One FIU
FIU is a big university. We’re talking top-10-in-the-country big.
54K
Students
340K
Alumni
12K
Faculty & Staff
294
Degree Programs
12
Colleges
11
Locations
With that many people involved, it’s hard to get everyone on the same page.
But consistency is the key to building trust, recognition and loyalty in today’s competitive marketplace.
When FIU speaks with one voice, it solidifies a more unified and memorable identity. That consistency ensures our audiences can easily recognize and relate to our work—regardless of where they saw, heard or read it.
Brand Essence
When it comes down to it, there’s one phrase we go back to that represents the nature of our university:
FIU is a leading force energizing our world.
It’s not a tagline, and it’s not something we’d use directly in our materials. It’s part fact, part aspiration, and it fully represents the feeling we want to instill in our audiences.
Brand Pillars
Our brand essence sits upon four brand pillars that serve as the inspiration for all that drives FIU.
Our Enterprise
Empowering Excellence
Our Location & Resources
Experience Miami
Our Campus & Community
Celebrating Everybody
Outcomes & Impact
Transforming Worlds
Check all creative work against this brand essence and its four supporting pillars to ensure that the spirit of FIU shines through in all forms of communications.
Tone Words
The following words describe FIU’s personality and should guide copy, design and other creative choices within a work.
Agile
Responsive, resilient, resourceful – and rising fast. These traits fuel our ability to innovate and succeed.
Electric
Like our city, we are so full of life and energy that everything we do, we light. it. up.
Driven
A community of hard-working dreamers, we grind every day to turn our aspirations into reality.
Authentic
We are transparent, grounded, welcoming and focused on our future.
Welcoming
Wherever you come from, wherever you’re going–everyone has a home at FIU.
Brand Rationale
Building on the brand essence, the following rationale—and subsequent brand platform—is the conceptual foundation for all creative work going forward. The rationale explains how we are energizing our world and introduces a tone of voice and element of storytelling to the overall brand.
There’s a new school of thought spreading in and around Miami. One that wasn’t created on a remote campus atop a hill – but rather in the heart of our community that we call home. An education that is centered around students looking forward and innovating, even as they remain firmly grounded in the realities of today.
At FIU, we are doing instead of preparing. We are joining the workforce while managing our classes. We are extending our reach across cultures and generations. We are redefining education on our own terms, with a dual focus on the current world we’re navigating and the future world that awaits.
We own our authenticity. From our earliest days, we have known – and embraced – who we are.
Brand Promise
Our brand is a storytelling platform for existing and future content. Words on a flyer, website or billboard describe us but, more importantly, describe our students and alumni. They command everyone to take notice.
The Future is Built Here.
Every day, our faculty and students are pushing the boundaries of knowledge. We’re not just keeping up with the pace of change; we’re setting it.
Innovation is in our DNA. We’re not satisfied with the status quo. We thrive on creating the new, the groundbreaking, the transformative. Our innovation hubs and start-up incubators are where ideas come to life. But it’s not just about what happens in the classroom and the lab. Our university is a vibrant part of the community, an anchor institution for a global metropolis. We’re attracting talent from across the nation and around the world.
FIU is where the world looks for answers because of our unwavering determination. We’re not just shaping the future—we’re actively creating it. Challenges don’t deter us, they inspire us to excel.
Our brand is more than words; it’s about collective energy, shared vision, and commitment to what they represent.