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.
Foundation
The University of Iowa brand is anchored in our mission. 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.
Sincere
genuine
caring
authentic
Dedicated
hardworking
committed
determined
Collaborative
collegial
cooperative
friendly
Trailblazing
forward-looking
visionary
pioneering
Unexpected
surprising
exceptional
distinctive
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
- New and unique experiences
- Hands-on opportunities
- Community and social life
- Employability and return on investment
Graduate students
- Research and scholarship
- Collaboration and interdisciplinary study
- Culture and community life
- Career development
Professional students
- Training and preparation
- People skills
- Return on investment
- Community and social life
Faculty
- Academic excellence
- Great colleagues
- Research and scholarship support
- Campus culture and quality of life
Staff
- Mission and purpose
- Opportunities for advancement and learning
- Collaboration and community
- Benefits-rich workplace
Iowans
- Health science research and patient care
- Educating the state’s professionals
- Research and scholarship that benefits communities
- Academic and athletic success
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.