Brand platform

The brand platform is the strategic foundation of our institutional narrative, articulating both our identity—who we are—as well as our aspiration, and what we want to be known for.

Download Iowa brand brief

Foundation

The University of Iowa brand is anchored in our mission, vision, and core values. Day in and day out, we deliver life-changing experiences in education, research and scholarship, athletics, the arts, and health care.

Brand attributes

These characteristics describe the personality of our institution in a way that is consistent and believable because they were distilled from the input of thousands of Iowa students, faculty, staff, and alumni. Use these attributes in your communication and storytelling to connect with your audiences emotionally and build familiarity and trust.

Cheerleading team waving at the childrens hospital

Sincere

genuine
caring
authentic
student teacher reading to children

Dedicated

hardworking
committed
determined
Engineering students working together

Collaborative

collegial
cooperative
friendly
writers workshop students readinng

Trailblazing

forward-looking
visionary
pioneering
musical chemistry performance

Unexpected

surprising
exceptional
distinctive
Columns of Old Capitol Building

Brand claim

Iowa’s excellence in writing and communication gives all our students and faculty an advantage, regardless of major or discipline, no matter what they pursue.
 

Key audiences

The University of Iowa as a leading research institution engages many constituencies through its mission. The following are our key external audiences, along with aspects of our mission we know they value, which we should emphasize and highlight in our communications.

Undergraduate students in a dorm

Undergraduate students

  • New and unique experiences
  • Hands-on opportunities
  • Community and social life
  • Employability and return on investment
Instructor seated and conversing with students

Graduate students

  • Research and scholarship
  • Collaboration and interdisciplinary study
  • Culture and community life
  • Career development
Pharmacy Internship

Professional students

  • Training and preparation
  • People skills
  • Return on investment
  • Community and social life
Professor with students in class

Faculty

  • Academic excellence
  • Great colleagues
  • Research and scholarship support
  • Campus culture and quality of life
Staff member in office

Staff

  • Mission and purpose
  • Opportunities for advancement and learning
  • Collaboration and community
  • Benefits-rich workplace
Fans at Kinnick waving to the UI Children's hospital

Iowans

  • Health science research and patient care
  • Educating the state’s professionals
  • Research and scholarship that benefits communities
  • Academic and athletic success
Graduates huddled in a group

Alumni

  • Celebrating the success of Iowa graduates
  • Belonging to the Hawkeye family
  • Staying connected to Iowa
  • Helping other Hawkeyes

Brand promise

Our brand promise is the pledge we make to potential students at the broadest level. Using this language or this structure can help define your program’s unique value proposition to your target audience.

Only the University of Iowa delivers the opportunities of a Big Ten education in America’s most inviting college town, preparing Hawkeyes to work hard together and write new chapters of exploration, discovery, and engagement.