For half a decade, UAB has touted its ability to produce world-changing knowledge. This past year, more than 1,190 principal investigators were backed by $562 million in research expenditures. Some 56 patents and 21 ongoing drug discoveries were produced. Startups and licenses based on UAB innovations generated $4.7 million in revenue.

But after all that success, what pushes Blazers to go the extra mile and make more amazing things happen? In short, it’s the determination to change things, demand something better and make it happen.

UAB’s new marketing campaign is “UAB. Powered by will.”

This campaign highlights UAB research, innovation and entrepreneurship at the frontiers of the sciences and medicine, technology, education, business, the arts and humanities and other fields. The campaign is a marketing campaign aimed at advancing brand awareness, student recruitment and philanthropy and produced in conjunction with Lewis Communications. The campaign includes a website, videos and ads that are programmed for digital, local television broadcast, Hulu, and advertisements at the airport and billboards across the state.

As we introduce “UAB. Powered by will.”, one thing you will notice is that we are decoupling "Knowledge that will change your world" from the official UAB logo. In its place, we will emphasize our full university name in our unit logos and across our websites. As we begin to phase out the "Knowledge" tagline, we embrace an exciting new marketing campaign: “UAB. Powered by will.”

powered by will logo

at a Glance

Important things to know about the campaign:

  • It will run through 2020.
  • In August 2018 UAB launched a new marketing campaign “UAB. Powered by will.” This campaign highlights UAB research, innovation and entrepreneurship at the frontiers of the sciences and medicine, technology, education, business, the arts and humanities and other fields.
  • uab.edu/poweredbywill updated throughout the campaign with new stories about research and innovation at UAB.
  • Decoupling "Knowledge that will change your world" from the official UAB logo.

How you can participate:

  • Share our videos and stories with your friends, family and anyone who doesn't know about UAB.
  • Submit a publicity request if you think you have an innovative project or story that contributes to the campaign.
  • Share our stories about research and innovation on your social media networks.
  • If you are interested in creating collateral material for your unit or department, reach out to This email address is being protected from spambots. You need JavaScript enabled to view it. for branded ads that use “UAB. Powered by will.”

Frequently Asked Questions

Can I still use "Knowledge that will change your world"?

We recognize that this tagline is used widely across our campus. It will take time to phase out its use. We recommend using "UAB. Powered by will" to help promote UAB.

Why just until 2020, when "Knowledge" ran much longer?

University Relations is currently engaging with a firm to conduct brand research that will help shape marketing and communications in the future. Our goal is to use the research to guide our brand strategy going forward when we kick off a new marketing campaign in 2020. This campaign will hold the possibility of having an updated look and feel to our current logo. We will engage the UAB community and our stakeholders in this research in 2019 - UAB's 50th.