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.
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.
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:
Both smart and sunny, we engage our steadfast in our intellectual pursuits; but without being intimidating.
We are enthusiastic and lively in our approach—our excitement is contagious
The only way the world becomes a better place is by everyone having a mindset that believes good is possible.
Between our campus and “Bear Down!”, we know how to get someone’s attention and hold it – without being boastful.
We believe all channels should be open and pathways should be explored. This is a place that is welcoming and warm.
We are world-class without being stuck-up, approachably top-notch, intriguingly excellent.