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The Big Picture

Who are we? What do we do? How do we do it?

Those are the questions at the heart of defining our brand.

It’s more than a logo, a tagline, or a color. These elements, and many more, are crucial to expressing who we are. But they only tell part of the story.

The university’s brand platform is the foundation of our brand. The following principles ground us by keeping us true to ourselves and providing focus for the important work we all do to advance the university’s reputation.



This is the organizing principle for all our communications. “Energy” provides the ultimate filter for telling our stories. No other university is more energetic than UT. No other institution does more to invigorate Tennessee than this university.


Our Mission

As the state’s flagship comprehensive research institution, UT’s primary purpose is to move forward the frontiers of human knowledge and enrich and elevate society.


Our Position

UT embodies the best of our state’s character and potential, fostering unwavering pride, courageous optimism, and fiercely independent thinking in an intellectual community where ambition and civility are not mutually exclusive.


Our Personality

UT is the tireless Volunteer, ready to stand up for what’s right. Every institution, like every person, possesses a distinctive personality. The qualities that the Tennessee Volunteer stands for—initiative, selflessness, compassion, collaboration, civic responsibility, leadership—reference our proud history as Tennessee’s institution of aspiration and opportunity.

pledge3Our Pledge

Together, we’re unstoppable. This is the promise we make to our audiences. UT offers the excitement of being associated with an institution that has incredible momentum. Keeping that momentum strong depends on everyone: We’re as dynamic as the people who invest in us emotionally, intellectually, and philanthropically.

pledge2Our Audiences’ Benefit

I am a force to be reckoned with. This is how people feel when they affiliate with our brand. Respect and competitiveness in the greater world is the key benefit that people seek from the UT brand. Our diplomas open doors; our ideas command attention.