Brand and Visual Identity Policy

Overview

The purpose of the policy is to ensure the University benefits from the consistent and coherent promotion of the University's brand and to minimise risk from the misuse of the brand.

Scope and Application

This policy applies to all branding by the University's organisational units, staff, title holders, students, and use of the University brand by affiliated or external individuals or bodies.

The approved University brand is detailed in the Visual Identity Guide and covers all representations that identify the University, including its official titles (The University of Adelaide, Adelaide University), the University logo, trade marks, slogans, business names and domain names. The University's approved brand can include the name of a University organisational unit within the parameters specified in the Visual Identity Guide.

Branding that introduces a new visual identifier (for example, logo, colour or domain name) outside the specifications of the Visual Identity Guide is not allowable unless approved in accordance with this policy by the Vice-Chancellor & President and associated artwork is approved by the Director, Marketing & Strategic Communications.

Creation of University 'other brands', regardless of whether or not the crest or other traditional University visual identifiers are incorporated, potentially detracts from the impact and recognition of the University's approved brand. This policy seeks to minimise the proliferation of University 'other brands' in order to protect and promote the University approved brand as the dominant visual manifestation of the University's identity.

This policy should be read in conjunction with the legislation relating to brand and trademark protection, namely The University of Adelaide Act 1971 (SA), the Trade Marks Act 1995 (Cth), the Copyright Act 1968 (Cth) and the Visual Identity Guide.

Policy Principles

1. The brand of the University of Adelaide is a valuable asset. Staff and title holders are required to act in ways that promote and protect the brand.

2. Organisational units, staff, title holders, students, and affiliated or external individuals or bodies carrying out activities that would enhance the University's reputation are strongly encouraged to acknowledge the University by using the approved brand as set out in this policy and the Visual Identity Guide.

3. Use of the approved brand or any University 'other brand' by affiliated or external individuals or bodies must be approved and governed by agreement with the University.

4. University organisational units may be named alongside the University brand as long as this complies with the Visual Identity Guide.

5. In very limited circumstances, University 'other brands' (including business and domain name registration) may be created where significant commercial or other advantage can be demonstrated.

6. University 'other brands' may not be created or used without approval. Requests for approval of University 'other brands', including those for wholly owned entities of the University, must be accompanied by a supporting business case.

7. Non-compliance with this policy will be addressed through the University's disciplinary procedures and may also be subject to sanctions under the relevant legislation.

8. Any manufacturer, retailer or vendor producing or selling merchandise bearing the University's brand must either be licensed or contracted by the University to produce such branded merchandise. The use of the brand must also comply with the Visual Identity Guide.

9. Any use of the University's brand must comply with relevant legislation, University policy and the Visual Identity Guide (https://www.adelaide.edu.au/vi/).

TRANSITION PROVISION

By 31 December 2010, all branding must comply with this policy. All uses of the University approved brand must comply with the Visual Identity Guide. Any ongoing use of proposed University 'other brands' must be approved in line with this policy.

AUTHORITIES

The following authorities relate to specific uses of the University's brand assets and trademarks that are not covered in other University authorities.

Key	Authority Category	Authority	Delegation Holder	Limits
Marketing	Brand	i. Approve the Visual Identity Guide framework. ii. Approve creation of University 'other brands'. iii. Approve trademark licence agreement and the use of the University trademarks in relation to the selling of goods and services. iv. Approve trademark licence agreement and the use of the University trademarks in relation to the selling of research goods and services.	Vice-Chancellor & President	All trademark classes (14, 16, 18, 20, 21, 25, 28,33, 41 and 42), in consultation with Director, Marketing & Strategic Communications
Marketing	Brand	i. Approve any art work (including web pages) using the University's brand by any affiliated or external body or clubs. ii. Approve license or contract to manufacture, retail or sell merchandise bearing any of the University's registered trademarks, official titles or logos, except research trading activities. iii. Approve the visual identity of any University 'other brands'.	Director, Marketing & Strategic Communications	Trademark classes 14, 16, 18, 20, 21, 25, 28,33 & 41 only
Marketing	Brand	i. Approve the lodgement of an application for the registration of a trademark on behalf of the University by a Faculty, Division, School, discipline, staff member, student or other individual.	Council Secretary	With the endorsement of the Director, Marketing and Strategic Communications

Procedures

1. Promotion of the University Brand

1.1 Organisational units, staff and University title holders must use the University approved brand when undertaking:

a. activities within the scope of their usual University roles, and

b. contract research or consultancies approved by Adelaide Research and Innovation Pty Ltd or the University.

Uses of the University approved brand by organisational units, staff and University title holders when undertaking a and b above include:

i. material used to support and/or promote presentations they make about their work or about a matter for which they have recognised expertise

ii. teaching notes and other course or program-related material they provide to University of Adelaide students

iii. flyers and other promotional material intended only for promotional use within the University

iv. internal documents and University records

v. reports prepared on behalf of the University, whether for internal or external use

vi. desktop templates, including letterhead (https://www.adelaide.edu.au/vi/)

vii. websites (must comply with the University template at http://www.adelaide.edu.au/webguide/)

viii. materials produced for student assessment activities or in the course of student studies for internal University use

ix. material promoting a student's program or research to assist in establishing its credibility with external organisations or individuals.

2. Protection of the University Brand

2.1 For any situation not covered by Procedure 1 above, written approval from the Director, Marketing & Strategic Communications is required. This applies to both the specific University brand asset or trademark and to the surrounding artwork.

2.2 Approval must be sought using the Application Form for Use of University Brand Asset or Trademark.

2.3 Approval may be granted for continuing rather than once-only use.

2.4 All approved uses must be documented in a written agreement, usually the Application Form. Where this is not sufficient, a written agreement must be developed in consultation with Legal & Risk and the Contracts and Agreements Policy.

2.5 Co-branding:

a. Use of the University brand alongside the brand of any affiliated or external organisation for non-promotional purposes is subject to the provisions of any relevant legal agreement with the affiliated or external organisation.

b. Use of the University brand in association with any jointly conferred academic award, including the design of testamurs, must be approved by the Vice-Chancellor & President, as required by the Jointly Conferred Academic Awards Policy.

c. Use of the University brand by Alumni Networks must be documented in a written agreement approved by the Vice-Chancellor & President.

d. Use of the University brand alongside another organisation's brand must conform with the Visual Identity Guide.

3. Creation of Trademarks and University 'Other Brands'

3.1 Trademark registration:

a. Applications for registration of a trademark on behalf of the University require the approval of the Council Secretary with the endorsement of the Director, Marketing & Strategic Communications.

b. All trademark applications must be lodged through the Council Secretary, who is responsible for lodging, renewing and maintaining all trademark registrations on behalf of the University.

3.2 University 'other brands'

a. Approval for the creation of a University 'other brand' is required from the Vice-Chancellor & President.

b. Any University 'other brand' must be designed and developed in consultation with the Director, Marketing & Strategic Communications. Any images, graphics or slogans to be used must be approved by the Director, Marketing & Strategic Communications.

Please use the following URL instead of linking to individual documents:
https://www.adelaide.edu.au/policies/680