U of Minnesota’s “Leave a Future” Slogan Falls Flat

“Leave a Future,” the University of Minnesota’s new slogan, is leaving an impression—not necessarily a good one. As one current student reportedly told The Minnesota Star Tribune, it’s “almost mental gymnastics a little bit.” Another local news and entertainment website was less generous in an article titled “University of Minnesota Debuts Astoundingly Stupid New Tagline.” 

The current slogan, “Driven to Discover,” has served Minnesota well over the last two decades, university spokesperson Joe Linstroth said via email Wednesday, but a “more comprehensive brand position will serve the University in strengthening and advancing its mission and priorities in this current climate. One that builds on our strengths in research discovery, but better reflects the totality of who we are by also including our commitment to education and community.”

Susan Hagen, university director of creative services, said at an unveiling “lab” earlier this month that the institution’s branding needs “to be a little less Minnesota humble and a little more bold and proud of the amazing work that we do here.” 

The university’s foundation paid the majority of a $15 million marketing firm contract to help with university branding over the next five years, according to the Star Tribune.

Linstroth said that $15 million budget includes creative services, production and paid media spending, and that the university’s marketing spend is comparable to that of its peers.

The new tagline is “just one component and lacks context without understanding how it will be used in videos, ads, signage, websites, social media, etc., and with a unified and integrated marketing communications strategy,” he said.

The university is currently asking community members to share personal stories about leaving a future. “At the University of Minnesota, our community is committed to a shared purpose: to leave a future for the next generation,” reads the online request. “We invite you to share how your work at the University helps create opportunities for the next generation.” 

College branding is notoriously tricky, and “Leave a Future” is far from the first tagline to meet a chilly reception. But some experts note that branding is rooted in specific institutional cultures, in ways that may not legible to or meant for external naysayers. 

“Through extensive research and engagement across a broad spectrum of external and internal audiences,” Linstroth said, “the tagline combined with creative (images and audio) was the favorite across all surveyed groups. This nearly year-long effort gives us the confidence that we have the right approach.”