University Branding Project
Exploring a potential transition to CU Colorado SpringsResources
What would change?
A transition from "UCCS" to "CU Colorado Springs" would largely affect the university's logo and shorthand written references. The full university name would remain University of Colorado Colorado Springs, aligning with the other campuses: University of Colorado Boulder, University of Colorado Denver, and University of Colorado Anschutz.
This shift would phase out the UCCS logo and replace it with the interlocking CU alongside the full university name or "Colorado Springs."
When initially referenced in writing, the university would be referred to University of Colorado Colorado Springs, with additional references being CU Colorado Springs. There would be no shorthand acronym for CU Colorado Springs.
Background
In March 2025, UCCS completed an 18-month inaugural strategic enrollment planning process to guide the campus into a vibrant future. The Strategic Enrollment Plan was approved with five overarching themes that became the strategic imperatives. Part of Strategic Imperative 4: Improve Affordability & Competitive Advantage directs the campus to improve institutional branding, identity, and marketing. Under the action plan for marketing, there are six action items. Number five directs the campus to look into the University’s brand:
Create Cohesive University Branding:
Action: Develop and execute intentional and cohesive branding initiatives for UCCS.
- Sub-action: Manage the university’s messaging by:
- Creating unified marketing strategies that highlight UCCS’s unique strengths and institutional values.
- Collaborating with internal stakeholders to leverage campus-wide resources and expertise.
- Explore the use of CU Colorado Springs rather than UCCS.
- Creating unified marketing strategies that highlight UCCS’s unique strengths and institutional values.
Justification: A strong, cohesive brand will improve UCCS’s overall visibility and differentiation from local competitors.
Research
In May 2025, UCCS engaged Greenhouse Partners to conduct a state-wide community perception study to explore a possible name change to CU Colorado Springs.
Research Methodology: Comprehensive Mixed-Methods Approach
Research Methodology
Comprehensive Mixed-Methods Approach
Quantitative Survey:
- 2,380 initial respondents, screened to 518 qualified Colorado residents
- Students (52.3%) and Parents (47.7%) interested in college education
- Geographic representation: El Paso County (38.9%), Front Range (32.4%), Other Colorado (28.7%)
- Experimental design with random assignment to name versions
Qualitative Stakeholder Interviews:
- In-depth interviews with students, faculty, staff, alumni, and community partners
- Focus on understanding motivations, cultural factors, and implementation considerations
- Measures impact of name alone on perceptions and consideration
Research Results
Experimental Evidence Shows Immediate, Measurable Impact
When randomly shown "CU Colorado Springs" vs. "UCCS" descriptions:
- Prestige: +25% improvement (7.34 vs. 5.89)
- Academic Quality: +16% improvement (7.89 vs. 6.78)
- CU System Connection: +15% improvement (4.23 vs. 3.67)
- Appeal to Denver Metro: +16% improvement (3.72 vs. 3.21)
- Appeal to Other Colorado Regions: +25% improvement (3.89 vs. 3.12)
- Employer Recognition: +17% improvement (3.91 vs. 3.34)
- Likelihood to Consider: +13% improvement (3.78 vs. 3.34)
Timeline
Spring 2025
In Spring 2025, UCCS completed its 18‑month inaugural Strategic Enrollment Planning process, among the five Strategic Imperatives, the campus identified a critical need to strengthen institutional branding and competitive advantage. This included an explicit directive to explore the University’s name and brand alignment with the CU System. Throughout late spring, UCCS conducted a market survey and began gathering early data that highlighted the importance of brand clarity, recognition, and alignment—particularly in increasingly competitive student recruitment environments. This research set the foundation for a thoughtful, multi‑phase exploration of whether adopting CU Colorado Springs could enhance visibility, enrollment outcomes, and long‑term sustainability.
Fall 2025
During Fall 2025, the University moved from preliminary research into structured planning for a broader community conversation. UCCS examined initial benchmarking and reviewed how peer institutions had experienced outcomes after aligning more directly with their system brands. Parallel to Healthy Campus budget work, the University began developing a careful framework to evaluate projected costs, potential enrollment impacts, financial implications, and long‑term return on investment. By the end of the semester, UCCS had laid the groundwork for a transparent, evidence‑based, and financially responsible exploration process that would formally launch in the spring.
Spring 2026
Feedback from the January Efficiency and Effectiveness survey and Healthy Campus submissions continued to elevate questions about name recognition, system alignment, and the value of a CU-branded identity in out‑of‑state and employer markets. This led campus leadership to the decision to begin a campus wide conversation focused on the exploration of a transition to CU Colorado Springs. The University is conducting a series of focus groups with students, faculty, staff, alumni, and community partners to understand perceptions of the UCCS identity, how the name shapes recognition and belonging, and how “CU Colorado Springs” resonates as a potential system‑aligned option. At the same time, UCCS is launching a campus and community exploration survey to gather broad feedback on brand clarity, institutional identity, and the possible impacts of a naming alignment.
Where are we in the process?
Where We Are Now: Spring 2026
The University is now in an active exploratory phase focused on listening, learning, and understanding how our campus and broader community perceive the idea of transitioning to CU Colorado Springs.
Campus Focus Groups
Throughout April 2026, UCCS is hosting a series of focus groups with students, faculty, and staff. These sessions are designed to:
- Understand perceptions of the proposed name change across students, faculty, staff, and the community
- Identify opportunities and concerns related to brand alignment, identity, and market positioning
- Assess potential impacts on recruitment, student experience, alumni connection, and community relationships
- Ensure transparency and shared understanding as part of Healthy Campus decision-making
These conversations help ensure that any future branding decisions reflect the lived experiences, insights, and priorities of our campus community.
Staff Focus Group- Tuesday April 7th from 12:00-1:30pm
Student Focus Group- Thursday April 9th from 4:00-5:30pm
Faculty Focus Group- Friday April 10th from 8:30am-10:00am
Community & Campus Exploration Survey
In tandem with the focus groups, UCCS is conducting an exploration survey open to students, employees, alumni, community members, and regional partners. Your insights are welcome through our open‑ended survey between March 30th-April 15th.
Together, the focus groups and survey form the foundation of a data-informed pulse on the campus and community sentiments around the transition to CU Colorado Springs. Throughout Spring 2026, this feedback will be analyzed to determine key themes, opportunities, and next steps in the branding exploration process.