Our brand voice

As a university built on the belief that access to education and knowledge is essential to human progress, our brand voice is filled with optimism for a future that's even brighter than today. Our tone is warm, informative and kind, like good friends telling stories over a cup of coffee or tea.

Knowledgeable, but never academic or stuffy
Filled with a sense of wonder and discovery
Egalitarian, merit-based
Curious, concerned, caring
Inspiring to others
Informal vernacular, easy-going
Always learning from and helping others
Confident that hard work leads to earned rewards

When writing for web or print, use a second-person voice by speaking directly to the reader by using you, your, and yours. Further engage the reader by using active instead of passive verbs.

Brand attributes

Academic strength

The University of Nevada, Reno fosters a culture of scholarship and achievement for its faculty, researchers, students and staff. Academic rigor turns hard-working scholars into leaders and engaged, productive citizens.

Accessible value

Because we offer a Tier 1 education at up to 72 percent less than peer institutions, our students are in a position to graduate in four years while minimizing exposure to student debt.

Student focused

Everything we do and all of the investments we make across campus are focused on creating a culture of student success, achievement and positive career outcomes.

Growth and innovation

The University is classified as an R1 institution - a comprehensive doctoral university with very high research activity - by the Carnegie Classification for Institutions of Higher Education, and we are committed to the promise of a future powered by knowledge. As Nevada's land-grant university, we work tirelessly to develop an innovation ecosystem that fuels the state's growth and economic prosperity.

World-class location

Located where the high desert meets the High Sierra and Lake Tahoe, the University of Nevada, Reno offers year-round lifestyle and recreational opportunities unmatched by any university in America.

We're aspirational, with a passion

The University of Nevada, Reno was the first college in the Silver State and, since 1874, we've turned students into leaders across Nevada, nation and the world. Over the years, our reputation has soared, earning us a place in the U.S. News & World Report's ranking of Best Global Universities, as well as in the Wall Street Journal/Times Higher Education College Rankings. Like our students and graduates, we'll never stop striving to improve. This sense of optimism and knowledge-fueled opportunity defines our brand, and we invite you to be a brand ambassador by incorporating the principles in this guide into all of your public-facing marketing communications.

YOUR FUTURE IS POWERED BY KNOWLEDGE.^sm