Themes: What We Say 

Collaborative  
The way UConn gets at its greatness is through its unparalleled collaboration across disciplines. Express the uniqueness of these collaborations, and the solutions that can be brought through an interdisciplinary approach.  

Proud  
UConn’s strength is found in its community, and the collective pride that stays with Huskies forever.  

Unexpected 
A consistent theme of the UConn brand is the unexpected nature of the cross-collaborations, the surprise-and-delight moments and the realization of the full breadth and depth of work across UConn.   

Caring  
At the heart of UConn’s impact is the deep care and thought given to the community, the region, and the world. Improving lives and making a difference are the core of UConn’s mission.  

Active  
UConn is a bubbling ecosystem of activity. With R1 status and dynamic research across disciplines, UConn is a vibrant community actively engaged across all of its facets.  

Committed  
UConn is relentlessly committed to its students, faculty, alumni, community, and impact through innovation and finding solutions to a variety of world challenges.  

Creative  
A culture of creativity empowers UConn students, faculty, and staff to bring fresh perspectives and ideas to every endeavor, driving innovation and impact across disciplines.  

Entrepreneurial  
An entrepreneurial spirit pervades UConn, inspiring every member of UConn Nation to pursue new ways of thinking and actively seek original ideas 

Two individuals in blue lab coats are working with a Bruker scientific instrument in a laboratory setting. One person is holding a test tube while the other observes. The background includes various laboratory equipment and storage tanks.
A large group of people are standing and cheering in a stadium. Many are wearing UConn jerseys and shirts, with the number 5 being prominent. The background shows retired jersey numbers 50, 34, and 32 hanging on the wall. The crowd appears to be very enthusiastic and engaged in the event.
Classroom scene with a person in a suit taking notes, others in UCONN shirts seated behind, and a whiteboard with diagrams in the background.

Tones: How We Say It

Smart, Not Pretentious 
UConn researchers are pursuing complex ideas across a wide array of topics, many of which require decades of inquiry in order to comprehend… and none of which can (or should) be fully covered using communication methods. Talk about the big idea in a way every person can understand, and include interesting details and facts that help explain; nut be mindful not to overuse insider terminology or minutiae as it may interfere with the clarity of the story. 

Clever, Not Funny 
Use wordplay and wit not to be funny or tell jokes, but to communicate big, complex ideas in ways that every person can understand and relate to.  

Confident, Not Arrogant 
UConn has pursued greatness for over 140 years, evolving and adapting with — and sometimes shaping — social and scientific progress all the while. Huskies are champions on and off the court — they drive economies, transform lives, and develop innovations that affect communities across the globe. There is no need to be arrogant when the truth alone is something to be boldly proud of.   

Direct, Not Boring 
Use clear, simple language to express ideas, but take care to ensure that stories are still engaging. Be clear, and be interesting.  

A black and white cow lying in a grassy field with misty autumn-colored trees and farm buildings in the background under a clear sky.
Large metal sculpture with triangular shapes stands in front of a historic brick building with a stone entrance, framed by trees under a blue sky with scattered clouds.
Three people in a lab, one on a treadmill wearing a large hat, while two others observe and take notes. Lab equipment and a sign reading 'STAYING COOL CAN MAKE ALL THE DIFFERENCE' are in the background.