Driven to Discover

Driven to Discover is the University of Minnesota’s official brand message. It captures our search for knowledge and our drive to share that search with students and the larger community. "Discover" is used here in the broadest sense. It includes not only the findings of scientists, but also the innovations of engineers and designers, and the self-discovery of artists and community leaders.

See Logos and Template Downloads for assets that can be used for Driven to Discover.

Because campaign

The Because campaign is meant to further communicate the University’s Driven to Discover brand message. Because answers the unasked question: Why the University of Minnesota? Why should people believe in us? Why should they support us? The campaign makes an explicit connection between the University and the state’s economy. It draws the reader in by leading with the answer.

See full Because guidelines.

Discover Student campaign

The essence of Discover Student is that the search for knowledge is a cumulative, never-ending process fueled by the ambitious student minds at the University of Minnesota. The campaign focuses on the value and distinctiveness of the student experience at the University. The messages showcase how students' passion can become their profession as they expand their knowledge and hone their skills on their journey of discovery.

See full Discover Student guidelines.