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. "MORE is What Moves Us," and together, we embark on a journey of exploration, growth, and limitless possibilities.

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

Scholarly
Determined
Flexible
Resourceful
Welcoming
Nurturing

Brand Pillars

Equitable Education: At UMSL, we believe that every individual has the right to pursue opportunity through an equitable, excellent education. Through an exceptional education, UMSL students from all backgrounds and walks of life are able to realize their own life’s passion, and live to their full potential.
A Stronger St. Louis and Region: UMSL is not only of St. Louis, but for St. Louis and beyond, which gives us a unique ability to serve the region and its people. Our students, no matter where they are from, make an incredible impact on St. Louis, ultimately contributing to a stronger community.
Shared Success: At UMSL, we believe that a community is only as strong as its weakest link. That is why our culture is one of support and encouragement, providing both the assistance our students need to feel safe and supported, and to grow beyond their comfort zone. This community of support remains long after graduation, with alumni feeling a lifelong commitment to UMSL.
A More Vibrant World: UMSL has always known the importance of creating an inclusive environment, one that doesn’t just welcome people in, but gives them the support systems to build their own success. By transforming the lives of those who are typically underserved, non-traditional, and at times, ignored, UMSL is also transforming the world in which we all exist.

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. Because in a world powered by change…

MORE is what moves us.

Note: When using the brand rationale statement "MORE is what moves us," or when using the word more in headlines and some other statements that relate to the UMSL brand, capitalize each letter in the word MORE. Use the above rationale only for guidance and inspiration for creating brand-aligned content.

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.