Guides, materials, and resources for LAS communicators
A UNIFIED LEGACY, A SHARED FUTURE
For over 150 years, the College of Liberal Arts & Sciences has been a catalyst for excellence innovation, and meaningful impact. Our brand is more than a logo or tagline — it’s a reflection of a vibrant culture rooted in shared values that connect every academic, research, and administrative unit across the college. We don’t operate in silos. Every success — whether in a lab, a classroom, or a community partnership — elevates the entire college. When one part of LAS shines, we all rise. Our brand lives in every interaction. It’s what people feel when they walk through our doors, what they hear in our conversations, and what they see in our work. It’s the sum of our stories, our values, and our voice. To keep that brand strong and resonant, consistency is key. Every message, every visual, every campaign is an opportunity to reinforce who we are and what we stand for. That’s why these brand guidelines matter — they help us speak with one voice, across every platform, to every audience. Together, let’s bring the LAS story to life — clearly, confidently, and consistently.
COLLEGE MISSION, VISION, AND VALUES
Mission
As the heart of the university, our various disciplines engage with fundamental questions and societal grand challenges. We prepare individuals for a productive lifetime of inquiry, leadership, and service in a diverse global community. Our college creates the vital interdisciplinary and intercultural connections that empower people to change the world.
Vision
We will be the model for a 21st century college of liberal arts and sciences at a public research university defined by inclusive and diverse communities, dynamic external partnerships, innovation and discovery, and transformative practices in learning and teaching.
Values
Our college’s pursuit of its mission is motivated and animated by shared values. We in LAS work to embody ambitious curiosity, imagination, and creativity devoted to discovering and engaging with new and long-standing fields of inquiry to create new knowledge. We act with courage and from a collective responsibility to confront societal grand challenges and promote social and racial justice; and we see diversity, equality, and inclusivity as transformative, multidirectional sources of understanding and productive change. Thus, we rely on an openness, tolerance, and empathy toward different ideas, perspectives, and people. We value collaboration in our work with one another and with the broader public.
Positioning statement
For people who aim to achieve their impossible, the University of Illinois Urbana-Champaign is the public research university that is purpose-driven, because it delivers renowned academic and research programs at scale, and unites people with a collaborative community committed to making a positive impact on humanity.
Brand promise
To provide limitless opportunities for anyone driven to pursue their impossible
Brand pillars
Innovation
We break boundaries and challenge convention. We develop and deliver ideas that positively impact the world.
Community
We are building a global community that supports one another and works together to serve the greater good.
Momentum
We move forward fearlessly, unafraid to question the past in order to build a brighter future for everyone.
Discovery
We provide access to countless paths of exploration and support people in pursuit of their passions.
Illinois brand story
At the University of Illinois Urbana-Champaign, we are a community of diverse thinkers. Our goal is to inspire everyone to pursue the innovative and the impossible. We are committed to learning, discovery, and engagement so that all can benefit from our findings as we move forward together. Here, there is no ordinary work. This is a place for those who seek the extraordinary. The people who want to impact lives, communities, and even the world. This is the University of Illinois Urbana-Champaign.