Brand Identity & Visual Standards

Guidelines for creating UofL-branded marketing materials and websites


  • Photographs should be .jpg file format and optimized for web to avoid large file sizes.
  • Logos and illustrations should be .gif, .png or .svg format and optimized for web to avoid large file sizes.
  • Photography used as visual assets on any of our external marketing sites must follow the university’s photographic standards. For access to official university photographs that may be used on external marketing sites, please contact
  • Because our operational websites are internally-focused, the need for marketing and visual promotion is greatly diminished and the focus is on the utility. As such, use of photos, diagrams or illustrations should be minimal and serve a communicative, not decorative, purpose.
  • Official faculty and staff portraits are available in our asset management system. Access may be requested by contacting
  • Images must contain alternate text (alt-tags) in order to be accessible to users with vision impairments.


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Communications & Marketing

University of Louisville

2323 S. Brook St.

Louisville, KY 40208

(502) 852-6171