This section lays out the foundation for the ISTA identity, from understanding its value to implementing a consistent tone of voice.
The ISTA brand visually and verbally represents who we are as an institution. It is an expression of our vision and values. It is a celebration of both our past accomplishments and our bright future.
Our brand has been thoughtfully crafted to reflect all aspects of ISTA — the community, the campus, the research, the impact. Through strategic brand building and communications, we aspire to engage our local and global audiences, with a cohesive and unifying message about who we are and what we stand for.
These guidelines ensure that we convey a consistent and integrated brand and voice across all channels of communication. This, in turn, empowers us to expand our impact, from attracting top-level talent, to securing resources and funding, to amplifying our scientific achievements through collaborative partnerships.
Further, it is an important function of the ISTA identity to be a platform for discussion and continued progress. The tenets shared here serve as guardrails to inform our conversations about the Institute internally and externally, helping us develop our understanding of ISTA further, and growing alongside us.
Questions about the ISTA brand? Contact the Communications Team.
how did we get here?
The development of the ISTA identity was informed by input and insights directly from the ISTA community. Focus groups and interviews across a wide variety of groups (faculty, students, postdocs, SSUs, admin, alumni, etc.) as well as a campus-wide survey informed the branding from the ground up. The process was guided by a sounding board comprised of members from management, faculty, CoE, HR, GSO, AURAS, PDA and the Works Council. All of these voices and perspectives were instrumental in creating an identity that is an authentic reflection of ISTA.
Our research. Our campus. Our community. The ISTA brand is a holistic reflection of our institution and what we represent to the scientific world and beyond.
Our vision statement is a big picture declaration of what our organization wants to achieve. It is outcome-focused and describes how we want to impact the world.
Our mission statement is a description of how we will achieve our stated vision. This is our purpose for existing and it is action-focused.
OUR VISION
Our vision is to be scientific leaders for the world. To take up the mantle of discovering what’s hidden and using it to bring illumination to the whole of humanity. We want to disrupt the status quo, to change the course of history — one idea, one discovery at a time. We do that by being a catalyst for progress and leading by example. We want to show the world what’s possible by asking questions no-one else dares to ask — leading bravely into the unknown.
OUR MISSION
ISTA’s mission is to shine a light on what’s possible by defying expectations, following curiosity, and embracing the unexpected. We aspire to be a leader on the world stage of frontier science by performing world-class basic research, training the next generation of scientific leaders, serving society through science communication, education and tech transfer, and providing the most advanced scientific services and support.
These attributes are essentially the personality traits of the ISTA brand and reflect our mindset and characteristics. Brand attributes provide guidance for how ISTA speaks and acts in its pursuit of its mission and vision.
When creating content, whether visual or verbal, consider these attributes as you evaluate its effectiveness. For example: Does the content have a specific point of view (Courageous)? Do the colors and/or photos feel expressive and energetic (Vibrant)? Use these characteristics like a check-list to ensure they feel aligned with personality of the brand.
We invite new perspectives, new voices, and new questions to every conversation and clear the path for forward momentum through curiosity, creativity, and the freedom to explore without barriers.
We strive to be an integrated, motivated ecosystem, united by our passionate pursuit of progress and our collective drive to lift each other up and build something bigger together than any one of us could achieve alone.
We ask brave questions, push limitations, challenge the status quo, and boldly envision a future that is bolstered by our courageous thinking.
We’re youthful and energetic. We bring novel methodologies, open-ended ideas, and fresh perspectives to science. We foster those same characteristics in our scientists and staff.
These are the principles everyone can count on when interacting with ISTA. We are committed to providing experiences and opportunities that live up to these promises on both the individual and ommunity levels. These statements identify what our audience can expect us to deliver consistently and authentically.
The statements below serve as guides and points of inspiration when creating any kind of content about ISTA, be it written, visual, or audio.
OUR COMMITMENT
ISTA exists to be a beacon of frontier science and a standard of scientific, educational, and operational excellence. We believe that knowledge benefits everyone, so we strive to offer our best efforts, share them with the world, and invite engagement and fascination. We stand to be a testament to the power of collaboration and as a catalyst in building the future for everyone.
FOR INDIVIDUALS
ISTA is a diverse, international community of brilliant and thoughtful people, brought together to challenge each other and bring out the very best results. We passionately support every member of our community with acceptance, optimism, and resources, creating access and opportunities for growth in whichever path they choose.
FOR OUR COMMUNITY
ISTA provides an open and collaborative environment for work and education, allowing every individual, every voice, to come together and solve problems creatively. We are committed to working together—internally and externally—not only to spark new ideas, but to build an international community of scientists dedicated to positive impact.
Ranging from local to global, young students to storied professors, science newbies to seasoned enthusiasts, ISTA has a wide range of audiences. We want to garner interest, support, and partnership from people and organizations that are going to be the best fit and advocates for ISTA and what we’re trying to achieve. With that in mind, we look for common threads among all of our audience members and see a collective mindset that includes the traits below.
At its core, the brand voice should lean into the attributes listed above (Open, Connected, Courageous, Vibrant) and exude those characteristics as much as possible. Diving deeper, tonal guardrails help guide nuance within the overall ISTA voice. Consider the audience you’re speaking to (e.g. potential PhD students, current faculty and staff, the general public) and use an approach that will likely resonate with that group. Below, explore voice characteristics that may be appropriate for specific channels or audiences. These guardrails, through an “Is/Is not” format, illuminate the appropriate tone of voice for the brand as a whole.
| Voice Characteristics | Description | Is... | Is not... |
|---|---|---|---|
| Maverick | independent-minded, unafraid of failure, and uninhibited by commitment to tradition or dogma | bold, brave, courageous, unique | brash, reckless, belligerent, a loner |
| Teammate | fueled by diversity of perspectives and open to new ideas and partnerships | collaborative, organized, flexible, humble | a follower, a pushover, meek |
| Dreamer | thinks big picture and thrives in the open-ended questions | creative, contemplative, ambitious, optimistic, curious, vibrant | starry-eyed, passive, carefree, impractical |
| Friend | accepting of everyone and supportive of their ambitions | understanding, open, warm, loyal, supportive, relatable | jocular, unprofessional, doting |
| Expert | rigorous, efficient, and committed to excellence | trust-worthy, intelligent, confident, judicious | braggadocious, exaggerative, condescending, hyperbolic |
While the appropriateness of a tone or message will depend on the audience, there are some general dos and don’ts.
Be confident, but don’t exaggerate or be hyperbolic.
ISTA has the best, most brilliant scientists and staff in the world.
While we may feel that this is true, it’s not quantifiable or provable.
ISTA employs accomplished faculty and scientists from all over the world to conduct research in many areas of study.
More tempered and grounded, while still making a strong statement.
Be friendly and welcoming, but don’t be unprofessional.
Get on over here, pals!
Though this is inviting, it’s too informal for brand communications.
Please join us for an afternoon of fun and networking.
This is still welcoming and friendly, but without being too informal.
