Brand attributes are positive mental images we want to associate with the KFUPM brand. These are traits that the brand will ascribe and be a credit to.
The brand character is the personality we want the KFUPM brand to convey in visual and verbal communication. It is the essence of how we want to be known.
The university´s brand character statement further illustrates the essence of learning and empowering:
King Fahd University of Petroleum & Minerals is a determined seeker and a compassionate leader with an approachable nature and an affinity for truth.
This brand character should guide the creation of all university materials and use it to gauge the effectivity of the communication and the representation of the university.s brand attributes: