Michigan State University Alumni Office: Sparty Brand
A codified brand book for Michigan State University’s beloved mascot — written in Sparty’s own voice.
When MSU’s mascot, Sparty, celebrated 30 years, MSU Alumni enlisted us to update his branding guidelines. We took this task a step further by asking: What if Sparty were to write this brand book himself?
We developed a dual-purpose brand book that preserved Sparty’s iconic status and articulated his tone of voice by showing, rather than just telling. Written in Sparty’s own playful, prideful style, the brand book became a dynamic tool for engaging audiences. This first-person approach extended to follow-up projects featuring Sparty, including activity books and greeting cards, ensuring the mascot’s personality shone across mediums. Now, Sparty’s bold, boisterous identity is unmistakable in both visual and written forms.
