University Marketing & Communications
Tomorrow’s University Today
AVP, University Marketing
Visual Assets & Guidelines:
Associate Director, Brand & Creative
Senior Manager for Public Relations
Nicole Morry Dierks
Senior Marketing Manager
What is Tomorrow’s University Today?
Launched by President Michael K. Young during his Annual Address on October 18, 2012, Tomorrow’s University Today is a presidential initiative that aims to positively impact communities in the Pacific Northwest and around the globe.
Please note, Tomorrow’s University Today is not a new University tagline.
This initiative focuses on three key areas:
- Turning the UW inside out (PDF) to apply multidisciplinary expertise to:
- K – 12 education and early learning
- Sustainability and clean energy
- Health care and social welfare
- Driving our economic future (PDF)
How do I sum up what the initiative is all about?
Here is an overview:
As a public institution with a 150-plus year history of transforming lives, the University of Washington is committed to addressing the world’s most complex challenges. Our dedication drives us to do everything we can to make a positive impact — in the Pacific Northwest and around the globe.
To broaden and deepen that impact, UW President Michael Young launched Tomorrow’s University Today. This initiative focuses on three key areas: leading change in public higher education; turning the UW inside out to apply expertise to K – 12 education, sustainability, health care, and social welfare; and driving the economy through commercialization of research and job creation.
Learn more at tomorrow.uw.edu
How can I engage with and support this initiative?
Tomorrow’s University Today provides a framework for talking about the University’s goals, focus areas and achievements as we work to address the challenges of the 21st century.
There are many ways for you to incorporate the initiative into your marketing and communication efforts to support public awareness of the platform, including:
- Incorporate the videos on your site and/or marketing materials.
- Share stories and information through your communication channels about how your unit is working to create Tomorrow’s University Today. Leverage the templates to create customized handouts.
- Please share your unit’s programs and efforts with the University Marketing team so these proof points can be added to the website, resources and materials for broader distribution.
- Drive traffic to tomorrow.uw.edu by including the link on your website and marketing materials.
- Notify the Office of the President of speaking opportunities that support the goals of the initiative. Follow the procedures for inviting the president to your event.
- Share one-sheets and other materials with alumni and donors when appropriate.
How is Tomorrow’s University Today represented visually?
A logo/graphic treatment of Tomorrow’s University Today was established to brand the initiative and create a consistent look and feel.
When used as a visual element, the initiative name is formatted in all caps. Punctuation—specifically, a period after ‘University’ and a period after ‘Today’—is used for added emphasis. The visual treatment conveys progress—both in a historical sense and a forward-looking one—through the color variation on the word ‘Today.’
Alterations should not be made to the visual representation.
If you have questions regarding visual assets, contact Gerald McRobbie at firstname.lastname@example.org.
How is Tomorrow’s University Today formatted in text?
When used as a visual element, the Tomorrow’s University Today mark is formatted in all caps and includes specific punctuation and color variation. However, when the initiative name is used in text, please follow these standards:
- Capitalize the first letter of each word only; do not use all caps for the entire initiative name.
- Use italics.
- Omit the periods used in the graphic treatment—there should be no periods unless the initiative name appears at the end of a sentence.
- Do not use different color treatments; the initiative name should appear in the standard font color for the document.
DO: Ensuring the health of our planet is one of the key focus areas President Young recently shared as part of the Tomorrow’s University Today initiative.
DO NOT: Ensuring the health of our planet is one of the key focus areas President Young recently shared as part of the TOMORROW’S UNIVERSITY. TODAY. initiative.
DO NOT: Ensuring the health of our planet is one of the key focus areas President Young recently shared as part of the “TOMORROW’S UNIVERSITY TODAY” initiative.
DO NOT: Ensuring the health of our planet is one of the key focus areas President Young recently shared as part of the Tomorrow’s University Today initiative.
Why are there formatting differences between the visual mark and the text version?
To differentiate this initiative and create a cohesive, easily-recognizable platform, it is important to establish a unique look and feel. The logo/graphic representation of Tomorrow’s University Today achieves this through the use of punctuation, type and color treatment. These elements communicate the initiative’s aspirational nature while making a positive, declarative statement about our impact as a leading research university.
In purely text form, the title is used without periods, all caps or color variation to ensure readability and allow for seamless integration in copy. Italics formatting is used to differentiate the initiative name from other text.
What messaging resources are available?
- Website: tomorrow.uw.edu
- Tomorrow’s University Today overview (PDF)
- Leading change in public higher education (PDF)
- Turning the UW inside out (PDF)
- Driving our economic future (PDF)
What visual assets are available?
The following visual assets are available for incorporation into your marketing and communications materials:
Embed code: <iframe width=”320″ height=”252″ scrolling=”no” src=”http://www.uwtv.org/video/iframe-embed.aspx?mediaid=3955779563″ frameborder=”0″></iframe>
Leading change in public higher education – video includes interviews with:
- Cara Giacomini (Research Manager, UW-IT)
- Linda Martin-Morris (Principal Lecturer, Biology)
- Kevin Mihata (Associate Dean, Educational Programs, College of Arts & Sciences)
- Kenna Patrick (Student, ’12)
- David Szatmary (Vice Provost, UW Educational Outreach)
Embed code: <iframe width=”320″ height=”252″ scrolling=”no” src=”http://www.uwtv.org/video/iframe-embed.aspx?mediaid=3853891937″ frameborder=”0″></iframe>
Turning the UW inside out – video includes interviews with:
- Robin Lake (Director, Center on Reinventing Public Education, UW Bothell)
- Chris Murray (Director, Institute for Health Metrics and Evaluation, Professor of Global Health)
- Tom Stritikus (Dean, College of Education)
Embed code: <iframe width=”320″ height=”252″ scrolling=”no” src=”http://www.uwtv.org/video/iframe-embed.aspx?mediaid=3853891964″ frameborder=”0″></iframe>
- This video gives a glimpse into the UW’s accomplishments and major milestones over the past year. This celebratory video is particularly well suited for alumni, prospective students and other external audiences.
Embed code: <iframe width=”320″ height=”252″ scrolling=”no” src=”http://www.uwtv.org/video/iframe-embed.aspx?mediaid=3853891844″ frameborder=”0″></iframe>
Additional videos will be created and added to the website over time as the initiative progresses.
Contact the University Marketing team if you are interested in a DVD of any of the above videos.
What resources are available for general audiences?
Information, materials and updates for public audiences are housed at tomorrow.uw.edu. This webpage includes background, videos and one-sheets. It will be continually updated as the initiative evolves over time. Please contact University Marketing with examples/proof points relating to the focus areas, your unit’s customized documents and suggested links so we can incorporate these elements into the website, materials and more for broader distribution.