UCLA and USC both use acronyms, and they have great brand recognition. Whats wrong with being known as an acronym?
Research shows that Illinois is the strongest brand we have. With Illinois, no one has to wonder for what the acronym stands. The top-ranked universities in the world, including Illinois, refer to themselves with the name of their state or with a single word. Key examples: Berkeley, Stanford, Northwestern, Michigan, Wisconsin, Virginia and even Harvard. The Illinois brand has a much deeper tradition and is already being used by major initiatives, including: Illinois Alumni magazine, Illinois Research Information Services, my.illinois student portal, Illinois (varsity athletic teams), Illinois International (international programs), Illinois Harvest (library project), Illinois Master Gardeners, Engineering at Illinois, Business at Illinois, Illinois MBA (and many other academic programs/units). These are just some examples of the breadth of the Illinois brand approach.
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