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A banner day for UB’s new brand and identity strategy

By KATE MCKENNA

Published April 27, 2016

“This strategy sets forth an inspiration and aspirational framework for telling our story and strengthening UB’s visibility and reputation around the world.”
Nancy Paton, vice president for communications

Tenacious, inclusive, pragmatic ambitious, proud and dynamic.

These are UB’s core traits identified by intensive research and a yearlong look into what makes the university distinctive. These are the unique behaviors that drive the university forward as the state’s largest and most comprehensive university, and starting today, they’re being expressed visually — in a big way — as UB’s identity and brand strategy continues to build.

The first in a series of banners debuted on the south side of Alumni Arena. It proudly boasts “Here is How We Lead the Charge,” extolling UB’s growing prominence and strength in both the academic and athletic realms.

At 30 feet high and 140 feet wide, the sign definitely has swagger. For those attending a class, a game or special event near the arena, its message won’t go unnoticed: that UB’s leadership position is unmistakably powerful, on and off the field.

UB’s identity and brand strategy was launched a little over two weeks ago and it will be brought to life on UB’s three campuses over the next several months using similar methods — banners on building, signage and installations. The Alumni Arena banner was produced by ASI, Buffalo, a New York State-certified, woman-owned business located on Grand Island.

UB’s identity and brand initiative is a long-term strategy developed by university leadership, faculty, staff, students, alumni and the community, and it will be implemented over the next several years. “Here is How” will continue to serve as a platform for telling the UB story in a relevant, consistent and authentic way.

“Our new strategy has been very well-received by faculty, students, staff, alumni and our community, as well as national experts and peer universities,” said Nancy Paton, vice president for communications. “We’re excited to move forward as we focus on the unique experiences of being at UB, especially Buffalo’s renaissance.

“This strategy sets forth an inspiration and aspirational framework for telling our story and strengthening UB’s visibility and reputation around the world.”