University of Illinois System
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About Our Brand 

What is a brand?

A brand is often defined by a unique name or logo or colors. But a brand is much more than that. It’s the collection of feelings and thoughts in the hearts and minds of consumers when they think of your business or product. It’s what makes a product or organization unique, purposeful, and meaningful to individuals who experience it.

What is the University of Illinois System brand?

A comprehensive university system with a brilliant legacy, world-class research programs, and a penchant for consistently exceeding expectations, the University of Illinois System is powered by three universities, fueled by millions of individuals, and is making an unimaginable impact on the world.

Brand Positioning

Where essential and extraordinary meet.

The University of Illinois System uniquely joins the essential with the extraordinary in a variety of ways:

  • Proactively adjusting to meet the needs that define a world-class education system
  • Expertly engaging with each university and the world around us
  • Empowering students to reach their fullest potential
  • Tackling the greatest problems and opportunities to improve lives

Brand Attributes

  • Hard-working
  • Inspired
  • Curious
  • Dedicated
  • Ambitious
  • Compassionate

Brand Essence & Theme

Altogether Extraordinary

What is it?

This theme is a platform for storytelling that’s intended to be broad and flexible so it can support the wide variety of stories we can share. It is also used as a tagline, a title, or payoff language in marketing copy. It is meant to motivate audiences to support the U of I System.

What does it mean?

Altogether Extraordinary . . .

  • says that as a comprehensive collection of premier universities, we make a worldwide impact
  • speaks to our commitment to opportunity and possibility
  • recognizes the growth and capability that the universities bring to the table individually and as a system
  • reinforces our prowess and our ability to identify and deliver what’s needed next in education

Why is a consistent brand so important?

Our brand is about who the University of Illinois System is in the eyes of the students, parents, alumni, and the public. Their perception of us is guided and shaped by every interaction and piece of communication we share, so consistency is key. Use this style guide as a tool to help stay aligned with our brand identity and keep it strong using a clear, unified voice.