Our Brand
What our brand is, why it is important and how to express it.
What is a Brand?
A Brand Is Not Just a Logo or Tagline.
Our Brand is the complete set of perceptions and experiences people associate with the university, from our purpose and values to the tone of our communications and the feel of our spaces. It’s the promise we make — and the reputation we earn by delivering on that promise — over time.
Brands Are Built on Consistency.
As staff, faculty and students, we are brand ambassadors with the responsibility to protect our brand and shape perceptions of the University through the consistency and clarity of our communications.
We Are Brand Ambassadors
We all have an important job. The strength of our brand is realized through cohesive application over time by all of us. Our news of the University's Research and Partnerships, plus branded creative elements communicate our personality and create emotional connections with our audiences while differentiating us from our competitors.
What Makes Us Uniquely Arizona?
Our Positioning Statement
A Positioning Statement is a concise statement that defines a brand's unique value proposition and how it aims to be perceived in the market.
The University of Arizona is the state's first university. The flagship. The land-grant. A highly engaged, world-class research institution with a dynamic student experience.
We are based in Tucson, a culturally rich city in the heart of the Sonoran Desert. Ours is a truly singular environment that enables us to learn, research and create in ways that drive impact across the state, the nation and the world.
We embrace a distinctive spirit of excellence without pretense, a drive to collaborate and co-create that fuels innovation and a shared commitment to meaningful impact. We’re for students, scholars and communities here at home and across the globe who are as approachable as they are ambitious.
When the world calls for the excellence, resolve and tenacity needed to push the boundaries of what’s possible for the greater good, we show up — working to break through any challenge to shape a brighter future, together.
Our Brand Pillars
Brand Pillars focus on what the university delivers, the value it offers, and the characteristics that make it distinct. Collectively, the Pillars tell the story of the university, each its own chapter, and they support the Positioning Statement.
The Brand Portal
Arizona Brand
This portal is your home for all tools needed to express our Arizona brand visually through our:
Personality Traits
Personality Traits give the university a more human touch. They help bring the traits of your brand to life for core constituents and audiences, informing the voice and visual tone of your messaging and creative output.
Digital Asset Library
Additionally, brand standards including design templates and other assets and resources can all be found on the Digital Asset Library.
Brand Campaign
The University of Arizona brand campaign is the external expression of our brand platform. Learn more about our current brand campaign.
Strategic Brand and Marketing Services
The Marketing & Brand Management and Campus Brand Engagement teams work with colleges and units on their strategic positioning. This can include a variety of projects, from creating distinct brand elements or a messaging matrix for your college to guidance on a photo/video shoot or name development for a new or current entity. If you are interested in strengthening this connection or if you have a high-profile or student-facing project you would like strategic assistance with, reach out to Jenna Rutschman (academic units) and Frank Camp (non-academic units).