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Our Tagline

Our tagline is an expression of our brand—a short, memorable phrase that is the essence of who we are, what we do, and how we do it.

In a world cluttered with messages, our tagline is a torch for everyone to carry on campus, across the state, and around the world.

Big Orange. Big Ideas.

Orange is more than a color, and we are more than orange. We are Big Orange. Big Orange is not just a cheer heard on game days. It is a rallying cry for a university community built on spirit, pride, and a tradition of excellence.

Ideas result from experiences, and our experiences reach beyond the ordinary. We inspire big ideas, which are more than just pipe dreams. They’re everything from small discoveries to major breakthroughs. Big ideas are the possibilities that exist in everything we do.

Our Tagline in Action

Including the tagline in your communications helps remind your audiences of the university’s brand promise.

Tagline Logo

The tagline logo is a combination of the university logo and our tagline.

This is the primary expression of our tagline and should be used as much as possible to amplify the university’s tagline. Choosing this logo version helps communicate who we are, what we do, and how we do it.


Campaign Graphic

The “Big Orange. Big Ideas.” branding campaign graphic is available for limited use.

The campaign graphic is featured in the footer of the new website templates and in university merchandise designed by the Office of Communications and Marketing.

This graphic is available for use by campus units. Contact Creative Communications for assistance.



Information about how to use the tagline in copy is available in the university’s editorial style guide.

Info IconOther Taglines

“Big Orange. Big Ideas.” is the only tagline approved for use by university entities. Individual units may not alter or add to the university’s tagline or create unique taglines or slogans for themselves.

The flagship campus of the University of Tennessee System and partner in the Tennessee Transfer Pathway.