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Our Messages

An important part of communicating our brand is sharing our stories.

Our best stories illustrate the energy and passion found on our campus and among students, faculty, staff, alumni, and the community.

Think of the following messages as the five key stories that UT tells to the world. Each message provides a framework of facts and features, articulates an institutional culture, and “connects the dots” across the institution. Use these key messages as a guide when formulating specific messages for your audience.

Core Message

Ayres Hall

BIG ORANGE. BIG IDEAS. Energy is a visible force at UT. It drives everyone, from our high-caliber students and faculty to our fired-up game day fans. It’s everywhere, from our ever-growing campus to our footprints across the globe. We are the state’s flagship institution, but the power of today’s UT reverberates beyond Tennessee’s borders. We’re pushing to the forefront of the twenty-first century with fresh, creative thinking in a variety of fields, including our world-renowned supply chain management program, our highly ranked printmaking curriculum, and our breakthroughs in energy sciences. Energy is in everything we do and in everything we are. Our Big Orange spirit ignites us. Our big ideas make us unstoppable.

Leadership Message

Professor Instructing a Student

BIG LEADERS. On the court and in the classroom, behind the scenes and above the fray, leaders thrive at UT. Their names may grace a building or simply a syllabus. They may be national championship coaches or professors talking one-on-one with students. They don’t lead for the glory—they lead for the results. They want what is best for our university, our students, and our state by solving problems, expanding horizons, and creating jobs. Leaders at UT follow our Torchbearer’s creed: “One that beareth the torch shadoweth oneself to give light to others.”

Discovery Message

Professor Instructing Lab Students

BIG DISCOVERY. Bold ideas and new breakthroughs are brought to life at UT. Thanks to our continued relationship with ORNL, UT is one of only a few universities partnered with a national laboratory. We enjoy a similar partnership with the Y-12 National Security Complex, and our faculty and students reap the benefits of forensic research opportunities at the world-renowned “Body Farm” and access to two of the world’s fastest supercomputers. UT is where world-class researchers, brilliant students, and corporate and government investors come to make the next big discoveries. UT is where the future begins.

Legacy Message

Pride of the Southland Band
BIG LEGACY. Tradition is a vital part of UT culture, whether we’re making the long climb up the Hill to Ayres Hall or listening to Smokey howl in tune with the Pride of the Southland Band’s performance of “Rocky Top.” We give our students and alumni a home away from home, and we’re making a better tomorrow through our environmental initiatives and promotion of civility and community on campus. We want students of all generations to look with pride at the discoveries unfolding on our campus and the timeless traditions shared by our alumni. A UT degree should speak volumes—in any language—about our graduates’ exceptional abilities and their preparation to become the leaders of the future.

Undergraduate Message

Undergraduates on Campus

BIG EXPERIENCE. The classroom is just the beginning. We believe education is about more than lectures and exams. Our students enjoy an entire experience at a big campus where they never feel small. They learn about UT traditions at Torch Night and explore the world around them through service and study abroad. They cover the Rock with a fresh coat of painted messages and work side by side with professors who are experts in their field. UT students are among the best and brightest undergraduates in the nation, and we’re here to make sure they’re successful. We know our students have the potential to change the world, and we empower them to do just that.