Brand Identity & Visual Standards

Guidelines for creating UofL-branded marketing materials and websites

Brand Framework

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.


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.

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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.
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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)
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Communications & Marketing

University of Louisville

2323 S. Brook St.

Louisville, KY 40208

(502) 852-6171