Key Messages

The Importance of OneDU Brand Narrative

Having clarity, peace of mind and confidence in who we are, what we offer and how we approach our work allows us to speak with focus, consistency and conviction every time we share DU’s story with others. At a time when there is increased competition for students, unrest in our world and the 24/7 media cycle, it allows our messaging to break through the noise and share our thoughts, vision and perspectives to fulfill our mission and vision of serving the public good by helping DU community pursue careers and lives of purpose.

As we work together to raise the visibility of our institution in communities around the nation and globe, weaving the essence of our mission, vision, and values, as well as the takeaway ideas and differentiators found in this section into all your communications, ensures that we are all working together to disseminate the DU brand as efficiently and consistently as possible. 

Our Differentiators

We have specific qualities that set us apart from our peers and that resonate with our target audience’s motivations. We call these differentiators our “unique value propositions,” or UVPs. Able to be used individually while speaking directly to a specific individual or group’s needs and motivations, or as a whole to paint a singularly compelling picture of our story and institution, our UVPs are grounded in current proof of performance, create space for all of the university’s entities to find their place without diminishing or diluting our takeaway, and give us focus as we grow into our future. Consistently using our UVPs in all messaging ensures we stay true to our brand position and convey the best of who we are.

Global Citizenship

hurricane cloud from above

At the University of Denver, we inspire communities to think and act globally, inclusively and equitably, invested in addressing our planet’s most pressing problems and advancing social justice. 


4D Experience

young woman drawing on easel

University of Denver students—past, present and future—benefit from an experience that builds a life of purpose and develops their intellectual growth, character, well-being and careers.

Collaborative Problem-Solving

two young men chatting shot from very high angle

Our community collaborates on research that breaks new ground, enhances knowledge, addresses inequities and channels passions to serve the public good.


Campus & Location

golden spire at sunset

With both a vibrant city campus and the Kennedy Mountain Campus, located in the heart of the Rocky Mountains, the University offers multiple opportunities for networking, learning, reflection and making meaningful connections.

Learn more about proof points!

Brand Proof Points

Mission, Vision & Values

At the core of the University's brand are our mission, vision and values. These principles guided the development of the brand, and will continue to define the University of Denver as we work together to build towards the public good.


Our Mission

To promote learning by engaging with students in advancing scholarly inquiry, cultivating critical and creative thought and generating knowledge. Our active partnerships with local and global communities contribute to a sustainable common good. 

Our Vision

The University of Denver will be a great private university dedicated to the public good.

Our Values

In all that we do, we strive for excellence, innovation, engagement, integrity and inclusiveness.