Brand Messaging

The University of Texas at Austin needs a consistent, powerful brand that clearly communicates the university’s distinctive qualities and strengths in order to attract top faculty, students, staff, donor dollars and public support.

Our core brand messaging is based around three components:

  • our What Starts Here Changes the World motto
  • our positioning statement
  • our four supporting messages

These elements help frame the work of the university. They remind our constituencies, who may not regularly engage with the university, why the university is an important and relevant part of their lives. Through the consistent use of these messages, the university will make it more likely that our constituencies will understand and support our mission.

These key messages should form the basis of your communications. The positioning statement and key messages can be used as a foundation for framing your content.

Our Motto

“What Starts Here Changes The World”

The University of Texas at Austin can and should be known as the best public university in the nation. Our tagline is a rallying cry to the Longhorn Nation.

Positioning Statement

The University of Texas at Austin, a community driven by a culture of excellence, combines scholarship, scale, and the Texas spirit to create a powerful engine for advancing society.

Supporting messages provide focus and framework:

  1. Lead
    UT has a vision to be the best public research university in America and is leading the effort to transform higher education for students of Texas and the world.
  2. Engage
    Our people—students, alumni, friends, faculty, and staff—are engaged like no university community in the world with a passion for making the world a better place.
  3. Innovate
    UT is at the center of one of the world’s fastest-growing entrepreneurial centers in Austin, Texas, driving innovation through creativity and critical thinking.
  4. Make an Impact
    The university’s unmatched scope and scale combine to make the greatest impact on issues, people and events that are changing the world.