Our Brand

Michigan Engineering logo with branded background texture

The future will be built by engineers. The best possible future can only be built by engineers who are focused on serving human needs and improving the lives of all people. At Michigan Engineering, we’re committed to fostering the people-first engineers who will reshape the world for the better.
Through our people-first framework, Michigan Engineering is reimagining and reshaping what engineering can be—at Michigan and beyond—enabling all engineers to have a positive impact on the world and build a future that will elevate all people.

Cover of the Michigan Engineering Branding Guidelines Book

Brand Book

This brand book is a resource for the Michigan Engineering updated brand (est. 2022). It contains many of the ingredients you need to help navigate the brand in your communications, marketing or design projects. 

Brand Statement

Michigan Engineering is developing the people-first engineers who will shape the world for the better – the next generation of engineering leaders who will build and rebuild systems to improve the lives of all people. Who will seek out diverse perspectives and worldviews to ensure that their innovations have a positive impact on all populations. And who will draw upon a range of disciplines to address the world’s most pressing challenges.

Our people-first approach to engineering builds upon Michigan’s greatest strengths to help close critical gaps and improve the lives of all people – reimagining and reshaping what engineering can be. Our values – excellence, collaboration, innovation, daring, diversity, social impact, transparency, trustworthiness – guide us, inspire us and come to life in our branding.

Brand Character

  • Authentic
  • Smart
  • Intentional
  • Inclusive
  • Compassionate
  • Engaging
  • Energetic
  • Aspirational
  • Convergent
  • Challenging

Brand Philosophy

The Michigan Engineering brand strives to reflect the unique experiences of our students, faculty and staff, and our people-first engineering approach. The visual style is a reflection of three foundations of what makes Michigan Engineering unique: 

  • Unsurpassed engineering fundamentals
  • A convergence of disciplines 
  • Equity-centered values and a global worldview 

It is diverse and forward-thinking. It is expressive yet grounded. It is fluid yet strong. 

Other engineers think in straight lines, but we know it’s complicated. We recognize the multiple users and communities we serve, and design solutions to meet them where they are.

How Our Brand Manifests

Through the visual design styling, we will communicate that:

  • Engineers are committed, rigorous technologists and problem-solvers
  • We integrate multiple disciplines for a convergent solution
  • We are socially conscious, global thinkers
  • We strive to close societal gaps and serve the common good

We will achieve this through:

  • Thoughtful, intentional placement of The Connector and expressive lines
  • Foundation of Maize and Blue with a splash of bold color
  • Strong, considerate typography
  • Use of authentic, engaging multimedia
  • Generous consideration of open space
  • A balance of bold and understated elements