RIT launches new brand strategy and identity

September 28, 2018

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On September 27, Rochester Institute of Technology (RIT) announced the new brand strategy and identity with the goal of telling its story in a more compelling and cohesive fashion.

RIT President David Munson led a campus-wide celebration Thursday while introducing a stronger narrative for the university that "leverages the power of technology, the arts and design for the greater good.

"Our brand will focus on a creative community and innovation in every discipline, with a dose of adventure and excitement," said Munson. "For our university, branding answers a fundamental question: Who and what is RIT? Having an identifiable brand will help distinguish our university from others, in the minds of prospective students and parents, colleagues at other universities, funding agencies, government officials and the general population. Our brand works by forming emotional connections from the very first interaction-a billboard in downtown Rochester, a conversation at the Imagine RIT festival, an inquiry from a potential student about NTID, or an interaction with an RIT alumna in Silicon Valley. These interactions accumulate and shape the way people think and feel about our university."

The changes in the brand identity include global campuses as well, and RIT Croatia will work closely with the Rochester campus in order to implement the changes.