A communications guide for a campus provides a useful tool. It is a message that represents the College and gives it uniqueness, brand and cohesive image. It is also a form of organization for extended audiences and helps preserve a unified look and feel. It aids in representing the mission of the College. No matter who is generating the communication, the application of these elements are important. All schools, departments, offices, student groups, and auxiliary services, should abide by these standards because they all represent SUNY Potsdam and all benefit from its growth.