A Message from the President

Joe DiPietro portrait
The University of Tennessee has four campuses, two statewide institutes, a presence in all 95 counties, and an essential role deep in the fabric of our state.

A consistent, unified brand image is vital in raising the profile of the University of Tennessee’s statewide mission. This Graphic Identity Standards Guide has been created to provide direction in implementing a consistent visual representation throughout all university entities. The goal is to achieve a set of graphic elements that clearly identify each campus and institute as a part of the UT family, which strengthens our visibility, our presence and our message with all constituents.

While the most visible representation of the UT System is the UT icon, the needs of each entity within UT are unique. These standards are intended to create visual messages that are cohesive and in keeping with the University’s overall identity, while allowing for individual distinction.

Our brand identity is a highly valuable asset. Your support and cooperation in its promotion and protection are appreciated.

All the best,

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.