UBC’s current tagline is “UBC: A Place of Mind”.

When the brand was launched 2009, a UBC press release explained the process behind building the new institutional identity: http://news.ubc.ca/2009/09/03/why-ubc-is-a-place-of-mind/ .

A question I have been asking lately is, UBC might be a place of mind, but does it mind the place?

Do we see the place of this campus through the “place” that is being built around us?