Brand architecture

It's common for colleges and universities to develop a brand architecture structure to help strategically manage a visual identity system. The structure provides a brand hierarchy, beginning with the top-level brand for the university as a whole, then addressing other entities including schools and colleges, administrative units, research institutes and centers, and partner organizations.


Core brand

UAF’s core brand represents the consistent expression of our identity and reputation. It serves to strongly position UAF among our competitors in the marketplace and in the hearts and minds of our stakeholders. Our core brand is the most important asset we share. The stronger it becomes, the more prominent our university becomes. Administrative and support units that serve or support UAF’s core mission and target audiences operate under the core brand and use the flexible UAF signature system and core brand visual identity. 

Examples: Administrative Services, University and Student Advancement 


Brand extension

Major divisions that support UAF’s mission and share segments of the primary target audience and basic market position are considered brand extensions. These units include colleges, schools, departments, centers and institutes. They operate under the core brand and use the flexible signature system and core brand visual identity. Units that are required by an external agency to feature their logo in communication materials can do so by following UAF co-branding guidelines.

Examples: Alaska Native Language Center, Institute of Northern Engineering, International Arctic Research Center, School of Management


Sub-brand

Sub-brands have their own personality and mission but are linked to the core brand for strategic reasons. Sub-brands require differentiation because they provide a significantly unique service or serve a significantly unique audience. Sub-brands may be granted permission to use a different logo but are required to co-brand according to UAF co-branding guidelines. They are also responsible for the costs involved with maintaining, protecting and building their individual brands.

Examples: Alaska Nanooks, UAF Alumni Association 


Independent brand

Independent brands represent a complete departure from UAF’s brand identity. These are autonomous companies or organizations that have their own missions and offer distinctly different services for different target audiences. Independent brands use their own unrelated logos and messages, and they establish and promote their own distinctive brand promise, brand platform and identity. Independent brands require permission to co-brand or reference UAF in any materials.

Examples: Cold Climate Housing Research Center, NMS, Follett


Co-branding

Some UAF units are required by external agencies to include the agency logo in their communication materials. In those cases, the UAF logo must be equal in size and proportion to the partner or agency logo unless the agency requirements state otherwise. Units must still adhere to UAF’s visual identity guidelines. Reference to University of Alaska Fairbanks must be included in all narratives, including publications, media releases and website copy.

If the partner agency requires the UAF logo be minimized relative to the partner or agency logo, the UAF logo is not to be represented smaller than the minimum size as outlined in the visual identity guidelines.


Partner consortiums

A campus unit that partners with several external organizations to create a larger organization is considered to be part of a consortium. The UAF logo is not used alone as the primary logo if it would inadequately represent the interests of cooperating external groups, or violate laws, contracts or regulations imposed by an external agency. Consortia and external partners are often located on campus and may be separately incorporated with their own board of directors and have external interests that would not be best represented by the UAF logo. Consortia and external partners are responsible for the costs involved with maintaining, protecting, and building their individual brand and logos. UAF units that are members of a consortium would use the UAF logo according to co-branding guidelines.

Example: Alaska INBRE (IDeA Network of Biomedical Research Excellence)

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