The world of higher education faces many challenges. Ever-increasing tuition is prompting students and their families to take a close look at the value being offered by the schools being considered. Rising costs are compelling many students to consider alternatives to the traditional four-year university, including competitors that offer online education. Even in traditional institutions, emerging technologies and the wider variety of teaching and learning styles demanded by Generation Y students and offered by younger faculty are creating pressure for change in everything from design of pedagogy to student unions. In the midst of all these challenges, the overriding need to attract and retain top students and faculty and to offer a high quality teaching and learning experience has never been greater. While many higher education institutions are investing in new buildings and spaces in a functional response to these challenges, there is a greater opportunity for future success by integrating the brand of the institution throughout campus buildings and interior spaces.