Chapter 20 – University Brand Policy and Required Notifications in Institutional Publications
20.1 University Brand Policy 20.2 Definitions 20.3 The University Brand Manual and University Brand Committee 20.4 University of Iowa Logos and Stylized Wordmarks 20.5 Uses of University of Iowa Marks by Third Parties 20.6 Co-branding and Corporate Logos 20.7 Alternative Graphical Marks 20.8 Exceptions and Changes to the University Brand Policy and Brand Manual 20.9 Noncompliance and Violations 20.10 Editorial Style 20.11 Required Notifications on Institutional Publications
20.1 University Brand Policy
- The purpose of the University Brand Policy is to enhance and protect the University of Iowa’s reputation by establishing and promoting correct and consistent use of the university’s brand guidelines, including visual identity and, specifically, University of Iowa graphical marks across all forms of communication executed by any unit of the university, any registered student organization, or any independent contractor of the institution. The policy complements 1) II-33 Use of University Name, and 2) II-21 Licensing, which more specifically governs the use of university marks, logos, and symbols in items produced for sale or distribution either by units of the university or entities external to the university, and services offered by entities external to the university.
- This policy governs the use of all University of Iowa graphical marks by all employees of the university, its registered student organizations, and its independent contractors. The policy only authorizes uses consistent with its terms. It does not authorize other uses of university source identifiers, including all that are nonconforming or are made by persons who are not employees or representatives of the university or a registered student organization.
- The Office of the President has assigned responsibility for management of this policy to the Vice President for External Relations. The Vice President for External Relations has delegated oversight to the University Brand Committee and day-to-day management to the Office of Strategic Communication.
20.2 Definitions
The following definitions apply to this policy:
- "Unit" means a college, department, center, institute, or other similar administrative unit.
- “Source identifier” means anything capable of conveying meaning that identifies the source of a good or service.
- “Visual identity” means source identifiers, color values, typography, imagery, and other visual elements that are included in the university brand guidelines.
- “Stylized wordmark” means a word or phrase presented in a specific, consistently used typeface that is used as an identifier of source.
- “University of Iowa stylized wordmark” means a stylized wordmark that is used by the University of Iowa to identify itself and is cataloged in the University Brand Manual.
- “University of Iowa logos” means the following:
- the term “IOWA” in stylized all-capital block letters primarily in black or gold set against a contrasting field of black or gold;
- the graphical representation of the dome of the University of Iowa’s signature building, the Old Capitol, both alone or combined with University of Iowa stylized wordmark; and
- additional University of Iowa logos approved by the University Brand Committee and catalogued in the University Brand Manual.
- “University of Iowa colors” means the colors black and gold. The precise values of these colors are specified in the University Brand Manual.
- “University of Iowa graphical marks” means the stylized wordmarks, logos, symbols, and colors that visually identify the University of Iowa. The term “University of Iowa graphical marks” does not include the words “University of Iowa" themselves. For the policy governing the use of the University name, see II-33 Use of University Name.
- “Third party” means a person or entity external to the university.
- “Registered student organization” means a student organization at the university which has met all of the obligations set forth in the policy governing the creation of a student organization. See Registration of Student Organizations for details.
- “Communication” means information disseminated by any unit of the university, registered student organization, or independent contractor of the university utilizing any medium that has the capacity to include graphical marks of the university in its presentation. Examples include all printed communication such as flyers, brochures, pamphlets, and posters; digital communication such as e-newsletters, PowerPoint presentations, web sites, and apps; and short and long video communication.
20.3 The University Brand Manual and University Brand Committee
- The University Brand Manual is the official register for all approved University of Iowa graphical marks and the definitive resource for the correct use of university graphical marks and other brand-related matters.
- All units of the university, registered student organizations, and university independent contractors are required to comply with all elements of the University Brand Manual when using University of Iowa graphical marks. The purpose of this requirement is to ensure the clear and consistent use of visual identifiers for the university.
