University of Minnesota
University Relations
Our Brand: How to Convey It

Our Brand: How to Convey It.


Driven to Discover

Driven to Discover is the University of Minnesota’s official brand message. It captures our search for knowledge and our drive to share that search with students and the larger community. "Discover" is used here in the broadest sense. It includes not only the findings of scientists, but also the innovations of engineers and designers, and the self-discovery of artists and community leaders.

See Logos and Template Downloads for assets that can be used for Driven to Discover.

Discovery Illuminates Everyone campaign

Similar to previous campaigns, the Discovery Illuminates Everyone campaign is meant to further communicate the University of Minnesota's Driven to Discover brand message. The Illumination campaign showcases the importance of a strong University to the well-being of the state. The University continues to discover solutions to the state's biggest challenges, but dim our lights and the state of Minnesota becomes less brilliant. With all of our campuses beaming, the darkest of challenges will be no match for the light of discovery.

See full Illumination guidelines.

Official Campaign Fonts

Due to licensing restrictions, the fonts cannot be centrally purchased; unit must purchase them individually.

Other options for Neutraface are also available.