The University of Rochester has completely redesigned its visual identity for the first time in two decades. The update marks the institution’s 175th anniversary and reflects its development strategy called “Boundless Possibility.” The new concept is inspired by the university’s historic motto, Meliora (“Ever Better”), and aims to make the world better.
Work on the brand lasted two years and included extensive research. Students, faculty, alumni, and university partners participated in the process. According to Vice President for Marketing Paige Hetzel, the community wanted to see a cohesive expression of identity that reflects openness and the human side of the university. The new style became a step toward unified communication and a clearer understanding of Rochester’s role in the educational environment.
The identity features modern typography, graphic accents, an updated color system, and communication elements that blend tradition and modernity. An important part of the new platform is expressed in the phrase “Always Curious. Always Better,” which links science, medicine, art, and the spirit of discovery.
Associate Vice President for Marketing Sid Bhattacharya noted that the investment in the brand update is aimed at strengthening the university’s position and improving communication within and beyond the community.
The University of Rochester’s renewed image reflects its growth. The combination of academic history and a modern outlook demonstrates the institution’s readiness for discovery and future achievement.