Having a strong University-wide identity that adds to each unit’s value has a number of benefits:
The Collective Value
of a single brand bestows all the University’s prestige on each unit
A Shared Identity
builds a sense of community and pride
Efficient Use of Resources
limits duplication of effort and minimizes cost of trademark, design, legal, and other branding expenses
Consolidated Expertise
applies the brand management expertise of Columbia’s communications professionals across the entire University
