Challenging Convention

That is what we do at Rice – apply unconventional wisdom to solve today’s problems and deliver tomorrow’s solutions. This leads to discovering batteries that spray on like paint and a super string that bends like thread, supports like steel and conducts like copper.
Unconventional? Not at Rice.

Rice is a university inspired by the pursuit of the unknown. Our mission is to pursue pathbreaking research and to provide unsurpassed teaching and contribute to the betterment of the world. We work together to achieve what some think unachievable. This is unconventional wisdom. This is Rice University.

See some of the elements of the marketing campaign here:
http://staff.rice.edu/Template_PublicAffairs.aspx?id=2147484284