Brand Identity & Visual Standards

Guidelines for creating UofL-branded marketing materials and websites

Latest Revisions

Below is a list of significant changes to the University of Louisville Brand Standards Policy (core brand or campaigns):

Effective Aug. 13, 2021

Added rules regarding unit taglines and slogans
At present, the University of Louisville does not employ a brand tagline.
Retired Avallon as campaign typeface. Added Monument for campaign headlines only.
As part of the Here & Beyond campaign visual platform.
Added core brand messaging guidelines.
As part of the 2019-2020 brand research and development project.
Added brand positioning and brand framework.
As part of the 2019-2020 brand research and development project.

Effective Jan. 1, 2018

Included Alumni Association sub-brand logo deviation
The Alumni Association is permitted customized logos that do not adhere to the logo standards on this site, due to marketing/communicating.
Removal and replacement of secondary colors
Previous secondary colors removed (and should no longer be used) and replaced with more complementary values
Removal and replacement of typefaces (previously Delta Jaeger, Helvetica Neue, Brisa, Giovanni)
Previous typefaces removed (and should no longer be used) and replaced with more modern, more extensible typefaces
Addition of annual campaign typeface
Restricted use.
"It's Happening Here." tagline retired
Tagline or logos with tagline incorporated should no longer be used.
Co-branding and partnership lockup style
Defining how multiple UofL entities or companies share visual space.
Promotional Short Forms
Solution for how to create branded merchandise.
Add patterns
Optional graphic elements for use as supporting visual aides in design.
Photo/video style definitions
Three styles of creating pictures on-brand, static or moving.
Social media branding
Rules, regulations and suggestions for branding in the social sphere.
Communications & Marketing

University of Louisville

2323 S. Brook St.

Louisville, KY 40208

(502) 852-6171

branding@louisville.edu