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+---
+title: Brand goal
+description: Mission, vision, and values for ELIXIR-UK communications.
+page_id: brand-goal
+type: brand
+related_pages:
+  brand:
+    - brand-keywords
+  communications_strategy:
+    - cs-audiences
+    - cs-objectives
+---
+
+This page exists to give a stable target for "Brand goal" links across the handbook: the **mission**, **vision**, and **values** that the rest of the brand guidance is anchored to.
+
+## Mission
+
+See [Audiences & key messages](cs-audiences) for the canonical mission + tagline.
+
+> Supporting UK life science community to build, connect, and sustain world-class digital research infrastructure – promoting standards, shaping policy and amplifying UK voices.
+
+## Vision
+
+See [Objectives](cs-objectives) for the canonical vision statement.
+
+> A UK research ecosystem where every life-science researcher and technical professional shapes and benefits from a world-leading, collaborative and FAIR digital research infrastructure that is AI-ready.
+
+## Values
+
+The values referenced elsewhere in the handbook:
+
+- Collaboration
+- Scientific rigour
+- Inclusiveness
+- Respect
+- Financial sustainability
+