UHCL Brand Platform
The University of Houston-Clear Lake (UHCL) brand exists primarily in the perceptions people have about us: who we are, what we do, and why it matters. Every time we communicate — whether it's posting on social media, mailing promotional material, or speaking with prospective students directly — our audiences form opinions about the university. Therefore, brands require thoughtful curation for consistency and impact.
The more clear, consistent, and confident we are when telling the UH-Clear Lake story, the better our audiences will understand and trust what we have to say. That's why it's so important for all of us to understand our brand identity: the tangible, real-world system of design and messaging we use every day to tell our stories to the world.
These guidelines are designed to ensure that all university communications, big or small, are authentic, cohesive reflections of the UHCL brand. We hope they'll help university staff and partners alike achieve consistent messaging throughout our marketing efforts.
It's important to know the UHCL brand personality inside and out when communicating. After all, copywriting is an extension of that personality in the real world, carried out through a variety of mediums, like print, digital, environmental, video, and social.
Brand Narrative
The brand narrative strategically and authentically expresses who we are as an institution.
It is not necessarily marketing language and does not need to be referenced directly
— rather, it serves as our North Star throughout our communications.
College isn't a destination. It's a path to something greater. Like a dream job. A better future. Or even space.
And if you’re ready for the journey, we’re ready to remove any potential barriers so that you can reach your full potential. No matter which of the 90 undergraduate, graduate or doctoral programs you choose to take, all roads lead to careers — be they partnerships with the Houston school system through the College of Education or opportunities at NASA, the EPA or Boeing through the College of Science and Engineering.
Don't let your passions be ignored. Be inspired by nature and state-of-the-art STEM facilities.
Be heard by professors who know you by name and not by "you in the back." Live and
learn with night and online classes that work around your schedule. Connect and collaborate
with peers as diverse and unique as you. And prepare for a better life without paying
for it for the rest of your life.
Set your sights higher. Because for every obstacle in your way, there’s a dedicated professor who can show you a way. For every career path that seems unclear, there’s a CEO, astronaut or former Hawk who’s already forged one. For every passion you may discover, there’s a lab, trail or stage on which you can learn, explore or play the lead. Follow your ambitions, and you might be surprised by who you inspire along the way.
Inspire Higher at UHCL
What Is a Brand Platform?
Based on comprehensive discovery and research, our Brand Platform reveals the key insights that establish our positioning and guide our brand strategy.
Brand Positioning
The unique value proposition that sets the brand apart from its competitors.
Brand Voice and Tone
Traits that describe who we are and the values we hold.
Brand Pillars
Themes showcasing the how and why behind what we do.
Brand Foundation
Foundational elements that influence the brand strategy.
UHCL provides the region's most accessible education for all types of learners to expand their visions, actualize their goals and see their impacts.
Brand Pillars
Connected
From the university’s beginning, our academic experience has been rooted in real-world relevance and advancement. Our recognized programs allow us not only to advance our own careers but also to directly impact our fellow Houstonians.
Personalized
We think of our students first: continuing to grow and adapt so capable students from varying backgrounds and with varying commitments and life situations can all succeed.
Inspiring
Our intentional efforts, combined with nature's calm, envelops our campus in
a learning environment that offers peace and focus. As a result, students can concentrate
on their academic goals without distraction.
Unifying
We celebrate the differences among us and come together with the commonality of supporting one another, furthering our educational goals and serving Houston, the place we call home.
Brand Foundation
Mission: UHCL places its highest priority on serving a diverse body of students in every aspect of their university experience. UHCL’s teacher scholars provide high-quality, student-centered undergraduate and graduate programs that prepare students to thrive in a competitive workplace and to make meaningful contributions to their communities. UHCL fosters critical thinking and lifelong learning through a strong legacy of vibrant community partnerships, complementing its historical focus on teaching, research, creative activity and service.
Vision: UHCL will lead as a learner-centered university dedicated to achieving national prominence in transformative education grounded in creative activities, innovative research and community partnerships that serve regional, state and global locations. UHCL launches your future!
Dedicated
Focused on the future.
Encouraging
Empathetic and caring.
Ambitious
Academically serious.
Flexible
Accommodating and helpful.
Accomplished
Proud of our progress and growth.
Harmonious
Welcoming and sincere.