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.
How has Waterloo become one of the most relevant, connected and innovative institutions in the world? Our unique approach is unlike any other. Since our founding, we have strategically integrated teaching and academic excellence, co-operative and experiential education, an entrepreneurial spirit, and curiosity- and impact-driven research.
Our bold story, told through our brand purpose, goal and promise, gives us direction and ensures we are all building from the same foundation.
We define our brand purpose in order to articulate the “why.” It tells audiences our reason for existing in the world, allowing them to connect to our mission.
Our purpose is to inspire and equip inquiry and the creation of personal, economic and societal value.
The brand goal summarizes what we are trying to achieve with the Waterloo brand. All marketing and communications activity should work toward this high-level strategic focus.
Our goal is to be the world’s top university for creators, explorers and boundary-pushing thinkers.
As a brand, we bring unique value to our audiences. Our brand promise defines what audiences can and should expect from the work we do at Waterloo.
Our promise is to challenge, connect and propel those who challenge, connect and propel our world.
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.
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.
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.
Through written and visual brand communications, we express our unique personality that is:
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:
Our brand values
We have five core brand values that should come through in all our marketing and communications materials.
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.
We value originality — the ability to identify new questions and approach existing problems with a new point of view.
We value connections that help us bridge divides between — and within — disciplines, academia, organizations, communities and global citizens.
We value the step beyond a great idea — the creation of something new and meaningful.
We value the courage required to shape the world as it can be, not accept it as it is.
About the University of Waterloo
University of Waterloo is a leading global innovation hub that drives economic and social prosperity for Canada and the world. With more than 41,000 students, we are home to the world's largest co-op education talent pipeline, to game-changing research and technology, and to an unmatched entrepreneurial culture. Together, these create partnerships and solutions to tackle today’s and tomorrow’s challenges. Find out more at uwaterloo.ca
View the long-form boilerplate description.
Learn more about how to express our brand.
Can’t find what you’re looking for? Send us your feedback.