Brand overview

Our brand framework was reviewed and updated in 2019 by a working group made up of representatives from across the University. It included colleagues from Schools and Functions, from the Teaching and Learning and Research communities, from RSU and Student Services and from representation groups at the institution e.g. the Staff Forum and the People Plan Board. We also invited academic experts from relevant disciplines i.e. Typography and Henley Business School.

The Working Group discussions were lively, passionate and wide-ranging, but consistent themes emerged from the outset and ran as a golden thread throughout the sessions – themes that make the University of Reading stand out and genuinely motivate our staff (and students) to want to work here:

• That this is ‘an amazing place to be part of’ – and that’s down to our people and our approach to people;
• That we are highly motivated by our ethics, with equality and diversity and green issues/environmental sustainability particularly to the fore;
• That we are ‘making a difference’ and ‘driving change’ at both a micro and a macro-level, in the way we operate and across a whole range of academic disciplines;
• That we play an essential role as custodians, safeguarding the individual and collective student experience, the University itself, Reading, and the planet, for the benefit of future generations;
• And that we are a ‘community of communities’, with the University acting as an umbrella organisation to bring them together and make them greater than the sum of their parts. This sense of ‘togetherness’ was the underpinning theme and a word we returned to time and again.

From this a brand framework was developed by the Working Group.

Our brand values: our core, defining attributes that, combined, make us uniquely who we are and run through everything we do. They guide how we behave; – in communications, in decision-making, in product/service development, in partnerships and in interactions with our stakeholders.

• We believe in the power of community – collaboration and partnership are the cornerstone of our approach to tackling the biggest challenges we face.
• We are boldly principled – we don’t just believe that freedom of speech is important, we believe it’s essential – our curious and caring community thrive because they can be themselves and speak openly on what they believe in.
• We are change makers – no matter our status, role or year of study – we strive to make a difference. This has been true throughout our history - members of our community have fought to break down barriers tackling the biggest societal issues.
• We are custodians of our people and our planet. We recognise and take seriously the responsibility we must take, using our research and expertise to drive positive action and enabling and empowering others to do so too.
• We are globally connecting. We believe that borders and boundaries should not limit ambition or potential and only by working together will we find solutions to the challenges faced by our world.

Brand Essence

Our brand essence: The thought that best sums up what’s at the heart of the University of Reading and everything we do:

• Making a better world, together

This isn’t a slogan and should only be used internally.

Our brand personalities: The character traits that reflect our values and essence and determine how we express ourselves at all times. We are:

• Nurturing, not Overbearing
• Smart, not Elitist
• Curious, not Complacent
• Proud, not Brash
• Genuine, not Insincere
• Serious, not Stuffy
• Spirited, not Frivolous
• Confident, not Reckless
• Ambitious, not Aggressive