UB introduces a new framework to tell its story

UB has begun telling its story world- wide in a more compelling and cohesive way with the launch of a new identity and brand strategy for the institution.

The new strategy features two key components, both of which resulted from a year-long process involving the expertise and input of thousands of alumni, students, faculty, staff, prospective students and community members.

The first is a brand framework that conveys UB’s distinctiveness. Based around a concept called “Here is How,” it presents UB as an extraordinary university in an extraordinary city – an institution that represents not only a place, but also a unique way of getting things done.

The second is to align all of UB's schools and institutes under one official name, the University at Buffalo, with the interlocking UB as the official university logo. The State University of New York will continue to be a major part of the university’s name, particularly for international markets where the SUNY name is widely known and valued.

The Division of Athletics and all UB athletics teams will use “UB” and “Buffalo” as their primary identities. Athletics is introducing a new spirit mark for the UB Bulls and will use the tagline “New York’s Public Powerhouse” to emphasize UB’s strength in New York State and its stature as one of the nation’s leading public research universities.

The university will align the “Here is How” framework throughout the university in the coming years.