BUFFALO, N.Y. (WIVB) — The University at Buffalo has launched a new branding campaign that reclaims its “Buffalo” identity.
UB’s President Satish K. Tripathi announced the new branding in an email to the university community explaining its new “Here is How” campaign.
“This branding effort is focused on telling our UB story to the world — who we are, what we do and why it matters.”
Tripathi said UB “continues to rise in the ranks of the nation’s great public research universities, the world is increasingly taking notice.”
The new branding will allow the university to share its message “clearly and powerfully,” he wrote.
“Through this brand strategy, we will ensure that anyone who hears the UB name will identify our institution with our vision and core values — from prospective students, current students and alumni, to industry and community leaders, and peer universities across the nation and around the world. We will show the world what it means to study, conduct research and work here at UB — and how those efforts change lives around the globe.”
The new branding has been a year in the making. It makes “University at Buffalo” the single way to identify all of the schools and programs in the university.
It moves away from an athletic strategy launched in 2013 by Danny White, former athletic director that emphasized UB as the largest public university in the State University of New York system.
The New York identity was especially visible during the NCAA games when New York took prominence over Buffalo on athletic jerseys and other signage.
The new branding is a university-wide initiative, not just athletics, said John Della Contrada, UB spokesperson.
UB last year hired Ologie, a national branding firm in Columbus, Ohio which partnered with Marshall Strategy of San Francisco for a total cost of $314,000 to develop the creative identity.
A big part of this is getting consistency in UB name throughout the university, including athletics, Della Contrada added.
Della Contrada said he did not have a cost figure for the 2013 campaign.
“The cost was minimal because changes to the athletics identity were timed to occur for normal business operations, when new uniforms were needed, new football field, new finishing for basketball court, etc.”
Full statement from President Tripathi:
As the University at Buffalo continues to rise in the ranks of the nation’s great public research universities, the world is increasingly taking notice.
As a university community, we have worked together to define our distinctive strengths and goals. And over the past several years, we have been honing and leveraging these strengths in order to deepen and expand our impact locally, nationally and globally.
We have a compelling vision to share, and our stature, reputation and impact are all enhanced even further by our ability to communicate it effectively.
I’m pleased to announce the launch of a comprehensive brand strategy that will support our collective efforts across the university to communicate our UB message clearly and powerfully. This branding effort is focused on telling our UB story to the world—who we are, what we do and why it matters.
We are a large and complex institution, with 12 academic units and a richly diverse population of faculty, staff and students. We serve a broad array of communities—as an anchor in our region, as a leading national research university and as a global higher education institution.
Our scope and complexity are part of what makes us great. But we all are connected as part of the fabric of UB. And we all work together to achieve our vision of excellence.
We are a university that has evolved in remarkable ways—from a small Buffalo medical college in the 19th century into a world-class research university that is truly global in scope and impact. And yet, we have held true to the same vision that has guided us since 1846—to make the world around us a better place through our distinctive ideas, our discoveries and our engagement.
Through this brand strategy, we will ensure that anyone who hears the UB name will identify our institution with our vision and core values—from prospective students, current students and alumni, to industry and community leaders, and peer universities across the nation and around the world. We will show the world what it means to study, conduct research and work here at UB—and how those efforts change lives around the globe.
This brand strategy launch is the result of a university-wide effort that drew on the input and expertise of thousands of faculty, students, staff, alumni and community members. I thank everyone who contributed their time, energy and insights to this effort, which will significantly increase our visibility and impact as a national and global research university.