Positioning and Pillars

The University of Texas at Austin


Positioning Statement

Our positioning statement informs how we think about the university and helps shape our communications.

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



Brand Pillars

Think of our brand pillars as our action plan. They are the essence of what we do and how we tell our stories. At The University of Texas at Austin, we:

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.
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.
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.
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.