Brand Identity & Visual Standards

Guidelines for creating UofL-branded marketing materials and websites

Web Standards Overview


UofL is undertaking a significant web improvement plan that will impact the contents of the web standards contained on this site.

Web and digital applications are one of the primary ways our brand comes to life for our audience and most often is the first way they encounter what we’re all about.

example UofL website

Whether we’re creating online experiences that encourage learning, sharing and interacting, or simply communicating through a single web page, we must do so in a consistent and mindful way.

The following standards are to ensure our digital interactions align with UofL’s mission and foster positive outcomes.


Compliance with the official web standards outlined below ensures:

  • Your content will be properly indexed by both the internal search engine as well as external search providers. Indexing helps users find and use the information on your websites through search methods.
  • Your content will be eligible to be included in the institutional information architecture. The information architecture aids users in finding your website’s content via navigational methods.
  • Your pages will be eligible to utilize the link shortening service for social sharing and promotion.
  • Your sites will be eligible to utilize the link shortening service for all other marketing and promotion.
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“UofL websites” are defined as any page or site on that is made in support of the university or that uses university resources (time, staff or equipment).

Examples of these include, but are not limited to, sites that represent UofL:

  • Colleges
  • Schools
  • Centers
  • Institutes
  • Offices
  • Departments
  • Divisions
  • Programs
  • University initiatives

These sites are considered official university web properties that are subject to review and approval by the Office of Communications & Marketing.

These sites must also follow the policies and guidelines created by Information Technology, and must be consistent with the overall mission of the university.

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Communications & Marketing

University of Louisville

2323 S. Brook St.

Louisville, KY 40208

(502) 852-6171