Sara Miller
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Associate Vice President for Public Relations and University Spokesperson The University of Rochester has introduced a refreshed brand identity, one that reflects the institution’s growth and momentum as it marks its 175th anniversary.
The University’s last major brand update took place more than 20 years ago. Since then, URochester has evolved significantly—academically, culturally, and institutionally. The refreshed brand builds on that progress and aligns with Boundless Possibility, the University’s strategic plan, to strengthen its global reputation.
The update clarifies what makes URochester distinctive and why audiences—from students and faculty to alumni, patients, and community partners—choose to engage with the University. The brand is expressed through “wonderful combinations” across strategy and story, and through a new visual and verbal identity system. That brand system includes new digitally accessible logos and modern typography, an enhanced color palette, graphic elements, photography, messaging toolkits, and more.
“This is more than a design or logo refresh. It’s a defining moment to speak with one voice, lead with shared purpose, and highlight the people who make the University of Rochester so special,” says Page Hetzel, vice president for marketing and communications. “Research shows that our audiences want URochester to stand out—to tell our story boldly, authentically, and in a way that captures the imagination of our community and the world.”
At the heart of the brand is a simple, powerful purpose: to make the world ever better. The University’s promise—brought to life in the phrase “Ever wonder. Ever better.”—is rooted in its legacy and motto of Meliora (translated from the Latin as “ever better”) and reflects how curiosity, creativity, research, healthcare, and the arts connect to imagine and realize new possibilities.
“The brand evolution brings all of this together so we can more clearly and consistently share our stories,” says Sid Bhattacharya, associate vice president for marketing. “An investment in our brand is an investment in our future. It creates clarity and efficiency across the institution.”
The brand refresh follows two years of research and feedback from thousands of students, faculty, staff, alumni, patients, and prospective students. That input helped shape strategies and ensure the new identity reflects the URochester community and its aspirations.
As URochester embarks on For Ever Better, its largest comprehensive fundraising and engagement campaign led by the Advancement teams, members of the University community are encouraged to learn more about the brand and access resources at brand.rochester.edu.
