Driving awareness, distinction, and affinity.
Our brand strategy connects key experiences and understanding into one cohesive whole. Think of it as our brand foundation—or what’s often called a brand house.
These building blocks include what we are uniquely placed to do (our brand truth), our personality and how we exist in the world (our archetype), and our guiding brand idea (north star).
You can read more about our brand strategy, including details about our brand hierarchy, here.
OUR BRAND truth
We cultivate bold exploration to build a future without limits.
What sets us apart
Excellent academics and top-tier research are assumed of a university of our caliber. But our model stands out with a unique combination of strengths.
Experience
It’s at the heart of everything we do. For students, it’s about learning that’s personalized and context-driven—empowering them to understand and solve consequential problems. For faculty, experience motivates their teaching and research, informing the real-world challenges they examine and the solutions they surface.
Global opportunities
Our legacy and leadership in experiential learning and our growing global presence immerses us in the world more deeply than at other universities. With the ability to move across our campuses, students, faculty, and partners derive new insights and ideas that lead to richer learning, greater cross-cultural understanding, and actionable solutions.
Research without boundaries
Because today’s challenges are widespread and interconnected, we develop research models that bridge disciplines, organizations, and sectors. This enables our students, faculty, and partners to accelerate impact through partner-driven, contextual problem solving.
Innovative partnerships
Partnership with industry, government, and community organizations fuels our unique model for lifelong learning and research. These mutually beneficial relationships allow us to collaboratively surface ways to meet our partners’ talent and innovation needs and expand the breadth and depth of experiential and research opportunities for our students and faculty.
OUR BRAND ARCHETyPE
The Explorer
We should be experienced as knowledgeable, with a gritty spirit that embraces the freedom to pursue curiosity and passions. We are worldly, high-value, and deeply immersive.
As Explorers, we are always seeking, but never pointlessly. There’s a destination in mind. We’re making discoveries, both within the world of the microscopic and along well-trod streets. We’re embracing experience, forging new paths for higher education, and doing it in a way that inspires others to join us.
We are:
Bold
We show up in big ways and take strategic risks.
Immersive
We actively experience the world, putting ourselves where the action is happening, pushing the boundaries of innovation, and gaining firsthand understanding of the contexts around us.
Unexpected
We are distinctive and do things differently from other universities.
Determined
We set ambitious goals and meet them. We have a gritty and tenacious spirit and view failure as an opportunity to learn and forge a new path.
Open
We encourage new ideas, embrace change, and are welcoming and accessible —as both a moral imperative and to inform knowledge creation and the pursuit of solutions.
OUR north star
Experience.
Everything.
Anywhere.
The way we use our North Star is as a guiding creative principle. It is not a tagline or slogan.
This is how we want to be thought of in the minds of our most important audiences. It aligns with what we want others to think of Northeastern, is authentic to our brand truth, and builds awareness of Northeastern in a powerful way.
Unlike other universities that rely on being “here” at a singular campus, we’’re not place-bound. We’re out in the world, immersed in new contexts.
Our unique model goes beyond what other institutions offer by empowering new ways to explore ideas and solutions anywhere in the world.
No university offers the depth and breadth of opportunities to gain experience and make a global impact than Northeastern. We empower people to experience everything anywhere.
