Why Brand?

The need to brand comes out of the need to survive and evolve. Identity recognition leads to support. Branding puts an organization "out front" to show off the organization's unique capabilities, strengths and identity.

Why Now? Why at URI?

URI is proud of its fine reputation and heritage, but is equally concerned about its future. Now is the perfect time to update the way we are viewed by our stakeholders.

Higher education has become a highly competitive industry. URI, like many schools, is challenged to recruit and retain the best and brightest students, faculty, and staff. It must build and maintain widespread public and legislative support and create and keep a loyal and close connection with alumni and donors. More than ever, the funds to support state universities come from diverse sources. Each of these sources must see, hear and know the University's mission and accomplishments.

The University must create a consistent and powerful identity that presents our competitive advantage. Our brand must clearly and lastingly say who the University is and what sets it apart from the rest of the pack.

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URI's Evolving Brand

Brands that survive are created, monitored, and improved. Good brands evolve.

Branding elements are nothing new to the University. Today, the University is engaged in a comprehensive and sophisticated approach to branding, above and beyond the brand elements such as logos, etc. Here are some examples of past branding elements.

1914	1934
1951	1971
1978	1991
1992	Circa 1950
Circa 1950	Circa 1950
1993	2002

URI is Not Alone

URI is not alone within the higher education arena to focus on branding. Here are some examples of other schools that have engaged in or are currently in the branding process:

• Hawaii
• University of Houston
• Maryland
• Michigan State
• Nebraska
• Tulane
• North Texas
• Sacramento State
• Texas at Austin