The document introduces the European Maturity Model for Blended Education (EMBED) project. EMBED aims to create a reference model for developing and implementing blended learning at higher education institutions. It will provide a conceptual framework and multi-level maturity model to guide pedagogical and institutional change toward blended education. The maturity model will assess progress at the micro, meso, and macro levels to evaluate teaching/learning processes, institutional strategies, and governmental policies. The project partnership consists of leading European universities in blended learning.