As we work to build the Illinois brand, one of the biggest challenges we face is the continued use of "uiuc" in e-mail addresses and Web site URLs. As long as we continue to use this terminology, we will lose the impact of consistently representing ourselves as Illinois.

The use of "uiuc" came about because we were an Internet pioneer. At the time, the marketing value of a meaningful domain name was not considered. But today, with the widespread use of the Internet, we must use a Web address to its full potential, and that includes its use as a branding tool.

While this may seem a minor change, Web and e-mail addresses are the vehicles through which many audiences recognize the University. Additionally, the continued use of "uiuc" has caused division in how our internal audiences (faculty, staff and students) refer to the campus. These are the University's ambassadors to the world. The more consistently we present ourselves as "Illinois," the better we communicate the comprehensive excellence of the University.

The goal is for the University of Illinois at Urbana-Champaign to build its identity among key audiences by communicating consistent, quality visual images, messages and nomenclature. This supports the Chancellor's strategic plan and commitment to build the University's reputation as one of the preeminent research institutions in the world.