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New toolkit will help ensure consistent visual image
By Nick Clewley
 If it’s true that good things come to those who wait, the University of Victoria Brand Guidelines should be a hot commodity. The Brand Guidelines is a document that explains how to implement the visual aspects of UVic’s brand, such as logos, imagery and typography, in print and electronic media.
After years of work and testing with internal and external audiences, UVic Marketing is about to make the guidelines available to all staff Oct. 6.
“Many individuals and groups from across campus contributed to this process; now the whole campus community will benefit from those efforts,” says Vice-President External Relations Dr. Valerie Kuehne. “The guidelines outline how we represent ourselves to the outside world so people know what makes us distinct from other universities.”
The document will be distributed to every department and will be online at share.uvic.ca/mktg/guidelines starting on Oct. 6. Enter your netlinkID@uvic.ca and your password to log in.
The guidelines are designed to explain the process of getting materials created by UVic Marketing, and—for more straightforward projects—they include Word templates so they can be created within a department. Also, there is an image gallery to browse and select approved photos online.
“Many UVic departments told us that the image gallery and templates would be high priorities in order for the guidelines to be easily used,” says Manager of Creative Services Nick Clewley. “As more templates and photos are created they will continually be added.”
The guidelines have been used in draft form by many departments during the past year, during which time UVic Marketing has gathered further feedback to help inform the document that will be launched. The document will continue to evolve based on feedback from users and new projects.
Adapting to the new guidelines will take time and will come with questions. With that in mind, here are some of the most commonly-asked questions we’ve received during the development of the guidelines.
What does ‘brand’ mean?
A brand is broader than a visual identity; more than a logo. Our brand is the intangible sum of the university’s attributes: its name, values, offerings, people, history and reputation and the way it is experienced and promoted. It’s everything from the way someone is greeted when they are on campus to the image on a brochure. The brand guidelines are a way of visually expressing our brand in a consistent manner.
Why do we need a brand?
We’re competing with hundreds of universities across Canada and internationally for government, philanthropic, community and research support as well as students, faculty and staff and research partners. To accomplish our institutional objectives, it is critical that the university deliver a united, dynamic message that reflects its unique and diverse attributes to differentiate ourselves from our competitors and provide these key audiences with an understanding of our attributes. A well-designed brand allows us to communicate consistently and clearly to all audiences at a number of levels, while ensuring that all communications reinforce our reputation, wherever we go.
What if my existing materials don’t conform?
If you have materials that are already printed, use them until they’re gone. When you need to produce new materials, contact UVic Marketing for assistance with creating materials that follow the guidelines.
What about the old versions of the logos on the web?
The logo system at UVic has been simplified, and all up-to-date logos will be available on the brand guidelines website.
Will the guidelines restrict our creativity?
No. The guidelines are not meant to restrict creativity but rather to ensure we all represent the university with a professional, consistent approach. Our key audiences see UVic as one institution, not a “mish mash” of departments. Within the guidelines, there is still flexibility to express what is unique about you.
What resources are available to assist me?
For help with print and electronic materials (excluding websites), UVic Marketing, which includes UVic Graphics and Photo Services, offers strategic and creative advice, project management, design and photography. For help with your website, contact the UVic Communications web team at 250-721-6249 or trobin@uvic.ca.
Do I have to follow the guidelines?
Yes. Any marketing and communications material aimed at any external audience must follow the guidelines.
What materials do the guidelines apply to?
The brand guidelines apply to all marketing and communications material, but do not apply to academic material such as research papers, presentations and course materials.
Beginning this month, one-on-one and departmental training sessions will be offered by UVic Marketing. To schedule one of these sessions or to ask any questions about the guidelines, contact Nick Clewley, manager of Creative Services, at 250-721-8843 or nclewley@uvic.ca. To view the guidelines online, visit share.uvic.ca/mktg/guidelines starting Oct. 6.
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