UAF identity and branding project
May 23, 2011
As UAF approaches its centennial, the need for us to tell our story in a clear and
consistent manner is more important than ever. With uncertainties ahead in terms of
state funding, it's time to strengthen our position and our reputation to help us
grow student enrollment and philanthropic support.
As support for that endeavor, we're undertaking an identity and branding awareness
project under the direction of Marketing and Communications, with assistance from
the Nerland Agency out of Anchorage. Marketing and Communications is pulling together
a campuswide Strategic Marketing Committee. The SMC will work collaboratively to vet
qualitative and quantitative research, test positioning statements and creative ideas,
and eventually become our “brand champions.”
While this is underway, there are some things we can be doing now to strengthen our
visual identity, which is one component of our overall brand. One way to ensure consistency
is through proper use of the UAF logo. I am asking all UAF departments using the university
logo for print or electronic communications to please use the UAF logo which emphasizes
the word “Alaska.” This logo is an important visual reminder of UAF’s presence throughout
the state of Alaska. The logo that emphasizes the word “Fairbanks” is being retired
and should no longer be used. The correct logo, and guidelines regarding its usage,
can be found online.
For more information on the proper use of the UAF logo, please contact Jan Stitt at
fylogo@uaf.edu.
Thank you for all that you do to help tell the UAF story. It’s a good one to tell,
and the branding process we are undergoing now will help us in those efforts.