Brand messaging

On-brand statement

The UW on-brand statement is designed to help position the University of Washington as a world-class university and elevate the University’s brand. The on-brand statement can be used in a variety of UW communications including press releases (as a boilerplate), or as introductory or “did you know” text in fact sheets, newsletters or other communications. Two versions are available for use by all UW units: an on-brand statement designed for use in communications targeted at local and regional audiences, and one designed for communications targeted toward a broader national/international audience. The difference is that the regional on-brand statement identifies the UW as a uniquely Northwest institution, a message that would hold little value to a more national or international audience that has little familiarity with the university or the Northwest in general.

National/International

The University of Washington is one of the world’s preeminent, top-ranked universities and a recognized leader in educating the next generation of leaders, thinkers and doers. A multi-campus institution comprising UW Seattle, UW Tacoma and UW Bothell, as well as a world-class academic medical center, the UW is a focal point of the Puget Sound region’s intellectual and cultural life and a key contributor to Washington’s increasingly global reputation as a center of innovation and change. Driven to lead by successfully integrating the full assets of the university and its rich environs to address key issues of pressing human concern, the students and faculty at the UW are making a lasting difference around the world. For more information, visit www.washington.edu.

Local/Regional

The University of Washington is one of the world’s preeminent universities and a recognized leader in educating the next generation of leaders, thinkers and doers. A multi-campus institution comprising UW Seattle, UW Tacoma and UW Bothell, as well as a world-class academic medical center, the UW is a focal point of the Puget Sound region’s intellectual and cultural life and a key contributor to Washington’s increasingly global reputation as a center of innovation and change. A progressive and quintessentially Northwest institution with a uniquely innovative and creative culture, the UW is driven to lead by successfully integrating the full assets of the university and its rich environs to address key issues of pressing human concern that make a lasting difference in the Northwest and around the world. For more information, visit http://www.washington.edu.

Talking points

Talking points have been developed to assist UW leadership, communicators, fundraisers and other staff in talking about the UW through the lens of the brand. The talking points can be used directly as provided or can be modified for a specific audience or communications need like a speech or a one-sheet for meetings.

There are two sets of talking points the first pertaining to the University of Washington, in general, and the second focused on the currently identified Spotlight Opportunities. The first helps UW representatives verbally enunciate the concept behind the brand positioning and the idea of The Washington Way. The Spotlight Opportunities talking points give UW representatives general language that helps explain four areas of strength at the UW that will help build the UW’s reputation.

General university talking points

  • The University of Washington is one of the world’s preeminent universities and a recognized leader in educating the next generation of thinkers, doers and leaders. We are a progressive and quintessentially Northwest institution, and we continue to shape—and in turn are shaped by—the uniquely innovative and creative culture of our region.
  • The UW is pragmatic and discovery-oriented. We have unmatched research capabilities, unparalleled business and community partnerships, a highly committed faculty and staff, and our region’s most talented and engaged students. Our collaborative, multi-disciplinary approach allows us to translate discoveries into better answers for mankind’s most pressing problems. This is the Washington Way.
  • The Washington Way describes the culture of the UW. It embodies our progressive, forward-thinking nature and our emphasis on achievement that is built on tradition. The Washington Way represents our spirit of discovery that sets us apart from other major universities—our Northwest roots, and the entrepreneurial energy found here.
  • The Washington Way is not simply the UW Way. These words describe the progressive, open-minded values we share with our region and our collective appetite for innovations and ideas that contribute to a greater good that reaches far beyond the Northwest.

Spotlight opportunities talking points

Creating future generations of global citizens

Of all the ways our university influences the future, none are more profound or more important than educating the next generation of thinkers, doers and leaders. Our wide range of educational opportunities—both in and out of the classroom—enable UW students to expand their world views and better understand their responsibilities as members of an increasingly interconnected and global society.

Healthy lives, here and around the globe

Discovery and innovation at the UW are dramatically improving the health and well-being of people here and around the globe. Our interdisciplinary approach to research advances education, health care and policy, enhances our ability to translate knowledge into real-world solutions, and supports healthier living for people around the world.

Sustainability of the Earth

The UW’s broad range of expertise and capabilities is bringing new insights into the ways environments and society influence one another. By driving new research, creating new knowledge, and fostering strategic partnerships with scientific, policy and business leaders, we are contributing to new ideas and new solutions that can better preserve and even improve our natural and created environments.

Innovation serving society

Today, the need for ever more imaginative and efficient technologies to improve social welfare is paramount to a better future for all. By educating a new generation of thinkers and doers, leveraging our own expertise in design, research and development, and commercialization, and partnering with other leading organizations, we are driving new ideas and innovations that make the world a better place.

For more on communicating about the University of Washington through the brand style and standards, view the University Brand Guidelines.

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