We are Inclusive

At the University of Toronto—residing in the world’s most diverse city—we’re bringing together bright people from every conceivable background, culture, and discipline. We exist to empower people to achieve their full potential. We believe in asking bold questions and collaborating on the world’s toughest challenges because we know that we can achieve more when we work together.

We are Visionaries

We envision things previously thought impossible. We imagine the world we want to live in and then take the steps to make it a reality. Our community is committed to developing groundbreaking ideas about what the future will and could look like. Together, we shape the future we believe in.

We Are Creative

Our students and faculty are remarkably creative. It’s how we look at the problems in front of us and how we explore new ways of doing things. Our creativity allows us to generate knowledge, ideas, and possibilities that make a tangible difference in the world.

We Are Collaborative

Our community thrives on collaboration. We are bound together in our desire to make waves and create a better world for us all. We recognize that alone, we can accomplish great things. But when we come together to work towards shared goals, we can make lasting, game-changing impact. Our experts converge from nearly every field, collaborating across disciplines and geographical boundaries.

We Are Evidence-based

U of T is home to some of the world’s most talented thinkers, inventors, innovators, and educators. Together, we believe in facts, evidence, and integrity.

We Are Fearless

We do not see the impossible as some foregone conclusion. We are not afraid to explore. We don't let obstacles or setbacks deter us. We defy conventional thought and push the limits of knowledge. Part of being fearless is about always being curious. Our community is always asking questions. What if? Why not? Why not now? These questions are catalysts that expand our knowledge and hold the potential to fundamentally alter how we understand ourselves and the world around us.

We Are Empathetic

We are smart, but we aren’t robotic. We genuinely care for each other and the world at large. We provide an unwavering commitment to opening new vistas for human expression, scientific discovery, and social progress that the world so desperately craves.

In order to successfully convey who we are at the University of Toronto, our tone and manner must be:

Inspiring

Provide hope for today and for the future.

Energetic

We’re enthusiastic about the work we do at U of T, and we want our readers and viewers to be too. Show that we’re excited, optimistic, and provide a sense of momentum.

Intelligent

We strive to convey information clearly, but we don’t boast or brag. Part of our intelligence is breaking down complicated research jargon into approachable, easy-to-understand terms.

Human

Insulin didn’t invent itself. Behind every great breakthrough are the people who made it happen. Students, researchers, donors, alumni. They’re human. Make sure you speak to them as such.

Caring

Always show how we genuinely care about our community. Celebrate the work that we have done, but also the impact it has had.

In an age of information overload, headlines can make the difference between stopping to learn more or scrolling or walking on by. Good headlines capture our audience’s attention, creating curiosity that motivates people to read further and take action. They also help to frame the Defy Gravity story we’re telling and offer a lens through which to understand it.

We have developed four headline constructs to start with. All approaches support the overall tone of Defy Gravity and provide succinct ways to communicate our inclusive excellence.

Please select the approach that best suits the message you are trying to convey while considering the medium and context in which the copy will appear.

As the brand evolves, we’ll update the Brand Portal with more options and styles. We’d love to hear about your ideas and approaches that resonate with your audience.

Headline Direction 1: How's That Possible?

These headlines use wordplay to generate curiosity and challenge reader expectations. They use gerunds (ending in -ing) to provide a sense of momentum and action, offering a connection to Defy Gravity and showcasing a unique and intriguing U of T solution.

Examples:

Using CO2 to reverse our carbon footprint.

Breaking the glass ceiling from space.

Living a full life with a deadly disease.

Headline Direction 2: In Their Words

There’s nothing like a powerful, pithy, and authentic quote to grab someone’s attention and build a sense of connection and empathy. They allow us to amplify diverse and inspiring voices from across our campuses and celebrate stories of personal triumph. They must be real!

Keep quotes short, preferably around seven words. Use single quotation marks in headlines and decks.

Examples:

'I changed space.'

'They doubted me, but here I am.'

'Doctors should reflect the community they serve.'

Headline Direction 3: What’s Next?

These headlines lean into the University of Toronto's legacy, acting as a reminder of the historic breakthroughs that have occurred across our campuses and showing that our groundbreaking work continues. Start with a succinct fact, followed by a closely related and visionary question tied to specific research.

Examples:

We discovered insulin.
Is the next diabetes breakthrough within reach?

We developed the Glycemic Index.
Can we fundamentally alter the way we eat next?

We pioneered machine learning.
Could it hold the key to unlocking genetic disorders?

Headline Direction 4: Help Drive the Solution

These headlines (which appear with initiatives on the campaign website) highlight a U of T solution to a specific problem. They use imperative verbs (build, create, teach, transform, etc.) to create a sense of urgency and to compel the reader to join us to address a difficult challenge.

They’re short and direct, ideally 4-8 words.

Examples:

Teach the body to repair itself.

Stop heart failure’s fatal progression.

Bring health-care innovations out of the lab.