Virginia Tech Identity Standards and Style Guide

NOTE: Many of the questions in this FAQ were originally published in February 2006, coinciding with the launch of the Invent the Future branding initiative. We realize much of this is "old news" to many campus communicators, but hope it will benefit newcomers to Virginia Tech's brand identity.

1. What is branding?
2. Is this about creating new logos and taglines?
3. What changes are you making to Virginia Tech's logo?
4. Why do we need a branding campaign for Virginia Tech?
5. Who is involved in this? Is the whole university involved in the branding campaign?
6. Why are we doing this now? Is this tied to the restructuring efforts I've read about?
7. Virginia Tech gets lots of applications. Why do we need to do this?
8. How will this affect my college? Will we need to change what we are doing?
9. Where will we see this brand campaign?
10. Are other universities doing brand campaigns?
11. What about the "VT?" I thought that was our logo? Why do I see the VT logo everywhere, even in front of the War Memorial and at the Southgate entrance?
12. I've seen a baby blue VT logo on lime green sweatshirts. Will that continue?
13. Is this related to the athletic department's "Proud past, promising future" campaign?
14. What happens to the "Putting knowledge to work" tagline?
15. Where did the new tagline come from? Who coined the new tagline? How long do you expect it to last?
16. Is the HokieBird or any other symbols affected? What about the official (circular) university seal?
17. Where can I buy apparel or other merchandise with the new updated university logo and tagline?
18. Are the National Capital Region and other Virginia Tech campuses affected?
19. How do I use the updated Virginia Tech logo and tagline?

1. What is branding? | back to top

   Branding is the marketing term to describe the process of building a favorable image for a product, company, or university that differentiates it, in the minds of the public, from other competitors or institutions. The brand position of Virginia Tech is held in the minds of those who know of the university. Communicating the positive attributes of the university helps improve the reputation of the university and how the brand is perceived.

2. Is this about creating new logos and taglines? | back to top

   No, although, logos are the visual representation of the brand and an important element in the overall campaign. The branding campaign is a comprehensive approach to the way we communicate and represent the university. Updating the Virginia Tech logo allows us to bring consistent use across the university media. The new Virginia Tech tagline, Invent the Future, captures the spirit and direction of the university.

3. What changes are you making to Virginia Tech's logo? | back to top

   We have updated the Virginia Tech logo to a refreshed horizontal look that is the preferred logo treatment. This logo treatment will help us standardize our visual identity and will work better in electronic communications, especially on websites.

4. Why do we need a branding campaign for Virginia Tech? | back to top

   Today, Virginia Tech has a very strong brand throughout Virginia and the mid-Atlantic region. The university's brand has evolved from Virginia Tech's reputation as a leading research university that employs outstanding faculty and produces successful alumni. Communicating all the aspects and contributions of Virginia Tech as the commonwealth's most comprehensive university to key audiences is important for maintaining the university's reputation and enhancing future growth.

5. Who is involved in this? Is the whole university involved in the branding campaign? | back to top

   On behalf of the university president, Virginia Tech's Office of University Relations is leading the branding effort, which involves the participation of the entire university community. To date, all of the university's professional staff of college communicators, Undergraduate Admissions, Alumni Relations and University Development have been involved in shaping the branding campaign. President Steger commissioned this effort and the university leadership has played a key role.

6. Why are we doing this now? Is this tied to the restructuring efforts I've read about? | back to top

   This is a critical point in the future of public higher education, and the restructuring efforts led by Virginia Tech, University of Virginia, and William & Mary are indicative of the evolution of public higher education. The branding efforts dovetail with the restructuring efforts to better position Virginia Tech.

7. Virginia Tech gets lots of applications. Why do we need to do this? | back to top

   As the leading land-grant, research university in the commonwealth, Virginia Tech does receive a large number of applications, and the quality of applicants rises each year. It is important that Virginia Tech continue to attract and compete for the very best students from Virginia and throughout the mid-Atlantic region. We believe the branding campaign will help ensure that we present all the best aspects of Virginia Tech to prospective students and to other important audiences.

8. How will this affect my college? Will we need to change what we are doing? | back to top

   One of the key benefits of this campaign will bring brand architecture across Virginia Tech's eight colleges and many operating units. Colleges will be adopting the updated logo, and common messages, with their respective college names to elevate their presence in association with Virginia Tech.

9. Where will we see this brand campaign? | back to top

   The elements of the brand campaign will manifest in various ways, including Admissions' publications, advertising, business cards, language in press releases and publications, photography and other visual communications, stationery, websites, and through licensing and trademark products. Ultimately, the brand is owned by all the members of the Virginia Tech community and the way they represent the university.

10. Are other universities doing brand campaigns? | back to top

    Yes, branding efforts are widespread across the nation in public and private higher education. As the competition for top students and funding increase, it is important that key audiences understand what the university has to offer.

11. What about the "VT?" I thought that was our logo? Why do I see the VT logo everywhere, even in front of the War Memorial and at the Southgate entrance? | back to top

    The VT athletic logo is very popular and well-known through the great success of the athletic programs. However, the VT logo is best used for athletic programs, student merchandise, and in casual applications, but not in academe. The shield logo with the horizontal Virginia Tech is the preferred logo for identifying the university.

12. I've seen a baby blue VT logo on lime green sweatshirts. Will that continue? | back to top

    While there may be exceptions, you should not see officially licensed apparel in such combinations. The official colors of Virginia Tech are Chicago maroon (PMS 208) and burnt orange (PMS 158). Students and fans always have the option to personalize and express themselves with their own creations.

13. Is this related to the athletic department's "Proud past, promising future" campaign? | back to top

    No, although we share the same aspirations.

14. What happens to the "putting knowledge to work" tagline? | back to top

    For 15 years the "putting knowledge to work" tagline has worked well, and the spirit of putting knowledge to work is included in the new trademark tagline of Invent the Future. We believe that Invent the Future gives us a tagline that captures the Virginia Tech spirit.

15. Where did the new tagline come from? Who coined the new tagline? How long do you expect it to last? | back to top

    The new Virginia Tech tagline Invent the Future came through extensive research and testing with a firm that specializes in higher education marketing. The tagline was derived from work sessions and was selected for its appropriateness to Virginia Tech's brand. We expect the new tagline to last for many years.

16. Is the HokieBird or any other symbols affected? What about the official (circular) university seal? | back to top

    No, other Virginia Tech trademark symbols are not affected by this update. The official university seal will continue to be used only for the most formal applications such as commencement materials and building plaques.

17. Where can I buy apparel or other merchandise with the new updated university logo and tagline? | back to top

    You should see apparel and other merchandise appearing with the updated logo and new tagline in officially licensed products within the next several months. Check with Virginia Tech's University Bookstore or Volume Two for officially licensed merchandise and apparel.

18. Are the National Capital Region and other Virginia Tech campuses affected? | back to top

    The branding campaign and use of the updated logo and tagline apply to all the university's campuses and units.

19. How do I use the updated Virginia Tech logo and tagline? | back to top

    Refer to the About Our Logo page on this website. Check the Licensing and Trademarks page for additional information about trademark use. Refer to the procedures section for specifics, including dates for implementation.