Why we have a brand

The University of Alaska Fairbanks is home to more than 10,000 students from all over the world, with seven campuses across the state. We have a tradition of inspiring — inspiring discovery, inspiring independence, inspiring greatness. With the UAF brand, we share our spirit with the rest of the world, showing what makes us who we are. 

This site is a tool for communicating the UAF brand — what we’re all about. How we’re changing the world one idea at a time. How we’re inspiring great people to do great things. By having one strong, clear, authentic voice, we set ourselves apart from the rest. 

With consistent creative execution of a solid brand understood and embraced by all, we can attract and retain students, donors, staff, faculty and funding with one clear message: We are Naturally Inspiring. We are the University of Alaska Fairbanks. 

Brand story Writing guidelines Design guidelines Social media guidelines Additional information

Brand positioning

Brand truth

Brand personality

Brand character


Using our brand



Editorial guidelines

Required language

Points of pride

Key messages

Logo and signature system


Color palette





Advertising checklist

Brand architecture

Branding guidelines questions


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Memos from Chancellor Rogers

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