University of Louisville
2323 S. Brook St.
Louisville, KY 40208
Brand Identity & Visual Standards
Guidelines for creating UofL-branded marketing materials and websites
Approved Nov. 2006 / Revised Jun. 2018
In order to ensure that the mission and identity of the university are being appropriately supported, the University of Louisville controls the function and designation of the names of its web servers, domains and resources.
The University also controls the peripheral naming schemes associated with URLs, such as vanity URLs, short URLs and other redirects, for practical management of the University's collective digital presence and search engine optimization.
This policy applies to all administrative, academic and other organizational units of the University of Louisville, as well as any domain purchased using university funds.
louisville.edu, and within a university setting, top-level domains are considered sites that are one file path extension immediately following. E.g.
University of Louisville web domain names are managed and applied by Information Technology (IT).
The Office of Communications & Marketing (OCM) determines and assigns the university's
louisville.edu domain. No URLs are assigned to this domain unless they directly support the University's marketing efforts.
No external URL (.com, .net, .org, et al.) may be purchased or used without prior written consent of OCM
IT and OCM may refuse or disable a URL that violates the intentions of this policy.
Appeals may be directed to the Director of Web by emailing email@example.com.
Site names on the
louisville.edu domain are established with the goal of being human-readable (no acronyms unless industry standard, e.g. HR) and optimized for search engine discovery. Following best practices established in the web industry, and knowing that over 50% of UofL web traffic begins from a web search (as opposed to direct navigation or redirection from another site), the following standard has been put forth:
louisville.edu/research/sitenameor else the organizational parent of the lab or research project, e.g.
Subdomains are solely reserved for functionally-required use and are approved by IT/OCM on a case‐by‐case basis.
Requests for subdomains must demonstrate functional or business‐critical purposes not otherwise addressable by university services.
Subdomain assignments must be requested prior to initiation of contracts, purchases, or other commitments for services not offered by the University of Louisville. Purchases or commitments made without prior consultation with IT or OCM will be ineligible for receiving subdomain accommodation.
Subdomains given prior to 2006 are permitted to be retained, however they must serve only as redirects to the appropriate
louisville.edu/subfolder top-level domain and must not be used in any marketing or promotional capacity. E.g.
business.louisville.edumust redirect to
The prefix 'www' is no longer used (as of April 2009) and should not be used in any printed marketing materials, email signatures, social media profiles, etc.Back to the top
Occasionally a vanity URL (.com, .org, .me, et al.) may be approved by OCM based on the purpose or audience of the site. No vanity URLs may be purchased or obtained without prior approval by OCM.
Any vanity URL that is approved by OCM for purchase must include the purchase and installation of an SSL certificate, at additional cost to the purchasing unit.
All vanity URLs and associated SSL certificates for those domains should be registered through IT, so as to centralize billing and contact for the registration.Back to the top
uofl.edu has been established as a marketing-driven URL shortening service for the University of Louisville. The purpose of this service, which is hosted by IT and operated by OCM, is to create brief, memorable URLs for sub-units, groups or events for marketing purposes that otherwise do not quality for top-level
louisville.edu domains. This includes, but is not limited to:
Requests for a short URL (uofl.edu) may be made through OCM via our form.
Use of the
uofl.edu shortening service is at present restricted to UofL OCM. OCM awards shortened URLs in order to assure no conflict with existing URLs. To inquire if your unit has been granted an approved short URL, contact firstname.lastname@example.org.
louisville.edu/sitename) address, or
louisville.edudomains may be shortened.
louisville.edu/medicine) do not qualify for shortened URLs as they already have brief web addresses.
uofl.eduaddresses may only redirect to the home page (index) of the eligible entity. Shortening of supplemental content or other pages is not permitted.
OCM reserves the right to terminate any previously awarded shortened URL if: