The Code Calls: Oklahoma State University launches new brand campaign

Friday, November 7, 2025

Media Contact: Mack Burke | Associate Director of Media Relations | 405-744-5540 | mack.burke_iv@okstate.edu

The Cowboy Code invokes OSU values, tradition and the vision that carries it forward

From Stillwater to Tulsa, Okmulgee to Oklahoma City, every campus carries its own rhythm — and together, they form the heartbeat of Oklahoma’s land-grant university. 

Whether it is a freshman walking onto campus for the first time or an alumnus driving back into Stillwater — windows down, memory lane unfolding in real time — memories of orange connections remind us that wherever we are, we are all part of the Cowboy family. Now, The Code Calls campaign is giving that feeling a voice — one that honors where each story begins and the many still being written.

As Oklahoma’s premier land-grant university with a presence in all 77 counties, OSU has been defined by its mission since 1890 — that education should drive opportunity and impact. The Code Calls builds on that legacy by expressing a simple truth: every Cowboy lives by a code — a promise to do what is right, even when it is hard. 

The Code Calls is more than a brand; it is a reflection of the university’s enduring identity and the values that have guided it for over 125 years.

Developed through a systemwide collaboration, The Code Calls campaign is a promise to live the Cowboy Way, lead with humility and turn ambition into action. By bridging OSU’s proud history with the vision and energy of its next generation, The Code Calls unites the entire Cowboy family under a shared belief that purpose, determination and a commitment to others will always define what it means to be part of Oklahoma State University.

“As OSU enters a new era of growth and collaboration across its system, The Code Calls stands as both a reflection of the university’s enduring character and a challenge to carry it forward,” OSU President Jim Hess said. “Because at Oklahoma State University, doing the impossible is not extraordinary — it is routine.”

ANSWER THE CALL. 

The Code Calls will be brought to life through a modern and creative approach that connects OSU’s deep roots with its forward-focused mission. 

The brand platform’s message and visuals highlight themes from the Cowboy Code that have long distinguished OSU from other universities: 

• We dream as big as the sky.
• Being a Cowboy isn’t in our clothes, it’s in our character.
• We stand for what matters, even if we stand alone. 
• We end the day knowing we gave it everything we had.
• We know challenges come with pain, but pain will not win. 
• We have a passion to do what’s right, even when it’s hard.
• We finish what we start.

The campaign will roll out across Oklahoma and beyond, featuring video, print, digital and outdoor storytelling with imagery highlighting real members of the Cowboy family — students, alumni, faculty and partners — captured in authentic moments of purpose and progress. 

With America’s Brightest Orange (Pantone 021) at its core — complemented by bright accents of sky blue, turquoise and marigold — the palette reflects Oklahoma’s famous sunsets, creative spirit and the optimism that defines its people. Together, these colors bring light and warmth to the university’s visual story, representing a new day for a brand grounded in purpose and pride.

Strong typography, cinematic storytelling and vibrant color work together to express the heart of The Code Calls: that the Cowboy Code is not just something to believe in — it is something to live every day.

Together, these elements create a sense of belonging that reflects the character of the university and the communities it serves.

"Oklahoma State University's strength has always come from our people and the values we share," said Megan Horton, OSU associate vice president for brand management. "This brand platform authentically captures the spirit of a community built on grit, character and an unwavering commitment to each other. That’s who we are. The Code Calls isn't just a tagline; it's how we live and share that commitment with the world."