About Our Brand

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? Our brand supports and reflects the university’s mission:

To serve the people of Michigan and the world through preeminence in creating, communicating, preserving and applying knowledge, art and academic values, and in developing leaders and citizens who will challenge the present and enrich the future.

Our brand pillars and positioning

All enduring brands periodically conduct research in order to gain insights to strengthen their overall positioning. The University of Michigan partnered with Maguire Associates to evaluate and define our brand identity. Included below is an overview of the results of that work.

Venn diagram of three circles intersecting: Academic Prestige, Public Ethos, and History, Tradition and Culture at University of Michigan

Public Ethos

A commitment to diversity, social equity and investment for the common good in the state, the nation and around the globe.

Academic Prestige

The University of Michigan, consistently ranked as one fo the best universities in the world, is a world-class institution comprising elite faculty and students.

History, Tradition & Culture

Our university has a storied history and a 200-year tradition of educating tomorrow’s leader and innovators.

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.

Greek portico representing U-M's Brand House
Click the image to view the PDF of our Brand House.