Branding Identity Guidelines
At its core, UArts’ brand is our reputation. It represents who we are as a university and stands for our aspirational goals and ideals. It embodies our values as perceived by the general public, our students, our faculty and staff, our alumni, and our friends.
By presenting our brand consistently, we can positively influence how people think and feel about UArts. And that means we can amplify our potential impact, whether by recruiting more high-achieving students and top faculty or raising more money to support programs and student scholarships.
By using a consistent visual style, we can convey our messages more clearly and more effectively, ultimately helping us affect more lives.
Here you will find everything you need to help us exercise the UArts brand. As more marketing assets are developed, they will be added here. If you have any questions, email firstname.lastname@example.org.
Logos & Branding
This is our Standard Logo. It's used as our masthead. It should be considered the most universally applicable logo.
This is the Formal logo. It includes our tagline. Use this when "signing" multi-page communications.
DO NOT PLACE THE BRAND SIGNATURE ON TEXTURED BACKGROUND.
Neither provides the necessary contrast for good legibility.
DO NOT TAKE OUT OR ALTER ELEMENTS WITHIN THE BRAND SIGNATURE.
Do not change signature colors, or alter the size or shape of the signature, or any element in the signature.
DO NOT PLACE THE BRAND SIGNATURE WITHIN SHAPES, OR APPLY ANY EFFECTS.
Do not apply additional, nonbrand colors to any of the elements within or around the signature.
DO NOT REARRANGE THE ELEMENTS OF THE BRAND SIGNATURE TO FIT CERTAIN SHAPES.
Do not typeset elements or use the brand signature in the context of a sentence.
DO NOT PLACE THE BRAND SIGNATURE ON A BACKGROUND THAT DOES NOT HAVE ENOUGH CONTRAST.
Do not remove white from behind UArts Dot in brand signature.
Colors & Fonts
PMS 1795 C
PMS 431 C
Can I use other colors?
Yes - the colors provided above are the primary and secondary colors to use in association with our brand and logo; however specific designs for various collateral are not limited to the colors above. Please contact us if you are unsure how to proceed.
Submission & Request Forms
If your request falls outside these categories, share details with us through the general marketing request form.
Use this form to
- Share and update content for program pages
- Request a new page
- Request changes or redesign of existing pages
- Fix errors, update incorrect content, or remove old content
- Create a Shortcut URL
Note: All changes to degree program pages are subject to approval by the Marketing team.
Request Access to Update Web Content for Yourself or Your Department
If you or your department would you like to update content on the website, contact email@example.com. A member of the digital team will contact you to train users on updating the website.
Use the faculty bio form to submit a new or updated faculty bio for use on uarts.edu and other marketing materials.
Use this form to
- Request and provide content for design projects including email, event signage, slideshow, or print items (i.e., postcard, flier, poster, booklet, event program, directional signage).
- Request and provide content for multiple design components of larger campaigns.
Need branded merchandise?
In order to present a cohesive brand language, all merchandise is curated through a rigorous quality-control process. Remember to contact firstname.lastname@example.org for your branded merchandise, apparel, and accessories.
Submit the completed form to Human Resources. Business card requests must be approved by Human Resources before they are added to our production queue.
Use this form to request a branded, magnetic name tag.
Name tags and business cards are ordered about once a month, depending on the number of requests. Allow four to six weeks for the production, printing, and delivery of your name tag or business card. All requests are subject to approval, and submission of these forms does not guarantee the work will be completed.
Use this form to
- Share a newsworthy event, student/alumni/faculty success story, or any happenings at UArts.
We can’t promise that everything will be featured, but we’re happy to work with you to brainstorm the best ways to promote what you share.
Use this form to
- Request photography/video coverage of an upcoming university event.
- Schedule headshots for yourself or a department.
- Suggest a video project that supports recruitment efforts by showcasing a student, faculty, alumni, or other UArts success story.
Photography and videography requests are handled on a case-by-case basis. Submitting a request does not guarantee that Marketing can provide resources. Marketing maintains a list of recommended photographer and videographer vendors, linked from the request form.
Accessing or Submitting Existing Photo & Video Content Many photos and videos on a wide range of subjects are available via our digital asset management system, Bynder, which stores and organizes all our photographic and brand assets. We are limited to a certain number of seats and will not be able to give accounts to everyone. To request access, email email@example.com.
