Differentiators

Brand differentiators are the distinct qualities that set a university apart from others — the defining attributes that make its experience, values and outcomes uniquely its own. Clear differentiators strengthen storytelling, guide messaging and ensure that communications consistently reinforce the brand’s position in a crowded higher education landscape. By articulating and emphasizing these core distinctions, a university builds recognition, trust and lasting connection with its audiences.

Academic Excellence

Purposeful learning. Personal pathways.

William & Mary pairs the academic prestige of top-tier institutions with the close-knit mentorship, critical thinking focus and personalized education of a premier public liberal arts and sciences research university — empowering students to forge their own paths to meaningful success.

Provides personalized mentorship with critical thinking focus.
Empowers students to forge their own paths to meaningful success.
Offers space to explore with support of a close-knit community.

Student Experience

A campus that inspires and connects.

At an ideal size, William & Mary cultivates a distinctive culture of collaboration where student-faculty partnerships thrive and students engage deeply in service, leadership and campus life — building the confidence and skills to lead with impact.

Offers ideal size with distinctive culture of collaboration, not competition.
Provides deep engagement in service and leadership.
Builds confidence and skills through applied learning that prepares graduates to lead with impact.

Global Research & Influence

Knowledge in action for the greater good.

Rooted in intellectual curiosity and a deep sense of responsibility, William & Mary drives research and civic engagement that address pressing global challenges — preparing graduates to make a lasting difference in their communities and the world.

Drives research and civic engagement.
Cultivates leadership and civil discourse.
Inspires solutions to pressing global challenges.

Intellectual Tradition

A legacy of impact, 300 years strong.

With over 300 years of intellectual excellence, William & Mary is uniquely positioned among preeminent universities. We honor a legacy of bold inquiry, curiosity and debate — while pushing forward in emerging fields, embracing innovation and cultivating lifelong engagement and impact.

Celebrates over 300 years of intellectual excellence.
Honors a legacy of bold inquiry, curiosity and debate.
Embraces innovation, lifelong engagement and impact.

Have Questions About Applying the Brand?

The offices of University Marketing and University Communications maintain William & Mary’s visual identity and brand guidelines. Their staff of marketing and communications professionals are available to respond to questions and assist with requests.