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Our positioning is the simplest expression of what West Virginia University stands for. It highlights our strengths, captures our personality and communicates what the world expects from all Mountaineers. It is the backbone of our brand.

Key Messaging

Our positioning is an articulation of our unique role and how we want to be thought of in the minds of our most important audiences.

Read More: Key Messaging

Our Audiences

By slightly shifting our message to fit our audiences, we can make sure everyone sees themselves as a Mountaineer.

Read More: Our Audiences

Messaging Map

Our messaging map organizes key messages into a hierarchy that ensures communications are clear, consistent and compelling.

Read More: Messaging Map


Six personality traits drive the voice and image of our brand.

Read More: Personality


To bring tagline alive in headlines, without beating the phrase itself to death, we’ve created a few guidelines for communicating the essence of our brand.

Read More: Flexibility

Getting It Right

Keep these tips in mind to make sure we’re all writing in the same voice.

Read More: Getting It Right

Statements and Rankings

Looking for the official vision, mission, affirmative action and governance statements? Look no further.

Read More: Statements and Rankings

Style Guide

Do I capitalize it? Hyphenate it? Abbreviate it? And what about that Oxford comma?

Read More: Style Guide
Map of WV showing Morgantown, Keyser, and Beckley locations

Our Locations