The Bentley University Brand
What is the Bentley brand?
A brand isn’t a logo. It isn’t a tagline or a product. A brand is our reputation. The way we speak, the way we act, the experiences that our students and visitors have on campus is our brand. Every person at Bentley University, each department, and all the work they contribute, diverse as it may be, make up the Bentley University. Brands are performance driven.
A unified campus with a consistent brand and mission strengthens the university. A clear message and visual identity reflect a multi-faceted, but unified, organization. There is a responsibility to ensure that the Bentley University brand and imagery is used consistently and appropriately by all.
The Bentley University Brand Standards have been developed to enable all university departments, centers, institutes, programs and university-sanctioned organizations to consistently represent Bentley University in all formal and informal communications, advertising and marketing, and other promotional materials.
Bentley: We elevate our name to drive awareness; the type style communicates bold, collegiate pursuits.
Clock tower: Our most prominent campus icon
1917: Our founding year
Falcon: Our school mascot
Paratus: Paratus is 'Prepared' in Latin. It's our positioning, our promise to our students: you will leave Bentley prepared for your career and for life.
Brand Positioning Statement
Preparing the next generation of smart, nimble, compassionate leaders
Our demonstrated record of educating students who are: Prepared for both Careers and Life –- through the fusion of Academics, Technology, Hands-on Experience and Career Planning –- genuinely supports our positioning.
The following graphic illustrates the brand position and its four supporting pillars:
Bentley is a business university that prepares its graduates for successful careers and lives. Bentley’s brand strength is built on four pillars, all of which are student-centered, market-driven and future-focused:
- Academics: Academic programs that blend professional education in business disciplines with (to varying degrees) broad-based education in the liberal arts and sciences, leading to a breadth and depth in the Bentley experience that encourages personal and professional success.
- Technology: Advanced technology that mirrors the best available in industry and enhances the learning experience of the student.
- Hands-on Experience: The application of what is learned in the marketplace through immersion courses, internships, and capstone curricula that provide experience and context for the concepts students study in the classroom.
- Career Planning: that is comprehensive and strategic; a plan that works in lockstep with the student’s academic progression to achieve specific career goals.