University of Louisville
2323 S. Brook St.
Louisville, KY 40208
Brand Identity & Visual Standards
Guidelines for creating UofL-branded marketing materials and websites
The careful restriction of our brand in regards to visual identities grants control, but also permits the university to see situations in which extra allowances must be made. Such is the case for branded merchandise.
On physical goods, audience attention to our brand identifier (logo application) is brief, both in the amount of time an audience spends noticing our mark, as well as the amount of time our brand ambassador has to present themselves as an organization representative. Because of this, it is necessary to offer the option of a short-form name.
Note: It is always preferred that offices, departments, etc. speak with the ‘voice’ of the university and leverage the equity of the master brand identity.
These lockups may not be used in any other context or for any other purpose. Additionally, the eligibility of a campus organization to be awarded a short name is determined exclusively by the Office of Communication & Marketing. For more information or to request official artwork contact firstname.lastname@example.org.
Use of these lockups on promotional materials are subject to the approval of a dean or vice president. The decision to use a short-form name on merchandise (as opposed to an approved secondary logo for a school or college) resides with the leadership of that particular unit.Back to the top
The purpose of the short name allowance is to communicate quickly and concisely. If granted, short-form names will be determined by the Office of Communication & Marketing and may not be created ad hoc. Names must:
Organizational units including colleges, schools, board-approved centers/institutes, offices and departments are permitted use for promotional merchandise use only.
Eligibility does not indicate permission to create ad hoc short-form identities.Back to the top
Two configurations for merchandise are presented as options for short names. Option #1 works better for full-color printing as the pipe separating the monogram and the short form name is in a receded gray.
Artwork for a particular application and unit will be created by the Office of Communication & Marketing upon request, and sent directly to a licensed and approved UofL merchandise vendor.