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.

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.