We seek to marshal our collective talents toward addressing the great challenges of our day, to define a new twenty-first-century model of the research university, to foster a more inclusive and equitable campus and world, to partner with purpose in service to our community, and to advance humankind.
1. Empower the boldest thinkers.
Duke invests decisively in our extraordinary faculty, students and staff, recognizing that their accomplishments comprise the true measure of our institutional excellence.
2. Transform teaching and learning.
Better fusion of our research and educational missions and leveraging new technological and pedagogical approaches that meet the evolving needs of a new generation of students.
3. Strengthen our campus community.
Ensuring all who call Duke home share a lived experience that is increasingly inclusive, equitable, engaging, healthy and vibrant.
4. Partner with purpose.
To strengthen relationships in Durham and serve as a collaborative catalyst in our region to our research ecosystem while improving the community health, housing and education.
5. Engage our global network.
Better supporting and harnessing alumni and friends’ talents to provide opportunities to learn and grow throughout the full arc of their lives.
Our shared values—respect, trust, inclusion, discovery and excellence—are more than aspirations. They are the beliefs and behaviors that we expect of ourselves and our colleagues and serve as guiding principles for progress.
“Tone” describes the feeling or emotion of how a written document sounds as you read it to yourself. Tone can take on many forms and can remain the same or change quickly throughout a story. It can be expressed through the formality or informality, complex or simplistic style and syntax of the writing.
Tenets, meet values.
Messaging is not copy; it’s subtext. Messaging is the scaffolding to help tell stories in the right way. It helps prioritize what is best for Duke.
Duke’s wordmark has widespread adoption and a cachet unmatched by most institutions. This imagery represents years of brand building and is synonymous with excellence in all that we do. There is a range of creative license in the presentation of Duke identity. It’s flexibility allows for groups to add their own unique imagery while still maintaining the integrity of the original design.
Building on Duke’s existing branding guidance, we can stylize the 5 tenants of the brand in a range of options.