Brand Framework
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Brand Framework
This strategic framework 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.
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)