Brand Architecture

Jump to a section: University Brand | Primary Brand Extensions | Secondary Brand Extensions | Tertiary Brand Extensions | Sub-Brands | Individual Brands | Endorsed Brands | Distinct Identities

Virginia Tech’s brand architecture has six levels. At the top of the architecture is the university brand, followed in order by primary brand extensions, secondary brand extensions, tertiary brand extensions, sub-brands, individual brands, and endorsed brands. Each level of architecture has its own unique relationship to the university brand and, therefore, its own set of rules.

University Brand

The president uses the Virginia Tech university brand in his communications. The executive vice president and provost, executive vice president and chief operating officer, and senior vice president for advancement also use the Virginia Tech university brand. Colleges and units that report directly to the leadership mentioned here are primary brand extensions of the university.

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 top leadership of the university. 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 references the university 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 Communications and Marketing to complement the Virginia Tech 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 university brand but expresses its connection to the university brand in name only. An individual brand would not exist without the university brand. An individual brand could reference the university brand logo in its materials and assets, but is not required to and usually does not. An individual brand does not use The Virginia Tech Brand Guidelines. An individual brand has its own logo and brand guidelines, created with Marketing and Brand Management to complement the university brand. Individual brands must adhere to the Virginia Tech Licensing Guidelines trademarks of individual brands are registered and protected by the Office of Licensing and Trademarks.

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. An individual brand has its own logo and brand guidelines, which must be reviewed by Marketing and Brand Management. 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 brands are required to use vendors licensed with the university to create branded products.

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 War Memorial Pylons, the April 16 Memorial, or the motto Ut Prosim (That I May Serve) are rarely permissible and must be approved by Marketing and Brand Management prior to use. The Pylons are restricted to military and Corps of Cadets 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 for review to vtbrand@vt.edu before use.

As primary brand extensions, university-level research institutes must also use the university logo on any print, display, or promotional 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 university logo or appropriate brand extension lockup logo on promotional products. The university logo or appropriate primary or secondary lockup logo must always accompany the distinct identity on promotional products unless spacing is an issue (i.e., lapel pins).

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 university brand or appropriate brand extension lockup logo on apparel. The university 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).

Examples:

University Entities Commercialized For Business Purposes

College and division-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 must be submitted to vtbrand@vt.edu for review before use.

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

Examples:

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

Examples:

Graphic Elements

Academic colleges, departments, and programs are not allowed to create distinct identities that are used in place of their lockup logos. These entities must use their appropriate brand extension lockup logos or the university logo.

If an academic entity would like to use a symbol without combining it with its lockup logo on materials, that is allowed. However, the university logo or appropriate brand extension lockup logo must be used in addition to the graphic element in a separate imprint area.

If an academic entity would like to use a plain text version of its unit’s name within a design or graphic element that is meant for temporary use and is expressly for events, campaigns, or initiatives, that is allowed on a case-by-case basis. The university logo or appropriate brand extension lockup logo must be used in addition to the design or graphic element, but separate from the design. A shield shape may not be used in a graphic element.

Partnership Logos

Partnership logos are approved only when Virginia Tech and an external entity create a new, permanent entity that, if owned solely by Virginia Tech, would be eligible for a brand extension lockup logo. Requests for partnership logos must be made by email to vtbrand@vt.edu. Partnership logos use the Virginia Tech university logo and the other entity’s main logo only. Temporary partnerships, such as events and grant funding, do not rise to the level of a partnership logo.

Each partnership logo must be approved by Marketing and Brand Management and the lead administrator in the Virginia Tech unit forming the partnership, and the partner institution. The entity that the two brands create together is written under the partnership logo in text to become part of the overall logo. When the college, program, or department name is part of the entity that is created by the partnership, it will not appear in the partnership logo but will be included in editorial content.