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Ever better starts here

Brand Strategy

Our brand strategy brings clarity to who we are, why we matter, and how we connect with the world. It guides every message and every experience so the URochester story feels authentic, consistent, and unmistakably ours.

Strategy Overview

The URochester brand strategy is more than guidelines on a page. It reflects our spirit: wondrous, bright, connective, and human. Together, the elements of our framework ensure that what we say and how we look align with our purpose to make the world ever better.

A group of University of Rochester students sitting on the grass, engaged in conversation and enjoying the outdoors.

Purpose

URochester’s purpose is clear and powerful:

to make the world ever better.

This purpose crystallizes our reason for being and inspires how we teach, research, create, and serve. It is both timeless and forward-looking, reminding us that every discovery, every connection, and every act of service should contribute to progress.

Pillars

Our four pillars define our strengths and help us stand out as a world-leading research university. Together, they reflect how URochester moves the world forward.

Rigorous
wonder

sparks curiosity and creativity to fuel discovery.

Grounded
brilliance

strives for greatness while staying rooted and real.

Dynamic
connections

link people to their passions, pursuits, and one another.

Human-centered
innovation

advances science and technology to better humanity.

Personality

Our personality guides how the brand sounds and feels in every interaction. It ensures our voice is consistent and true to who we are.

Wondrous

curious and adventurous, never unfocused or impractical.

Bright

illuminating paths to possibility, never overwhelming or overanalytical.

Connective

energizing and responsive, never frenetic or distracting.

Human

purposeful and driven, never unbending or self-righteous.

Three University of Rochester students pose in front of the Capitol building, showcasing their school spirit and civic engagement.

Promise

Our brand promise captures who we are and what we stand for:

Ever wonder. Ever better.

This promise unites our purpose, pillars, and personality into a single expression of what makes URochester distinct. It is both an invitation and a commitment, showing how curiosity and creativity connect to fuel discoveries that make our lives and the future better.

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Messaging Strategy

See how the URochester brand comes to life through our verbal identity and written communications. Our messaging strategy brings clarity and amplifies what we stand for, how we’re different and why audiences should engage with us.

Explore messaging strategy