Engineering excellence is a key component of the University of Michigan’s global reputation – aspiring to be the defining public university. Michigan Engineering’s brand embodies our core values and reflects our vision to be the world’s preeminent college of engineering serving the common good.
Brand Visual Styles
The Slash
Our primary graphic feature is a bold, forward-facing yellow or blue SLASH with a dimensional drop shadow.
People-First
A secondary style for those working in the People-First Engineering realm utilizes the bold “Connector” graphic.
Look to Michigan
A secondary style available for those making fundraising campaign materials.
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 approach to education and research. 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 compelling and strategically packaged storytelling, data and perspectives, we demonstrate 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
Our Language Style
Clarity and authenticity build trust. This truth manifests in the tone of our brand voice. We are straightforward and inclusive. We speak with respectful authority from areas in which we lead, sharing knowledge freely. Our work is interdisciplinary; therefore we speak plainly so that our message isn’t muddied by jargon. Most importantly, our voice is humane and approachable.
Our Name: Michigan Engineering
Third-party research confirms that “Michigan Engineering” is the best way for the College to refer to itself. Use this whenever possible (and in particular when used externally). These alternatives are not recommended:
- U-M Engineering
- Engineering at the University of Michigan
- CoE
Editorial Guidelines
Our communication aims to bridge our brand voice with the audience’s expectations for formality or rigor. For example, we connect with undergrads differently than with major donors, tailoring our tone to build affinity and awareness. Our language should inspire by reflecting who we are today and where we’re headed, aligning with the aspirations that define Michigan Engineering.
In marketing materials, your language should:
- Be conversational but correct
- Aim for brevity and scannability
- Invite exploration
- Express empathy, inclusivity and authenticity
To create engaging and action-oriented content:
- Use present tense (unless past tense is important for understanding)
- Include a blend of first person (“we”) and second person (“you”) perspective:
- At Michigan Engineering, we build and rebuild…
- Our campus has unparalleled resources, facilities and perspectives…
- As a student, you will be able to…