Branding Style Guide

What is a "brand mark"?

Simply stated, it is a symbol that represents a product or service. Effective brand marks achieve immediate recognition in the marketplace, and give an instantaneous message about the qualities of the entity they represent. These marks are frequently registered with the Patent and Trademark Office of the United States.

How did the "UU" design develop?

In branding, Union has several advantages that stem from seemingly trivial facts. For example, relatively few schools have the initials "UU." Union also has a brand mark (the university seal) that has been in the marketplace for decades.

On the far right, notice the old seal's inner design. The columns form two U's. The design is ingenious, but perhaps too subtle for some people to notice immediately.

On the near right, the new inner design makes the two U's more distinctive.

Why are visual graphics standards necessary?

A strong and consistent visual presence is essential in today's competitive, global marketplace. Without standards, people tend to make their own modifications and unintentionally create new brand marks that weaken the impact and familiarity of the message.

Does branding require every message at Union to look exactly the same?

Your favorite automaker produces models that vary greatly in style and purpose, but share common brand marks. Creativity is encouraged in every message Union produces. Branding is simply an attempt to connect a wide variety of messages with an underlying and common visual theme.

Can I modify the brand marks slightly for a specific project?

No modification of the branding marks is permitted. Effective branding keeps the basic look of a logo or mark consistent and familiar.

How can approved copies of these marks be delivered?

You can download copies of the university crest and all athletics brand marks online at uu.edu/styleguide/university-logos. File formats include: eps, png, tiff and jpeg in black and white, grayscale and color. For larger applications or special needs, contact the Director for Creative Services at 661-5493.

Should I discard materials with former logos?

Anything displaying obsolete logos for an external audience should be discarded and replaced with the designs in this guide. Items used internally such as scratch pads or pens that are not distributed can still be used, but please do not attach obsolete logos to replacements for such items.

I have read the Branding Style Guide and I still have questions. To whom do I address them?

If you have questions not answered within the pages of this website, contact the Director for Creative Services at 661-5493 or the Associate Vice President for University Communications at 661-5215.