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UofL unveils new branding campaign, ‘It’s Happening Here’

January 22nd, 2008


The University of Louisville Tuesday unveiled a new branding campaign, including a new logo and tagline, at two campus events.

The new campaign, “It’s Happening Here,” will replace “Dare to be Great” in printed materials and anywhere the logo is displayed. It also will be used in broadcast signatures.

“We’re not the same university we were eight years ago when we began to use the tagline ‘Dare to be Great’,” said UofL President James R. Ramsey.

“We are a great university, and it’s time to start telling people why:

“We have faculty doing groundbreaking research, students attaining greatness in the classroom and in extracurricular activities, partnerships making a positive impact in our community and state,” he said. “In short, all the positive things you want from a university are at UofL.

“That’s why we’ve decided to use the comprehensive, yet simple, statement ’It’s Happening Here.’ for our new tagline.”

UofL’s Web home page has been redesigned around ”It’s Happening Here” and will expand upon it with feature stories about the work and accomplishments of students, faculty and staff and about the university’s work in the community.


UofL’s new logo replaces one that has been in use for more than 20 years.

“It has a cleaner, crisper look,” said John Drees, UofL associate vice president for communications and marketing. “Our research showed that our students, faculty, alumni and the community clearly consider UofL to be a much different, much more dynamic, institution than it used to be. Those same people urged us to develop a look and feel that reflected that change.”

UofL began to work on the new logo and tagline in early summer 2007. Television, print and outdoor advertising with the new campaign began Tuesday.

Ramsey told the university community that he realizes the branding campaign is coming at a time when UofL faces potentially devastating budget cuts. The university would not have planned to launch a campaign to start in such a time of uncertainty, he said, but he stressed that UofL must continue to move forward.

“It’s Happening Here” is designed to highlight and build upon the university’s current successes.

“UofL needs to remember how far it has come,” Ramsey said. “It’s Happening Here” will help us continue our momentum into the next decade.”

Related Link
Branding campaign website

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