Why do we need a tagline? We are a highly respected, widely renowned institution of learning and research. Our history, our accomplishments, our discoveries should speak for themselves.
Well, yes and no.
In an era of mass communications, that messaging can be lost. That is why we need an anthem that connects us with our many audiences—internally and externally. It is a reminder of why we exist. It is a challenge to all those who walk our halls. It is a promise to ourselves and to our community.
Our tagline allows us to evoke allegiance to all these things with one straightforward statement:
Unwritten here is “You.” At the heart of our anthem is a personal call to action—an imperative for participation. It's a rallying cry for the conscious mind. It's a starting point for active engagement, a challenge to kick-start the imagination.
We are never satisfied working within our comfort zones or abiding by conventional wisdom. “Beyond” refers to the immeasurable scope of potential within us. It speaks to the farthest reaches of both our understanding of the world and our personal limits.
For some, “the possible” represents the sum goal of achievement. For us, “the possible” refers to the starting line for our intellectual pursuits. “The possible” is the point upon which we build, not where we want to arrive.