UMass Boston Launches New Brand Campaign for a New Era in Higher Education
Updated Visual Identity Will Highlight UMass Boston’s Value
“ This is a pivotal moment for UMass Boston. ”
The University of Massachusetts Boston today launches a new brand and marketing platform aimed at telling its story and updating the university’s visual identity to reflect its unique and increasingly important place in the Commonwealth as a source of academic and research excellence, upward mobility, and social enlightenment and leadership.
UMass Boston represents the demographic future of higher education. It is an engine for upward mobility for students and economic growth for Boston and the region, fueled by the excellence of its teaching and research faculty. It is the most diverse public university in New England, with a student body that is 60 percent first-generation. And it promotes a culture of respect and curiosity for the differences among its community.
“Today, we share UMass Boston’s story and endow our distinction with a renewed commitment to our legacy of excellence and a new look to better reflect who we are and what we aspire to be,” said Chancellor Marcelo Suárez-Orozco. “This is a pivotal moment for UMass Boston.”
“Inspired by a vision of tomorrow’s UMass Boston —scanning the horizon of local and global challenges, marshaling research and teaching expertise, and pioneering solutions -- we are a university for the times,” he said.
UMass Boston’s story began with its founding in the 1960s, a time of civic and political unrest that nurtured an ardent social conscience at UMass Boston. It was founded as the first public university in Boston, with a mission to “stand with the city” and provide high-quality, accessible higher education. Today, the university continues to be closely aligned with the priorities of the city and region in areas of research and discovery, from climate change and sea-level rise to biotechnology and data science.
UMass Boston is an important economic catalyst, providing Boston with a diverse workforce pipeline, across sectors and industries, with highly trained workers that attract innovative companies, which recruit more skilled workers, and keep graduates in the Commonwealth.
“At UMass Boston, we democratize education,” said Suárez-Orozco. “It is where our students rise to meet the challenges of today and tomorrow and prepare for lives of consequence. It is where they expand the knowable world and realize flights of imagination. We continue to rise in the ranks of the nation’s leading public research universities, affirming our reputation as a leader in producing groundbreaking research and scholarship that moves the world forward.”
UMass Boston’s enhanced visual identity will include a new brand mark that highlights the university’s connection to Boston and its mission and service as a beacon in urban higher education. The new visual identity will be highlighted in multiple marketing platforms, including billboards, broadcast, social and print media.