Higher education and the world around us have profoundly changed and the University of Minnesota is poised to meet this moment.

Based on extensive research, surveys, focus groups and audience testing in 2025, it is time to evolve the University brand to better resonate with today's audiences and align to best serve our entire mission and priorities.

These audiences responded strongly to messaging that was inspiring, inclusive, purpose-driven and grounded in tangible impact, which revealed an opportunity to place greater emphasis on education, public value and the collective work of students, faculty, staff, alumni and communities.

“As we mark our 175th anniversary and the start of another academic year, we are introducing a campaign that reflects the University’s remarkable legacy and our bold ambitions for the future,” says Chris Gade, vice president for University Marketing Communications. “We have an opportunity to tell the compelling story of who we are, the value we provide and the future we will create across Minnesota and our nation.”

The University’s impact is bigger than any one campus, college or research lab, which is why this brand creates a stronger, more unified narrative that connects those successes back to one University of Minnesota.

Grounded in Elevate Extraordinary, the University’s strategic roadmap, the nationwide campaign puts the University’s most recognizable symbols — the University of Minnesota name, the Block M and the renewed brand promise — at the forefront. 

Three powerful campaign themes

The stories that come out of the University every day are the essence of who we are and how our faculty and staff across all five campuses and 87 counties drive student success, workforce development and economic impact powered by bold innovation and a commitment to public service.

“The University’s story is most powerful when people can see themselves and their work within it,” says Gade. “Together we can show Minnesotans, and the people across the nation, what the University makes possible and why our work matters and drives impact to our entire state, attracting and keeping more students in Minnesota.”

The campaign will bring this message to life by highlighting the University’s excellence in three distinct areas: workforce development, rural vitality and One Health. Each theme demonstrates how the University is creating meaningful change in Minnesota and beyond.

View the overall campaign anthem TV ad spot and the spots for each of the three themes.

Anthem TV ad spot

Workforce development

Because we are the engine for Minnesota’s workforce and beyond.

Rural vitality 

Because we are improving the strength of rural areas and enhancing the lives of the people who call them home. 

One Health 

Because we are a national leader in solutions that safeguard the health of people, animals and our planet. 

“For 175 years, the University has built a better future for Minnesota, the nation and the world, and this campaign celebrates that legacy while looking ahead to all we have yet to accomplish,” says Gade.

A new central website

As part of our efforts to strengthen a culture of "one University" in line with the brand campaign, umn.edu now serves as the central website for the University. Umn.edu is the front door for the entire University with information about our mission, our campuses and all the great stories from across the University.

It also provides news that represents all campuses, a path for news for internal audiences only, and a consolidated list of University-wide resources for media. Lastly, it now functions as the University's primary recruitment destination for prospective students and their supporters.

The Twin Cities campus website remains on twin-cities.umn.edu.