University Marketing and Communications

The Power To Do
Strong Brand Alignment

Launched in July 2024, The Power To Do brand brings together the academic and healthcare operations at The University of Toledo under the same marketing framework for the first time since UToledo merged with the former Medical College of Ohio.

The Power To Do emphasizes UToledo's transformational impact in education and healthcare for students, patients and the community. It highlights UToledo's determined students, resilient patients, caring faculty and compassionate providers. This is a people-first brand. The power of UToledo's teaching, research and care is illustrated primarily through stories that emphasize bold action that turn opportunities into reality. The University of Toledo is shaping the next generation of doers — those who dare to do what others only dream.

Brand Attributes

UToledo's brand attributes define the feel of The Power To Do brand campaign. They are both authentic and aspirational, and are informed by research and feedback from the University community, including students, patients, faculty, staff and alumni.

Our core value: Resolve

Brand values are like the foundation of a home. They provide the structural support on which brand messaging is built. UToledo's brand is built on the core value of resolve.

• A determination to find solutions and accomplish a goal.
• An inner source of energy and catalyst to success.
• Connected with hard work, perseverance, growth and transformation.
• Infused with opportunity and an antidote to stagnation.

Brand Pillars

The University and UToledo Health are supported by several key pillars:

• Activating Potential: The University of Toledo has an exceptional aptitude for unlocking and fostering the potential in its people, leading to powerful stories of achievement.
• Future-Focused Opportunities: As a STEM-H strong public research institution, UToledo offers future-oriented programs, experiential opportunities and thoughtful support for successful outcomes.
• Interconnected Impact With Our Community: The University's academic operation unlocks unique strength through fusion with UToledo Health's clinical care. The academic and healthcare enterprise are united with our community, forming mutually beneficial connections.
• Comprehensive Attentiveness and Care: Driven by its academic connection and discovery mindset, UToledo Health provides a thorough, safe, expert and high-quality approach to care.
• Relentless Pursuit of Improvement: With a resilient history and ongoing motivation for discovery, UToledo Health taps into the energy gained by mutual learning and demonstrates its drive for advancement.

Brand Personality

UToledo

• Looks: Vibrant. Energetic. Captivating.
• Feels: Inviting. Motivating. Genuine.
• Acts: Driven. Supportive. Collaborative.

UToledo Health

• Looks: Vibrant. Modern. Clear.
• Feels: Welcoming. Credible. Transparent.
• Acts: Driven. Compassionate. Collaborative.

Brand Expression

The Power To Do campaign is one of forward momentum, confidence and unstoppable determination. The language we use should capture this energy and provide inspiration and a bold vision for the future. Our goal is to make it clear to the world that Rockets have the Power To Do whatever it takes to make dreams a reality and help the people we care for live their best lives.

The brand also presents a refreshed look and cohesive narrative to tell UToledo's story to Rocket alumni, friends, fans and donors. More than a new tagline, it is an opportunity backed by values to take a more active voice in the community, the nation and abroad about the power of a UToledo education and patient experience.

Writing Styles

As we tell the University of Toledo story, The Power To Do voice is:

• Bold but not aggressive
• Proud but not self-important
• Optimistic but not naive
• Determined but not inflexible
• Encouraging but not patronizing

For more guidance about developing content in the University's brand, refer to the Content Guide in the brand toolkit.

Graphics, Photography, Typography and Colors

The Power To Do incorporates new graphic elements, updated fonts and color palette and vibrant photography to visually communicate the brand personality.

Graphic elements

In both academic and healthcare materials a blue swoop, derived from the UToledo shield, is a dynamic element used in layout corners, sides or backgrounds. Made up of the brand colors Dark Blue, Space Blue and Midnight Blue, it leans heavily into familiar representations of UToledo.

A magenta ribbon provides a bright element to add a secondary message to the main headline and capitalizes on The Power To Do tagline visually associated with the UToledo name in academic marketing materials.

Specific to the healthcare enterprise, turquoise accents are added to headlines and imagery where appropriate for a pop of color that is distinct to healthcare marketing materials.

To ensure brand integrity and to build equity, University Marketing and Communications has invested in Canva and provides access to templates in that platform. Please be in touch with your college or department's key communicator, or contact your marketing specialist for assistance in developing branded materials.

Photography

UToledo photography should feel vibrant and relatable, capturing authentic moments that depict life on campus, in the health system and in the community. Environmental photos should appear candid rather than staged or posed and strive for a fly-on-the-wall style with genuine smiles and facial expressions. Additionally, some materials incorporate hero portraits featuring individuals looking natural and away from camera. The Blue Swoop may be overlaid on top of a photo's corner or edge. University stakeholders can request a brand photoshoot using the photography request form in the brand toolkit.

Typography

The Power To Do incorporates the Poppins font in all materials to evoke a modern, friendly and accessible tone indicative of the brand personality traits. Poppins can be downloaded as an open-source font via Google fonts to ensure it is accessible to all UToledo stakeholders. A link to the font package is available in the brand toolkit.

Color palettes

UToledo's primary colors are blue and gold. A secondary palette for highlight and accents in text or headlines has been established specific to academic and healthcare uses. Neutral tertiary colors are available for backgrounds when it is necessary to differentiate from white. This consistent set of colors increases the impact and cohesion of our brand communication and represents the energy of student life, the quality of care and the compassion and support of our team members.

Examples

Creative materials are consistent regardless of the media format. They feature a background specific to the academic or healthcare execution, a portrait or environmental photo and the blue swoop. Some academic materials feature the magenta ribbon while healthcare materials incorporate turquoise headlines or calls to action. All design layouts are bold and bright with as much image visible as possible and negative space for headline type.