Brand Identity
Who We Are and What We Stand For
Kean’s brand identity is more than logos or colors. It’s the foundation of how we present ourselves through our words, our visuals, and the values we live by every day.
The Kean identity reflects how we come together to create opportunities, solve problems and drive progress across campuses, communities and the world.
It helps us communicate clearly and consistently, whether we’re speaking to students, alumni, colleagues or partners.
At the heart of Kean’s brand are six core values that shape how we speak, act and lead:
- Academic Excellence
- Equity
- Inclusivity
- Wellness
- Social Mobility
- Public Impact
These values guide not only what we do, but how we do it. They help ensure that everything we communicate reflects the mission, vision and spirit of Kean University.
Cougars Climb Higher
Kean's guiding message is more than a tagline. Cougars Climb Higher expresses who we are, what we value, and how we help every student realize their full potential.
Climbing higher at Kean means access to world-class learning, hands-on research, dedicated faculty mentors, internships that open doors, and a diverse campus where students thrive. The tagline represents Kean’s commitment to empowering student success by expanding opportunities and advancing social mobility.
Cougars Climb Higher combines personal ambition and community spirit. Cougars set bold goals, encourage one another, and celebrate every milestone. This message reinforces upward momentum and the belief that we rise together.
Across academics, student services, and campus life, this message anchors our brand identity. It guides how we communicate, how we support students, and how we bring the Kean story to life.
Kean Brand Personality
Kean’s brand identity is built on six core values. These values guide what we stand for and shape how we show up in the world.
When we bring these values to life in communication, they form our brand personality: the voice, tone and attitude behind every message, design and interaction. This personality helps ensure that what we say reflects who we are.
Each value gives the brand a distinct dimension, contributing to a personality that is clear, confident and true to the Kean mission. Each value adds a defining personality trait to our brand voice and style:
Academic Excellence – Curious, forward-thinking and driven by real-world application.
- Equity – Intentional, just and purpose-led.
- Inclusivity – Open, warm and relationship-oriented.
- Wellness – Grounded, calm and caring.
- Social Mobility – Hopeful, student-centered and empowering.
- Public Impact – Active, engaged and results-focused.
Together, these traits ensure that our brand feels authentic and future focused. We speak with clarity and confidence. Our tone is direct, warm and rooted in the belief that education creates opportunities.
Our Core Values in Action
If our personality reflects how we sound, our values also shape what we do. The following actions show how each core value is put into practice across the Kean community.
Core Value Action/Intention
Academic Excellence: Kean strives for innovation, intellectual curiosity and knowledge with impact.
Equity: Kean removes barriers, redesigns systems and creates opportunities for all.
Inclusivity: Kean welcomes diverse perspectives and builds empathy into everything we do.
Wellness: Kean prioritizes care, compassion and physical, mental and emotional well-being across every space.
Social Mobility: Kean opens doors and helps students rise beyond the limits of background or circumstance.
Public Impact: Kean connects knowledge to real-world challenges and empowers communities.
Brand Position
Our brand position is how we want people to see Kean; it’s the space we hold in the minds of students, families, partners and the public.
Kean’s position is clear: we are student-focused and on the rise. As a dynamic public university, we offer access to world-class education, immersive learning and real-world outcomes. Our voice is confident and future-facing, rooted in the belief that every student deserves the opportunity to succeed.
The “Cougars Climb Higher” campaign captures this position. It reflects who we are, what we value, and how we empower our community to keep moving forward together.
Brand Philosophy
Our brand philosophy is more than a logo or color palette. It’s the full expression of Kean’s identity: our values, voice and visual style, and how we present ourselves to the world. When we all use the brand well, we reinforce the same message: Kean is a place of access, excellence and opportunity.
Consistency builds trust. Whether you're creating a flyer, writing an email, launching a program, or designing a campaign, consistently using the correct branding helps us communicate with unity, clarity and purpose.
When we all use the brand correctly, we reinforce the same message: Kean is a place of access, excellence and opportunity.
Brand Differentiators: What Makes Kean Unique
Kean stands out not just for what we offer, but for how we deliver it with purpose and impact. These brand differentiators define what makes Kean unique among public universities and help shape how we tell our story.
Here are only a few of the qualities that set Kean apart:
- Legacy of Leadership: We are New Jersey’s first public post-secondary institution and a federally designated Hispanic-Serving Institution.
- Commitment to Social Mobility: Kean supports first-generation students and learners from all backgrounds with programs that close equity gaps and expand opportunities.
- Affordability with Real Value: We offer one of the lowest average student debt levels in both the state and the nation, ensuring access to a world-class education.
- Global Footprint: With campuses in Union, Skylands, Ocean and Wenzhou, China, Kean students engage with the world through immersive, international learning.
- Learning That Drives Impact: Faculty and students collaborate on research, community service and career-connected experiences that lead to real-world change.