Queen's University

Queen's University Queen's University



University Relations

Brand Idea: Spirit of Initiative

On May 6, 2011, after extensive consultation with students, prospective students, alumni, staff, faculty, university governance and volunteers, Queen's Brand Idea “Spirit of Initiative” was approved by Queen’s Board of Trustees. 

The objective of the Brand Idea project, which was led by University Marketing, was to develop a concise and powerfully worded statement that would articulate the underlying idea for the brand. Our Brand Idea now provides focus for university communications and helps in the development of consistent and strategic messaging. The Brand Idea is more than a tagline, slogan or visual identity. It is the foundation for all brand experiences.

University Marketing offers workshops to support units on campus with the development of marketing programs using the Brand Idea.

Spirit of Initiative

For more than 170 years Queen’s University has focused on more than just finding bright minds – Queen’s has sought people with an ambitious spirit. People who want to learn, discover, think and do. Who want to push the limits of what can be achieved and develop ideas that can make a difference in the world. A community that imagines together what the future could be, and works together to realize it.

That is the Queen’s spirit. A bold, enduring Spirit of Initiative