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University at Buffalo, a thriving public research institution with countless proof points that illustrate its tenacious spirit, global perspective, empathetic approach, and role as a bold participant in issues all over the world, was poised to define its story of distinctiveness. Its nomenclature had been fragmented.
It was clear a compelling brand story could address all of these issues and more. Partnering with Marshall Strategy and Ologie, UB launched a large brand and identity strategy initiative to finally tell a story that was all its own. And the timing was never more perfect.
Extensive research and interviews with faculty, alumni, staff, and community members pointed to the traits that make UB so impressive. It is home to entrepreneurs, inventors, big thinkers, and bigger doers. It’s a place that reveres hard, honest, smart work, all defined not just by what is made, but how it’s made. It became clear that many of these traits mirrored the essence of the city the university calls home. And the big idea was born from that.