The introductory portion of the manual provides some background on its purpose: "The visual image of an institution reflects its values, ambitions, and basic nature. A cohesive visual style conveys a sense of identity and personality, and creates recognition and understanding. Clarion University has undertaken a new visual identity program because of the impact public perceptions have on the university's ability to perform its mision. This manual contains guidelines for implementing and maintaining the Clarion University visual identity program. This program is more than just a wordmark or logo. It is a complete system for visual management, whose goal is to create a consistent Clarion University "look." "