Use this form to
- Register a new social media account
- Register an existing social media account
- Request a social media icon or logo
Social media accounts require ongoing maintenance and must adhere to the university’s social media guidelines and brand standards and must be registered with Marketing.
Faculty, staff, and other directory records are maintained by the Provost Office or Human Resources, respectively. To fix errors in directory listings (i.e., contact information or title changes), submit a HelpDesk ticket.
All events published to uarts.edu are built using 25Live, the event management system maintained by the registrar’s office. If you have a specific event you’d like promoted on the Featured Events Calendar, log in to 25Live and make your request through the system. Email firstname.lastname@example.org if you have any questions.
We have provided templates and brand assets to use with the new style guide.
Linked on portal:
- Performance Program
- Postcards School-specific posters
- Presentation templates
- Visiting Artist poster
- Zoom backgrounds
- Program branding - branded materials for each academic program (logos, letterhead and social template)
- University of the Arts logos
- University of the Arts logos (with tagline)
- University of the Arts logos (vertical)
- UArts logos University Letterhead
To access these, use the link below to log in to the portal.
Why copywriting standards?
As with graphic standards, consistency and quality in copywriting help convey the university’s essential nature and brand identity. Like many colleges and universities, UArts uses a modified Associated Press style as the basis for our editorial standards in story and other common text uses.
AP style is notable for its thoroughness and flexibility, characterized by regular updates that reflect changes in usage and culture. The gold standard for journalism, AP style is useful for colleges and universities because it helps us effectively communicate with external audiences in ways that are familiar to those audiences. In some cases, especially pertaining to certain academic disciplines, it may be necessary to follow a different style guide, such as MLA.
View UArts’ Editorial Style Guide. It addresses terms and usage particular to our community.
For a number of years after being granted university status, the internal standard was to always capitalize “the” prior to “University of the Arts.” The current standard is that “the” should always be eliminated. (“University of the Arts is located on the Avenue of the Arts”).
In mid-sentence, titles are generally not capitalized if they stand alone (“The new program will be run temporarily by the dean, with assistance from her chief of staff”). When referring to academic programs or administrative departments, only the name of the unit is capitalized (“The Photography program hosts two events this week”; “Please contact the Human Resources department for more information”). The exception is when referring to units such as the President’s Office or the Office of the Provost.
When referring to the institution, the word “university” should be lowercase (“The project is a joint effort of the university and several external agencies.”). The institution’s full name should always be used on first reference; on second reference, the abbreviation “UArts” may be used.
UArts uses the Oxford comma. Also known as the serial comma, it is the comma used after the next-to-last item in a series. “She bought boots, a shirt, and some fish” is an example of the Oxford comma.
Capitalization can cause confusion. For an individual’s title, the AP rule is straightforward: if the title comes just before the person’s name, capitalize it (“The opening speech was given by Ohio Senator David Smith”). If the person’s title comes after the individual’s name, it becomes a description rather than a title, and is written in lowercase (“David Smith, the Ohio senator, gave the opening speech”). In mid-sentence, titles are generally not capitalized if they stand alone (“The new program will be run temporarily by the dean, with assistance from her chief of staff”). When referring to academic programs or administrative departments, only the name of the unit is capitalized (“The Photography program hosts two events this week”; “Please contact the Human Resources department for more information”). The exception is when referring to units such as the President’s Office or the Office of the Provost.
At UArts, we have a specific nomenclature for student and alumni degrees and years. For those who have graduated, the structure is:
Jane Doe BFA ’97 (Acting)
If an individual has multiple degrees from UArts, it is:
Sara Smith BFA ’87 (Painting), MFA ’89 (Printmaking)
For those who are nondegree alumni, which is defined at UArts, as at many other schools, as having attended here for at least one year, the year is governed by the graduation year of the class with which the individual entered, and no degree is listed:
John Jones ’97 (Graphic Design)
For current students, the structure is:
Tom Brown ’19 (Creative Writing)
In the case of current students, no degree is listed because none has yet been attained.
AP Style calls for single spaces between sentences in the same paragraph.
If you have any questions regarding copywriting style, punctuation, grammar, or any related issue, contact Maria Raha in Marketing (email@example.com or 215-717-6219).