Our brand communicates the essence of our university: that it's in our passion and hard work and commitment to our goals and to each other that we achieve anything and everything. Below is a visual representation of our core brand language that should be used to align messages used to promote and protect the reputation of the university.

In Our Grit, Our Glory header image

Brand Position

WE ARE NEBRASKA. We believe in the power of every person. We don't rest on our strengths - we stretch them. Sweat them. Combine them. Growing flexible, nimble and strong minds. That's how we do big things.

Brand Attributes

Determined. Respectful. Empowering. Nimble. Collaborative. Strong.

Brand Voice

Direct. Action-Oriented. Genuine. Confident. Hopeful. Engaging.

Brand Pillars

Show 1 to 1 in Action

Find Strengths and Stretch Them

Earn it Every Day

Positive Collision of Ideas and Experiences

Academics and Athletics Share the Same Grit

Brand Values

Accessible Big Ten Education

Small Campus Feel, Global Connections

Land-Grant Mission to Serve Nebraska

Changing The World

Tagline

In Our Grit, Our Glory statement

This is the most succinct way to express our brand essence, our core characteristics which define us. This should be used in most marketing communications, and it can be incorporated into copy as short as a social media post, e.g. as a hashtag: #InOurGritOurGlory

Grit is determination and resilience — having a passion for progress that’s bigger than any obstacles in the way.

Glory is achievement, and it can be achievement at any level big or small that’s important to progressing toward your full potential.

We are Nebraska.
We believe in the power of every person. We don’t rest on our strengths—we stretch them. Sweat them. Combine them. Growing flexible, nimble and strong minds. That’s how we do big things.

Brand Position

WE ARE NEBRASKA. We believe in the power of every person. We don't rest on our strengths - we stretch them. Sweat them. Combine them. Growing flexible, nimble and strong minds. That's how we do big things.

Our brand position expresses who we are in a few sentences and should be used as a North Star to guide any communications. In other words, stories/content/posts/other promotional messaging should tie back to some portion of the Brand Position.

Personality

Word attributes that describe the character of the University

Determined. Respectful. Empowering. Nimble. Collaborative. Strong.

Attributes reflect the character of the university. These attributes should be evident in messaging about the work of members of the university community. You can use the attributes to confirm that the way stories are told about university people reflect the university’s attributes.

Voice & Writing

Words that describe the voice of the University

Voice

When we say "In Our Grit, Our Glory," we are not only talking about our approach, but also how it leads to achievement. As we leverage the brand in communication, our voice is both forward-thinking and forward-moving. We're inclusive, so as we use language to show our focus on everyday improvement, we invite our audience to join in the process. 

Direct. Action-Oriented. Genuine. Confident. Hopeful. Engaging.

SAMPLE:

We are the eager minds who don't wait for our turn.

We collaborate and co-create.

*Voice could be used interchangeably with tone and reflects not what content is about but how it is shared. You can review these brand voice descriptors as a check to ensure communications feel/sound like it fits the brand.

Writing

The University of Nebraska–Lincoln has many and diverse audiences. While it is most effective to communicate in slightly different ways depending on the audience segment, the way we talk about ourselves as a university should be consistent.

Approved designations for the campus are:

  1. University of Nebraska–Lincoln* Please note, this must be used prior to or in conjunction with the following uses.
  2. Nebraska
  3. The university or Our university
  4. UNL (sparingly)

Unacceptable usage of campus reference:

  1. NU
  2. UN-L
  3. University of Nebraska at Lincoln

In written communication, the full name, University of Nebraska–Lincoln, should be spelled out when the university is first mentioned or cited. Thereafter, references can cite “the university” or “Nebraska.” “UNL” may be used (for example, when space is at a premium), but otherwise it is not preferred. Communicators should make efforts to explore other options before using “UNL.”

The University of Nebraska–Lincoln is one of four institutions in the University of Nebraska system. Others include the University of Nebraska Medical Center, the University of Nebraska at Omaha and the University of Nebraska at Kearney.

Pillars

These pillars lend support to the brand and are especially useful when exploring story/content topics or reviewing draft stories/content for the broad theme(s) being communicated.

  • Show 1 to 1 in Action
  • Find Strengths and Stretch Them
  • Earn it Every Day
  • Positive Collision of Ideas and Experiences
  • Academics and Athletics Share the Same Grit

Values

These values reflect a few reasons why we exist as a university and are particularly useful when communicating with broad and external audiences who have little knowledge about our university.

  • Accessible Big Ten Education
  • Small Campus Feel, Global Connections
  • Land-Grant Mission to Serve Nebraska
  • Changing the World