College and University Taglines

College and university taglines have some of the same problems I pointed out for municipality taglines. They may sound good but most are not compelling and almost all of them fail to differentiate. A university tagline should answer these questions: Why should I go here? What makes this place unique?

In my survey of hundreds of university taglines, I noticed that these words were very frequently used: leader(s), leadership, knowledge, truth, better, higher, learning, life, living, career, work(s), start, tomorrow(s), future(s). These are all admirable words, however if dozens of institutions are using them, how differentiating are they?

Here are a few taglines that are used verbatim by multiple colleges and universities:

• Higher Education Begins Here
• Tomorrow Starts Here
• The place to be
• Start Here. Go Anywhere.
• A tradition of leadership
• Education that Works

So, here is my list of the good, the bad and the ugly:

Good (succinct or well written, communicates a unique benefit):

• Liberty University: Training Champions for Christ Since 1971
• Naropa University: Transform Yourself. Transform the World.
• Paul Smith’s College: The College of the Adirondacks
• Reformed Theological Seminary: A mind for truth. A heart for God.
• Rensselaer Polytechnic Institute: why not change the world?

Good (works because of Caltech's strong reputation):

• California Institute of Technology: There’s Only One. Caltech.

Maybe:

• Hampshire College: Ideas into Action

Interesting (begs inquiry):

• Dartmouth College: Vox clamantis in deserto (The voice crying in the wilderness)
• Notre Dame University: Fighting to Explore Our Universe

Differentiating but not succinct/elegant:

• Green Mountain College: Vermont's Environmental Liberal Arts College
• Hamilton College: A Liberal Arts College Focused on Writing, Research and Speaking
• North Georgia Technical College: Living and Learning in the Mountains 

Just too long:

• Oberlin: Think one person can change the world? So do we. / OBERLIN Learn. Make a difference.

Sounds good but really?

• Oregon Institute of Technology: Different. Better.
• Saginaw Valley State University: Something More. Something Better.

Believable?

• Baker College: You’ll Do Better With Baker!!
• California State University – Sacramento: Leadership Begins Here

Sounds good but what does it mean? (inane/vacuous):

• Angelo State University: Touching Tomorrow
• Chaparral State University: Making good things happen
• Eastern Oklahoma State College: Your Tomorrow Begins Today
• Grand Canyon University: don’t miss a day of YOUR FUTURE
• Mills College: One Destination, Many Roads.
• University of Mary Hardin-Baylor: UMHB for Life!
• University of West Alabama: Your Future. Your Life. Your University.

Hmmm…

• Wells College: The education of an extraordinary life…

OK:

• New Mexico State University at Carlsbad: Building Brighter Futures Together

I hope so:

• Erie Community College: You’ll Love Learning Here

Animal House:

• Faber College: Knowledge is Good

In summary, here is what one must strive for in a tagline:

• Unique/differentiating
• Compelling
• Believable
• Succinct/elegant