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
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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.

 

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