Brand guide

Who is this guide for

This brand guide is for every staff member in the College of Arts & Sciences, whether in a communications role or not, and for anyone producing materials or services on behalf of the college, department or unit. This includes vendors such as designers, photographers and videographers.

What is a Brand

We often recognize a brand as a logo on a poster, website or clothing, but a brand extends beyond visual or physical marketing materials into experiences, spaces and digital channels.

“Brand identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, watch it move. Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible.”

Aline Wheeler, Designing Brand Identity 

Brand touchpoints

Anywhere we interact with our community or those who might become part of our community, we have an opportunity to increase awareness and trust. These spaces can be physical or digital.

Digital communication channels:

• Website
• Newsletters and email interactions
• Social media
• Podcasts
• Video

Physical or “real life” communication tools:

• Letterhead, business cards
• Publications
• Speeches and presentations
• Direct mail
• Swag
• Word of mouth

Experiences: 

• Events
• Exhibits
• Services
• Courses
• Everyday interactions

Physical spaces:

• Classrooms, offices, hallways 
• Signage

As you can see, a brand experience extends well beyond marketing materials.