Brand Guide
University Marketing and Communications
The Power To Do
Strong Brand Alignment
Launched in July 2024, The Power To Do brand brings together the academic and healthcare
operations at The University of Toledo under the same marketing framework for the
first time since UToledo merged with the former Medical College of Ohio.
The Power To Do emphasizes UToledo's transformational impact in education and healthcare
for students, patients and the community. It highlights UToledo's determined students,
resilient patients, caring faculty and compassionate providers. This is a people-first
brand. The power of UToledo's teaching, research and care is illustrated primarily
through stories that emphasize bold action that turn opportunities into reality. The
University of Toledo is shaping the next generation of doers — those who dare to do
what others only dream.
Brand Attributes
UToledo's brand attributes define the feel of The Power To Do brand campaign. They
are both authentic and aspirational, and are informed by research and feedback from
the University community, including students, patients, faculty, staff and alumni.
Our core value: Resolve
Brand values are like the foundation of a home. They provide the structural support
on which brand messaging is built. UToledo's brand is built on the core value of
resolve
A determination to find solutions and accomplish a goal.
An inner source of energy and catalyst to success.
Connected with hard work, perseverance, growth and transformation.
Infused with opportunity and an antidote to stagnation.
Brand Pillars
The University and UToledo Health are supported by several key pillars:
Activating Potential:
The University of Toledo has an exceptional aptitude for unlocking and fostering
the potential in its people, leading to powerful stories of achievement.
Future-Focused Opportunities:
As a STEM-H strong public research institution, UToledo offers future-oriented programs,
experiential opportunities and thoughtful support for successful outcomes.
Interconnected Impact With Our Community:
The University's academic operation unlocks unique strength through fusion with UToledo
Health's clinical care. The academic and healthcare enterprise are united with our
community, forming mutually beneficial connections.
Comprehensive Attentiveness and Care:
Driven by its academic connection and discovery mindset, UToledo Health provides
a thorough, safe, expert and high-quality approach to care.
Relentless Pursuit of Improvement:
With a resilient history and ongoing motivation for discovery, UToledo Health taps
into the energy gained by mutual learning and demonstrates its drive for advancement.
Brand Personality
UToledo
Looks:
Vibrant. Energetic. Captivating.
Feels:
Inviting. Motivating. Genuine.
Acts:
Driven. Supportive. Collaborative.
UToledo Health
Looks:
Vibrant. Modern. Clear.
Feels:
Welcoming. Credible. Transparent.
Acts:
Driven. Compassionate. Collaborative.
Brand Expression
The Power To Do campaign is one of forward momentum, confidence and unstoppable determination.
The language we use should capture this energy and provide inspiration and a bold
vision for the future. Our goal is to make it clear to the world that Rockets have
the Power To Do whatever it takes to make dreams a reality and help the people we
care for live their best lives.
The brand also presents a refreshed look and cohesive narrative to tell UToledo's
story to Rocket alumni, friends, fans and donors. More than a new tagline, it is an
opportunity backed by values to take a more active voice in the community, the nation
and abroad about the power of a UToledo education and patient experience.
Writing Styles
As we tell the University of Toledo story, The Power To Do voice is:
Bold but not aggressive
Proud but not self-important
Optimistic but not naive
Determined but not inflexible
Encouraging but not patronizing
For more guidance about developing content in the University's brand, refer to the
Content Guide in the
brand toolkit
Graphics, Photography, Typography and Colors
The Power To Do incorporates new graphic elements, updated fonts and color palette
and vibrant photography to visually communicate the brand personality.
Graphic elements
In both academic and healthcare materials a blue swoop, derived from the UToledo shield,
is a dynamic element used in layout corners, sides or backgrounds. Made up of the
brand colors Dark Blue, Space Blue and Midnight Blue, it leans heavily into familiar
representations of UToledo.
A magenta ribbon provides a bright element to add a secondary message to the main
headline and capitalizes on The Power To Do tagline visually associated with the UToledo
name in academic marketing materials.
Specific to the healthcare enterprise, turquoise accents are added to headlines and
imagery where appropriate for a pop of color that is distinct to healthcare marketing
materials.
To ensure brand integrity and to build equity, University Marketing and Communications
has invested in Canva and provides access to templates in that platform. Please be
in touch with your
college or department's key communicator
, or contact your marketing specialist for assistance in developing branded materials.
Photography
UToledo photography should feel vibrant and relatable, capturing authentic moments
that depict life on campus, in the health system and in the community. Environmental
photos should appear candid rather than staged or posed and strive for a fly-on-the-wall
style with genuine smiles and facial expressions. Additionally, some materials incorporate
hero portraits featuring individuals looking natural and away from camera. The Blue
Swoop may be overlaid on top of a photo's corner or edge. University stakeholders
can request a brand photoshoot using the
photography request form
in the brand toolkit.
Typography
The Power To Do incorporates the Poppins font in all materials to evoke a modern,
friendly and accessible tone indicative of the brand personality traits. Poppins can
be downloaded as an open-source font via Google fonts to ensure it is accessible to
all UToledo stakeholders. A link to the font package is available in the
brand toolkit
Color palettes
UToledo's primary colors are blue and gold. A secondary palette for highlight and
accents in text or headlines has been established specific to academic and healthcare
uses. Neutral tertiary colors are available for backgrounds when it is necessary to
differentiate from white. This consistent set of colors increases the impact and cohesion
of our brand communication and represents the energy of student life, the quality
of care and the compassion and support of our team members.
Academic
Healthcare
Examples
Creative materials are consistent regardless of the media format. They feature a background
specific to the academic or healthcare execution, a portrait or environmental photo
and the blue swoop. Some academic materials feature the magenta ribbon while healthcare
materials incorporate turquoise headlines or calls to action. All design layouts are
bold and bright with as much image visible as possible and negative space for headline
type.