Use “the University of Rochester” on first reference, especially in communications intended for external audiences or in materials where the reference needs to be clear or consistent with references to other organizations. Include the article “the” in running copy but note that it is not part of the University’s official name and is not capitalized unless it falls at the beginning of a sentence.
On second and subsequent references and in context where the full name is present in the logo or otherwise written out, URochester is acceptable.
For readability and flow, “the University” can be alternated with URochester on third and subsequent references in long-form storytelling for some audiences, such as alumni.
Avoid using just “Rochester” when referring to the University of Rochester since this can easily be confused with the City of Rochester and other municipalities of the same name.
Avoid “U of R,” “UR,” and “U of Rochester,” except in informal presentations, quoted material, social media, or where the use has been sanctioned.