Secondary Promotional Logos are a new tool for TTUHSC communicators seeking to visually brand their promotional efforts, while staying aligned with TTUHSC branding.
The Role of Promotional Logos
In effort to keep our promotional efforts relevant and easily accessible through visual communication, official secondary promotional logos are occasionally incorporated into the branding mix. Our goal is to take measures in achieving brand cohesion in our visual identity while raising awareness and consideration of relevant programs, organizations, and events.
What Constitutes a Promotional Effort?
Promotional Logos ARE:
- Expressive, open and unique
- Subject to Communications and Marketing review before approval
- Not restricted to official colors
- Usable in print, websites and on promotional items
Promotional Logos ARE NOT:
- Meant to represent TTUHSC schools, departments, divisions or programs listed on the university org chart
- Interchangeable with secondary logos
- A replacement for the primary TTUHSC logo
Quick Do’s and Don’ts with Promotional Logos
- Utilize best practices and use professional design service providers whenever possible, whether internal or external. University Communications can help if you are understaffed and unable to hire external vendors.
- Use color for expressiveness in the icon. Remember, you’re no longer limited to red and black here.
- Consider simpler color schemes that aid in reproduction and may be less expensive to produce. Nobody needs a 7-color ballpoint pen. Consider how your icon may reproduce in 1 color.
- Use your secondary promotional logo when you’re marketing.
- Place words or phrases in your icon. The title and descriptor will handle that, and keep things simple. 1-3 monogrammatic letterforms are acceptable. Using acronyms generally won’t be very striking or useful in this context and may not be approved in some cases.
- Crowd the clear zone margins between the icon and the title areas, or overlap any part of the icon with the title/descriptor. Maintain clear zone margins as outlined in the template.
- Use your secondary promotional logo for administrative purposes, or to identify your effort with the unit or college you are associated with. Those institutional contexts require the use of standard Secondary Logos.
- Include the Century Tower in your promotional logo. This iconic landmark at the University of Florida is reserved for university-wide promotion and cannot be used for any one unit or department.
A fundamental goal of this system is to offer individuality by utilizing unique symbols fitted to a cohesive template to create brand-aligned consistency across the university.
A. Icon / Logomark. A symbol representing the effort.
B. Title. The official name of your promotional effort. Can vary from 1-2 lines, depending on length. Width is also variable as needed, and sidebars should maintain adequate spacing and not be crowded.
C. Type Lockup. The Title and Descriptor form the type lockup, whose font, format and arrangement may not be varied. All elements of the type lockup must always be black or white (depending on the application).
Developing a Promotional Logo
For existing logos, submit the logo request form via Workamajig and Communications and Marketing will adapt your logo according to the new template. Please provide .eps or other vector logo format when possible. Other formats such as .jpg, .png or .psd are accepted, but might result in a longer turnaround time.
For new logos, submit the logo request form via Workamajig and attach your desired icon/symbol.
Communications and Marketing will create your promotional logo and provide you with final logo file(s).
Examples of Secondary Promotional Logos
Can I adapt an existing logo that is in use?
Only with Communications and Marketing approval. Generally, approval depends on the quality of the logo mark you are using in relation to the quality of the whole of the branding effort. In some cases, it may be necessary to rebrand your effort with a new logo.
Why does Communications and Marketing need to approve my promotional logo?
With a goal of creating a cohesive, consistent and unified visual identification system that reflects UF’s rise into the top tier of public universities, it’s critical that we guide and supervise the early implementation of this new category of the brand identity. Like the identity as a whole, we want everyone participating to ultimately carry it forward independently with confidence. Until then, we want to make sure everyone gets off to a great start.
What do I do with existing materials that are in use?
You may continue to use existing materials, collateral, displays etc. for the near future. When they are ready to be replaced or reprinted, use your new promotional logo. Materials that are produced prior to 4/1/19 can continue to be used until 12/31/19. Materials created after 4/1/19 should be in compliance.
Are there alternate formats for promotional logos?
Yes, as part of your final logo files, a horizontal logo version will be included, making usage in tight spaces such as web banners and some promotional items much easier.
The TTUHSC stationery system is intended to reflect our identity consistently throughout external communication. The system is intended to identify the communicator/bearer in terms of his/her relationship with the university and should only be used for official TTUHSC business purposes.
The stationery system includes:
Letterhead (use for official communication and avoid making modiﬁcations to layouts or primary elements)
Business Cards (these should identify the bearer with respect to his/her official position at the university)
Note cards (A2 Size)
For stationery templates specific to your department or office, please contact the Print Center at (806) 743-2016 or email@example.com.
Refer to our list of contracted partners pre-approved to provide services to TTUHSC.
As individual schools, offices and departments implement their respective efforts to meet awareness, recruiting and reputation goals, it is imperative we speak with a united voice to elevate the overall stature of TTUHSC. To ensure consistency in our branding efforts, TTUHSC accepted proposals through an RFP process to select the university’s partners that are contracted to provide services to TTUHSC.