Our brand
UCalgary is where you come to start something.
We make things happen.
At the University of Calgary, we strive to cultivate an environment that fosters innovation, creativity, and entrepreneurial thinking. Our mission is to empower a community of forward-thinking individuals who are committed to pushing boundaries and creating positive change in the world.
Whether you're interested in launching your own startup, working for a leading technology company, or pursuing cutting-edge research, UCalgary is the perfect place to start your journey. It is where people and passion and purpose intersect, where access to education, research, and mentorship transforms ideas into action. Our vibrant community of like-minded trailblazers will shape the future through their unique ideas and initiatives.
Our story
Calgary is known as a city where doors are open, teeming with opportunity. A place as wide open as the prairies we live on.
The University of Calgary embodies the same entrepreneurial spirit.
This is a place where, instead of challenges and problems, we see opportunities to make the world a better place.
We're a supportive community where everyone's perspectives are valued and good ideas flourish.
Where the rush of a new discovery is as exhilarating as the success of a new startup.
So whether you're a student, researcher, alumni or donor, we can make the future anything we want it to be.
We're a community of innovators and changemakers.
Our spirit shows in everything we do, from teaching and learning to research to building our communities.
UCalgary’s entrepreneurial spirit in action
Our voice
Our voice has four qualities that are felt in what we say and how we say it. Together, the expression of these qualities helps make everything we write sound uniquely like UCalgary.
Clear
We love to help people learn. We keep things straightforward by simplifying complex language and ideas, making them easy to read and understand.
Clear means: brief, concise, straightforward
Not: blunt, vague, passive
Warm
Our writing is approachable, like a conversation with a bright, thoughtful and caring friend. We try to help people succeed at every step.
Warm means: conversational, friendly, supportive, inclusive
Not: off-putting, distant, overly technical
Genuine
We show who we are through what we do. Our writing is infused with our values and principles. We don’t overstate our accomplishments or follow trends.
Genuine means: authentic, confident, distinctive
Not: Sarcastic, boastful, wishy-washy
Vibrant
We imbue our writing with creative energy that sparks new ideas. We stay positive and excited by possibility. We’re never naysayers; we're driven to find solutions.
Vibrant means: dynamic, creative, optimistic
Not: monotonous, bland, robotic
Learn more about our voice for web and social channels
Our tone
Tone is about mood. It requires understanding the audience’s context and writing for them in that moment of time. In other words, tone is driven by empathy.
Our audiences experience a range of emotions — excitement, grief, anger, joy, pride — as they interact with our brand in different ways, and it’s important to reflect those feelings in our writing. For example, a congratulatory message to a recently admitted student should be exciting, whereas an email about a policy change should be serious. Regardless of the tone, our personality and voice remain the same.
For information about CP style writing, visit UCalgary News Style Guide
Our visuals
A consistent and cohesive visual identity creates a sense of recognition and trust, which can ultimately lead to greater brand affinity. Consistency in design elements such as colors, fonts, and imagery will help ensure that all communications are easily recognizable as belonging to the University of Calgary. This not only strengthens our brand but also makes it easier for our audience to connect to UCalgary by presenting unified and consistent visuals.
Our colours
We're bold. We're red and gold. Colour is one of the strongest connections to our visual identity, they are symbolic of our entrepreneurial spirit, passion and determination.
Our fonts
A font can convey our brand's personality, values, and tone of voice. It can help differentiate and make our identity more recognizable and memorable to our audience.
Our imagery
Imagery is a powerful tool that conveys a message and evokes emotions. Strong visuals communicate our values, personality, and also humanize our brand, making it more relatable and engaging.
Brand lookbook
See how the UCalgary brand is used around campus, in print and online.