- The University Brand Committee is chaired by a representative from the Office of Strategic Communication and includes representatives from Enrollment Management, Trademark Licensing, General Counsel, Human Resources, the University of Iowa Center for Advancement, UI Health Care, Faculty Senate, Staff Council, and UI Student Government. The University Brand Committee’s primary responsibilities include, but are not limited to:
- ensure alignment of the university brand with the university’s strategic direction and values;
- recommend changes to the university brand to the Vice President of External Relations for review and approval by university senior administration;
- approve graphical marks to be included in the University Brand Manual as recommended by the Office of Strategic Communication;
- approve substantive updates to the University Brand Manual as recommended by the Office of Strategic Communication;
- decide any requested exceptions to the University Brand Policy as recommended by the Office of Strategic Communication; and
- recommend action to rectify breaches of the University Brand Policy or to address disputes that don’t rise to a level involving legal action.
- The Office of Strategic Communication is responsible for the day-to-day management of the University Brand Policy. These responsibilities include but are not limited to:
- create, maintain, and update all tools, information, and guidelines necessary for all UI employees, registered student organizations, and University independent contractors to correctly use these resources in full compliance with the University Brand Policy;
- share expertise and provide direction to all University of Iowa employees, registered student organizations, and university independent contractors endeavoring to correctly use a standard UI graphical source identifier in full compliance with the University Brand Policy;
- guide the development of new graphical marks that comply with the University Brand Policy for use in specific campaigns or activities;
- recommend updates to the University Brand Manual to the University Brand Committee;
- recommend use of University of Iowa graphical marks at variance with the University Brand Manual to the University Brand Committee; and,
- in conjunction with the Office of the General Counsel and University of Iowa Trademark Licensing, maintain a record of all third-party applications for use of University of Iowa graphical marks and relevant approvals.
20.4 University of Iowa Logos and Stylized Wordmarks
- University of Iowa logos and stylized wordmarks are essential to the identity of the University of Iowa and, as such, it is required that all University of Iowa employees, recognized student groups, and university independent contractors comply with all elements of the University Brand Policy when using University of Iowa graphical marks.
- All University of Iowa employees, recognized student organizations, and university independent contractors are responsible for ensuring that use of University of Iowa graphical marks is consistent with the University Brand Manual. Unit leaders are responsible for the activities of their unit; e.g., deans are responsible for the activities of their college, directors are responsible for the activities of their department.
- All communications and items produced for sale or promotional distribution by units of the university must contain a University of Iowa logo or stylized wordmark approved by the University Brand Committee and as prescribed in the University Brand Manual.
- Units of the university and recognized student organizations creating items for sale or promotional distribution must comply with all university licensing policies and procedures, including the use of an officially licensed vendor.
- No variations of University of Iowa logos or stylized wordmarks may be used without prior written approval by the University Brand Committee.
- University of Iowa employees and registered student groups, when acting in fulfillment of the mission of the university, are required to use a University of Iowa logo or stylized wordmark for identification purposes when communicating formally on behalf of the university.
20.5 Uses of University of Iowa Marks by Third Parties
- The Office of Strategic Communication may authorize a third party’s use of a University of Iowa graphical mark on condition that the authorization is in writing and the third party complies with 1) the requirements of the University Brand Manual, 2) the approved terms and conditions of use as outlined in university standard agreements, 3) II-33 Use of University Name, and 4) II-21 Licensing, if applicable. Under no circumstances may a third party use a University of Iowa stylized wordmark or logo as an identifier of itself.
- The Office of Strategic Communication, in conjunction with the Office of the General Counsel and University of Iowa Trademark Licensing, will maintain a record of all applications for use of University of Iowa graphical marks and relevant approvals.
- The Office of the General Counsel is responsible for providing direction to university leadership regarding when to take legal action for unauthorized use of University of Iowa graphical marks.
20.6 Co-branding and Corporate Logos
The Office of Strategic Communication may approve co-branding a university logo with one or more third-party logos for a shared function or activity, such as:
- acknowledgements, sponsorships, and promotions (e.g., in advertising where the university is one of a number of sponsors or supporters of an activity);
- memberships (e.g., where the university is a member of a professional association); and
- approved collaborations or joint ventures between the university and another entity.
