The University of Toledo Brand Guide

Through diligent research, collaboration and strategic decision-making, The University of Toledo has redefined its brand and institutional outlook.

Mission

The University of Toledo is a national, public research university where students obtain a world-class education and become part of a diverse community of leaders committed to improving the human condition in the region and the world.

Vision

The University of Toledo will be a nationally ranked, public, research university with internationally recognized expertise and exceptional strength in discovery, teaching, clinical practice and service.

Values

• Excellence
• Student-centeredness
• Research and Scholarship
• Professionalism and Leadership
• Diversity

Fueling Tomorrows exists beyond a tagline — it’s a framing device and foundational narrative. This campaign tells the story of who The University of Toledo is and where the University is headed.

Brand Positioning

Fueling Tomorrows represents The University of Toledo’s persistent dedication to discovery. It champions the infinite potential of driven minds — and the progress that results from reaching toward the future together. With equitable access to opportunity and a strong support system, all at The University of Toledo are empowered to dig deeper, find answers and explore possibilities. This is a testament to the determination necessary to better oneself, our community and the greater human condition.

Brand Essence

Fueling Tomorrows can be summarized by four main questions. The who, what and how distill our message to a central purpose. The ​“why” should remain as the core motivator in all the University writes, says and does.

If The University of Toledo was a person, this is how they’d be described.

Overall these attributes define the feel of the brand campaign. These qualities are both reflective and aspirational. In-depth research and feedback from the University community helped select these attributes.

Attributes in Context

Focused

• The University of Toledo is focused on student success.
• We set ambitious goals and are determined to achieve them.
• UToledo’s exceptional researchers are dedicated to solving a problem and will not stop until they find the solution.
• As an institution of higher learning, we are mission-driven.

Determined

• We overcome obstacles and don’t let anything stand in our way.
• We believe our challenges fuel our success.
• Whether it’s being the first in your family to achieve a college degree or finding a cure that will save lives, UToledo students and faculty are resolved to achieving their purpose.

Inquisitive

• Never satisfied, we are always looking to advance and always asking ​‘what if?’
• As one of the most comprehensive research universities in the country, UToledo is where great minds come together to innovate new ideas.
• We embrace curiosity and exploration.

Supportive

• The University of Toledo is a community that lifts others up. Here, it is not sink or swim. We are in this together to change students’ lives and the trajectory of our Toledo community and the world at large.
• We are committed to diversity and inclusion.
• Our faculty and staff pride themselves on being accessible to students, as experts across diverse fields who thrive in a collaborative environment.

Innovative

• We are not afraid to do what’s never been done.
• We embrace high aspirations and innovative approaches.
• Driven to do better, think smarter and achieve greater, The University of Toledo tackles challenges and improves lives.

Community-minded

• We are the city of Toledo’s University. We are proud of our history and forever connected to our region’s future. We cheer for the home team.
• We give back and we bring others forward with us.
• We believe in the strength of collaboration and collective efforts.

Impactful

• We do critical work. From producing the next generation of leaders to driving the local economy to creating new products to make life easier, we have a significant effect on the region, country and beyond.
• Our diverse academic program offerings are relevant and responsive to the ever-evolving needs of our students, industry partners and communities.
• We proudly embrace evidence-based best practices.
• We strive to be responsible to the needs of many, recognizing our mission as a leader and influencer across many specializations.

One way to ensure consistency in a brand is to define the brand voice and tone.

Brand voice is much like a person’s voice. Everyone’s voice sounds a little bit different; it’s one way to distinguish between people you know. Tone is the added layer of nuance that caters to a specific audience or feeling.

Quick Overview

As a brief summary of the guide below, here are some high-level thoughts to keep in mind when developing copy.

Remember to:

• Simplify sentences and word choice.
• Focus on the ​“why” more than the ​“what.”
• Embrace a casual writing style for more energy.
• Choose active verbs over passive verbs.
• Balance brevity and clarity.
• Write for your audience.

Full Guide

The document below outlines specific guidelines for achieving The University of Toledo voice and tone, as well as general writing standards and content creation strategy.

Consistent styling of written information is also key to a strong University brand.

This document includes guidelines for preferred spellings, abbreviations, time and date treatments, and other University standards. Please follow all styles outlined in the guide.

Clean, flat, modern-inspired graphics are a key part of this brand. When designing, please keep the following guidelines in mind.

• Aim for asymmetrical layouts for visual interest.
• Create color blocks using rectangles, as opposed to other geometric shapes.
• Avoid using gradients or soft edges in the compositions.
• Keep each layer distinct by refraining from using blend modes.

Photography plays a big role in setting the tone of the brand, reinforcing the brand attributes and messaging, as well as complementing the design elements.

Diversity

• Include diversity in race, age, gender, religion and background. The photography collection should be reflective of the whole UToledo community.
• Include diversity in subject matter. It is important the UToledo photography collection represent all institutional areas: from academics to athletics, alumni to the arts, etc.

Dress

• Exclude all non-UToledo branding.
• Attire with words or busy graphics is discouraged. Whenever possible the attire should be somewhat neutral, as well as appropriate for the activity portrayed being captured.

Content

• Highlight the unique opportunities and accomplishments of the UToledo community.
• Represent individuals from the UToledo community ​“in their element” – especially highlight unique opportunities.
• Highlight the UToledo community through candid, lifestyle and conceptual portraits. These portraits are to feel authentic and inspirational – as if they are capturing a real moment in the community, as well as a collective institutional personality.

• Aim for visually interesting and dynamic compositions.
• Lots of natural light and shallow depth of field whenever possible.
• Use unique perspectives, like low or close angles that give the feel of being ​“in the action.”
• Keep the baseline plane level with the frame.
• Avoid busy or distracting backgrounds.
• Whenever possible, show the subjects in their environment, as opposed to a completely empty background.
• Include negative space and wide framing that allows for use on website, and other design materials, while leaving space for text and design elements.

UToledo is known for having a fun, engaging presence on social media.

Here’s a few tips for incorporating the UToledo brand in social media and creating consistency across all social accounts.

Content Creation Recommendations

• Please use brand-approved fonts and colors
• Incorporate photography whenever possible
• Follow brand guidelines for visual consistency
• Use the University voice and tone guide for consistent writing and editorial styles

Accessibility on Social Media

• Add alt text to images posted on Instagram
• Avoid adding text as part of the image — use the caption field for all written content