Brand Promise
As one of the nation’s leading engineering, science and technology universities, South Dakota Mines is at the forefront of what’s next. We’re curious. We’re tenacious. And we’ve got what it takes to change the world.
Positioning Statement
South Dakota Mines is the premier destination for ambitious students seeking a transformative education at the intersection of innovation and tradition. Renowned for our hands-on learning and pioneering research, we educate future leaders in STEM fields who will make a meaningful impact on the world. Located in the scenic Black Hills of South Dakota, our vibrant community of supportive faculty, tenacious students, and passionate alumni fosters a culture of ingenuity, collaboration, and lifelong success.
Brand Essence (Taglines)
An engineering, science and technology university. – General branding/admissions materials.
Curious. Smart. Tenacious. – General branding/admissions materials.
Advancing the frontier of innovation. – Research/faculty related materials.
Brand Values
Educational Excellence: Providing a world-class education and instilling a passion for lifelong learning.
Creativity: Seeking new and imaginative solutions to complex problems.
Collaboration: Embracing teamwork across disciplines and communities.
Integrity: Upholding the highest standards of ethics and professionalism.
Ambition: Determined to achieve success and drive innovation.
Impact: Making a difference in the world through our education, research, and service.
Brand Personality
Innovative: Forward-thinking in education and research with an entrepreneurial spirit.
Resilient: Strong work ethic and adaptable.
Smart: Experts in our fields, able to think critically.
Fearless: Explore, question, and push past the boundaries of what is known.
Welcoming: Friendly, approachable, inclusive.
Collaborative: Supportive and team-oriented.
Brand Voice
Authentic, inspiring, and passionate with a touch of eccentricity.
Balance of professionalism and approachability.
Confidently reflect our commitment to educational excellence, world-class research, and economic development.