The College of Wooster is excited to unveil its new brand strategy, the culmination of a year-long initiative that brought together voices from across our campus community.

This inclusive process included input from numerous stakeholder groups, including students, faculty, staff, alumni, and administration, ensuring that the refreshed brand authentically reflects the diverse experiences and perspectives that define Wooster.

Through these collective efforts, we have developed a strategic brand framework that will guide our marketing and communications as we work to enhance the College’s reputation, support student recruitment and retention, and foster engagement across all audiences.  

Why is branding so important?

Our brand is more than a logo. It’s the core of who we are and how we share our unique story with audiences. It goes beyond any visual marks. It encompasses the voice we use, the messages that define us, and the images we present to our community and the world. It’s the full picture of what we communicate and how we communicate it. Our brand is rooted in the College’s core values and is shaped by the shared experiences of our students, alumni, faculty, and staff.

How do we use it?

These guidelines are designed to help us present our brand clearly and consistently in every communication we create. By adhering to these guidelines, we ensure our communications are unified and distinctly recognizable as Wooster’s.

Instead of restricting creativity, this guide helps streamline the preparation of communication materials while ensuring a consistent and unified message and visual look throughout all College communications. This consistency is essential for building recognition and enhancing The College of Wooster’s image.

Check out the new Wooster brand narrative and how you can help us bring it to life in your role in our comprehensive brand guide (Wooster login required).

Brand Pillars are the unique attributes that collectively combine to establish The College of Wooster’s points of difference.

How this is used: When asked “Why Wooster,” these pillars should be our response.

Expanding Minds

The College of Wooster is where you hone the art of free thinking. True learning requires openness and vulnerability, and we embrace both—because the most fearless ideas emerge when curiosity is supported with encouragement and thoughtful guidance. Mentorship and collaboration are at the heart of this process, because we know that inspiration flourishes when minds meet and ideas are nurtured. Here, every question is our favorite question, and we’ll always invite you to ask more.

Elevating Opportunity

At The College of Wooster, we are evolving what prestigious education means. Our definition of academic excellence extends beyond ivory towers and expensive degrees, and into the transformative power of varied perspectives and the opportunity for those eager to pursue their curiosity. We are committed to cultivating an education that is as rich as it is rigorous, embracing all cultural traditions, beliefs, backgrounds, and ideas—ultimately preparing students to lead meaningful change in an interconnected world.

Deepening Connections

Beyond programs and mentorship, we define our value by the way we are connected to one another, even in our differences. These bonds, rooted in traditions both big and small, anchor our sense of community and belonging. We celebrate each other, support one another, and foster independent thinking while working together. When the bagpipes echo and our tartan flags wave, we celebrate more than our achievements—we honor the many perspectives and cultures that together make us The College of Wooster.

The Power of Becoming

Attending The College of Wooster is a journey of self-discovery. We accept you for who you are and who you want to become, giving you the space for your story to unfold as you develop the bold confidence to pursue your passions. Our campus is a safe place to shed the expectations of others and step into the power of who you truly are and what you want to learn. Here, you’re encouraged to follow the path that resonates with your authentic self and your unique interests, discovering connections and new facets of yourself along the way. 

Reasons to Believe are the tangible proof points that support our pillars.

How this is used: Build trust and credibility with our audiences by using these reasons to believe throughout our messaging and marketing materials as evidence that The College of Wooster is the school we claim it to be.

An Elite I.S. Experience

Our top-ranking Independent Study (I.S.) program places The College of Wooster educational experience in the same company as the world’s leading research universities and Ivy League schools. As a rite of passage for ALL Wooster students, our I.S. program is a culmination of a student’s four-year college journey, allowing them to dive deep into the topics that interest them most. Featuring one-on-one guidance, mentored research, cross-collaboration between departments and majors, and our final Senior Research Symposium, students graduate with tangible proof of their analytical, creative, and communication abilities—preparing them to enter the world with the vital skills that employers and graduate schools value most.

Inclusive at Our Core

Committed to being a “place of studies for all” since our founding in 1866, The College of Wooster breaks down barriers to make a prestigious education accessible to students with the heart, drive, and curiosity to succeed. As an institution dedicated to free thought, we welcome ideas and perspectives from around the world as one of the most internationalized campuses in Ohio, with students hailing from over 75 countries and nearly all 50 states in the U.S. We support every student holistically on their academic journey, offering mentorship opportunities, mental health and disability services, the Academic Resource Center, as well as financial aid and merit scholarships for those eager to learn—all resources to help students overcome challenges and achieve their highest potential at Wooster and beyond.

Guidance for Growth

Our mentorship-driven approach ensures that no student ever faces a challenge alone. From day one, each student is supported by academic advisors, peers, alumni, staff, and faculty mentors who guide them through their academic and personal growth. This hands-on mentorship is woven throughout the Wooster experience, especially in our immersive First-Year Seminar and Independent Study programs, where students are empowered to dive deep into their curiosities and explore questions from every angle. Through personal guidance, collaborative research partnerships, intimate classroom settings, and academic and career advisement, students are given not only the tools and resources to expend their knowledge, but also the confidence to challenge ideas, take intellectual risks, and push boundaries.

United by Tradition

Bagpipes. Scottie Dogs. March Through the Arch. The Annual Culture Show. I.S. Monday. MacLeod Tartan. The College of Wooster thrives on unique traditions–each one as diverse and vibrant as our community. Our traditions are steeped in meaning, bringing together our community of curious minds and bold thinkers to create shared experiences that honor individuality, academic achievement, cultural diversity, and our collective spirit. At Wooster, every student becomes part of our rich tapestry of traditions, leaving their own mark with each passing year and graduating with a lifetime of memories as proud members of the Wooster family.

Fueling Self-Discovery

Education at The College of Wooster is about more than acquiring knowledge. It’s about transformation and discovery. Students are encouraged to ask questions, take risks, and explore new horizons in an environment that supports and celebrates their growth. Here, they find their purpose through their intellectual pursuits, social gatherings, mentorship, collaboration, and community connection. Whether it’s waving a tartan flag while cheering on their fellow Fighting Scots, filling the Arch with snow, or connecting with students and faculty on their latest research project, every moment at Wooster creates a chances for students to uncover more about who they are … and who they want to become.

The College of Wooster offers more than Scottie dogs and tartan flags (although we have those too).

It’s a place where curiosity knows no bounds.
Where every question leads to opportunity.
Where your passions shape your future and the world around you.

Fueled by the spirit of self-discovery, you’ll expand your perspective by experiencing new people, new cultures, and new ideas that ignite your intellect and drive.

You’ll forge lifelong connections with those who share your fervor for finding answers.
You’ll dive deep into topics that inspire you, challenge you, and push you to discover more.

Education at The College of Wooster is about more than acquiring knowledge—it’s about discovery and transformation, creating an environment where you can take risks, grow, and thrive as your truest self.

Where you can become part of something extraordinary.

Because when you hear our bagpipes playing in the distance and walk through our iconic Arch, you’ll know you’ve found a College unlike any other.

One that invites you to step into the power of your curiosity.
One where you can discover more than you ever imagined.
One that accepts and celebrates you for who you are and who you are becoming.

Learning is only the beginning. 
Explore how much further you can go with independent minds, working together.

Find answers. Find your future. Find yourself.