Brand Architecture

Primary Brand Extensions

The primary brand extensions are the university-level colleges, research institutes, and divisions of the university, as well as some units that report directly to the president and provost, senior vice president and chief business officer, and vice president of advancement. Brand extensions are not named for the lead administrator of the unit, rather, they are named for the unit the administrator heads up. The preference is to omit “division of, office of, etc.” in logo lockups so that the logo will be as concise and clean as possible without creating confusion. Primary brand extensions must use Virginia Tech brand guidelines and licensing guidelines.

Secondary Brand Extensions

The secondary brand extensions are the units that report up to the primary brand extensions. Examples of secondary brand extensions are schools and departments within a college, departments or offices within a division, or centers within research institutes. Secondary brand extensions receive logo lockups that almost always includes the primary brand extensions name. Secondary brand extensions must use Virginia Tech’s brand guidelines and licensing guidelines.

Tertiary Brand Extensions

Tertiary brand extensions are almost always units that report up to secondary brand extensions. Examples of tertiary brand extensions are degree programs under a school within a college or research centers under a department within a college. Tertiary brand extensions receive logo lockups that almost always include both the primary and secondary brand extension names. Tertiary brand extensions must use Virginia Tech’s brand guidelines and licensing guidelines.

Sub-Brands

A sub-brand of Virginia Tech closely supports the university brand but has a mission that deviates from the primary educational mission of the university. Instead of using the university brand name and logo as its main identifiers, the sub-brand has its own name and logo and reference the master brand name and logo in a secondary position whenever possible in its materials and assets, depending on space to do so. A sub-brand uses its own brand guidelines that are created with University Relations to complement Virginia Tech’s brand guidelines. Sub-brands must adhere to the university’s licensing guidelines. Trademarks of sub-brands are registered and protected by the Office of Licensing and Trademarks.

Individual Brands

An individual brand exists under the master brand but uses its connection to the master brand in name only. An individual brand would not exist without the master brand. An individual brand could reference the master brand logo in its materials and assets, but is not required to and usually does not. An individual brand does not use Virginia Tech’s brand guidelines. An individual brand has its own logo and brand guidelines.

Endorsed Brands

An endorsed brand does not exist under the university brand. The university grants an endorsed brand permission to use the university name only to express its endorsement of the entity or to express a business relationship with the entity. Endorsed brands do not use Virginia Tech logos in their materials and assets. An endorsed brand does not use the university brand guidelines. Endorsed brands must adhere to the university’s licensing guidelines. Trademarks of endorsed brands are not registered or protected by the Office of Licensing and Trademarks. Endorsed brand are required to use vendors licensed with the university.

Distinct Identities

For our purposes, we define distinct identities as symbols presented together with an entity’s name to create a single, separate identity from the university. Distinct identities that include the Pylons or the motto Ut Prosim are rarely permissible and must be approved by Communications and Marketing prior to use.

Research Entities

Because of historic practice at Virginia Tech, research institutes, centers, and labs are allowed to create distinct identities. A distinct identity for a research institute or center must be submitted to vtbrand@vt.edu for review before use by the lead communications representative for the institute or center. For a list of communications representatives, please go to the online brand center at brand.vt.edu.

As primary brand extensions, university-level research institutes must also use the master brand logo on any print, display, or merchandise item where the distinct identity is used. In cases of extreme space limitations when only one imprint area is possible, such as on a pen, the university-level research institute must use its primary brand extension lockup logo. University-level research institutes need not develop a distinct identity; using only their primary brand extension lockup logo is always preferred.

Research institutes, centers, and labs that are not primary brand extensions should use both their distinct identity and the master brand or appropriate brand extension lockup logo on merchandise. The master brand or appropriate primary or secondary lockup logo must always accompany the distinct identity on merchandise unless spacing is an issue (i.e., lapel pins).

QUESTION? All distinct identities must be professionally designed and approved by Communications and Marketing. For review, send the design to vtbrand@vt.edu.

Only licensed vendors may produce merchandise with university trademarks. To find a list of licensed vendors, visit the licensing website from the link below.

Groups

Groups of university faculty, staff, and/or students who chose to come together around a common purpose whose efforts are outside of academic instruction are allowed to create a distinct identity. A distinct identity for a group must be submitted to vtbrand@vt.edu for review before use by the lead communications representative for the unit over the group. For a list of communications representatives, please go to the online brand center.

University groups should use both their distinct identity and the master brand or appropriate brand extension lockup logo on apparel. The master brand or appropriate primary or secondary lockup logo must always accompany the distinct identity on merchandise unless spacing is an issue (i.e., lapel pins).

University Entities Commercialized For Business Purposes

Division and department-led university entities that are commercialized to provide business services are allowed to create distinct identities. A distinct identity for a university entity that is commercialized for external audiences must be submitted to vtbrand@vt.edu for review before use by the lead communications representative for the entity. For a list of communications representatives, please go to the online brand center.

Division and department-led university entities commercialized for business purposes should use both their distinct identity and the master brand or appropriate brand extension lockup logo on merchandise. The master brand, appropriate primary or secondary lockup logo, or some reference to the university must always accompany the distinct identity on merchandise unless spacing is an issue (i.e., lapel pins).

These entities include:

Initiatives, Campaigns, Events

Initiatives, campaigns, and events are allowed to create distinct identities. A distinct identity for an initiative, campaign, or event must be submitted to vtbrand@vt.edu for review before use by the lead communications representative for the unit over the initiative, campaign, or event. For a list of communications representatives, please go to the online brand center.

University initiatives, campaigns, and events should use both their distinct identity and the master brand or appropriate brand extension lockup logo on merchandise. The master brand, appropriate primary or secondary lockup logo, or some reference to the university must always accompany the distinct identity on merchandise unless spacing is an issue (i.e., lapel pins).

Graphic Elements

Academic colleges, departments, and programs are not allowed to create distinct identities. These entities must use their appropriate brand extension lockup logos or the master brand logo. If an academic entity would like to use a symbol without combining their unit name on materials so that its repeated use causes it to intentionally become associated with the unit, that is allowed. However, the master brand or appropriate brand extension lockup logo must be used in addition to the graphic element, but separate from the graphic design. Academic colleges, departments, and programs cannot present their name together with or on top of a graphic element to create a distinct identity.

Partnership Logos

Partnership logos may be created between Virginia Tech and an external entity with which there is a partnership when the partnership is meant to be permanent. The master brand only of both entities may be used to form the partnership logo. Each partnership logo must be approved by Communications and Marketing and the lead administrator in the Virginia Tech unit forming the partnership on a case-by-case basis. Temporary partnerships, such as events and grant funding, do not rise to the level of a partnership logo. Partnership logos must also be approved by the Communications and Marketing and the lead administration equivalent of the partner institution. The entity that the two master brands create together is written under the partnership logo in text to become part of the overall logo. When the college name is not part of the entity that is created by the partnership, the college name will be included in editorial content.