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Brand Guide

Our Brand

A successful brand goes beyond universal recognition. When people encounter the University, we want them to know who we are and what we stand for.

To ensure we are presenting the University in a consistent, cohesive manner, all marketing and communications must adhere to the:

Adherence to these guidelines helps accurately capture the University's spirit, communicates our vision and values, and inspires our audiences to engage with us.

Brand Overview

The Unique Selling Proposition (USP) is a short phrase that encapsulates the essence of the University of Dayton. It illustrates what sets us apart from other universities. The USP is not a tagline, and it should not be used verbatim in external communications. Rather, it is an internal tool to guide marketing and communications.

The University of Dayton's USP is: Faithfully Courageous. Since our founding in 1850, we have read the signs of the times, adapting and changing to become the change the world needs.


Brand pillars are values and characteristics that define the University. These pillars support the unique selling proposition.

  • Passionate Purpose. We are a community whose passions directly influence how we learn, lead and serve. Here, students are encouraged to pursue their vocation in ways that bring purpose and meaning to their life.
  • Inspiring Impact. We strive to make a positive impact on our students, the community, and the world, and we inspire others to do the same.
  • Vision for the Common Good. Guided by our Catholic, Marianist identity, we embrace our mission to work for the benefit of society.

Tone words highlight and reflect the University's personality. They are intended to help inform copy, design and marketing strategy. Tone words can be dialed up or down depending on the audience and purpose of the piece.

  • Brave.
  • Authentic.
  • Confident.
  • Welcoming.
  • Engaged.
  • Passionate.
  • Adaptive.


University Marketing and Communications

300 College Park
Dayton, Ohio 45469 - 1303