Verbal identity
Messaging
From shorthand to speeches, our shared language helps us tell the University of Rochester story with clarity, consistency, and purpose.
Our words help bring the University of Rochester brand to life. As part of our verbal identity, we have developed a comprehensive Messaging Toolkit that provides content strategy and guidance for naming conventions, common communications and audience-specific templates. Below is a sampling of our universal messaging guidelines that help to ensure our communications are clear, consistent and purposeful.
For detailed guidance, please contact the University Marketing & Communications Brand Strategy team.
Our full name is University of Rochester. Always use this on first reference (with “the” before it in copy), especially in formal contexts.
Our preferred shorthand is URochester — a concise, approachable alternative that maintains the strength of the brand. Use it after the first reference or when the full name is already visible in a logo or lockup.
Messaging guided by our brand strategy highlights key ideas we want to share consistently. These messages clarify our purpose, approach, and impact while helping us speak with one voice across audiences and channels.
When you need to quickly introduce the University — at a conference, in conversation, or in other informal settings — use the following approved language.
If you have a minute:
“As a world-leading research institution, the University of Rochester is where curiosity and creativity connect to spark wonder in us all.”
A little longer:
“From humanities to health care, business to education, and music to engineering, we advance ideas across disciplines to move people forward.”
Even more:
“Together, we keep asking big questions and seeking bold solutions—fueling discoveries that make our lives, and the future, ever better.”
For press releases, fact sheets, and other written communications, use the official boilerplate:
“As a world-leading research institution, the University of Rochester connects creative problem-solvers across disciplines to drive transformational discoveries. From humanities to health care, business to education, and music to engineering, we accelerate innovation and impact. Together, we pursue breakthroughs that make our lives—and the future—ever better. Learn more at rochester.edu.”
When space is very limited — such as in social media bios or compact promotional materials — use the one-liner:
“The University of Rochester is where curiosity and creativity connect to make our world ever better.”
For questions about grammar, punctuation, word usage, and tone, please refer to the Editorial Style Guide.
It provides detailed direction for written communications to ensure consistency across URochester.
Up next
Visual Identity
See how the URochester brand comes to life through our visual identity, including our logos, fonts, colors, graphic elements, photography style and more.