Writing on Brand

Our mission is to serve as Colorado’s leading public research university.��Our vision is to transform lives for a sustainable world. Our brand brings that to life. When we communicate with clarity and consistency, we build trust and deepen connection. This is your guide to doing both.

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Brand Positioning��

��ƷSM��ӰƬ is one of a kind, and our communication proudly declares what makes us stand out:

This is the only place that empowers people to Be Boulder. And a Buff.
Colorado’s leading public research university, transforming lives since 1876.
A strong return on investment for the state of Colorado and all Coloradans.
A destination of choice for students, faculty and staff.

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Value Proposition Statement

The ��ƷSM��ӰƬ is��Colorado’s leading public research university, transforming lives since 1876. As the state's flagship university and��one of only 38 U.S. public research institutions in the Association of American Universities (AAU), ��ƷSM��ӰƬ has proudly served Coloradans since the state's founding.

Home to five Nobel Laureates since 1989 and the only university to send space instruments to every planet in the solar system, ��ƷSM��ӰƬ provides a strong return on investment by aligning efforts to achieve research and creative excellence, global sustainability impact and the success of all students, faculty and staff. Learn more.

A print ad featuring an image that blends a historic Old Main photo with a recent photo. The spread includes the value proposition statement, the ��ƷSM��ӰƬ lockup, and the Ralphie mark.

Key Messages

Successful Buffs make us Boulder.

More students than ever before are finding the support they need to stay in college and graduate, no matter their background. We’re working hard to make sure everyone continues to have the same opportunities to reach their goals.
We are creating a welcoming campus where students, faculty and staff feel supported and connected.
We’re setting new goals to reduce our total cost of attendance, invest in new housing in and around Boulder and enhance belonging on campus.
We’re improving learning and career opportunities through professional development, support services and hands-on experiences in research and creative work.
We’re working to hire and keep talented staff and faculty by offering competitive pay, strong support and clear paths to success. And we’re measuring that success more effectively.

Research and creative excellence make us Boulder.

��ƷSM��ӰƬ is transforming lives through comprehensive research and creative work. We’re making big progress in areas we’re known for—like aerospace, sustainability, biosciences and quantum research. And we’re also shining in the arts and humanities, social sciences, law, music, education, communications, engineering and new fields like artificial intelligence.
In 2024, ��ƷSM��ӰƬ started 35 new companies based on university research —the second-highest number ever recorded in the country.
For 75 years, our faculty and students have been creating technologies for the U.S. Space Program and training future space explorers.
Our researchers study what causes disease and long-term pain so they can create treatments that are more effective and accessible.
In the Western U.S. and around the world, ��ƷSM��ӰƬ research teams are preparing communities and their water systems for droughts.

Sustaining communities makes us Boulder.

We want to help every community enjoy access to clean air, fresh water, abundant food and a vibrant natural environment—the necessities for building a happy, healthy life.
We’re conducting earth sciences and sustainability research that creates solutions to some of the biggest issues that humanity faces.
We’re incorporating sustainability into our curriculum to prepare students to create lasting positive impacts in their communities.
We’re decarbonizing our campus because we know impact is greatest when we all participate.
We’re teaming up with local communities to prove that being sustainable has practical benefits and creates a stronger economy.

Aligning resources makes us Boulder.

��ƷSM��ӰƬ is transforming how we operate to better and more effectively deliver on our mission.
We’re building on a nearly 100-year academic tradition of collaborating between units to develop exciting new classes, research projects and learning opportunities.
Our campus will continue to work together to transform the lives of people in Colorado while giving our students, faculty and staff the best experience possible.
We’re working across campus to deepen our collaboration and align campus resources to improve outcomes and sustain our mission long term.

Audiences

��ƷSM��ӰƬ’s primary audiences include current students, employees, donors, industry partners, supporters and alumni. These audiences stay top of mind in all of our messaging. Our secondary audiences are people interacting with ��ƷSM��ӰƬ who we want to be more engaged, including prospective members of our community.��

Voice and Tone

Brand Personality

Our brand personality embodies the values of our community. These eight characteristics inform how we speak to audiences.

Bold

Authentic and respectful

Proud of what Buffs accomplish

Self-aware, honest and determined

Clear and to the point

Conversational through noninstitutional language

Inspirational

Supportive, informative and consistent

Brand Language

Communication Tool: Be Statements

Be statements are inspirational, supportive and succinct statements that you can use to explain what it means to “Be Boulder.” Be statements resonate most with the learner audience, but you can use them for all audiences.

Examples:

Be adventurous.
Be impactful.
Be curious.
Be supported.
Be daring.
Be balanced.
Be thoughtful.
Be inspired.
Be sustainable.

A ��ƷSM��ӰƬ produced admissions brochure that includes a Be statement.

Communication Tool: Buff Statements

Buff statements are self-selected by current and engaged Buff audiences as they find, develop and thrive within their ��ƷSM��ӰƬ communities. There are two types of Buff statements: the individual Buff statement and the collective Buff statement.

Example: I am a space Buff.

Use individual Buff statements for interest fields—not for colleges, schools, programs or units. Precede “Buff” in the sample statement with a noun that represents your audience’s interest, field of study or research.

Example: Arts Buffs

Use the collective identity for communications that have no individual tie to a person, but instead have a tie to a group from a college, school, program or team. The collective identity can also represent ��ƷSM��ӰƬ’s contribution to society, such as “Innovative Buffs” or “Entrepreneur Buffs.”��

��ƷSM��ӰƬ produced stickers that include Buff statements, like "I am a grad school Buff."

Communication Resource: Editorial Style Guide

At ��ƷSM��ӰƬ, our goal is to always present a consistent and high standard of writing that reflects the university’s standard of excellence. Our editorial style guide provides university-specific information for communicators, such as how to abbreviate major fields of study and how to create a welcoming environment through your word choices.��

Editorial Style Guide

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