The who, what, how, and why of your brand that serves as the enduring groundwork upon which your brand expression and implementation is built.
UNO Mission Statement
The University of Nebraska at Omaha is Nebraska’s metropolitan university—a university with strong academic values and significant relationships with our local, regional, national, and international communities that transforms and improves life.
UNO Vision Statement
The University of Nebraska at Omaha will be a metropolitan university of high distinction nationally and internationally—a university with strong academic and scholarly values distinguished by creative relationships with the communities we serve.
UNO Value Proposition
UNO transforms lives by providing access to exceptional educational opportunities through deep and unique integrations with our community.
Envisioned Future
A stronger, more enriched community.
Brand Character
- Inclusive: accessible | equitable | open
- Determined: distinguished | exceptional | motivated
- Connected: collaborative | metropolitan | integrated
- Maverick: unique | independent | inventive
Brand Expression
Brand Story
UNO has always strived to do what’s right for our community. We’ve had a diverse student population for more than a century. We make ways for more people to have access to exceptional higher education opportunities. We challenge expectations. We are Mavericks, and we buck trends and traditions that aren’t working, to lead change toward a better future.
UNO’s pulse beats in sync with Omaha’s. We are deeply connected and interdependent. Our success is reciprocal. We partner with the city of Omaha in unique ways — providing more opportunity for engagement for both our students and our community.
Everything we do is to create a stronger, more enriched community.Brand Promise
UNO is an independently minded higher education institution uniquely integrated into Omaha. We transform lives by providing access to exceptional opportunities to create a stronger, more enriched community.
Brand Slogan
"Access to exceptional"
Brand Voice
Brand Voice is the tone and personality with which UNO speaks.
UNO’S Brand Voice is:
Approachable | Helpful | Inclusive | Encouraging | Welcoming | Professional
UNO’S Brand Voice is Not:
Stuffy | Boring | Mean | Condescending | Exclusive | Goofy
Our Voice
UNO is founded upon the belief that everyone deserves access to the highest quality of education and diverse college experience. We approach the world with a positive, welcoming outlook. We are looking for ways to turn “no” into “yes.”
We are aware of the ways in which we use language, and we strive to include people with every message we send out. Our messages should never disparage or insult anyone, but rather encourage and inspire. We look for possibilities.
And, although we are an institution of the highest caliber, we aren’t stodgy and boring, nor are we pretentious and full of ourselves. We’re accurate and truthful, and we represent ourselves honestly.