Frequent Questions

Want to know more about the new UNI brand and the work that went into it?

Have questions about how the new brand will affect you? We’re here to help! Find answers to frequently asked questions below.

If you have a question that is not on this list, email brand@uni.edu.

What do we mean by brand?

Most plainly stated, a brand is a perception. It’s the intangible combination of images, personality, identity, values, story and experience that comes to mind when you think of a product, organization or person. Good brands add value to an organization and ring true to who you are.

Why is UNI rebranding?

It’s never been more important to ensure we tell our story in a way that’s authentic, yet differentiates what we have to offer as choices and preferences in higher education continue to grow. In 2018, we took a good look at ourselves and saw inconsistencies in how we talk about and represent UNI, including various logo applications and messaging. With the 150th anniversary approaching, for the first time in UNI’s history, we have put together a comprehensive brand strategy, one that unites all of UNI.

How was the UNI brand developed?

In 2018, a group of individuals from across campus came together to identify opportunities for improvement in UNI’s strategic marketing and communication efforts. President Mark Nook and senior leadership approved moving forward with a comprehensive brand strategy initiative which involved:

Research. Partnering with UNI’s Center for Social and Behavioral Research and Strategic Marketing Services, nearly 3,500 people representing 14 audiences responded to quantitative online surveys or participated in focus groups and in-depth interviews during the 2018-2019 academic year.
Planning and conceptual development. Through an RFP, UNI selected and partnered with Michael Patrick Partners (San Francisco, Calif.) to build the overarching brand, messaging and creative platforms. The initial research plus an additional round of in-depth interviews with key stakeholders informed these next steps.
Execution and implementation. By fall 2020, internal teams comprised of University Relations and college marketing managers and staff completed the visual identity, creative direction and messaging for the updated brand. Upon approval of all elements, the teams developed a rollout plan for launch on Feb. 1, 2021.

University Relations led this effort in collaboration with college marketing managers, serving as a branding workgroup and subset of a larger Integrated Marketing Council (IMC). UR and the workgroup provided updates to the IMC, President’s Cabinet/Senior Leadership, Dean’s Council, University Council and University Advancement as the strategy and its components were developed.

What is the difference between a brand and a logo?

A brand is the culmination of identity, story and experience that you have with an organization, product/service or person. The logo is part of a brand’s visual identity, made up of a combination of images and/or text that serve as a visual representation of the brand.

How and why did we choose this new logo?

The logo itself is part of the visual representation of the brand. Through this process, our agency partners and then an internal creative team created and refined logo options that aligned with the overall brand story. Our research showed today’s cleaner, simplified logos provide greater flexibility in a mobile and digital world. Through additional surveying with students, prospective students, alumni, faculty, staff and leadership, the identity evolved and changed before attaining final approval by senior leadership.

Who was consulted during the development of this brand?

The initial research provided insights from more than 3,400 constituents of all backgrounds and laid the foundation for the strategic and creative development which followed. Smaller groups of faculty, students, staff, alumni and leadership provided additional review and feedback at key milestones of development, including strategy, messaging and creative touchpoints.

How long will implementation take?

Full implementation may take up to a year. Most materials and messaging should begin reflecting the new brand image and story by the start of fall semester 2021, with any final updates in place by start of spring semester 2022.

Where do I start with ‘living the UNI brand’?

First, remember that what you do every day in your interactions with prospective students, students, faculty, staff and others is part of living the brand.

Second, get to know this updated brand and story, our shared personality, and brand guidelines. Browse the website, join in education sessions within your unit and start reviewing your materials and messages. Keep in mind, you have time to use existing materials as you plan for updates. We may be in transition for several months, but that’s okay. Many units have a brand ambassador who can serve as a point of contact to answer questions or you can reach out to University Relations at brand@uni.edu.

Ready for a specific project that needs University Relations assistance? Submit a creative services request form and get started!

When will my college/department/program need to start making updates?

While you can start becoming familiar with brand guidelines with the launch of this website, colleges and related departments, programs and services can begin working with their brand ambassadors to review materials and begin the update process beginning March 2021.

When can I get something with the new logo on it?

The UNI Bookstore has ordered a supply of apparel with the new logo. Areas wanting departmental items can order through the UNI Bookstore or work with University Relations, marketing manager or brand ambassador. All apparel and promotional items should be ordered through a licensed vendor.

How will the new brand affect or apply to the athletics logo and brand?

The athletics logo remains in place for athletics' programs and services. The new logo is the institutional logo for University of Northern Iowa for academic and administrative units, programs and services, that fall outside of athletics. The new logo does include a graphic element of “UNI” that visually aligns the institutional and athletics logos.

How does the website connect to this branding effort?

Our website is an important resource for our prospective students and others who want to connect with UNI. While there were many reasons for a website overhaul, it’s critical to have a site that reflects our brand. Working with an external partner, Simpson Scarborough, a team of University Relations and Information Technology staff created a web platform that reflects our updated story and visual identity.

Why are we rebranding now?

As we continue to work through the impact of the COVID-19 pandemic, we must prioritize the projects that invest in our future. While the foundation of this effort pre-dated the pandemic, we acknowledged its impact as we developed the full plan and strategy. UNI leadership carefully considered the financial investment of rebranding and reaffirmed that this was an important step for UNI’s future.

What does this mean for campus signage?

Facilities Management and University Relations are working on a phased, cost-effective plan for sign updates and replacement. This semester you’ll see new light pole banners and updates to the UNI vehicle fleet and external signage, while the team creates a comprehensive plan for campus building signage updates.

When can I order new business cards, letterhead and name badges?

Are there email signature templates available?

You can find email signature instructions in the Template Gallery on Google Drive. For an HTML version of the email signature, please contact brand@uni.edu or your Brand Ambassador.

When can I get my lockup logo?

Lockups are now available in Photoshelter. If you don't see your lockup, please contact brand@uni.edu.