University of Louisville
2323 S. Brook St.
Louisville, KY 40208
Brand Identity & Visual Standards
Guidelines for creating UofL-branded marketing materials and websites
A brand is more than logos, colors and words. Our brand is cultural and visionary; it’s how we define and articulate the Cardinal family’s noble purpose. Our why. Our reason for being.
Our brand is a promise we make to our students, alumni, faculty, staff and our local and global communities. It encompasses UofL’s vision, mission and Cardinal Principles. It represents who we are, what we stand for and the value and benefits we contribute toward the common good.
How we describe our brand benefit to audiences.Learn more about our positioning
Inspires what we do, what we say and how we say it.Learn more about our framework
Support our positioning and highlight our competitive advantages.Learn more about our pillars
Defines how our brand looks, feels and acts.Learn more about our personality