“At the heart of the plan are four bold goals that will transform UNT so that we provide the best education possible and rival the nation’s best higher education institutions. The goals are ambitious, but the plan builds on UNT’s strengths and momentum. We will reach our destination only by working together to meet the most ambitious goals. And as we become the superior university we are meant to be, we will help our students, our region, our state and our nation to be the very best.”

— Dr. V. Lane Rawlins, President

With much fanfare on Feb. 13, the University of North Texas announced its commitment to becoming a national leader in education, research and scholarship, as well as student support and community engagement when it unveiled the Four Bold Goals for the Future of One Great University: University of North Texas Strategic Plan 2012-17. With this announcement came an unveiling of a new theme line, "A green light to greatness," that is supported by new graphics and reflects UNT's progress, commitment and spirit. Our new theme line encapsulates the promise we make to our students and it evokes what we do and where we are going.

Every college, division, department and individual at UNT will play a key role in fulfilling our promise to our students, our communities, our state and the world. The words, the look and images we use are critical elements of conveying our promise. With the unveiling of our four bold goals and new theme line, UNT has new ways to help communicate our story.

It is important to note that we have not changed our brand or dramatically changed our logos. UNT is our brand, as expressed by the UNT logo, which calls to mind our excellence and unique spirit. Rather, we have introduced a new theme line that best reflects the progress and spirit of our institution and embraces some subtle yet profound changes to our lettermark/wordmark combinations. The Division of University Relations, Communications and Marketing (URCM) worked with an outside consultant and with our own graphic design faculty on these updates.

Below you will find information on:

• the importance of key messaging with a link to university descriptions that can be used in various university communications
• visual brand assets (updated UNT marks and new theme line and artwork)

As a result of these updates, URCM is developing new brand guidelines due out later this year. In the meantime, URCM’s approval process remains the same for anything you are purchasing to communicate UNT’s brand identity — ads, promotional items, brochures, etc. To obtain URCM approval so you can purchase items, send a PDF of what you wish to order to brandreview@unt.edu. If you have questions, contact Rolando Rivas, director of graphic brand management, at 940-565-3520 or rolando.rivas@unt.edu.

All uses of university marks must comply with our brand policy.

Publications of the following organizations are not subject to the university's policy:

• Federation of North Texas Area Universities
• North Texas Community College Consortium
• North Texas Research Institute
• Professional Development Institute
• Student Organizations
• Universities Center at Dallas
• UNT Alumni Association
• UNT Foundation
• UNT Press

UNT Key Messaging

In communicating about UNT, it is important to convey our impact and progress using the same core messages and basic set of facts. UNT is a major public research university focused on providing the best educational experience in Texas and fueling the North Texas region. Consistently describing UNT in this manner in all of our university communications will drive this point home to our many audiences, ultimately ensuring that our institution receives the recognition it deserves.

Review the Our Messaging section for some descriptive language you can use in talking or writing about UNT.

The Updated Primary UNT Marks

Refreshed. Redesigned. Renewed.

We’ve made some subtle adjustments to our primary marks. We’ve made them easier to read, and we’ve given a new balance to the design. We’ve also changed our “TM” to (R) to acknowledge the official registration of certain marks. However, all the same guidelines still apply. The primary marks are available in three versions (vertical two-line, vertical one-line and side-by-side) and must continue to stand alone and have their “own” space. Leaving ample space around the mark ensures that it stands out.

To preserve the integrity of our brand, we must use our marks correctly and consistently in every application. Altering, distorting or redrawing them in any way weakens the power of the image and what it represents.

Review the Our Marks section for more details regarding use of our primary marks.

The Theme Line & Artwork

“At UNT, our greatest passion is to give a green light to greatness in all we do: in the achievements of our students, in the excellence of our teaching and research, and in the impact our university has on the larger North Texas region.”

— Dr. V. Lane Rawlins, President

A green light to greatness. Green is our color, green means go, and our greatest passion is to give a green light to greatness in all we do. The theme line represents that promise in a concise, interesting way. Through its use, we can all communicate cohesively and consistently. You can use the new theme line immediately on any communication. You’ll see URCM using it on the university's new billboards and other advertising and in all of our publications.

It is important that the theme line appear in a prominent way, but does not overshadow our UNT marks. We’ve given you ways to embrace the new theme line – new PowerPoint templates, computer wallpaper, an e-mail signature and a stacked vertical version and a one-line horizontal version of the theme line available in our Branded Resources section.

As always, any use of these brand resources must still be approved by URCM following our standard brand review process. To obtain URCM approval, send a PDF of what you wish to do to brandreview@unt.edu. If you have questions, contact Rolando Rivas, director of graphic brand management, at 940-565-3520 or rolando.rivas@unt.edu.

Here are some examples of how the new campaign theme has been executed in promotional items: