• Strategy
• Brand Positioning
• Brand Framework

This strategic framework (PDF) inspires what we do, what we say and how we say it. It helps us communicate in a consistent voice and allows us to differentiate the university and create meaningful connections with our audiences. The organizational elements that guide UofL’s success — our vision, mission and Cardinal Principles — are the foundation upon which our brand framework is constructed.

Positioning

Succinct description of our brand benefit to audiences; aligns to vision and mission

UofL is a vital ecosystem that creates thriving futures for students, our community and society.

Pillars

Primary message points that support our positioning and highlight our competitive advantages

Redefining Student Success

We invest in the whole student to unleash their potential and prepare them for the careers, workplaces and complex challenges of tomorrow.

Research & Innovation Powerhouse

We create and apply knowledge that improves lives.

Premier Metropolitan University

We are dynamically connected to our local and global community.

Personality

Characteristics rooted in our core value of vitality that define how we look, feel and act

• Resilient (persevering, strong)
• Welcoming (inclusive, accessible)
• Dynamic (multi-faceted, energetic)
• Innovative (entrepreneurial, leading)
• Passionate (driven, spirited)
• Real (grounded, genuine)