It’s Happening Here.

May 2008

Why do we need a brand identity?

Brand positioning articulates how UofL is both unique and relevant to the audiences it serves in ways that take best advantage of a rapidly changing academic marketplace.

New branding objectives

1. Discover and articulate the UofL brand to increase awareness and relevance

2. Build brand value through the articulation and activation of a motivating brand positioning

3. Create a campaign and identity system that works across all schools, sub-brands and units to unify the university under a single brand

4. Shape key brand messages

5. Engage all audiences across all facets of the UofL experience to help develop the brand and become brand ambassadors

6. Develop a new public platform that builds on the Challenge for Excellence impetus in expressing the next steps in our strategic mission

Who is it for?

• Students• Educators• Administrators• Campus units• Parents• Alumni• Donors and friends• Policymakers• City of Louisville• State and region

Why is a brand policy important?

• Creates clearly recognized image• Helps develop strong name recognition• Projects strong, unified professional image

• Note: 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 logo and supporting graphic elements will build brand equity and resonance. The end result will be an increased understanding of the UofL brand by the public.

What must follow the policy?

• Brochures• Publications• Periodicals• Websites • Any other type of marketing materials

produced by the university for external audiences and students.

What does not?

• Academic or medical papers and poster presentations

• Letters and other university business correspondence (must be on official stationery but does not require the official university font)

• Internal university reports, memos and forms

Legal requirements

Equal Opportunity Statement

Any university publication directed at students or audiences outside the university community must by law include the equal opportunity statement.

State Funds Statement

Any university publication that has been paid for with state funds must by law include the printed with state funds KRS 57.375 statement

Key graphic elements

1. Fonts

2. Logos

3. Red stripe

4. Photo treatment

Fonts

• Official university fonts are Delta Jaeger, Helvetica Neue and Giovanni

• Delta Jaeger is the distinct font you see in the logo – its use is limited to the logo and Admissions materials. Any other use must be approved by OCM. Why?

• Where to purchase Helvetica Neue and Giovanni? http://www.myfonts.com

• In a pinch? Use Arial.

Logos

• Official logo: signature with or without the “It’s Happening Here” tag and Cardinal head. No HSC version this time—we’re “One University” (per Dr. Ramsey directive)

• Should be used on all marketing communications: printed pieces, visual presentations, ads and any other materials that represent the university with external audiences.

• Must appear on the front or back cover of all printed communications unless an exception has been granted by OCM.

Logos … cont.

• Must not be altered. Distorting or changing it reduces its legal protection and impact.

• Do not replace the words “University of Louisville” in body copy or headline.

• May only be used as a stand-alone design element.

• School of Medicine logo may be used in place of University logo.

Logos … cont.

• Sub-brands, aka secondary logos, can reduce the impact and effectiveness of the university’s brand identity if not used appropriately.

• Colleges, Schools and Board of Trustees-approved Centers and Institutes are permitted but design must adhere strictly to the specifications in the brand policy

• All secondary logos must be approved IN ADVANCE by the Office of Communications and Marketing BEFORE beginning design.

Logos … cont.

Example of an approved secondary logo:

A word about Minerva

• Restricted to presidential use and official communications that identify university-wide policies, proceedings and awards.

• Example: Alumnus of the Year is a university-wide award; A&S Hall of Honor is unit-based award

• Do not use on academic posters, advertising, publications or printed materials that publicize a program, activity or service of the university.

• Note: This is not a new policy. It has been in place since 1999.

The red stripe

• The UofL stripe is to be used in conjunction with the UofL tagline or with headlines.

• In order to be branded properly all UofL stripes should have a consistent relationship to the text.

Two-color applications

Photo style and treatment

• All photos must be high quality

• Should demonstrate humanity and relationship to UofL

• Use silhouettes against white background when possible

• If not possible, use a full bleed photo

Thanks!

• For branding questions, call Laurel Harper at 852-6511