Brand Identity & Visual Standards

Guidelines for creating UofL-branded marketing materials and websites

Web Content Standards

More than just the words on a page, content includes photos, documents, forms, videos, illustrations, etc. UofL has established basic content standards for our websites in order to provide the best user experience.

All content on UofL sites must be:

All content must support and reflect the mission of UofL.
Every piece of content must be created with specific audiences in mind. All words, photographs, design elements should be appropriate and helpful to these target audiences. Strive to identify particular challenges, concerns and/or desires of your target audience(s) and demonstrate how the university addresses those needs.
All content on a page or site must be free of errors and provide correct information to the user. This includes information being current and up-to-date. Outdated content should be archived or removed.
A site or page should not be published in a state of being “under construction.”
All content on a page or site must comply with legal restrictions (state and federal), university policies, accessibility standards, copyright and trademark rules and in compliance with university privacy standards.
All pages and sites should have content that answers the question, “What should the user think, feel or do?” Content should be goal-oriented and compelling. E.g. convincing a student to apply; reassuring a parent about student services.
All site content should be non-duplicative of other content elsewhere on the UofL website. E.g. course or degree program information should refer to or embed data from the official Course Catalog instead of recreating this information.
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Disallowed Content

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Communications & Marketing

University of Louisville

2323 S. Brook St.

Louisville, KY 40208

(502) 852-6171