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University Marketing and Communications
University of Rochester Library featuring a prominent dome, with the City of Rochester skyline in the background.

Your Guide to Rochester DNA

University brand identity

Discover the tools, resources, and principles that define who we are. From our mission to our marks, it all starts here.

Identity: The University brand in action

The University is a complex organization with many schools and units. To ensure brand integrity and cohesion, it is critical that we have standardized ways we refer to and display the University of Rochester brand. University logos and marks are just pieces of the overall brand puzzle. On this page, you’ll learn about important brand guidelines and visual identity specifics like color codes and typography.

Rochester’s motto: Meliora

Meliora is the official motto of the University of Rochester. The Latin word means “ever better”, and is pronounced “MEH-lee-OR-ah.”

Mission statement

Learn, Discover, Heal, Create–and Make the World Ever Better.

Vision and values

Visit the Vision and Values website for a comprehensive overview. Explore the University’s Strategic Plan to understand our vision for Rochester’s future.

Style guide

Our Editorial Style Guide can help you understand how to spell, capitalize, and refer to all things Rochester–including schools and units, buildings, and more.

Visuals: Rochester comes to life

We are all stewards of the University of Rochester brand. University Marketing and Communications ensures the brand is represented consistently and equitably across all Rochester properties and materials. Explore comprehensive guidance and get downloadable assets for your specific needs.

FAQs: Build boldly, brand consistently

Dive into the essentials of the University of Rochester’s brand identity. From logos to style, these FAQs guide you in creating bold, cohesive, and professional materials that reflect the spirit of Meliora. Let’s make your designs ever better!

What makes the University’s brand identity so important?

The brand identity is more than just logos and colors—it’s how we tell the University of Rochester’s story. It ensures all materials, from websites to letterhead, reflect the University’s values of excellence, inclusivity, and professionalism.

Can I create a unique logo for my department or event?

While individual department logos aren’t permitted to ensure consistency, we can help you explore other creative options, like using unit marks or designing custom event graphics. Our team is here to guide you toward the best solution for your needs.

What’s the difference between the official seal and the University logo?

The official seal is used for formal occasions and documents, such as commencement materials or Board of Trustees events. For day-to-day communications and public-facing materials, the University logo is the best choice. Not sure which to use? We’re happy to help clarify!

How do I choose the right version of the University logo?

The logo comes in several variations to suit different spaces, like square layouts or website headers. Pick the version that fits your project’s format, and make sure to maintain proper proportions. Need advice? Just reach out!

Why do the official colors matter so much?

Colors like Rochester Blue and Dandelion Yellow create a unified look that’s instantly recognizable as “Rochester.” Using them consistently builds trust and strengthens the University’s reputation. Plus, they look great when paired thoughtfully!

Can I adjust the colors to match my project better?

We recommend sticking to the official colors for consistency, but if exact matches aren’t feasible, we’re here to help you find a close alternative. Just contact us for advice!

How can I make sure I’m using logos and marks correctly?

Keep the logo proportions, spacing, and background contrast intact for clarity and readability. When in doubt, use the provided templates or check in with us for feedback.

Can I use the Spirit R or Rocky logo for non-athletic materials?

These logos are reserved for athletics and spirit-related projects. If you’d like to incorporate them into something unique, let us know—we’d love to discuss creative ways to use them appropriately.

What should I do if my vendor needs to modify the logo to fit?

It’s best not to alter the logo, as it could compromise its integrity. Instead, we can work with your vendor to ensure it’s reproduced beautifully and meets University standards. Just send us a message!

How can I make sure my project fully aligns with the University’s brand?

Start by reviewing the identity guidelines and using the provided resources, like color swatches and typography tips. Still unsure? Our team is always here to review your work and offer advice.

More brand-building resources

Your journey to mastering the University of Rochester brand doesn’t stop here. Dive into expert guidance on creating impactful digital content, thriving on social media, and delivering your message with confidence through media coaching. These resources are designed to elevate your work and align it with our shared identity.