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photo of the SUNY New Paltz campus

About the New Paltz Identity

Take a comprehensive look at our brand identity on our style guide website.


New Paltz provides one of the nation's most open, diverse, and artistic environments in order to prepare students to excel in rapidly changing times that demand creativity and worldliness. Our tradition of intellectual discovery is enhanced by a location of stunning natural beauty, in a dynamic college town, with easy access to New York City. Our unusually wide array of professional and liberal arts majors fosters a rich academic milieu in which students, selected through a competitive admissions process, can develop to their highest potential.


On a daily basis the State University of New York at New Paltz competes for attention with other academic institutions in a world filled with marketing messages from a wide variety and large number of businesses and organizations, both for-profit and non—profit. Reaching our students, supporters, and contributors can be quite a challenge. How do we establish our place in the market?

One way is to project a consistent and clear identity—our brand. Simply put, a brand identity is the sum total of all perceived information about us as communicated through our various messages—it is a marketing and communication tool. Every communication, including our name and related marks, contributes to building our brand identity.

Our style guide has been developed to help us achieve a consistent identity across all communication vehicles as we reflect the essence of the institution, the strength of our offerings, and the quality of our programs. The consistent application of these standards will help ensure that our communications contribute to a unified image that benefits New Paltz through improved awareness, recognition, and professional appearance.


New Paltz has crafted a collection of commitments that its administration, faculty, and staff strive toward in serving our enrolled students. These include:

  1. We deliver an extraordinary number of majors in Business, Liberal Arts, Sciences, and Engineering and are particularly well known for our programs in Fine and Performing Arts and Education.
  2. We provide rigorous academics in a highly selective admission environment where students receive and create close personal links with real scholars and artists who love to teach.
  3. New Paltz embraces its culture as a community where talented and independent-minded people foster openness, diversity, artistry, and creativity.
  4. Our geographic location is stunning in its natural beauty, located in the heart of a dynamic college town, 90 minutes from metropolitan New York City.
  5. In keeping with the tradition of the nation's great public universities, New Paltz is linked to the health and vitality of the region, state, and nation through the education of its citizens.


The following characteristics of our identity permeate our messages when we communicate about the New Paltz college expereience. We developed the characteristics based on findings from an internal assessment survey we conducted with current New Paltz students, faculty, staff, and administrators in July 2008. We then tested the characteristics among prospective students, current students (graduate and undergraduate), employees, and alumni to determine which characteristics should be primary or secondary messages for New Paltz.

New Paltz alumni take with them a degree that will open doors to career opportunities. With that degree comes an education—true preparation that goes beyond the piece of paper. It is a New Paltz education, one that retains lifelong relevance through what is required to achieve it: broad and specific knowledge, exposure to many differing perspectives, open-minded inquiry, and a spirit of inventiveness.

Creativity permeates campus life at New Paltz. The learning atmosphere at New Paltz has an air of imaginative inquiry that bridges all academic endeavors. The faculty encourage students to question, experiment, and discover in ways that lead to innovative thinking.

New Paltz faculty are dedicated to the art and craft of teaching, and to developing the kind of mentor relationships that help students succeed. While scholarly activity has an important place at New Paltz, teaching is at its center. The faculty's ultimate goal is to empower each student to engage with he world in meaningful ways.

An unsurpassed location gives New Paltz an enticing, magnetic quality. The College is situated in a dynamic town in a stunning natural setting with world-class connections. Students, faculty, and staff alike find an outstanding quality of life here. They quickly discover superb opportunities for local cultural and recreational enjoyment, while still being close to the countless advantages of New York City.

New Paltz is a place that welcomes people of diverse backgrounds, cultures, political views, and ambitions. This warm, accepting environment makes New Paltz an ideal place for students to explore and flourish.