Brand Tone

Professional & Academic, Aspirational & Prestigious, Institutional & Traditional, Global & Inclusive

Brand Values

• •Excellence & Discovery
• •Leadership & Integrity
• •Global Community & Collaboration
• •Tradition & Legacy

Best Practices

• •Use an Elevated Lexicon: Incorporate words that reflect the brand's prestige, such as legacy, excellence, global, diplomacy, leadership, rigor, and community. Avoid generic retail terms like hot deal or cool new shirt. The university's official voice is described as strong, bright, useful, and true.
• •Connect Product to Purpose: Every piece of copy should link the merchandise back to the larger mission of SAIS. The apparel isn't just clothing; it's a representation of a commitment to international problem-solving and academic achievement.
• •Speak to the "Insider": Use language that resonates with the SAIS community. Referencing the unique experiences like the rigorous economics curriculum or the global campus locations creates a sense of shared identity and belonging.
• •Maintain a Professional and Polished Voice: Ensure all communications are free of errors and maintain a formal tone. This reflects the university's own guidelines, which emphasize that a single typo can diminish brand credibility.
• •Ensure Visuals Match the Brand: All photography and design must be high-quality, clean, and professional. The visual identity should convey the same sense of prestige and seriousness as the copy.

Social Perception

Elite and Respected, A Symbol of Achievement, Specialized and Focused

Copy Examples

• •From late-night study sessions to breakthrough policy debates, you're shaping the future of global affairs. Wear your commitment with pride. Shop the official SAIS Collection. #JohnsHopkinsSAIS #GlobalLeadership
• •Your journey at SAIS was just the beginning. Whether in Washington D.C., Bologna, or Nanjing, you became part of a global network dedicated to solving the world's greatest challenges. The new Adidas SAIS Polo is more than apparel it's a symbol of your enduring legacy. Order yours today and represent the standard of excellence.
• •Welcome to the next generation of global leaders. Your journey of discovery, diplomacy, and impact starts now. Gear up at the official SAIS Store.
• •Fueling the minds that will navigate tomorrow's complex world. The official SAIS mug is a reminder of the rigor and purpose that defines our community. Available now.
• •Excellence. Integrity. A global perspective. These are the values woven into the fabric of Johns Hopkins SAIS. The SAIS Store is the only place to find official gear that represents this proud tradition. For students, alumni, and the leaders of tomorrow.