Strategy
Our new brand strategy will help bring U of T’s brand essence—our vision, mission, value proposition, and character—to life in an emotionally compelling and thoughtful way for our audiences. It uniquely positions and sets us apart from other higher education institutes, maintains our global profile and reputation, and creates strategic and consistent communications for all audiences.
Our brand strategy is based on broad consultations with senior leadership and key stakeholders across the University, as well as industry trends, best practices, and marketing research. We received a wide range of invaluable insights and feedback every step of the way.
Existing marketing resources
Visit the Marketing Resources page for previously developed guidelines and assets, including COVID-19 signage and the University-wide Impact Presentation.
Brand Story
Defy Gravity is the public-facing, overarching concept that combines the key elements of our strategy. It's how we look, how we feel, how we speak, and how we bring U of T's vision, mission, value proposition, and character to life.
We have developed a brand story to express this creative essence, supporting the values and aspirations of our broad and diverse audiences.
It’s always easier to say it can’t be done.
You can’t cheat gravity, conquer disease, or change the system. But those who see limitations only never make waves or bend the arc of history.
At the University of Toronto, we see the impossible as a challenge, the unknown as an invitation, and every obstacle or setback as motivation to push onward.
We revolutionized the world’s understanding of mass media. We uncovered cyber-espionage networks, reinvented literary criticism, unearthed ancient civilizations, and helped preserve ancient and modern languages. We reimagined artificial intelligence, paving the way for new frontiers in science, technology, and medicine. And, together with our hospital partners, we brought insulin to the world, helped conquer polio and smallpox, revolutionized transplant surgery, and pioneered stem-cell therapies.
Behind these incredible breakthroughs is a community of students, faculty, alumni, and supporters from every conceivable background and discipline, bound together by an insatiable drive to ask bold questions and collaborate on the world’s toughest challenges. A community of fearless and compassionate thinkers who do not see the impossible as some foregone conclusion. A community that believes that conventional wisdom isn’t always wise. A community that believes that talent and great ideas can rise above any challenge and change the calculus of what’s possible.
A community that defies gravity.
Vision and Mission
Vision
To be one of the world’s greatest catalysts of human potential, ingenuity, inclusivity, and positive change through groundbreaking research, innovative teaching, and enriching community partnerships.
Mission
To provide an outstanding global education and student experience, ignite life-changing research and innovation, and promote social well-being, prosperity, and vitality in our communities.
