UF Brand Guidelines​

Created by Irene Martin, Modified on Wed, 12 Oct 2022 at 11:04 AM by Irene Martin

A brand is not a logo or a tagline or an ad campaign that changes as trends change. A brand is earned. It is the cumulative result o f how others have interacted with us and every experience, impression, and interaction made by or with our institution. It’s intended to tell the story of the University of Findlay to a variety of audiences in a powerful way that—ultimately—will resonate with them.

Why is it so important for us to articulate the Findlay brand?

Communicating a clear and compelling brand helps people associate the Findlay name with academic excellence, transformative experiences and a supportive community.

Our Mission

The University of Findlay exists to help individuals find the path to a meaningful life and productive career. This is our mission. This is the foundation upon which everything else is built. 

Our Vision 

The University of Findlay will become a leading Midwestern university characterized by these core values (watch phrases):

Heartland Community 

In a university founded on the principles of personal faith, civic-mindedness and scholarly achievement, we will advance our commitment to the personal attention essential to the development of our students as whole persons—knowledgeable, creative, ethical and compassionate leaders in a global environment. 

Diverse Perspectives 

We will achieve a productive balance between innovative and time-tested approaches and programs in professional preparation, the liberal arts, and the natural sciences. We will embrace professional, cultural and intellectual diversity that will distinguish our programs from those of other comprehensive institutions of higher education. We will model civil discourse. 

Transformative Experiences 

We will leverage our location, size, and values to provide experiential learning for students in every program of study.

Brand Promise Statement

The University of Findlay cultivates the potential within each student through academic excellence, transformative experiences and a supportive community that is grounded in the Christian faith.

Academic Excellence

The strength of the academic experience is the most important attribute in the University’s brand. As a private school, high-quality academics is an expectation.

Transformative Experiences

The Arch Ceremony symbolizes transformative experiences at UF. Students enter through the Arch as freshmen and they are welcomed by the faculty and staff who will guide them down the path to a meaningful life and productive career. When they march back through the Arch at Commencement they have been transformed into more knowledgeable, confident, service-oriented and informed individuals.

Supportive Community

The caring, family environment has been a constant of the student experience at Findlay, regardless of if they attended here in the 1950’s or if they are sitting in classrooms today.

Brand Distinctive

Experiential learning is distinctive to the UF Experience. At Findlay, we believe in helping students find their calling through meaningful experiences, both in and outside of the classroom.

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