Thank you for taking the time to review this guide.

Our brand isn’t created by colors, fonts, or images. It isn’t defined by a logo. The University of Oregon brand was launched more than a century ago, when a community came together to establish a public university, in Eugene, to serve the interests of the state and its citizens. The people of Lane County raised the funds to buy the land and build the first building, where five dedicated faculty members taught 155 inquisitive students. With a sense of purpose and optimism, they created a unique institution in a spectacular setting. A place driven by the energy of inquiry that has attracted dreamers and doers ever since.

The ideals and attitudes that created this university—collaboration, community, curiosity, innovation, a sense of place, and the continual pursuit of better ways of doing things, of knowing things—these are the same characteristics that have always defined the University of Oregon. Here, we explore. Experiment. Mix things up and see what happens. We're serious about the work we do, but we don't take ourselves too seriously. We ask, “What if?” and “Why not?” and “I wonder what happens when…” We always have. That’s what creates our brand—the collective inquiry, teaching, learning, research, scholarship, and creativity of the people who make up this university.

The guidelines you’ll find on this site are intended to help UO communicators articulate that brand. Used consistently, they will help maintain graphic and message continuity, protect our marks and logos, and help us communicate clearly across a wide range of media.

This guide is a work in progress. We'll be updating it regularly with fresh examples, current images, and new resources and information. And your input and insight will help us make it better. Ann Wiens, senior creative director for marketing communications, is standing by to hear your suggestions. Contact her at or 541-346-5048.