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The Brand

BRAND PLATFORM 

Our brand platform is internal, to be read and digested before you create or communicate. You’ll also notice that these ideas tie directly to our University purpose and values. Use these tools as inspiration whenever you need to connect with the feeling of our brand.

What makes us uniquely Arizona?

At the University of Arizona, we’re empowered by imagination and focused resolve to expand impact potential. Our unique selling proposition is that imagination drives resolve. We embody the idea that the impossible is possible. It’s at the core of how we approach everything from our students to our state and ultimately drives us to explore and innovate. We aren’t just committing to, we’re promising to actively engage and cultivate thoughtfully disruptive solutions.

 

 



THESE IDEAS ARE
BASED ON CERTAIN
FOUNDATIONAL BLOCKS:

Limitless Possibility

Driving Force of Universal Change

Purposeful Research

Power of Perspectives

“Bear Down!”


 

BRAND VOICE 

The Arizona brand is about empowering our imagination. It should always feel inspiring, human and tap into our desire to explore along with our drive to innovate. Using our brand tone as our guide, our language should echo that spirit to create, to reach for the stars and lead us to extraordinary places we never even knew were places.

Tone
The positioning statement is complimented by six words describing the character and personality of the Arizona brand. The tone will shift depending on our audience, but all brand communications—from social media posts and websites to printed materials–should use the following words as a guide:

 

BRIGHT

Both smart and sunny, we engage our steadfast in our intellectual pursuits; but without being intimidating.

EXUBERANT

We are enthusiastic and lively in our approach—our excitement is contagious

ALTRUISTIC

The only way the world becomes a better place is by everyone having a mindset that believes good is possible.

CAPTIVATING

Between our campus and “Bear Down!”, we know how to get someone’s attention and hold it – without being boastful.

COMPASSIONATE

We believe all channels should be open and pathways should be explored. This is a place that is welcoming and warm.

PRIME

We are world-class without being stuck-up, approachably top-notch, intriguingly excellent.

 

APPLYING THE BRAND

Logo  Colors  Typography  Photography  Web  Social Media  Video

Contact Marketing & Brand Management

We are excited to partner with you to advance the Arizona brand, purpose and values.

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