Institute Designates New Logos, Colors, and Brand Promise

UTIA logo 2015

The University of Tennessee Institute of Agriculture has unveiled a new logo and brand promise for the Institute and also for each of its four units: the College of Agricultural Sciences and Natural Resouces, the College of Veterinary Medicine, UT AgResearch and UT Extension. The logos and promise of providing real life solutions can be seen online at the UTIA Marketing website.  Images courtesy UTIA.

KNOXVILLE, Tenn.    There’s no mistaking the system colors of the University of Tennessee. Everywhere you look, there’s plenty of orange.

However, the UT Institute of Agriculture (UTIA) is adding new splashes of color to the landscape, along with redesigned logos for the Institute and its four units. All feature the orange “UT” system icon that is so widely recognized. In addition to the new theme colors, UTIA is adopting a new tagline that will serve as its branding promise: Real. Life. Solutions.

“We believe the Institute of Agriculture’s new logo and brand promise best represent our statewide presence in all 95 counties of Tennessee,” says UTIA Chancellor Larry Arrington. “Visual branding is important when telling the story of an organization, and our new look and message will help us better communicate our land-grant mission.”

UTIA’s new logo features the traditional orange with a slate font. UT Extension features a green or “pasture” color. UT AgResearch is represented by a dark blue known as “bluff.” The UT College of Agricultural Sciences and Natural Resources has a blue “azure” color, and the UT College of Veterinary Medicine features a gray “granite” color. The brand promise will be featured prominently on printed and electronic materials, and be a part of apparel and signage around Tennessee. Images of the new logos can be found on the UTIA Marketing website:

"Our brand promise speaks to what the faculty, staff, students, alumni and supporters do every day, and that is working to find answers to society's many challenges," says Lisa Stearns, vice chancellor for UTIA Marketing and Communications. "Providing real life solutions that make a positive impact in our state and beyond is our commitment."

The campaign was developed by UTIA’s Marketing and Communications unit over the past year. It included a statewide audit of printed and electronic materials, and consulting an expert to guide a discussion on branding architecture. In addition, the team worked with the UT System Marketing and Communications Office to make sure the direction in which UTIA was moving would help promote the UT brand.

The Institute will begin phasing in the new logos and brand promise immediately, and the goal is to have full implementation by the end of 2015 across Tennessee.

The UT Institute of Agriculture provides instruction, research and outreach through the UT College of Agricultural Sciences and Natural Resources, the UT College of Veterinary Medicine, UT AgResearch, including its system of 10 research and education centers, and UT Extension offices in every county in the state.



Chuck Denney, UTIA Marketing and Communications, 865-382-8058 (mobile),