From its recent No. 1 ranking in Forbes to having one of the highest average SAT scores for incoming freshmen among Texas public universities, The University of Texas at Dallas has plenty to celebrate. Now, the university is launching a new “At the Speed of Bright” campaign to show just how far it has come over the past 50 years.

The new UTD branding will feature various advertisements highlighting achievements and growth that will appear along major highways, in airports, on social media channels, and in print advertising.

From a professor transforming medical imaging to a student studying to practice emergency medicine overseas, “At the Speed of Bright” has already featured the diverse stories of a few change-making UTD Comets.

“We are proud of UT Dallas, with its exceptionally bright students, innovative programs, renowned faculty, committed staff, engaged alumni and research that matters,” John Walls, Vice President for communications, said in a statement.

[Image: Courtesy University of Texas at Dallas]

Since its start in 1969, UTD has established itself as an innovative institution within North Texas’ growing tech scene. Its founders envisioned the university as a place to cultivate creative minds and talent, a goal reflected by UTD’s robust programs in management and STEAM fields.

In addition to providing some of the state’s most-lauded science and engineering curriculum, UTD has garnered attention for its non-STEM pathways. With a wide variety of disciplines taught—from global business to audiology and the arts—UTD offers its students the opportunity to excel in a multitude of interests.

UTD President Richard C. Benson said in a statement that the new tagline will capture the university’s mission and renew awareness in the community.

“We have tremendously talented, smart students and dedicated faculty and staff who enrich our university,” Benson said. “This campaign honors each of them while simultaneously promoting our reputation as one of the foremost research institutions in the state.”