Brand Architecture

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The brand architecture is the structure for strategically managing how Virginia Tech and its various divisions and units represent themselves in the marketplace.

Core Brand

The core brand is the consistent expression of the university’s brand promise, brand drivers, and institutional personality based on the use of its logo, wordmark and tagline.

  • Virginia Tech

Unit Identifier

Unit identifiers are used for the offices, departments, and work groups encompassed by the Virginia Tech core brand.

  • Administrative Departments
  • College and Department Research Centers

Brand Extensions

These major, high-profile divisions of the core brand are integral components of the Virginia Tech brand and directly support Tech’s mission.

  • College of Agriculture and Life Sciences
  • College of Architecture and Urban Studies
  • College of Engineering
  • College of Liberal Arts and Human Sciences
  • College of Natural Resources
  • Pamplin College of Business
  • College of Science
  • Graduate School
  • Institute for Society, Culture, and Environment
  • Virginia Bioinformatics Institute
  • Institute for Critical Technology and Applied Science
  • Institute for Biomedical and Public Health Sciences
  • National Capital Region
  • Virginia Tech Transportation Institute

Sub-Brands

Having distinctive personalities and missions, sub-brands are prominently linked to the core brand while requiring differentiation because they provide significantly distinctive services.

  • Virginia-Maryland Regional College of Veterinary Medicine
  • Marion duPont Scott Equine Medical Center
  • Virginia Tech-Wake Forest School of Biomedical Engineering
  • Virginia Tech Athletics

Independent Brands

These brands represent a complete departure from the core brand establishing independent identities that clearly articulate their distinct relationship to Virginia Tech.

  • Alumni Association
  • The Hotel Roanoke and Conference Center
  • The Inn at Virginia Tech and Conference Center
  • Pete Dye River Course of Virginia Tech
  • The Virginia Tech Foundation
  • The Virginia Tech Corporate Research Center
  • VT KnowledgeWorks
  • Virginia Tech Electric Service
  • Virginia Tech Services
    • University Bookstore
    • Volume Two Bookstore
  • WVTF Public Radio
  • Virginia Cooperative Extension
    • Virginia Agricultural Experiment Station
  • Institute for Advance Learning and Research