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About our brand

Our story

The University of Waterloo was designed to be different. A strategic integration of teaching and academic excellence, co-operative and experiential education, entrepreneurial spirit, and curiosity- and impact-driven research has created one of the most relevant, connected and innovative institutions in the world.


Our brand purpose is to inspire and equip inquiry and the creation of personal, economic and societal value.

Our brand goal is to be the world's top university for creators, explorers and boundary-pushing thinkers.

Our brand promise is to challenge, connect and propel those who challenge, connect and propel our world.