UW Brand
Brand tenets
Rooted in our personality traits, our tenets celebrate the beliefs and perspectives that unite us. They are a set of principles or values that define the UW just as much as the people who choose to come here. The tenets are also a tool for bringing a bold, consistent message to the UW brand story.
The tenets below reflect our collective mindset: Together, we are boundless.
- Undaunted
- We > Me
- Dare to Do
- Be the First
- Question the Answer
- Passion Never Rests
- Be A World of Good
- Together We Will
How should a tenet be used?
Here are some of the possible ways to apply a brand tenet in your messaging:
- A big, bold, front-and-center headline that is the driving force behind a story or message, such as a poster, T-shirt or image shared on social media. (See the visual guidelines for examples.)
- A headline or subhead in copy. (See the sample copy in the brand pillars section.)
- Infused in copy thematically rather than using the tenet phrasing directly.