Social Media Branding

Brand Use and Account Management

All official accounts must use the Penn State Extension name and approved visual identity, in particular the social avatar (profile picture).
Individual programs, teams, or counties should consult with the Marketing unit before creating new accounts or pages.
When representing extension, staff must follow University social media policies and brand standards.

Maintain a friendly, credible, and educational tone consistent with the Penn State Extension brand voice.
Communicate with empathy, clarity, and professionalism. Avoid jargon, sarcasm, or personal opinions.
Keep these tone words in mind as you craft your messages: grounded, optimistic, and active.
Share science-based, unbiased information that represents extension's trusted, research-driven perspective.
We want to identify and tell the best stories that exemplify our brand's purpose in a way that resonates with our audiences. Our brand pillars come to life through the "what," "how," and "why" of our stories.

Use approved avatars, colors, and imagery that align with the Visual Identity section of this guide.

The main avatar is reserved for the main Penn State Extension accounts. All others will use the sub-channel avatar.

Highlight Penn State Extension's statewide impact, research-based education, and community relevance.
When featuring people, represent the diversity of Pennsylvania communities and audiences served.
Use consistent—and accessible—hashtags, tags, and campaign identifiers as provided by the Marketing unit to connect statewide initiatives.

Follow Penn State's accessibility standards for digital content, including use of alternative (alt) text, captions, and appropriate contrast.

Links to privacy and anti-discrimination policies must be listed in the About section of ALL Penn State social media pages (main and sub-channels for both Penn State Extension and the college).

Marketing Support Request