A brand is a story: simple, memorable and true. It is the essential quality that makes anything unique. It is the story we tell about who we are and why we exist. But it is also the mixture of facts, feelings, impressions and interpretations that people believe based on the signals we send.

Washington University is driven by a clear purpose: to create an environment that encourages and supports intellectual and personal collaboration to make a difference in the lives of our students, our community and the world. This effort applies to everything we do — including the tone, look and feel of our communications.

Key Attributes

Our key attributes are a set of characteristics that define the university’s personality. They inform our communications in the look, feel, tone of voice and imagery we use to tell our stories, and they serve as a standard for how we do our work.


Washington University is a place where individuals are challenged to realize their potential. We’re always evolving to meet the needs of current and prospective students, as well as our alumni, faculty and staff. We are inspired to develop big ideas and tackle challenging problems. We conduct groundbreaking work to discover gaps in current knowledge and devise well-informed ways to address these gaps. Through our partnerships and path-breaking research, we’re working together to shape the future of our university, our region and our world.


We are a community of individuals with inner fire and quiet confidence. With a view toward individual and collective success, we inspire and support each other.

What sets us apart:

We are a community where people matter and serious work is done.