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UniversityMarketing and Communications

Our Brand Personality

Our brand goes beyond simply the stories that we want to tell. It’s also the way we tell them: our attitude and personality as an institution. 

What we say is dictated by our ideas and principles. How we say it is dictated by our personality. Our personality guides how we talk and write for the University. Like the traits that make up a human personality, they are distinctive and enduring and can help to differentiate us. They help to suggest the kind of relationship that we have with our students, our staff, our community, and our partners around the world.

Our Brand Personality is:


We are caring—we are compassionate with each other and with others who are less fortunate than we are. We value the perspectives of others. We have the knowledge to help the world and the determination to act on that knowledge.


We are ethical—we search for Truth with a capital T, we tell the truth. We are trustworthy, have the courage of our convictions, and we’re willing to act on them.


We are creative—we are imaginative, visionary, experimental and open to new ideas. We mix it up. We see the beauty in mathematics and the physics in dance.


We are intelligent—bright, curious, talented. We are critical thinkers. We see connections between disparate things, such as the convergence of innovation and ethical decision making. And we're passionate about sharing new ways of thinking and greater understanding.


We are bold—We have accomplished great things and know we will continue to do so in the future. We are experts and authorities. We know about things and are enthusiastic about sharing this knowledge. What we don’t mean–we aren’t the kind of people who celebrate in the end zone because we have been there before. We expect to be there again. We don’t brag.