New Mexico State University’s brand has been shaped by our institution’s purpose, principles and achievements. These three aspects of NMSU shine through in our brand promise, brand attributes and brand drivers, as detailed in the sections below.

Brand promise

(Why we do what we do: The single purpose)

Our purpose is to transform lives through discovery. As New Mexico’s land-grant university we fulfill our purpose through excellence in teaching, research, Extension education and public service. In each of those areas, discovery is essential.

Brand attributes

(How we breathe life into our cause: The guiding principles)

– Create a caring community, always taking opportunities to mentor.

– Treat members of our campus and community with respect.

– Expand opportunities for discovery beyond the classroom.

– Hold high expectations for our campus community and have pride in our university, ourselves and our students.

– Inhale problems and exhale solutions.

Brand drivers

(What we achieve at NMSU)

Education: We serve a talented, diverse population of students as a nationally recognized Hispanic-serving Institution with five campuses, a satellite learning center in Albuquerque and six academic colleges offering more than 80 undergraduate majors and more than 50 graduate programs.

Research: We conduct extensive research across a variety of disciplines in support of state and national interests with substantial and long-term support that totaled nearly $1.5 billion since 2006.

Extension Education and Outreach: We reach out to New Mexico and beyond through our statewide network of Cooperative Extension Service offices in every county, offering research-based knowledge across a wide spectrum of topics.

NMSU also creates a vibrant, residential campus environment with a Division IA athletic program, a rich mix of museums and art galleries and a first-class facility for the performing arts.

Download NMSU’s brand positioning update (PDF)

For more information on our brand history:
Download 2005 brand launch (PowerPoint)

Download 2010 brand update (PowerPoint)

Download 2011 brand refresh (PowerPoint)

Download 2013 brand positioning update (PDF)