Capturing Southeast in Words 

At Southeast Missouri State, we take pride in our will to do: the commitment and heart to find success, no matter what it takes. We give every student personal support that instills a strong sense of confidence and helps them exceed their potential. We offer groundbreaking academics that are comprehensive and dynamic. And because we anticipate the needs of the marketplace, we ensure our students are ready to launch extraordinary careers.  

About the Brand  

What does the Will to Do mean?  

Southeast is a different kind of university. Here, we don’t just learn. We do. How? By giving our students unprecedented opportunity to apply all the knowledge and expertise they learn in class in real-world ways through experiential learning opportunities right here on campus or in internships and clinicals across the world. It’s also about our will to do: the grit and tenacity we apply to every endeavor to ensure our students are confident, capable, and competitive when they graduate.   

How to use the brand  

The Will to Do is not a tagline, and it’s not something you’ll apply in the majority of headlines. Instead, use the idea it represents as a starting point for crafting communications and to gut-check the energy and tone of voice.   

Message and Voice    

Usually, we believe actions speak louder than words. When it comes to the Southeast message and voice, our words are pretty powerful, too. And when we choose them based on a consistent, deliberate writing style, there’s no limit to what they can do.   


When we talk about Southeast, it’s important to speak in benefits and attributes. An attribute is what we offer our students: knowledge, services, products, unique offers we bring to the table. A benefit is what students get. It’s the value of the attributes we offer.   

Structuring your messages this way is necessary because what we give and what our audiences get go hand in hand and play a key role in telling the complete Southeast story and supporting our core messages.   


As an institution, we’re made up of many different people with distinct personalities. As a brand, we have a personality as well. It’s what gives our brand authenticity, and that’s why all of our communications should reflect these traits.   

  • Self-Assured  
    We're proud of our character and our strengths, but never arrogant.   
  • Practical  
    We're realists at heart, always acting with intention and purpose.   
  • Welcoming  
    We wholeheartedly embrace people, showing them respect and kindness.   
  • Approachable  
    We're down-to-earth, reflecting on our achievements with humility.   
  • Tenacious  
    We're go-getters who seize opportunities and dive into our work.   
  • Innovative  
    We're industrious, not only contributing fresh ideas, but also finding a way to make them happen.   


Voice is our personality come to life when we write and when we talk. It pushes the creative envelope. To make sure we don’t push it too far, keep these tips in mind. By staying consistent, we can be confident that everyone is writing in the same voice.   

  • Be challenging, but not demanding.   
  • Be eager, but not pushy.   
  • Be welcoming, but not sentimental.   
  • Be confident, but not arrogant.   
  • Be inspiring, but not implausible.   
  • Be direct, but not brash.   

When crafting content, ask yourself these six questions to help capture the Southeast voice:   

  1. Does this communication represent the bold spirit of the will to do?  
  2. Does it include a benefit for the reader?  
  3. Do we back up the benefit with an attribute of Southeast Missouri State University?  
  4. Does it sound like something a person with our (brand) personality would say?  
  5. Is body copy also written in our voice?  
  6. Does the piece focus on a single key idea? 

Brand Platform  

Our positioning statement represents the Southeast brand at its highest level--capturing our spirit and our impact. It’s what happens when our messaging meets our voice.   

At Southeast Missouri State University, we’re here to put in the work. And we don’t have time for boasting. We’re too busy building, researching, healing, creating, and learning. Because real credit can’t be given. It has to be earned. By coming to the table with big ideas and taking action while taking nothing for granted.   

Our region needed a cultural center, so we built one. Our students need cutting-edge programs, so we create them. Our community needs top teachers, caregivers, and agricultural minds, so we prepare them.   

We’re giving everything we’ve got. And earning everything we get. Because progress isn’t promised to anybody. It will be made by those with the courage to question. The hunger to know. And the will to do.    

Colors, Fonts, & Graphics  

Our colors say a lot about who we are. They help identify us at a glance, and set the tone for our communications, whether that’s bold and powerful, or inspirational and passionate.   

Primary Palette  

Our primary colors should be visible in all communications.   

Southeast Red

C  | 2  
M  | 100  
Y  | 85  
K  | 6  
R  | 200  
G  | 16  
B  | 46  

Rich Black

C  | 40  
M  | 40  
Y  | 40  
K  | 100  
R  | 0  
G  | 0  
B  | 0  

Secondary Palette  

Our secondary palette is a perfect complement to our primary red and black. It adds balance and flexibility to our communications.   

Cardiac Red  


C  | 7   
M  | 100   
Y  | 68   
K  | 32   

R  | 157   
G  | 34   
B  | 53 



C  | 20   
M  | 100   
Y  | 11   
K  | 41   

R  | 132   
G  | 11   
B  | 85   



C  | 100   
M  | 48   
Y  | 12   
K  | 58   

R  | 0   
G  | 59   
B  | 92   



C  | 52   
M  | 0   
Y  | 1   
K  | 0   

R  | 113   
G  | 197   
B  | 232 



C  | 75   
M  | 5   
Y  | 48   
K  | 3   

R  | 39   
G  | 153   
 | 137 

Sky Blue  


C  | 30   
M  | 0   
Y  | 7   
K  | 0   

R  | 164   
G  | 219   
B  | 230 

Gum Tree  


C  | 18   
M  | 0   
Y  | 82   
K  | 0   

R  | 219   
G  | 228   
B  | 66 



C  | 0   
M  | 78   
Y  | 81   
K  | 0   

R  | 255   
G  | 92   
B  | 53



C  | 67  
M  | 52   
Y  | 44   
K  | 17   

R  | 91  
G  | 102  
B  | 112



C  | 16   
M  | 29   
Y  | 38   
K  | 53   

R  | 122   
G  | 104   
B  | 85   



C  | 29   
M  | 10   
Y  | 52   
K  | 32   

R  | 137   
G  | 144   
B  | 100  



C  | 28   
M  | 52   
Y  | 71   
K  | 8   

R  | 173   
G  | 124   
B  | 89   



C  | 21   
M  | 11   
Y  | 9   
K  | 23   

R  | 162   
G  | 170   
B  | 173



C  | 48   
M  | 0   
Y  | 80   
K  | 0   

R  | 143   
G  | 201   
B  | 100


Pro Tips 

Strategic use of white space allows our readers to focus on what’s truly important, and keeps them from feeling overwhelmed by an overabundance of graphics and messaging.  


C | 0  
M | 0  
Y | 0  
K | 0  

R | 255  
G | 255  
B | 255  

Using the right colors is essential, but using them in correct proportion is also critical. Refer to this block of colors to consistently determine the correct balance of colors throughout our communications.

color palatte ratio representation, with larger blocks of red and black and smaller blocks of other SEMO brand colors

Brand fonts

 The way our words look depends on the typeface. How our message reads hinges on hierarchy. Paying careful attention to both will help our communications read loud and clear. Our brand fonts are purchased fonts. Obviously, not every office on campus has resources to purchase the font package, so we’ve also outlined alternatives below.

Example of Calibre Black
Calibre Black is used primarily for headlines, but can also be used for subheads and call-outs.

Alternate Font: When Calibre is not available, Arial and Arial Black are suitable replacements.

Example of Lyon display
Lyon Display is used in combination with Calibre Black for headlines. Used primarily for body copy and headlines in advancement pieces.

Alternate Font: When Lyon Display is not available, Times New Roman is a suitable replacement.