What is a brand?

A brand is not a logo. An organization’s brand is its personality—it’s what people associate with or expect from an organization. Successful brands are built on core truths that define and distinguish organizations. A well-designed brand personality can be seen in everything the University does.

Brand Messaging

The University of Tennessee is comprised of campuses at Knoxville, Chattanooga, and Martin, the Health Science Center at Memphis, and the statewide Institute of Agriculture and Institute for Public Service. The University of Tennessee System has a presence in each of Tennessee’s 95 counties. Through the combined force of its education, research and outreach, the University serves students, business and industry, schools, governments, organizations and citizens throughout the state.

UT Brand Promise

The University of Tennessee provides the state with high-level expertise in a vast range of fields. It recruits, retains and graduates Tennessee’s very best students. It enables research, sustainable development and economic enterprise. And through all of these, UT expands networks that share knowledge that increasingly fuels our economy and way of life.

The University of Tennessee System is committed to:

  • Advancing Public Health
  • Driving Tennessee’s Economy
  • Technology and Discovery Leadership
  • Developing expertise to solve critical problems
  • Providing quality and affordable education for all
  • Cultivating community and leadership development

UT Brand Attributes

  • Accessible
  • Accomplished
  • Diverse
  • Exceptional
  • Influential
  • Proud
  • Valuable


Our office has created the following resources for writing, designing and communicating in a consistent voice through many channels.