods of communication over many years.

SFU’s organizational units are diverse and distinctive, yet they are all part of an institution with shared values and a common purpose. Every time a member of SFU communicates with the public, it influences our reputation and shapes our brand. The tools we use—stationery, business cards, advertisements, signs, publications, newsletters, web sites, presentations—all contribute to the character of not just the individual or organizational unit, but also the entire university. Communicating our “connectedness” strengthens both our individual messages and SFU as a whole.

Following a year-long public consultation process aimed at developing a new strategic vision, SFU announced in February 2012 a new brand tagline: Engaging the World.

The new tagline builds on the previous iteration--Thinking of the World--and reflects the central theme of the new vision: SFU is The Engaged University, actively working to engage students, research and communities.

SFU's logo, wordmark and coats of arms are protected by copyright and may not be used without written permission of the university. Copyright questions can be directed to SFU's director of Public Affairs and Media Relations, Scott McLean, at srmclean@sfu.ca.