All buildings convey meaning--whether or not that was intended by architect and client--and it has little to do with questions of budget, architectural style, or self-expression. The architecture of a university's campus is an open book that most people have forgotten how to read. A campus is an edited statement of the institution's self-image. Many colleges no longer seem to care that their campuses suggest a negative institutional image, that they reflect badly on the institution's ability to solve problems of physical planning, or that they demonstrate little regard for celebrating their students' and faculty members' aspirations. In this article, the author talks about the importance of architecture at the start of new century and millennium in designing campuses that speak to its own image, communicate meaning, character, and significance. The challenge is to learn, again, how to read architecture. To do that, people must understand that architectural forms project meanings in three ways: (1) through symbols; (2) through relationships; and (3) through context.