BrandVCU University brand guidelines
There’s nowhere – and no one – like VCU.
ENTERPRISE MANIFESTO
Higher education and health care — too often, they’re restricted by outdated thinking and centuries-old traditions.
At Virginia Commonwealth University, we’re erasing those barriers.
We’re more than 300,000 Rams strong — each a mix of attitude, style and story. Inclusion is our heartbeat and it drives us to tackle the difficult challenges others can’t, or won’t.
Here, creativity, teaching, discovery and healing drive us forward, while the nonstop energy of our city ignites our innovation. We’re pursuing a future that’s built by us rather than preserving a past that’s been left to us.
We focus on impact. Because rankings don’t save lives or uplift communities — we do. We prove every day that different works.
We’re not for everyone. But if you’re more interested in blazing trails than walking old paths, you can be unstoppable here.
We’re VCU. The commonwealth’s university. There’s nowhere like this and no one like us.
BRAND ARCHITECTURE
VCU is UNCOMMON in higher education. When telling that story, look for these traits to capture the essence of who we are and the experiences of our community.
BRAND SPIRIT
We tackle difficult challenges others can’t or won’t.
We’re shattering the status quo by redefining health and higher education.
VCU is where different works.
BRAND PERSONALITY
Authentic, Bold, Compassionate, Confident, Driven, Welcoming.
We refuse to be bound by traditional thinking.
SHARED VALUES
Impactful, Inclusive, Passionate, Principled.
We place the needs of students and patients first.
VCU is a place where I belong.