What We Stand For

What we stand for.

About UBC's Brand

UBC encourages bold thinking, curiosity and initiative, so you can realize your greatest potential.

Since 1915, UBC has evolved into a leading centre for teaching, learning and research, consistently ranked among the top public universities in the world and recently recognized as North America’s most international university. As our influence and global community grow, so does our obligation to maintain excellent brand standards.

Our brand affirms the UBC motto — Tuum Est (It is Yours) — declaring our commitment to attracting and supporting those who have the drive to shape a better world.

Brand Strategy

Our brand strategy was created to position the university in the hearts and minds of our audiences. It presents our core values and differentiates us from our competitors. By using it consistently and strategically, we all play a role in enhancing UBC’s global profile and reputation.

Our Proposition

If you have the drive to shape a better world, UBC will support you in realizing your greatest potential.

Functional Offering

Excellence in teaching, learning and research.

Emotional Offering

You will be given opportunities to create and share knowledge, to be inspired and to shape your future.

Our Story

UBC’s history is rooted in the initiative of students, filled with the desire for a better life and dedicated faculty creating pathways to a more certain future. It is the story of a bold new Canadian university striving, against the odds, to be among the very best. Our motto, Tuum Est (It is Yours), continues to be a declaration of our drive to develop opportunities for people who want to create a better world.

Frame of Reference

Globally-recognized universities committed to excellence in teaching, learning and research.

Audience (Who We Are For)

UBC is for people who see a better world for themselves and others, and have the initiative to turn their vision into reality.

Audience Core Desire

To be encouraged, challenged and to succeed.

Brand Identifiers

Tuum Est, UBC crest, Coat of Arms, iconic campuses, and blue.

Brand Attributes

Curiosity, Initiative, Courage, Inspiring.


To inspire new ideas and encourage people to maximize their potential.


We believe that, when provided with opportunity, people with drive and curiosity will change the world.

Core Idea

The potential is yours.