To better position Illinois Tech in the higher education marketplace, the university’s Office of Marketing and Communications led a brand development process from spring 2017 through spring 2018, the outcomes of which were recently approved by university leaders.
Marketing and Communications worked with students, alumni, faculty, and other stakeholders to determine Illinois Tech’s key differentiators. Potential messages were tested with prospective students, and the process settled on the following brand message summary, three brand pillars, and tagline:
Brand Message Summary
Based in the global metropolis of Chicago, Illinois Tech is the only tech-focused university in the city. It stands at the crossroads of exploration and invention, advancing the future of Chicago and the world. Its graduates lead the state and much of the nation in economic prosperity. Its faculty and alumni built the Chicago skyline. And every day in the living lab of the city, Illinois Tech fuels breakthroughs that change lives.
The brand message is supported by three pillars that uniquely define Illinois Tech:
- Chicago’s Tech University—Illinois Tech is the only tech-focused university in the Chicago area. From skyscrapers to startups, Illinois Tech has fueled the city’s rise as a global metropolis.
- Opportunity and Value—Illinois Tech is an engine of opportunity, providing the best ROI in the state and among the best in the nation.
- Active Learning—At Illinois Tech students learn by creating, inventing, and solving—not just in the classroom.
New University Tagline
Discover. Create. Solve.
As it has since 2016, the name Illinois Tech will continue to be used in addition to the formal name Illinois Institute of Technology.