Brand pillars

The pillars are covered in more detail in the brand foundation section of the guide, but they’re worthy of a quick review here.

Our brand pillars are:

  • Innovative
  • Tailored experience
  • Legacy


Think of the brand pillars as the internal structures that uphold the brand message and help shape your stories.

As campus communicators, keep in mind that our goal is not to tell our audiences what our brand pillars are. The pillars are an internal reminder of what we need to show through our marketing work.

If we’re all using the brand pillars behind the scenes to shape our messaging strategies, they will become inherently woven into the U of I fabric – they’ll be the qualities that immediately come to mind when people think of us.