In addition to the overarching and support positionings described in this section, a number of additional university descriptors are used in various University materials to further convey the nature and character of Valparaiso University. These descriptors create the Valparaiso University brand - a distinct "identity" that distinguishes Valpo from other universities.  It is important to incorporate the brand statements below into publications and other forms of communication as appropriate to send a consistent, clear messaging about the Valparaiso University experience.  

Branding Valparaiso University as a whole

• "In Thy Light We See Light" - University Motto
  
• "Our Valpo..." - Brand tagline used to communicate Valpo's values through Valpo people.

 Sub-Brands

• College of Engineering - "Developing a Distinctive Engineer"
  
• College of Business Administration - "Values-Based Leadership"
  
• College of Nursing - "Nursing is the Artful Use of Science"
  
• Christ College - "Honoring Intellect, Enlivening Faith, Engaging the World"
  
• School of Law - "Law as a Calling.  Enduring Core Competencies. Exceptional Legal Research and Writing. Truly Personal Manner of Teaching and Learning."
  
• Valparaiso University Athletics - "Valpo Crusaders: Champions in Competition, Classroom and Community"
  
• Lutheran community - "Grounded in Faith. Empowered to Learn. Inspired to Serve."