20.7 Alternative Graphical Marks
- The University Brand Committee may approve a logo or stylized wordmark that does not contain a University of Iowa logo or stylized wordmark, or the University of Iowa name. Examples of this may include but are not limited to:
- Joint venture: where the university has entered into a legal joint venture agreement establishing a distinct or separate legal entity for which, by agreement of the parties, the agreement expressly approves creating a distinct corporate logo; and
- Controlled entity of the university: where the functions or activities of the entity are entirely separate from those of the university (i.e., it does not provide educational or research services, or does not provide services to the university), or where the use of a distinct brand would improve the capacity of the entity to market its product(s) or service(s) in a competitive market.
- When the university proposes to enter into a joint venture agreement requiring the creation of a distinct corporate logo, the need for a distinct logo must be approved by the Office of Strategic Communication on behalf of the University Brand Committee prior to entering into the joint venture agreement.
20.8 Exceptions and Changes to the University Brand Policy and Brand Manual
- Requests for exceptions. Requests for an exception to the University Brand Policy or the University Brand Manual are to be submitted in writing to the Office of Strategic Communication, which will review the request and make a recommendation to the University Brand Committee.
- Requests for changes. Requests for changes to the University Brand Policy or the University Brand Manual are to be submitted in writing to the Office of Strategic Communication, which will review the request and make a recommendation to the University Brand Committee.
- Appeals. Appeals of a denied request for an exception or a change to the University Brand Policy or University Brand Manual should be submitted in writing to the chair of the University Brand Committee, who will lead a review of the appeal and will make a recommendation to the Vice President for External Relations. After receiving the recommendation, the Vice President for External Relations will decide whether to permit the exception or change.
20.9 Noncompliance and Violations
If violation or noncompliance with this policy is identified, units must work with the Office of Strategic Communication to bring communications into compliance with the policy, which may include redesign of print and/or electronic materials.
20.10 Editorial Style
The University Brand Manual includes an editorial style guide that establishes standards for clear and consistent writing for a variety of audiences. Units of the university must follow these guidelines, in particular for marketing materials and public information projects that include news stories, feature articles, and the like.
20.11 Required Notifications on Institutional Publications
- Recycled paper logo. All publications produced by agencies of the State of Iowa, including the University of Iowa, that are printed on recycled paper should contain the recycled paper logo developed by the Iowa Department of Natural Resources. The logo should appear on the publication and, when practical and feasible, with the words “printed on recycled paper.”
- Nondiscrimination statement. The nondiscrimination statement must appear in all publications produced by any unit of the university describing educational programs, including continuing education programs and conferences, and all publications produced by any unit of the university for the purpose of recruiting individuals for employment or enrollment or participation in educational programs as prescribed in II-6 Nondiscrimination Statement.
- Accessibility statement. In compliance with the university's obligations under applicable federal and state law, all publications produced by any unit of the university that describe or invite public participation in programs at the university should contain the accessibility statement as prescribed in II-7 Disability Protection and Accessibility Statement.
- Fair Information Practices Act. According to Chapter 22 of the Code of Iowa, notice must be given when any unit of the university requests personally identifiable information from a person, other than the kind of information appearing in the university directory.
- The notice should include the following:
- why the information is being requested;
- whether the information will be routinely disclosed outside the university, and if so, to whom;
- which information being requested is optional; and
- what will happen if the information is not provided.
- The following are examples of this kind of notice:
- "The University of Iowa is asking you for the information on the attached reply card to help us stay in touch with you and send you information that might be of interest. Persons outside the university are not routinely provided this information except for directory information, such as name and local address. Although responses to items marked 'optional' are optional, responses to all other items are required in order for us to take action."
- "The University of Iowa requests this information for the purpose of processing registration and CEU records. No persons outside the university are routinely provided this information. Responses to items marked 'optional' are optional; responses to all other items are required. If you fail to provide the required information, the university may be unable to process your registration and CEU records."
- The notice should include the following: