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The University of Otago is an institution of deserved international repute. Its position is earned through the expertise of its members. Our mission statement declares that we are committed to scholarship through excellence in teaching, research, and service to local, regional, national, and international communities.

The Vice-Chancellor retains authority over the visual expression of the University of Otago brand.

The purpose of the Brand Guide is to provide a clear guide to ensure that the University's visual image and impact is as strong as possible and is seen to have integrity and meaning. For this purpose, the Guide outlines clearly the requirement for stationery, promotional publications, and advertising and the use of the University logo and the Coat of Arms.