KNOXVILLE (WATE) - The University of Tennessee, Knoxville unveiled a new branding strategy Wednesday as part of its effort to enter the ranks of the top 25 public research universities.
"Big Orange. Big Ideas," embraces UT's colors, energy, achievements and enthusiasm. The university also unveiled the look in its re-designed website.
The campaign will become part of UT's printed and online publications and identity markers on campus.
The university rolled out the new brand with flags and banners on campus, ads in campus media, posters, its website, and a student-focused T-shirt giveaway.
The largest portion of the U.S. News & World Report rankings of research universities is based on peer reputation surveys, UT says in a press release.
The brand celebrates UT's distinctive color: Tennessee orange.
"Orange is central to our visual identity, but we aren't just any orange," said Chancellor Jimmy G. Cheek. "We are Big Orange. And we inspire Big Ideas. It's an exclamation of pride, a reminder of who we are, a challenge to what we strive to be, and a promise to ourselves and to the world."
UT's Office of Communications and Marketing, with the help of communication representatives across campus, developed the campaign. Students, faculty, staff, alumni and parents weighed in on its direction along the way.
According to Margie Nichols, vice chancellor for communications, higher education is now a competitive, consumer-driven market that targets students and their parents.
Nichols also says UT must clearly and consistently convey its strengths, citing ranking lists, college guide books, advertising and various online tools about universities.
"People's first impressions go a long way into building reputation," she added. "We needed to more clearly define the words and visual identity we want people to associate with UT. This is an opportunity to convey the momentum and the energy of our campus and to showcase our students, faculty, staff and alumni."
The new branding uses Tennessee orange to get the "big" theme across. (source: University of Tennessee)
