Brand in Action

The UMSL Branding and Identity Guidelines emphasize the core elements that define the University of Missouri–St. Louis's brand strategy. This strategy is built upon key support pillars that guide all marketing communications.

UMSL's brand strategy centers around the transformative power of discovery. We invite students to embrace the unknown, to innovate, to connect, and to evolve. Through this strategic approach, UMSL seeks to empower individuals to not only discover their true potential but also to become catalysts for positive change in the world.

The brand's tone is characterized by specific words that reflect its unique spirit:

Scholarly
Determined
Flexible
Resourceful
Welcoming
Nurturing

Smiling student in a red UMSL hoodie with arms crossed beside text reading “Discover More” and “University of Missouri–St. Louis.”

Brand Rationale and Brand Statement

At the University of Missouri–St. Louis, we are redefining higher education to be more: More scholarly, more determined, more flexible, more resourceful, more welcoming, more nurturing. That creates a sum that is even greater than its parts, by helping students to expect more, do more, achieve more.

Writing Style

The words we use help to convey our brand voice: An inspiring personality that is energetic and welcoming. Fully exhibiting UMSL’s strengths, our voice should promote growth, to be more and do more. Doing this makes our brand stronger, vibrant and bolder in all of our communications. It is a critical factor for expressing a direct and consistent message.

University of Missouri–St. Louis promotional graphic on a red background reading “Discover MORE,” with campus photos and students shown inside the large letters.