--- title: Brand Platform date: 2026-05-22T17:47:00-04:00 author: Tierra Collins canonical_url: "https://brand.umd.edu/brand-platform" section: Pages --- # Brand Platform **Brand Platform** Our brand platform serves to unify our campus. It is the strategic foundation that aligns all university marketing and communication efforts. ### The Maryland Brand Our brand is our reputation, and our reputation means everything. A strong reputation attracts the best students, the best staff and the best faculty. Our brand attracts research funding and drives rankings for our university and our colleges and schools. Our brand drives our university *Fearlessly Forward*. As Maryland communicators, our core mission is to enhance the University of Maryland’s reputation as a preeminent public research university, dedicated to serving the public good. ### Themes At the University of Maryland, our brand storytelling elevates our: - bold research enterprise - arts, creativity and fearless imagination - unparalleled student experiences - diverse, multicultural community ### Narrative The University of Maryland is an extraordinary place. We are a world-sized classroom, embracing opportunities beyond campus, in D.C., across Maryland and around the globe for students to expand their horizons and perspectives through **unparalleled learning experiences.** We are a **bold research enterprise**, pursuing, discovering and championing new knowledge. Scholars, creators, innovators and dreamers come together here to challenge the past and imagine the future. We are **an incubator for arts exploration** that fires our imagination and reveals our shared humanity. We boldly meld the visual and performing arts with science, tech and social justice to tackle grand challenges in fresh ways. We are a **diverse, multicultural community** nearly half a million strong, exchanging ideas and making each other stronger and more connected to our state, nation and world. And we remain an institution of change and progress, united in purpose to Do Good. Here, the way forward is clear. ***Fearlessly Forward*** ### Voice and Tone When we prepare communications, our brand voice is: - Distinctive - Relentlessly optimistic - Confident - Ambitious - Purpose-driven - Bold - Aspirational ### Primary Audiences Get to know our primary target audiences for marketing and communications efforts, how we are communicating with them and whom to partner with to engage each of these audiences. [Visit the toolkit hub](https://umd.box.com/s/il0anrczc71j0xuwwdwifmkx5hzkclzg) for promotional assets for our campuswide campaigns and initiatives.
AudienceMarketing and Communications CampaignsContact
Prospective students and their familiesTerrapin Commitment Now a TerpEnrollment Management
Current students*Fearlessly Forward* Terps ThriveDivision of Student Affairs
Faculty, staff and senior administration*Fearlessly Forward* Terrapin StrongOffice of Marketing and Communications
AlumsStay FearlessAlumni Association
Engaged donors*Forward: The University of Maryland Campaign for the Fearless*Office of Advancement Communications
Peer institutions Shaping the Future of AI Capital of Quantum Arts for AllOffice of Marketing and Communications
Community membersDo Good CampusCenter for Community Engagement
## Boilerplate ***Use the following language on news releases and pull information from it as needed for profiles and other features on the university at large.*** The University of Maryland (UMD) is the state's flagship university driven by a community of more than 50,000 fearless Terrapins. As a leading research university and top 20 public institution, UMD is proud to be part of the Association of American Universities. Dedicated to excellence and impact for the public good, the university is propelled by a $1.4 billion joint research enterprise. UMD is the nation’s first Do Good campus, and is consistently ranked for its innovation, research and top-tier academic programs. Located in the National Capital Region, the university offers an unparalleled student experience with federal internship opportunities, hundreds of academic programs and study abroad options, and top-ranked living-learning programs. Spurred by a culture of innovation and creativity, UMD’s faculty are global leaders in their fields and include Nobel laureates, Pulitzer Prize winners and members of the national academies. For more information about the University of Maryland, College Park, visit [umd.edu](http://umd.edu). **Campaigns & Special Initiatives** — Some campuswide marketing and communications efforts have a complementary, but separate visual identity. Use these style guides to understand when, where and how to apply them.