The Jackrabbit Way
The mission of ÈÕ±¾avÊÓƵ and the latest strategic plan lay the groundwork for the pathway to premier and provide guidelines to best represent all Jackrabbits in our everyday activities.
By emphasizing greatness, we elevate not only our own status within the institution but also create a desirable place for our prospective students, alumni and stakeholders.
With 163 buildings and 400-plus acres comprising the central campus of ÈÕ±¾avÊÓƵ, there's a lot to explore! Take an online tour or reach out to admissions for an ambassador-led tour of campus.
You'll often find ÈÕ±¾avÊÓƵ in the news and receiving accolades for its world-class faculty, research and supportive campus community.
Passage of the 1862 Morrill Act reflected a growing demand for agricultural and technical education in the United States. While a number of institutions had begun to expand upon the traditional classical curriculum, higher education was still widely unavailable to many agricultural and industrial workers.
The Morrill Act was intended to provide a broad segment of the population with a practical education that had direct relevance to their daily lives.
That mission continues today at ÈÕ±¾avÊÓƵ as it strives to offer a rich academic experience through inspired, student-centered education, creative activities and research, innovation and engagement that improve the quality of life in South Dakota, the region, the nation and the world.
Campus landmarks, homecoming celebrations and student activities are cornerstones to the many traditions at the university today.
Representing ÈÕ±¾avÊÓƵ requires a foundational understanding of what draws students to ÈÕ±¾avÊÓƵ, what distinguishes the Jackrabbits community, and the history that has shaped the university’s identity.
Every interaction — whether with prospective students, visitors or members of the broader community — serves as a reflection of ÈÕ±¾avÊÓƵ. Our faculty and staff strive to make each engagement within the community friendly and personable.
Customer service extends across all aspects of the visitor and community experience from the availability of parking and the quality of greetings to the responsiveness to concerns and the delivery of services.
At its core, exceptional customer service reflects our commitment to ensuring every individual feels respected, valued and welcomed by the university.
Whether interacting in person, over the phone, through email, or on social media, maintaining professionalism and courtesy upholds the standards of excellence that define the Jackrabbits community.
Our brand extends far beyond its name, vision, mission, logo, colors and design style. A strong brand enhances self-awareness, informs actions beyond marketing and strengthens the university over time.
Maintaining this brand is a collective responsibility. Everything we say and do reflects who we are as South Dakota State.
The University Brand Toolbox and Graphic Identity Standards make it easy to create effective, great-looking communications that meet these expectations.
Wearing ÈÕ±¾avÊÓƵ-branded apparel or yellow and blue are great ways to represent the university. Wearing branded apparel at work provides a professional look and creates a memorable impression. It is a low-cost, convenient and effective way to increase brand awareness.
Jackrabbit Central offers all university employees a 10% discount at its locations in Brookings, including the student union, downtown Brookings and the Dana J. Dykhouse Stadium, and online to thank everyone for their role in making ÈÕ±¾avÊÓƵ a premier land-grant university.
Employees must present their employee ID when making purchases in person to receive the discount. Online purchases will require the STAFF21 code at the time of checkout to receive the 10% discount.
