• Establish a national reputation for the University of Georgia as one of America’s top universities.

  • Increase visibility of the commitment to academic excellence at the University of Georgia and our focus on excellence.

  • Gain appropriate credit and recognition for the university’s role in preparing leaders and providing opportunities.

Key Pillar Messaging

The messaging derives from and reinforces the University of Georgia master brand positioning.

Core Message

The University of Georgia is reaching even higher national rankings because of our academic programs and research. Our commitment to excellence makes us one of the best public universities in the nation.

Proof Points

Academic Achievements

  • Best college rankings
  • Top rated Honors College
  • Upward trajectory of incoming class profile
  • National and International student academic awards


  • Center for Undergraduate Research Opportunities (CURO) offers faculty-led research for all majors.
  • Faculty memberships in national academies


  • One of the largest universities to offer experiential learning opportunities for all undergraduate students.
  • Double Dawgs program
  • Entrepreneurship certificate
  • Small-Class Initiatives means more faculty to give one-on-one instruction similar to a private institution.


  • Academic Colleagues
    • Members of Association of American Universities
    • Peer Institutions
    • Comparator Institutions
    • Leaders of National Universities
      • Presidents, Chancellors, Provosts, Directors of Admissions
  • Prospective Students and their Parents
  • General Public
  • Civic Thought Leaders


Messaging Tone

Our message includes so much more than what we say; it is also how we say it. Through the words we choose and how we choose to employ them, we can maintain a consistent voice and contextually relevant tone to craft a story that feels personal and real.

Voice Characteristics

Inspired by elements of the brand personality, voice characteristics define how the brand sounds.

Primary Characteristics

We are dedicated and deeply invested in our mission. We are driven to succeed and focused on finding solutions.

Bright/ Smart
We are leaders and world-class researchers. Our ideas change lives.

Other Characteristics

  • Confident
    We are equipped, optimistic and ready to take on the future.
  • Sincere
    We are all heart at UGA. Our love for students, the state of Georgia and the people of the world make anything possible.
  • Inspiring
    We are forward-thinking, always innovating and hopeful for tomorrow.
  • World-Class
    We place a high value on excellence and leading in every arena, setting the bar for others who look to UGA as the gold standard.

Messaging Narrative

This is the core of the Academic Excellence messaging. The ideas within this narrative guide our voice, inform the words we use, and inspire communications that resonate with all our audiences. The narrative can help us elevate our strengths and identify what our audiences can expect from us. At its core, the messaging narrative articulates the basis of an ownable, unique identity for the Academic Excellence messaging.

The University of Georgia consistently ranks as one of the best public universities in the country. Our students are creative, passionate, and committed to creating a better world. They are working to become the next generation of entrepreneurs, researchers, and community leaders.

The University of Georgia is an academic powerhouse inspiring those who will lead, serve, and discover. Due to our small class sizes, student-centered teaching, and emphasis on experiential learning, our students are some of the most academically qualified graduates in the country.

Students at the University of Georgia succeed at the highest levels. From the classroom to the boardroom, they are equipped to excel.

Messaging Headlines and Copy

Powerful headlines can do considerable work in carrying out our messaging and personality. Bold and interesting headlines compel our audiences to read further and listen to what we have to say. Use them to command attention and make a strong statement.

These are meant to be thought starters for communicators, so feel free to mix things up, with these frameworks as your guide.


Pairing strong headlines with compelling body copy is the most effective way we can convey our message and personality. Here are some examples that show how to effectively and powerfully communicate statistics, information and results from the Academic Excellence pillar.

Delivering _______ (opportunity, challenges, prestige). Delivering excellence.
Delivering opportunities. Delivering excellence.
At UGA, we learn differently. Every student gains the opportunity to learn professional and personal development outside of the classroom through experiential learning. When UGA gives students experiences in a hands-on, real-life environment, they not only learn more about the subject—they learn more about themselves.
A(n) _______ (academic, engineering, research) powerhouse.
A powerhouse in _______ (academics, service-learning, higher education)
An academic powerhouse.
Top students and faculty are committed to the University of Georgia. The Rhodes Scholarship is one of the world’s most esteemed awards. And UGA has developed more Rhodes Scholars in the past 20 years than all but two other public universities.
A community that builds _______ (world-class researchers, leaders, entrepreneurs).
A community that builds world-class researchers.
We believe that innovation and excellence thrive in a community that puts a combination of academic excellence and public service at the forefront of their endeavors. Because of that, our faculty are consistently ranked as members of national academies and noted for contributing to major scientific improvements.


Our color palette helps people identify us at a glance, and the way we use color sets the mood for each of our pieces, bringing an energy and vibrancy to our communications.

The primary brand palette for the Academic Excellence messaging uses our main university colors, Arch Black and Bulldog Red.


When it is used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what we communicate. Georgia’s typography communicates clearly and cleanly, and is flexible for a wide range of situations.


Primary Sans-Serif


Oswald is our primary sans-serif family and a workhorse for our communications.

Secondary Serif


For more sophisticated situations, Georgia, our serif font family, is available. It works best for headlines and body copy.


Our photography style is bright, warm and intimate, with images that use natural light whenever possible. Light is also an active element in our photography, sometimes to the point of slight overexposure. To avoid unnatural angles, never rotate the camera to an angle other than 90 degrees. 

Photography in the Academic Excellence style has primarily focused on campus and slice of life images.

Academic Excellence Assets

Graphic Elements

The Academic Excellence Messaging style uses unique graphic elements to distinguish us visually from other messaging and campaigns. See the examples for usage and implementation suggestions.

Academic Excellence Assets


The Academic Excellence Asset Portal contains examples for using and designing images, graphic elements, and messaging copy. Use these examples to keep the brand voice and style consistent across various marketing elements.

Academic Excellence Assets