Branding effort aims to create 'compelling' campus identity

A brand identity campaign aimed at positioning UMass Amherst as a competitive public research university and the flagship of the Commonwealth has been developed by University Relations.

The initiative, according to Chancellor Robert C. Holub, incorporates messages, images, symbols and stories that reflect the quality of the campus’s faculty and students. Based on extensive research on the public perceptions of UMass Amherst, he said, themes were created that address misconceptions about the campus and emphasize institutional strengths.

“This research yielded a clear message: while our image has improved in recent years, the University of Massachusetts Amherst is not yet perceived as the academically strong institution which we know it to be,” said Holub in a Jan. 21 broadcast e-mail to faculty and staff. “We must, then, resoundingly and consistently deliver the message that we have world-renowned faculty who are conducting cutting-edge research, and teaching the brightest students in our history.”

The brand identity focuses on five themes: smart, wide open, real, entrepreneurial and maroon. “Smart” emphasizes the high caliber of the student body and the quality of the faculty, while “wide open” focuses on accessibility, diversity and the power of education to transform lives. “Real” highlights how campus teaching and research contributes to the state economy and helps improve society. The “entrepreneurial” theme touches on cutting-edge research and the creation of new knowledge. “Maroon” incorporates the campus’s pride in its athletic teams, alumni achievements and the academic and co-curricular programs that shape the student experience.

The messages of the brand identity are fleshed out on a new website, www.umass.edu/next,” developed by University Relations staff. The site also includes “Points of Pride” related to the five brand themes, information on University Relations services, an image library and an “elevator speech” that briefly describes the virtues of UMass Amherst.

“While the primary emphasis for this branding identity is student recruitment, the effort extends to our other constituencies as well, including faculty recruitment, donors, alumni, legislators and the public,” said Holub in his e-mail message. “In the coming months, University Relations will continue working with schools, colleges and departments on consistent messaging and presentation of UMass Amherst.”

On a related note, the chancellor also announced that staff from Outreach Communications and Technology are moving under University Relations. The organizational shift was recommended by the Task Force on Outreach and Extension.

“Together, this team of professionals will provide even more support for building a clear and compelling identity for UMass Amherst following these same guidelines shared today,” said Holub. “In addition, this expanded organization will allow for additional services to the campus and ensure that all major communication efforts are closely connected, thereby making them even more powerful.”

More Information

Branding identity website

Read the chancellor's message

January 21, 2010.

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