Its Hap Branding Rev 5-08
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Transcript of Its Hap Branding Rev 5-08
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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