Pol-Branding

policy branding modified Fri Apr 10 2020 15:44:58 GMT-0400 (Eastern Daylight Time)

UofL Logo

University of Louisville

OFFICIAL
UNIVERSITY
ADMINISTRATIVE
POLICY

POLICY NAME

Branding

EFFECTIVE DATE

July 1, 1983

POLICY NUMBER

OCM-1.02

POLICY APPLICABILITY

This policy applies to University Community (administrators, faculty, staff, and students).

POLICY STATEMENT

All marketing and identity materials produced by the university or partner agencies on behalf of non-athletic organizational units, and intended for external audiences must adhere to the brand design guidelines established by the Office of Communications and Marketing (OCM).

REASON FOR POLICY

This policy provides rules for coherent communication of the University of Louisville brand. 

The coordination of the UofL brand to consumers plays a significant role in their impression of the brand. Consistency is paramount to the success of the identity system. Consistent use of the mark and supporting elements will build brand equity and resonance. The end result will be an increased understanding of the UofL brand by the public.

RELATED INFORMATION

Details on regulations and resources available at http://louisville.edu/brand 


All marketing materials (print, online, digital, etc) promoting or representing a non-athletic university entity must follow the regulations detailed in the brand guidelines, as it relates to use of color, typography, etc.


Additionally, any materials produced by a non-athletic university entity should employ an official university logo unless otherwise permitted by the Office of Communications and Marketing.


By default, the standard university logo (in one of the approved configurations) should be used. If a unit qualifies for or has been notified by the Office of Communications and Marketing that they are an approved sub-brand, an official secondary logo (artwork provided by OCM) may be used in lieu of a standard university logo. Only qualifying entities are permitted this option.


A university entity who is unsure if they meet the qualifications for a sub-unit mark must contact the Office of Communications and Marketing


Registered Student Organizations (RSOs) are not required to adhere to the brand policy as it relates to marketing materials, etc. However, they are subject to the rules and regulations surrounding use of copyrighted logos and how those marks may be used and applied. 


Athletic entities within the university are subject to a separate brand platform maintained by University Athletics.

DEFINITIONS
  1. Marketing materials include, but are not limited to:
    • Recruitment brochures
    • Viewbooks or annual reports
    • Publications for alumni and donors
    • Official university websites
    • Departmental program information
    • Periodical magazines or newsletters
    • Promotional videos
    • Stationery and business cards
    • Banners and posters
    • Promotional items and merchandise
    • Campus signage
    • Apparel
  2. Brand elements with specifications for adherence:
    • Logo marks
    • Color
    • Typography
    • Additional graphic elements
    • Photographic style
ADMINISTRATIVE AUTHORITY

Senior Associate Vice President for Communications and Marketing

RESPONSIBLE UNIVERSITY DEPARTMENT/DIVISION

Office of Communications and Marketing
2323 S. Brook Street
Louisville, KY 40208
502-852-6171
branding@louisville.edu 

HISTORY

Revision Date(s): Jan. 1, 2008; Jan. 1, 2012

Reviewed Date(s): Jan. 1, 2008; Jan. 1, 2012; April 10, 2020

The University Policy and Procedure Library is updated regularly. In order to ensure a printed copy of this document is current, please access it online at http://louisville.edu/policies.