Our Brand


What is a Brand Position statement?
It’s an internal document that describes the “mental space” a brand should occupy in the minds of a target audience, and is used to guide marketing communications strategies, programs and tactics.

UAA is the ultimate cross trainer for life and learning, sparking transformative personal and academic opportunities and adventures––and graduates outfitted for today––in an incomparable environment that embraces both urban and wild.


What is Brand Character?
The functional and emotional associations that are assigned to a brand by its customers and prospects.

Forward Looking

At UAA, our unique geographical location and natural resources attract students, faculty and staff with diverse backgrounds and experiences. We are challenged to think differently here: to both innovate and adapt as we leverage our environment and imagination. Our greatest successes come with ingenuity intelligently laced with relevance and practicality.

More: up-to-date, inventive, enterprising, resourceful
Less:  inept, unimaginative, lagging, passé


UAA is linked to its communities and the state through close partnerships with Alaska’s industries and influentials that create mutually beneficial outcomes. We’re a leading force in workforce development with informal, almost neighborly, associations to business, state and community leaders. These connections, and our students’ similar experiences with professors and other campus decision-makers, create well-equipped graduates who are motivated, curious––and career ready.

More: “two degrees of separation,” germane, linked, capable
Less: detached, disconnected, disinterested


At UAA, our students have a backstage pass to an Alaska way of life that encourages a take-charge attitude and abounds with opportunities for active personal involvement in research, leadership, independent thinking and the outdoors. Friendly and open access to people, prospects and possibilities empowers students to succeed knowing they can make a difference here.

More: accessible, immersed, involved
Less: passive, inaccessible, apathetic, abstract


So much at UAA is surprising and worthy of notice. Inspired by our surroundings, our ambitious faculty, students and staff explore novel ideas and practical solutions to local and global challenges. We are a leading force, making a difference in new technologies, new jobs and new hope for the future.

More: noteworthy, serious, significant, striving
Less: ordinary, inconsequential, marginal


Our UAA people, campus and surroundings are unpretentious and inclusive. A diversity of cultures and experience boosted by a generous spirit, offer gateways to learning, fun and the future through connections that flatten lines of authority. We are comfortable to be around, available and sociable.

More: real, open, authentic, approachable
Less: unreceptive, narrow-minded, aloof, remote


What is a Brand Personality?
The way a brand speaks and behaves, with assigned human characteristics to which a consumer can relate.

Contemporary, adventurous (interests), genuine, outdoorsy, versatile, academically strong.


Amazing stories being written every day.


Why We Have A Brand Book

The University of Alaska Anchorage is where urban sophistication and natural wonder collide. Our students benefit from living in an urban city on the edge of the wild, experiencing their own cross-training in adventurous life and inspired learning. Ever forward is a way of life here, where innovative programs, a world-class faculty and state-of-the-art facilities empower students to choose their own academic paths.

This book is a tool for communicating everything that forms the UAA brand. It is a guide for showing what we’re all about. By having one, strong, clear, authentic voice, we set ourselves apart from the rest. With a solid brand that is understood and embraced by all who champion it, and consistent creative execution, we can attract and retain students, donors, staff, faculty, and funding with one clear message: We are UAA—the ultimate cross-trainer for life and learning—where amazing stories are being written every day.


Understanding Our Brand

The UAA brand is not just a logo, a tagline or a color palette. Ultimately, it’s the emotions that UAA sparks in others through the distinctive benefits we offer. These feelings and emotions occur every single time a prospective student, donor, new faculty professor or member of the community interacts with UAA—by phone, in person, in print or through a TV ad. The way people feel about UAA is at the heart of our brand.

Much like a person’s identity, a brand is made up of characteristics and a personality. People also have a core essence of who they are and what makes them distinctive from others. With a brand, this is called a “positioning statement.”


So what is the UAA brand?

Discover it on this website. This is your internal guide for how to deliver a consistent brand experience to all of our audiences.


The Official UAA Brand Book

Welcome to UAA’s official brand book––your guide to Amazing Stories Being Written Every Day.

Our brand communicates our identity as an institution, while also capturing what we hope to become. It’s the promise of an experience. What we say about ourselves sets an expectation for prospective students, current students, alumni and community stakeholders.

Each year, UAA produces hundreds of print and electronic publications for external distribution. For these pieces to have a collective impact for the university and reflect our Amazing Stories brand, they must have some similarity in design and/or presentation.

The Office of University Advancement has developed this brand book to help guide the university’s departments and programs in incorporating the Amazing Stories brand into their communications.

This document is intended to help us be consistent in our communications and enhance our ability to showcase the amazing stories among our community, whether through print, online, video or social media.