Our Name

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This is the full, official name. Note that we use a comma, not a hyphen, between Nevada and Las Vegas.

UNLV

Our acronym is clear, easy to use, and commands national brand recognition. It can often stand on its own in materials. Do not use periods between the letters.

Usage in Copy

  • Use the full name upon first reference in the body text of news release, reports, addresses, and other formal materials for external distributions.
  • In UNLV's own publications and internal materials, the UNLV acronym can stand on its own. If it is clear to the recipient the material comes from the university, use "UNLV" on first reference.
  • In communications for the colleges, schools, and business units, UNLV should be used to make it clear the unit is part of the larger university.
    • "UNLV's William S. Boyd School of Law"
    • "the International Gaming Institute at UNLV"

Usage in Design

UNLV lettermark must be present in all marketing and advertising materials. See the Logos and Marks page for further guidance and to access official department logos and unit signatures.

UNLV Core Messaging

The message map helps us answer the question of why our audiences should care about what we offer. Use the message map to connect UNLV's attributes (who we are and what we do) to the benefits we offer students, faculty, staff, and community.

The message map is a flexible, internal tool. Communicators can use the message map to:

  • Capture the essence of UNLV's core message when promoting specific units. (It doesn’t need to be used verbatim.)
  • Prioritize storytelling — If the story can't be framed within the message map, it might not be as important for your unit to promote.
  • Ensure they emphasize the benefits/outcomes in materials.
  • Ensure unit stories are part of the larger UNLV story.

Mapping Your Story

The map starts at the center to state UNLV's core value proposition:

  • UNLV offers … An unconventional environment for savvy, dynamic people
  • So they can … Dare to make their "it" happen

The next level up and down from the center contains our secondary messages.

Our Attributes

Working up, adds further detail about what UNLV offers … An unconventional environment for savvy, dynamic people [to be]:

  • Enriched through outstanding education, meaningful research, and innovative community partnerships [Our Mission]
  • Strengthened by our diversity and spirit of self-determination [Our People]
  • Centered in Las Vegas, an iconic, ever-evolving city with global impact [Our Environment]

Our Benefits/Outcomes

The bottom section of the map addresses the benefits our audiences receive.

So they can … Dare to make their "it" happen [by]:

  • Achieving individual success
  • Advancing the well-being and cultural vitality of their communities
  • Pioneering solutions for our rapidly changing world

Creating Your Unit Map

College/unit communicators can fill in the outer layers with their unit's specific attributes and connect them to the specific benefits for their audiences. Using the map helps ensure unit communications stay grounded in UNLV's brand story.

We're happy to brainstorm with you to fill out your map and to integrate your attributes/benefits into the larger UNLV story. Contact us to get started.

Message Map Example

Voice and Tone

UNLV's personality — Rebellious, Relentless, and Purposeful — should come through in our communications. These words work together to convey our brand voice. We may have a young, rebellious streak, but we always put it to good use.

Tone is the nuanced expression of that personality depending on the situation. Tone takes into account the medium and audience we’re trying to reach.

Voice Tonal Nuances Definitions
Rebellious Daring, Audacious, Gutsy, Unconventional Showing a desire to resist convention.
Relentless Energetic, Youthful, Driven, Hard-working, Tenacious, Undaunted Showing or promising no abatement of severity, intensity, strength, or pace.
Purposeful Motivated, Inspired, Caring, Committed, Community-oriented Having a purpose; meaningful; intentional.
Diverse Multifaceted, Inclusive, with Breadth and Variety Having many aspects or phases (beyond demographics and applies to diversity of activities, programs, viewpoints and experiences).
Vegas Iconic, Innovative, Accessible, Ever-evolving, Boomtown Entertainment Capital of the World; Mojave desert city rich in diversity; the opportunity to experience anything you want.

Adapting for Our Audiences

Adapt your content for your primary target audience and the platform. For a student-focused social media post, the words and visuals can convey that this is a place where they can focus their youthful energy to better their communities. A brochure targeting a community partner, on the other hand, will have a more formal language to convey that UNLV pushes past challenges when partnering to solve our region's biggest issues.

  • Current students: Focus on content that supports their journeys, shows them how to get engaged with university life, and makes our students proud to be Rebels. The tone should match the topic — straight-forward for informational announcements and fun for student activities — but always use approachable language. 
  • Prospective students: Show prospective students what it's like to be a Rebel through the authentic experiences of our current students (both undergraduate and graduate programs). Highlight how our academic programs will help them grow as individuals and achieve professional goals.
  • Families of students: Loved ones play a crucial role in supporting students from the college search process all the way through to graduation. Explain how their students can take advantage of all the opportunities and resources UNLV offers throughout their journeys here. Adopt a professional and reassuring tone. 
  • Alumni, donors, and fans: Focus on content that showcases Rebel pride; informs alumni, donors, and fans about UNLV news; and recognizes the impact that their continued affiliation with UNLV has on current students and the community. Tone tends to be enthusiastic but committed.
  • Community, business, and industry partners: Highlight the achievements of our faculty, undergraduate, and graduate student researchers and our partnerships make an impact in the community and the world. Use confident and purposeful language.
  • Media: Share UNLV news and promote campus experts to journalists; reshare news coverage that informs our community and/or promotes our faculty, research, student, and alumni stories. Use objective language; avoid promotional language.
  • Nevada residents, legislators, and business leaders: Focus on content that showcases UNLV's impact on the community through students, research, programs, activities, and partnerships. Use more objective language and professional tone.