Northwestern has launched a new branding initiative designed to define the University’s strengths more clearly to our key audiences.

Using the theme “Take a Northwestern Direction,” the branding effort creates a more consistent, unified message that helps enhance the University’s reputation.


As part of this effort, the University’s main website and undergraduate admissions website have already been redesigned. The University has also released a new promotional video (see above), and new TV spots have begun to air during Wildcats football games. In addition, updated logos are being rolled out across the University to help present a more cohesive overall image.

The initiative focuses on Northwestern’s key strengths, including multidimensionality, innovation and collaboration, to help improve awareness of the University both across the country and around the world, says Mary Baglivo ’81 MS, the University’s vice president for global marketing and chief marketing officer.

“The mission of our work is to develop a brand framework — a set of themes that help us tell a more cohesive and compelling story about Northwestern,” Baglivo says.