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New campus unit logo standards

7/9/2008  8:00 am


We are stronger when we speak as one.

When the diverse individual parts of our great institution associate their unique strengths with those of their peers through a consistent, coordinated use of the University's identity, together we increase our reputation for excellence and protect the integrity of our academics, research, and public engagement missions.


We have made significant progress toward this goal with the implementation of Illinois Identity Standards for Web and print materials, and we now ask you to build upon those successes and implement a “branding up” strategy. Branding up means that campus units use the campus logos and refer to themselves in text instead of expending resources developing and maintaining their own logos and brands.


In sum, we are asking that all campus units:


  • Phase out the use of campus unit logos
  • Use the campus logos
  • Refer to themselves with text
  • Continue to use a comprehensive visual identity that incorporates the campus logos


The only exceptions are campus units that are identified as sub-brands, independent brands, consortia, and external partnerships. These are described and listed in the brand architecture outlined at

 An overview of the campus branding strategy and rationale, with links to detailed guidelines, is at A series of workshops about campus branding and the new standards has been scheduled over the next several weeks. To view available times and register, visit


We thank you for your commitment to this important initiative. We have asked Public Affairs to continue to manage the branding effort. Questions and comments should be directed to Robin Kaler, Associate Chancellor for Public Affairs at  



Richard Herman, Chancellor

Linda Katehi, Provost