Marketing and Communications unveils new brand showcasing the ways UMSL offers ‘More’

A display of UMSL's new brand focusing on "More is what moves us"

UMSL is unveiling a new brand, featuring the tagline “More is what moves us.” It’s meant to showcase the many ways UMSL works to enhance opportunities for its students while working to build up the surrounding community. (Image courtesy of University Marketing and Communications)

The University of Missouri–St. Louis brand is getting a fresh look as the university prepares to move into its 60th year.

The new brand will be used to highlight all the different ways UMSL does more to provide access, opportunity and advancement for its students while working to build up the surrounding community through strategic initiatives and impactful community-focused research. The brand features the tagline “More is what moves us.”

The process of updating the brand began in late 2021 as members of the University Marketing and Communications staff conducted research in consultation with a national agency based in Philadelphia. They’ve been refining creative and messaging throughout the summer and are beginning to roll it out in advertising and promotional materials for prospective and current students and the broader community.

UMSL Daily spoke to Traci Moore, UMSL’s director of creative services, about what people should expect to see with the new brand.

What are you hoping UMSL will convey with this brand?

We want to create an identity that is dynamic and that helps people think about UMSL as a top-tier university. I think it’s bold, and I think it brings a youthful feel to the university. It’s current without being trendy. There are really cool color overlays and a new, more vibrant color palette, beyond just the traditional red and gold. As the academic year continues, you’ll see this branding come to life across the university using an expanded color palette and imagery that shows UMSL as what it is – strong, bold and vibrant.

Why were you all so drawn to this theme of “More”?

It’s an expression of how UMSL impacts the lives of students, alumni, the community and our partners. More opportunity. More access. More connection. More success. More is what moves us is our new tagline, but people will see phrases like ‘Discover more’ and ‘Find your more.’

Where can people expect to see the brand?

They will see it in our billboards, environmental graphics, videos and marketing materials, including mailers, viewbooks, brochures and posters. Basically anything that is student or community facing. They’ll see changes coming to our website including a microsite, and it will be prevalent in all our digital display and social media ads.

The classic UMSL brand – including our traditional red and gold and our traditional logomarks – will continue to be foundational, but the new branding allows us to build on that foundation.

How can people across campus implement the brand in their marketing efforts?

If faculty or staff have marketing needs, MarCom is open to assist with design of those materials, whether it’s brochures, posters or other needs. We’re the go-to place for marketing assistance and we’re happy for people to reach out to discuss how we can help them reach their goals.


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