Section Title

Brand Standards

Brand Strategy

United we brand

Branding is about much more than the proper use of a logo or a color. It’s about consistent communication. About achieving a common look and feel. About speaking with one voice.

Our mission

Why is branding so important? It’s an outgrowth of our mission. It reflects the academic preeminence, core values, and dedication to leadership that form the fabric of our heritage. Read the University of Michigan's mission statement.

Our Brand Pillars and positioning

All enduring brands periodically conduct research in order to gain new insights, using those insights to strengthen the brand’s positioning. The University of Michigan recently conducted such an exercise of our brand with Maguire Associates. Here is an overview of what that research yielded. 



Our value proposition

A public powerhouse grounded in academic excellence and integrity that is leading meaningful change.

Our brand character

  • Intelligent
  • Driven
  • Creative
  • Global
  • Diverse
  • Spirited
  • Generous

Our key differentiators

  • Academic Excellence
  • Global Engagement
  • Strong School Spirit
  • Focus on Diversity and Social Equity
  • Strong Alumni Network



Our Brand House

See how all these elements come together to build
the University of Michigan brand.

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