Your Alma Mater / Introducing The Power to Do
On June 16, The University of Toledo launched a new brand that embraces the impact that UToledo has as both a public research institution and an academic medical center under one identity — The Power To Do.
Below is an excerpt from the official UToledo News announcement of the brand, written by UToledo Vice President for Marketing and Communications, Meghan Cunningham.
I am personally very excited to have a refreshed look and cohesive narrative to tell our story to Rocket alumni, friends, fans and donors. It is time we take a more active voice in our communities, nation and abroad about the power of a UToledo education and experience!
UToledo Launches New Brand Across Academic, Healthcare Operations
By Meghan Cunningham
“This new brand identity brings together our academic and healthcare operations under the same marketing framework for the first time since UToledo merged with the former Medical College of Ohio,” said Interim President Matt Schroeder. “We are stronger together and the transformational impact we have on the students we graduate and the patients we care for should be celebrated with a shared Rocket pride. I want to thank our marketing team for their work putting this campaign together and for getting people excited about what we have to offer at UToledo.”
The power of UToledo’s teaching, research and care is highlighted through the stories of faculty experts, successful students and alumni, and dedicated staff through slice of life photography and bold type in headlines that pull TO DO out of UTOLEDO for ownable and impactful messaging.
UToledo’s midnight blue and gold colors remain the University’s core identity, but new magenta and teal accents will appear in creative materials that also include a new curved graphic element with shades of blue that mimics the curve of the UToledo shield logo.
The launch of the new brand also features a new identity for UToledo’s clinical operations under UToledo Health, which is the brand framework for all healthcare operations that take place at the University of Toledo Medical Center or a UT Physicians clinic.
“In The Power To Do we have created a new brand identity that is both authentic and aspirational to tell the UToledo story in ways that will inspire more students to unlock their potential on our UToledo campuses and encourage more of our community members to receive the absolute best care from our UToledo Health physicians and providers,” said Meghan Cunningham, vice president for marketing and communications. “I am proud to lead a team of talented marketers who so enthusiastically support UToledo’s success. I am excited to see the brand embraced across all our University operations.”
UToledo worked with BVK, a Milwaukee-based marketing firm, to develop the new brand through market research that included 26 stakeholder interviews, more than 1,600 survey respondents and several focus groups.
The initial brand launch is focused on UToledo’s student recruitment efforts with new video, digital and outdoor advertising. New UToledo Health advertising will hit the market in August. The Power To Do brand rollout will continue across all UToledo market assets through the 2024 calendar year.
Closing Thoughts From the Associate VP
You may be wondering, how will this change your engagement experience with your alma mater? Well, let me assure you, we are still the midnight blue and gold Toledo Rockets. This new brand helps align our marketing and communications teams across the institution in a way they have never been before, allowing them to share stories and information in a unified way. Yes, you may see new accent colors or design elements across social media posts and other materials, but it is all to show who The University of Toledo truly is as we prepare for our next 150 years as a destination for higher education, research, athletics and more.
William L. Pierce ’99, ’09
Associate Vice President of Alumni Engagement and Annual Giving
Executive Director and Lifetime Member of The University of Toledo Alumni Association