Skip to main content
Skip to navigation

About Mizzou Identity

We are the University of Missouri. We are MU. We are Mizzou. We connect one to another with consistent symbols of our institutional brand — symbols of the Mizzou experience.

The public recognizes our familiar brand because of that consistency. In building a second century of identity, we proudly show our tiger stripes and company colors of black and gold.

Elements of branding and identity reach many audiences. The traditional stacked MU — our official institutional logo — announces our name and identity with no need for words and is always appropriate. For all audiences, we proudly display the icons that mark our campus as Mizzou: Jesse Hall with its lighted dome, the six Ionic Columns and Memorial Union. Our tiger logo celebrates our proud mascot and athletic success. For informal use, images of Truman the Tiger imply we’re on the prowl for Missouri fun.

The Mizzou brand reflects our history, traditions and culture. It’s our strength and power. It's AAU. It's land-grant. It's No. 1 choice of Missouri high school students. It's Tigers. It’s who we are.

Components of brand identity

  • Name 
  • Logo
  • School colors
  • Campus icons
  • Reputation
  • Core values
  • Mission
  • Strengths
  • History
  • Emotion
  • Campus culture
  • Audience perceptions/attitudes
  • Institutional messages
  • Institutional behavior

Benefits of following brand standards

  • Offers immediate institutional recognition
  • Builds relationships with audiences
  • Unites all parts of our complex institution
  • Supports our messages and values
  • Conveys our uniqueness
  • Differentiates us from competitors
  • Generates allegiance
  • Eliminates confusion
  • Increases support for Mizzou


The University of Missouri protects its name, marks and logos through trademark licensing. The university works with retailers who pledge to carry only officially licensed Mizzou merchandise.

Learn how you can use Mizzou’s emblematic marks, logos and indicia by visiting the Office of Licensing & Trademarks.