Brand The Official University of Utah Brand Guidelines

We draw from the wild essence of our surroundings to energize our willingness to explore, forge new paths and reach new heights.

• Lean into the U’s sense of place — urban, rural, and unmatched in outdoor opportunities — as a unifying strength.
• Sample usage:
  • As we work together, our horizon is limitless.
  • We see peaks as gateways to new possibilities.
  • We aspire to achieve greatness.

Our brand is bold and ambitious, focused on accelerating progress and inspiring groundbreaking ideas that benefit everyone.

• Use strong, active language, while maintaining an optimistic and forward-looking tone.
• Sample usage:
  • We're courageous, not cowardly.
  • We're daring, not diffident.
  • We're bold in action, not restrained in ambition.

We are poised, confident leaders who embrace competing ideas and institutions. Rather than feeling threatened, we uplift the voices, ideas, and successes of those around us. We welcome people from all backgrounds to contribute their ideas and talents, fostering a diverse, interconnected community.

• Communicate in an inviting, open, inclusive style with a warm, supportive, and respectful tone.
• Sample usage:
  • We’re community-centered, not self-focused.
  • We champion progress, not complacency.
  • We build bridges, not walls.

We face challenges head-on, whether it’s through academics, athletics, or groundbreaking research.                                                

• Amplify the U’s sense of grit, resilience and determination across disciplines.
• Sample usage:
  • At the U, tenacity drives breakthroughs.
  • We’re steadfast, not shrinking.
  • We persist and succeed.

Our words are designed to spark action and ignite dreams. We aim to inspire, stirring up hope and motivation in the hearts and minds of our students and community.

• Use vivid, emotive language designed to connect deeply with our audiences.
• Sample usage:
  • We're igniting change, not merely suggesting ideas.
  • We don’t just aim higher, we elevate everything we do.
  • We're driven by possibilities, not bound by limitations.