UToledo Launches New Brand Across Academic, Healthcare Operations

UToledo Launches New Brand Across Academic, Healthcare Operations

At The University of Toledo, we have the power to do things that make a difference.

A new brand, launching today, embraces the impact UToledo has as both a public research institution and an academic medical center under one identity - The Power To Do.

"This new brand identity brings together our academic and healthcare operations under the same marketing framework for the first time since UToledo merged with the former Medical College of Ohio," said Interim President Matt Schroeder. "We are stronger together and the transformational impact we have on the students we graduate and the patients we care for should be celebrated with a shared Rocket pride. I want to thank our marketing team for their work putting this campaign together and for getting people excited about what we have to offer at UToledo."

The power of UToledo's teaching, research and care is highlighted through the stories of faculty experts, successful students and alumni, and dedicated staff through slice of life photography and bold type in headlines that pull TO DO out of UTOLEDO for ownable and impactful messaging.

UToledo's midnight blue and gold colors remain the University's core identity, but new magenta and teal accents will appear in creative materials that also include a new curved graphic element with shades of blue that mimics the curve of the UToledo shield logo.

The launch of the new brand also features a new identity for UToledo's clinical operations under UToledo Health, which is the brand framework for all healthcare operations that take place at the University of Toledo Medical Center or a UT Physicians clinic.

"In The Power To Do we have created a new brand identity that is both authentic and aspirational to tell the UToledo story in ways that will inspire more students to unlock their potential on our UToledo campuses and encourage more of our community members to receive the absolute best care from our UToledo Health physicians and providers," said Meghan Cunningham, vice president for marketing and communications. "I am proud to lead a team of talented marketers who so enthusiastically support UToledo's success. I am excited to see the brand embraced across all our University operations."

UToledo worked with BVK, a Milwaukee-based marketing firm, to develop the new brand through market research that included 26 stakeholder interviews, more than 1,600 survey respondents and several focus groups.

The initial brand launch is focused on UToledo's student recruitment efforts with new video, digital and outdoor advertising. New UToledo Health advertising will hit the market in August. The Power To Do brand rollout will continue across all UToledo market assets through the 2024 calendar year.