What is a Brand?

A brand is an enduring platform that articulates an organization’s unique identity and point of view. It helps an organization connect with many broad, diverse audiences through consistent and relevant interactions.

For RIT, that means building on the foundation set in 1891 by the merger of the Rochester Athenaeum and the Mechanics Institute. Since then, this university and its community have grown tremendously. We’re known for our sought-after graduates and what they bring to the workplace. We’re held in high regard for our ability to address big challenges pragmatically. And we’re respected for our unique blending of technology, the arts, and design.

In this moment, we look to the future and how we will be known. We’re standing tall on our strengths and fixing our vision on what’s next.

Together with the strategic plan, this brand establishes RIT as a category of one, solidifying our position as a creative and innovative powerhouse known for bringing big ideas and breakthrough innovation into the world.