Messaging refers to how we use language consistently to express the ideas behind Living Idealism, its supporting Pillars, and the idea of the Endless Pursuit of Better. This section is intended to provide examples of how we connect each of the ideas in the Pillars to the University’s history, culture and people. This should serve as a guide to creative work, particularly in developing body copy, and as a framework that further expands and expresses each of these core ideas.
This section does not address tone or nomenclature – those are covered in their respective sections. The examples are not intended to serve as boilerplate language but as starting points for aligning and sparking creative development around the essence of the UVA brand.
ENDLESS PURSUIT OF BETTER
At the University of Virginia, we’re dedicated to the endless pursuit of better. In everything we do, across every level of our institution—whether studying for midterms, giving it our all on the basketball court, or blazing new trails in science, medicine and technology—we strive to enrich the Commonwealth, our nation and the world.
Perpetual State of Ingenuity
When Jefferson founded UVA in 1819, he shattered the mold, creating a new model for higher education in America. The spirit of ingenuity on which he founded this University remains our driving force to this day. You can see it at every level of the institution: from our groundbreaking cross-disciplinary efforts spanning virtually every academic division, to our leading-edge innovations in science and engineering, to the countless ways in which we strive to serve society in new and meaningful ways.
Commitment to Achieve at the Highest Level
At UVA, we’ve always been dedicated to achieving at the highest level. In founding the University in 1819, Thomas Jefferson handpicked its first eight faculty members, choosing only the best practitioners from every field. He envisioned UVA as a place in which an aristocracy of talent could come together to learn, grow and thrive. Today, we hold ourselves to the same exceedingly high standards. In everything we do—be it academics, athletics or serving our community through volunteerism—we excel.
Sense of Shared Ownership
There has always been a strong sense of shared ownership at UVA. It’s evident in our approach to student self-governance, and over the years, it has been responsible for powering countless collaborations across the University community. At UVA, we’ve never viewed ourselves as a fragmented group of individuals whose sole responsibilities are to learn, teach or coach—but as a unified community whose charter is to come together—across lines and disciplines—to shape solutions that positively impact society.
Promoters of the Public Good
UVA has a long history of promoting the public good. We were founded to educate citizens and to prepare them for a lifetime of public leadership. Today, we support society in countless ways—from serving our communities through acts of volunteerism, to fortifying our nation through economic and educational impact, to advancing the world through scientific and medical breakthroughs.