Brand Strategy

There’s only one UNC Greensboro. Through consistent execution of both internal and external communications and marketing across the University, our individual voices become one unified message. Together, we elevate what it means to be a Spartan. 

The University Brand Guide provides University units and their external vendors with tools, tips, and guidance to maintain and strengthen UNCG’s brand: UNCG creates remarkable real-world impact, every day. 

Three students, with arms around one another, share a laugh on campus.


A welcoming environment for a vast array of students, UNCG creates opportunities for all to thrive, belong, learn, create, transform, and succeed.

A chemistry student writes out a formula on a lab chalkboard.


Proactive, intentional, commitment with students, and a passion for teaching, our faculty and staff boast a collective and tenacious commitment to student success.

A male and female student work together to gather geography and environmental field research in a lush green field.


Balance academics, research, and service to make a real-world difference every day with students, through alumni and in our communities.

UNC Greensboro creates remarkable real-world impact, every day.

You see it every day. In the hard work, inventive ideas, and powerful collaborations that define our communities.  In schools, hospitals, and businesses. The everyday and extraordinary achievements that add up to the remarkable impact of UNC Greensboro.

You see it in our students – those who have excelled their entire lives and those bursting with potential that needs to be cultivated. Students from right next door and around the globe share a beautiful and growing campus seamlessly woven into our community and deeply connected to our city. UNC Greensboro is home to a rich array of students who find one thing in common – a welcoming campus, and a place to belong, thrive, and achieve their best, each in their own way. Here they immerse themselves in a transformative experience that combines rigorous learning with tenacious, intentional support. They develop their abilities, deepen their understanding, and hone their work ethic.

You see it in faculty who – in the classroom, the lab, and the community – create and share the knowledge that makes our region and our world healthier, more vibrant, and more prosperous. Faculty with the vision to do great research, and the commitment to be great teachers.

You see it in the engagement of our faculty, staff, and students with our hometown– in the center of our state – where we are an engine of prosperity, innovation, creativity, and service.

It is true today as it has been for over 125 years: UNC Greensboro is relentlessly focused on helping each student unleash their potential and make a meaningful impact with their lives, in our community, and around the world, every day.

Our comprehensive brand architecture enables areas of the University—large and small—to maintain both brand consistency and the uniqueness of each unit.

Connected at our core: While each University unit and the communities they engage and serve differ, we are all connected at our core. UNCG brand architecture consists of two levels: core brand and associated entity. Unit classification and any exceptions are determined by UNCG’s University Communications Division.

  • Core Brand: The core brand is our foundation. Comprised of the brand platform and positioning statement, coupled with the consistent execution of our visual assets, the core brand defines us and our market position. Visual assets for the core brand include the University logo, colors, typography, photography and videography style, tagline, and web design. Examples of core brand units include: Office of the Chancellor, Office of the Provost, Academic Units, and Student Affairs. Exceptions to the core brand can be made for specific purposes, including but not limited to named schools.
  • Associated entity: Connected to the University, associated entities are nimble. Examples of associated entities include but are not limited to: UNC Greensboro Alumni Association, Weatherspoon Art Museum at UNC Greensboro, and Gateway Research Park. UNCG associated entities may use the University logo as a means of showing the connection to the University, but adherence to the core brand assets are not required.  Learn more about UNC System Required Elements of University-Associated Entity Relationship as outlined in The UNC Policy Manual.

UNCG’s unique, flexible, and engaging tagline is: Find your way here.   

The University’s tagline is an invitation— for the next class of Spartans, new faculty, and staff members to join the University. It is also a prideful statement—at UNC Greensboro you will find what you are seeking and you will make a difference.

The flexible tagline enables University units to express their uniqueness and connect with their targeted audiences by exchanging the word “way” for relative terms.

How to use the tagline

The tagline should be proper case and punctuated with a period except when used in headlines or stand alone graphic usage. While there are many words that can be used to complete the “Find your ____ here,” the primary institutional logo and all University-level branding efforts will conclude with “Find your way here.”  This concluding statement may come in the form of the University logo featuring the tagline:

Important tagline rules

  • The Minerva logo lock up with the tagline may not be changed. The Minerva logo lock-up with the tagline shall always be “Find your way here.”
  • Do consider using a series of flexible taglines within a single advertisement, promotion or marketing communication.
  • Do not shorten or lengthen the tagline. Only “way” may be exchanged for a singular word.
  • Do not replace “way” with “you,” “yourself,” or “self.”
  • Do not exchange “way” for “path,” “wisdom,” or “future.”
  • Do not replace “way” with locations or labeling of services, such as “lunch” or “registration.”
  • Even if you use the tagline or a flexible version of the tagline in your copy or headline, use the Minerva logo lock up with the tagline “Find your way here” in the design.
  • Do not use past University taglines.
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