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Its Happening Here.

May 2008

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Why do we need a brand identity?

Brand positioning

articulates how UofL is

both unique and relevant

to the audiences itserves in ways that take

best advantage of a

rapidly changing

academic marketplace.

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New branding objectives

1. Discoverand 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 allschools, sub-brands and units to unify the university undera 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 ambassadors6. Develop a new public platform that builds on the Challenge for

Excellence impetus in expressing the next steps in ourstrategic

mission

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Who is it for?

Students

Educators

Administrators

Campus units Parents

Alumni

Donors and friends

Policymakers

City of Louisville

State and region

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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 toconsumers plays a significant role in theirimpression of the brand. Consistency isparamount to the success of the identitysystem. Consistent use of the logo and

supporting graphic elements will build brandequity and resonance. The end result will bean increased understanding of the UofL brandby the public.

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What must follow the policy?

Brochures

Publications

Periodicals

Websites

Any other type of marketing materialsproduced by the university forexternal

audiences and students.

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What does not?

Academic ormedical papers andposterpresentations

Letters and otheruniversity

business correspondence (must beon official stationery but does notrequire the official university font)

Inte

rnal unive

rsity

repo

rts, memosand forms

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Legal requirements

Equal Opportunity Statement

Any university publication directed at students oraudiences

outside the university community must by law include the

equal opportunity statement.

State Funds Statement

Any university publication that has been paid forwith state

funds must by law include the printed with state funds KRS

57.375 statement

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Key graphic elements

1. Fonts

2. Logos

3. Red stripe4. Photo treatment

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Fonts

Official university fonts are Delta Jaeger,Helvetica Neue and Giovanni

Delta Jaeger is the distinct font you see in thelogo its use is limited to the logo and

Admissions materials. Any otheruse must beapproved by OCM. Why?

Where to purchase Helvetica Neue andGiovanni? http://www.myfonts.com

In a pinch? Use Arial.

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Logos

Official logo: signature with orwithout the Its Happening Heretag and Cardinal head. No HSCversion this timewere OneUniversity (perDr. Ramseydirective)

Should be used on all marketingcommunications: printed pieces,visual presentations, ads and anyothermaterials that represent theuniversity with externalaudiences.

Must appearon the front orbackcoverof all printedcommunications unless anexception has been granted byOCM.

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Logos cont.

Must not be altered. Distorting orchanging it reduces

its legal protection and impact.

Do not replace the words University of Louisville in

body copy orheadline.

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

School of Medicine logo may be used in place of

University logo.

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Logos cont.

Sub-brands, aka secondary

logos, can reduce the impact

and effectiveness of the

universitys brand identity if not

used appropriately.

Colleges, Schools and Board

of Trustees-approved Centersand Institutes are permitted

but design must adhere strictly

to the specifications in the

brand policy

All seconda

ry logos must beapproved IN ADVANCE by the

Office of Communications and

Marketing BEFORE beginning

design.

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Logos cont.

Example of an approved secondarylogo:

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A word about Minerva

Restricted to presidential use andofficial communications that

identify university-wide policies,

proceedings and awards.

Example: Alumnus of the Year is a

university-wide award; A&S Hall

ofHonor is unit-based award

Do not use on academic posters,

advertising, publications orprinted

materials that publicize a

program, activity orservice of the

university. Note: This is not a new policy. It

has been in place since 1999.

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The red stripe

The UofL stripe is to be

used in conjunction with

the UofL tagline orwith

headlines.

In order to be branded

properly all UofL stripes

should have a consistent

relationship to the text.

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Two-color applications

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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

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Thanks!

Forbranding questions, call LaurelHarperat 852-6511