Brand Identity & Visual Standards

Guidelines for creating UofL-branded marketing materials and websites

Brand Overview

students walking near the Quad

Why is the Brand Identity Policy important?

A visual identity employs the use of logos, typefaces and colors to form a clearly recognizable image for an institution. These elements work in concert to uphold the core values of the institution's brand. A brand policy is necessary for organizations as large and diverse as UofL to ensure we are visually communicating to our core audiences in a uniform fashion.

A successful visual identity program helps the university develop strong name recognition by defining a look and feel for all university materials that audiences instantly identify with UofL. This does not mean all materials must look identical. It does mean that they must all clearly belong to the same visual family, with core elements used consistently.

The ultimate goal, with each opportunity, is to make our university look the best it can at all times.

Through a reliable brand identity program, UofL can project a strong, unified and professional image to all audiences even though communications are coming from hundreds of separate units across our campuses. Following this policy officially identifies your unit as part of the university, increasing brand recognition with your audience and making it more likely your message will be received and remembered.

What types of materials must adhere to the brand identity policy?

The policy applies to all brochures, publications, periodicals, websites and any other type of marketing materials produced by the university or partner agencies for external audiences. The visual identity platform of the university must not be used to promote private businesses or for individual purposes.

Materials governed by the policy include, but are not limited to:

  • Publications used for recruitment
  • Viewbooks or annual reports
  • Publications for alumni and donors
  • University websites
  • Departmental program information 
  • Periodical magazines or newsletters
  • Video
  • Social media profiles
  • Stationery and business cards
  • Banners and posters
  • Promotional items and merchandise 
  • Campus signage and vehicles
  • Apparel
  • Mobile apps (native, hybrid, etc.)
Communications & Marketing

University of Louisville

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Louisville, KY 40208

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