Branding Policy

Signature Media signage trademark Graphic Marketing brand campaign branding licensed logo advertisement newsletter giveaway artwork flier poster banner

PRINT DISCLAIMER: Official version of this document is accessible in the online policy library at https://policyoffice.ku.edu/. Printed copies may not reflect the most recent updates.

DOCUMENT TYPE:

Policy

PURPOSE:

Provides rules for correct and consistent use of the university brand positioning, branding platform, and visual identity standards across the enterprise.

APPLIES TO:

University administrative and academic units and individuals acting on behalf of or representing those units; all controlled affiliates.

CAMPUS:

Lawrence, Edwards, Leavenworth, Juniper Gardens, Parsons, Pittsburg, Salina (KUL), Topeka, Wichita (KUL), Yoder, Medical Center (KUMC), Salina (KUMC), Wichita (KUMC)

DEFINITIONS:

Marketing communications tactics include, but are not limited to:

Emails, email newsletters
Advertisements (e.g., print, digital, audio, video)
Brochures, viewbooks
Fliers, posters
Letters, postcards, and other direct-mail pieces
Printed annual reports, newsletters, sales catalogs, magazines
Custom giveaway or swag items (pencils, pens, pins, mugs, magnets, apparel, etc.)
Systematic SMS (bulk text messages)
Signage intended to convey a message or uses visually stimulating design, not purely functional signage such as wayfinding; may be temporary or permanent
Webpages and their content, including blog posts
Video and audio, such as content for YouTube or podcasts

Marketing communications tactics do not include personal communications, academic work product, such as individual faculty writings, publications, scholarship, and other research activity. Marketing communication tactics do not include student academic work.

Custom artwork is defined as illustrations, designs, graphic elements, substantial photograph alteration, or other art beyond a simple combination of a KU licensed mark (e.g., logo, signature, or Jayhawk) and text. Examples include, but are not limited to: swag/giveaway or t-shirt artwork, campaign or anniversary badges or lockups, custom art for environmental signage or décor, etc.

External audiences are audiences that comprise members of the general public and who do not work for or attend the University of Kansas or work for any KU-affiliated organization. Tactics aimed at these audiences, regardless of whether or not the audience includes KU faculty, staff, and students, are considered external.

Limited-use licensed trademarks are the University of Kansas marks that can only be used with prior permission from KU Marketing or Trademark & Licensing. These marks are the reversed Jayhawk (for light printing on dark backgrounds), historic Jayhawks and JayDoc character, Jayhawk head, Beak ‘Em Hawk mark, and the university seal. In contrast, use of the current Jayhawk logo, the KU logo, and/or the University of Kansas signature logo does not require prior approval for use by KU units, pursuant to the Trademark Licensing Policy.

POLICY STATEMENT:

The KU brand is a collection of shared perceptions of the University of Kansas. The comprehensive, consistent communication of the brand positioning and platform, through language and design, protects and augments the brand equity that benefits the entire university.

All marketing communications tactics (see Definitions section) created or used by or for KU administrative or academic units, including KU Medical Center, must follow and apply the rules, standards, and messages of the KU brand positioning, branding platform, and visual identity guidelines as established by KU Marketing.

Additionally, the following marketing communications tactics must be submitted for approval before printing, publishing, sending, or otherwise sharing with any recipients:

Any tactics intended to reach more than 200 external people (see Definitions section);
Tactics that incorporate one of the limited-use licensed trademarks (reversed Jayhawk, historic Jayhawks or JayDoc, Jayhawk head, Beak ‘em Hawk, or university seal; see Definitions section);
Tactics with the intended audience of governmental officials, elected leaders, and/or senior leaders of institutions of higher education (e.g., deans, presidents, chancellors, provosts, and similar);
Tactics that incorporate non-photographic representation(s) of campus buildings or landmarks (such as illustrations, line art, or other visual representations that are not photographs);
Tactics that incorporate custom artwork for one-time or campaign use;
Swag/giveaway/promotional item(s);
Signage, banners, or other environmental assets that are not purely functional (e.g., wayfinding) in purpose; and/or
Webpages not on the KU content management system (CMS) and design system known as Drupal and Sunflower or on the KU Medical Center CMS System, Ingeniux. See Exclusions or Special Circumstances for more information regarding KU webpages.

KU Marketing and/or the KU Medical Center communications team reviews submissions and provide guidance and/or approvals.

Submission instructions and an explanation of the review process for the above tactics can be found at KU branding alignment.

Additionally, administrative and academic units must include KU Marketing and the KU Medical Center Office of Communications on the distribution lists for external marketing direct mail and email campaigns. Send emails to marketing@ku.edu and kumc-comms@kumc.edu. Send one copy of direct mail pieces each to: KU Marketing, Carruth-O’Leary Hall, Room 201, 1246 West Campus Rd., Lawrence, KS 66045 and also to Office of Communications, University of Kansas Medical Center, 3901 Rainbow Blvd., Mail Stop 3013, Kansas City, KS 66160.

This policy will be interpreted and applied in a manner that is consistent with First Amendment and academic freedom protections, including the Faculty Code of Rights, Responsibilities, and Conduct.

EXCLUSIONS OR SPECIAL CIRCUMSTANCES:

Social media posts do not require prior approval from KU Marketing, though they must align with KU brand positioning, branding platform, and visual identity guidelines. For information regarding branded social media accounts at the KU Medical Center see Viewing KUMC Policy for Official Social Media Accounts.

Certain research activities, such as multi-site studies and sponsored clinical trials, may have their own branding requirements outside of KU’s discretion. Marketing or communications tactics for these research activities should be submitted via the branding alignment process to determine an appropriate compliance strategy of this policy.

Webpage content, including blog posts, on the KU and KU Medical Center CMSs does not require prior approval under this policy. However, new Drupal/Sunflower CMS webpages and substantial changes to existing Drupal/Sunflower CMS webpages should be submitted to KU Marketing for review promptly after publication. KU Medical Center site admins should continue to follow the KU Medical Center Website Governance (login required).

Media releases do not need to be submitted for branding alignment review.

Marketing communications tactics aimed at current KU student audiences must follow the KU visual identity guidelines but are not required to follow the KU brand positioning and branding platform. Units creating these tactics must only seek KU Marketing approval if the tactic incorporates one of the limited-use licensed trademarks.

Time-sensitive communications from KU public information officers and in emergency and crisis situations do not require branding alignment review before distribution.

CONSEQUENCES:

If any marketing communications tactics are found to violate this policy, the unit publishing the communication may be asked to discontinue or destroy the materials at the expense of the unit. Repeated, intentionally deceptive, or egregious violations may face disciplinary or other corrective action.