MSU seeks snappy slogan – What do you suggest?

"Defy Mediocrity" is already taken.

So is "Give yourself a raise … Education Pays!"

Just as Nike uses "Just Do It" to sell its athletic shoes, colleges and universities across America have been dreaming up slogans to sell themselves to students, parents and patrons.

By GAIL SCHONTZLER, Chronicle Staff Writer

http://bozemandailychronicle.com/articles/2004/09/09/news/msutaglines.txt

Montana State University is no exception.

MSU is in the midst of a "branding" effort to strengthen its identity in the public mind. It plans to come up with a new logo and new, uniform letterhead, Web pages, colors and photos.

Part of the branding campaign is the search for a new slogan — called a tag line. Since June, about 250 ideas have been submitted by professors, staff and students.

MSU is planning to hire outside professionals to develop a new logo, but officials figured with all the smart people on campus, they should be able to come up with a tag line in-house.

Ideally, the tag line will sum up what MSU stands for and how it’s different from other universities, said Julie Kipfer, director of university marketing.

"The tag line is how we want others to see us — something to grab onto," Kipfer said.

Jeff Welch, a partner with Mercury Advertising of Bozeman, said it’s worthwhile for a university to develop its brand.

"Whether you’re a university of a bar of soap or a political candidate or a car dealer, everybody has to differentiate themselves in some way," Welch said.

MSU has used the slogan "Mountains and Minds" in the past. Cathy Conover, MSU’s spokeswoman, said some people on campus think it may be hard to come up something better.

Still, the search is on. Focus groups will meet soon to gauge the public reaction to different tag lines. The goal is to choose one by December.

Ideas are still welcome, Kipfer said. People can submit suggestions on MSU’s branding Web site (http://www.montana.edu/ur/docs/brandletter.html). The winning entry may bring someone a moment of fame, but no monetary reward.

MSU, once nicknamed Moo U, would like to find a few words to sum up what people on campus see as its strengths — nationally and internationally recognized scholars; leading research; student-centered, hands-on, active learning; all in a spectacular setting.

Some of the obvious tag lines are already taken, according to an online list of U.S. college tag lines (www.stamats.com/taglines/resultsbydate.asp).

Doane College has a trademark on "Challenge yourself."

The University of Oregon, with "Minds Move Mountains," is the only other campus using the word mountains.

Some colleges have used an informal tone ("Do it with your head"), while a few sound like graduation speeches ("Be the change you wish to see in the world").

The University of Montana has touched on a Lewis and Clark theme with "The Discovery Continues."

And other tag lines capture a college’s unique mission.

Colgate Rochester Crozer Divinity School picked "We Train Shepherds," while the American Military University chose "The Ultimate Weapon is an Educated Mind."