You’ve likely heard again and again that the University of Waterloo was designed to be different. But what does that mean and what, exactly, makes us unique?
The following sections walk you through the story of what defines us as distinctively Waterloo.
Brand platform
What makes us unique?
We have four key points of difference that define the Waterloo brand.
Beacon for the brightest
The best and brightest are drawn to Waterloo for renowned academic programs, world-leading co-operative education, and teaching and research excellence. It all adds up to a community that celebrates diversity, passion and purpose, and a peer group that will lift you higher and push you further.
Co-op and experiential education
We are experience-driven. Pioneers that went against the grain, we partnered with industry to create co-operative education, a way of learning that tools our students for impact, and we continue to be a world leader in experiential education today.
Transformational research
Rigorous and deep inquiry is a fundamental pillar and a distinguishing endeavour at Waterloo. We believe in and celebrate the importance of curiosity-driven research and discovery. Our close partnership with industry — private, public and nonprofit — is unparalleled in post-secondary education.
Entrepreneurial ecosystem
Entrepreneurship has been a part of our story since our inception. Our entrepreneurial spirit has the ability to bring the world novel solutions but also perspectives, collaborations, models and processes.
Our personality
Through written and visual brand communications, we express our unique personality that is:
- optimistic
- curious
- unconventional
- pragmatic
- unstoppable
Our tone
In all of our brand interactions, whether through speaking, writing or visual design, we aim to express a tone of voice that aligns with our personality including:
- inspiring
- bright
- imaginative
- candid
- ambitious
Our brand values
We have five core brand values that should come through in all our marketing and communications materials.
Exploration
Exploration is where our curiosity begins (and where we have fun). Our willingness to embrace the possibility for failure sets us, and our work, apart.
Originality
We value originality — the ability to identify new questions and approach existing problems with a new point of view.
Connection
We value connections that help us bridge divides between — and within — disciplines, academia, organizations, communities and global citizens.
Creation
We value the step beyond a great idea — the creation of something new and meaningful.
Courage
We value the courage required to shape the world as it can be, not accept it as it is.
