On February 1, 2012, the campus launched a new branding campaign for UT. Central to the UT brand was the tagline Big Orange. Big Ideas. The Office of the Chancellor announced the launch, saying, “This phrase captures the energy, achievements, and enthusiasm of our vibrant and ever-changing university and its students, faculty, staff, and alumni.” The campaign was developed by the Office of Communications and Marketing, with the help of communications representatives across campus. A variety of audiences, including students, staff, alumni, and parents also participated in its development. The Chicago-based consulting firm Lipman Hearne assisted under an $85,000 contract.
The branding campaign replaced and expanded the university’s FUTURE branding campaign, which—in addition to being a distinctive brand—invited the use of words containing the letters UT. The FUTURE campaign was adopted in 2006 and was the creation of Bohan Advertising of Nashville. David Bohan (a 1970 UT graduate) and his wife, Linda, were long-term supporters of the Department of Advertising and Public Relations at the time the branding effort was developed.