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 Edelman to evaluate and define our brand identity. Included below is an overview of the results of that work.

Our Brand Framework

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

Visualization of the brand framework outlined on this page

Brand Purpose

Boldly taking on the defining issues and great questions of our time.

Brand Promise

A lively, respected academic community where exceptional thinkers and creators challenge assumptions, generate new knowledge, and take action.

Brand Abilities

Expertise Across Fields

Our faculty are driven to remain at the forefront of research, teaching, and clinical practices, creating an exceptional working and learning environment, advancing health, and educating students who will be the leaders, citizens, and workforce of the future.

Excellence at Scale

We are a public research powerhouse with unmatched reach and scale of resources, fueling opportunities and partnerships in myriad disciplines that converge to lead to the betterment of humanity.

Proven Solutions

We leverage our scholarly expertise and vast alumni network by working together with local communities in Michigan and around the globe to develop, test, and implement meaningful contributions for the public good.

Ethos of Inclusion

We build on our long and imperfect history of inclusion by persistently advocating for a fair and just society. We create spaces to invite and engage with diverse voices, and share our collective thoughts and creations with the world.

Energizing Experiences

We thrive by creating great and small moments in classrooms, labs, stages, studios, athletic fields, and living and gathering spaces where collective spirit builds unbreakable bonds and inspires remarkable outcomes.



We act with honesty and take responsibility for our actions.


We act in a way that acknowledges the humanity and contributions of each individual.


We create an environment where all can participate, are invited to contribute, and have a sense of belonging.


We create conditions that provide everyone an opportunity to thrive.


We welcome, acknowledge and appreciate our similarities and differences.


We promote creativity and curiosity to tackle challenges and inspire new ideas.

Brand Personality

The inspired leader, purposefully bringing people together in a spirit of creativity, compassion, and courage to forge bold change.