Secondary Logo Overview
These custom signatures recognize the unique identity needs of the units and their audiences while maintaining a strong relationship to the central university brand .
Sub-brands, also called secondary logos, can reduce the impact and effectiveness of the university’s brand identity if not used appropriately. As such their use is limited to a very few select units that have been designated sub-brands or brand extensions of the core UofL brand. These custom signatures recognize the unique identity needs of the units and their audiences while maintaining a strong relationship to the central university brand.
Colleges and schools are permitted to have a sub-brand as long as the mark adheres strictly to the design specifications shown on the following pages. Prior to the publication of this document (January 2011), certain units were awarded a secondary logo with an icon (e.g. illustrated mark) adjacent to the unit name. With the publication of this document, all secondary logos with icons will be henceforth changed to remove all icons as they compete with the overall university image and do not scale well in smaller applications.
Departments, programs, centers and other campus units are not eligible for a secondary mark unless they meet the following criteria:
- The unit’s basic role must not be linked to the mission of the University of Louisville; AND/OR
- The unit must operate in a retail environment and have a storefront; AND/OR
- The unit has multiple funding sources and operates as a true consortium.
Note: Student Government Association and other student groups (not to be confused with campus units that serve students, such as Student Affairs) are not required to use the brand design elements, but they are encouraged to do so when communicating to external audiences or representing the university to an external audience in an official capacity.