Branding and Identity - Virginia Tech

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Creation of other logos Creation of other logos Building brand name recognition can be difficult and costly and may add to name confusion in the marketplace. Because reputation is embedded in name recognition, units should consider the implication of attempting to build name awareness through unique logo development that may ultimately confuse your constituents. A consistent visual element will resonate with the university’s diverse audience and provide instant public recognition that an organization is part of the Virginia Tech community. Departments, programs, institutes, or centers occasionally will request or develop a unique name or logo that differs from Virginia Tech's existing brand identity to, for example, promote research or highlight a specialty area. Introducing new visual elements may confuse the public as to whether a group or activity is associated with the university, ultimately diluting the distinctiveness of Virginia Tech's existing brand and possibly resulting in a loss of legal rights. That being said, those responsible for protecting the university’s brand understand the motivation to adopt a unique name or logo and will consider special requests. The marketing and publications department within University Relations is available to assist with “branding” your unit in a way that provides a distinctive, creative style while staying within Virginia Tech brand guidelines. The general rule: no name or logo or other branding element designed outside of the parameters identified in this manual will be endorsed and/or approved by Virginia Tech. The creation of new secondary logos is discouraged; units must obtain written permission from University Relations before adopting a name or logo that differs from Virginia Tech's existing brand identity. Exceptions All requests for new university marks and logos must be submitted to branding@vt.edu for approval before they may be adopted either internally or externally. A limited number of non-university brand extensions have been given permission to use entity-specific logotypes because of their unique nature to the university’s research initiative. These logos are not to be used on stationery and are considered graphically subordinate to Virginia Tech’s institutional signature. (see “Other brand extensions “under “Letterhead: colleges and other brand extensions” guidelines) These brand extensions, including university-level research institutes and centers, must follow the Virginia Tech brand guidelines. The four types of centers at Virginia Tech (University, College, Departmental, Institute) are to use the Virginia Tech logo and, if applicable, the non-university brand extension logo in communications materials and websites (see Web Guidelines). On all communications materials, the non-university brand extension logo must be subordinate to the Virginia Tech signature or brand extension logo. No other center, other than those noncollege brand extensions previously designated, will be allowed to have its own logo. If a center logo has been developed and is in use, these entities must consult the brand marketing manager for approval before they may be used in any application either internally or externally. Virginia Tech Appendix A 32 Invent the Future NOTE: If a center has been designated as a “consortium” or a center having alliances with one or more colleges or universities, permission may be granted for the development of a separate logo. In addition, some governmental funding agencies have strict guidelines for the use of their logo on funded center communications. However, these special centers must contact the brand manager for approval prior to development. These centers must follow the Virginia Tech brand guidelines when using the Virginia Tech logo in conjunction with the center logo. Graphic Elements Approval may be considered for a graphic element to be used on specialty promotional items, clothing, and certain collateral material as long as there is a clear visual separation and delineation between the Virginia Tech signature and the graphic element. The graphic element cannot be grouped with the Virginia Tech logo to appear as a larger composite piece. (See Identity and Style Guide, p.4, “protected area.”) The Virginia Tech or brand extension logo must always be a dominant element of any advertising, poster, display, collateral, website, or signage for any Virginia Tech unit. Graphic elements may never be used on letterhead, business cards, or forms.
Newsletter and brochure templates (available for download) Full-color newsletter Two-color newsletter Fullcolor brochure See www.branding.unirel.vt.edu for links to downloadable templates. Virginia Tech Appendix B 33 This is the main head for the left panel This is the area to be used as a caption for the photo. This is subhead level 2 Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam vitae augue. Duis et orci. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec sit amet quam id pede faucibus iaculis. Integer pharetra ligula. Vivamus euismod. Sed sed justo vitae risus condimentum placerat. Maecenas porta, nulla vel dictum ullamcorper, erat lectus varius metus, interdum lacinia risus tellus quis mi. Duis augue dui, interdum quis, luctus eu, lobortis quis, mi. Praesent dignissim, nibh ut rutrum gravida, mi velit rhoncus lorem, ac semper neque sapien quis nulla. Cras nec magna a ligula vulputate imperdiet. Curabitur sodales interdum nisi. “Pull Quote text will fill this area once it has been written.” Praesent ligula. Quisque risus. Cras pellentesque ante nec elit. Sed quis magna sed mauris pulvinar bibendum. Vivamus ac elit. Donec cursus. Aenean justo. Cras vel risus vel dolor ornare suscipit. Donec convallis blandit diam. Pellentesque volutpat ipsum at turpis. Donec tincidunt fermentum lorem. Phasellus at massa. Integer malesuada Two-color brochure Summary information will eventually fill this space once it has been created. VIRGINIA POLYTECHNIC INSTITUTE AND STATE UNIVERSITY Contact Information Contact line one Contact line two Contact line three Contact line four Virginia Tech is an equal opportunity/affirmative action institution. Invent the Future This is the area that the headline will occupy This is the location for the action statement
Page 1 and 2: Policy&guidelines Virginia Tech Ide
Page 3 and 4: Identity standards & style guide: C
Page 5 and 6: Visual identity and terminology Shi
Page 7 and 8: University color usage The official
Page 9 and 10: Brand Architecture Brand Architectu
Page 11 and 12: Stationery guidelines University st
Page 13 and 14: Stationery guidelines (cont.) Admin
Page 15 and 16: Web guidelines Web guidelines and p
Page 17 and 18: Environmental design usage Based on
Page 19 and 20: Environmental design usage (cont.)
Page 21 and 22: Individual student use Individual s
Page 23 and 24: University style guide Invent the F
Page 25 and 26: University style guide (cont.) gene
Page 27 and 28: University style guide (cont.) Wron
Page 29 and 30: University style guide (cont.) BUIL
Page 31 and 32: Broadcast style guide (cont.) Inven
Page 33: Trademark usage and Licensing (cont
Page 37 and 38: Ensemble CMS templates Template sam
Page 39 and 40: Index (cont.) Name tags. . . . . .
Page 41 and 42: Index (cont.) Primary logo . . . .
Page 43 and 44: Contacts for Assistance Marketing &

Branding and Identity - Virginia Tech

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