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Our Brand Story


The strongest brands are built from the inside out.


In 2016, TCU launched a comprehensive study to identify what makes our university experience unique.  Through conversations with students, faculty, staff, alumni and campus leadership, we identified elements of our core identity that most powerfully articulate what we do, how we do it and why it matters.

The results affirmed what we suspected – TCU is a powerful academic community made up of passionate and ethical leaders, all striving to become a force for the greater good.

As we move forward, TCU will continue to highlight the experiences of Horned Frogs who are leading where they are – whether it’s in a science lab, on an athletic field or in the board room. Horned Frogs are positive change agents around the globe, striving for excellence with integrity.

We are TCU. Lead On.


Watch the Brand Anthem