Branding and Identity

November 2011

To the University Community:

Since President Steger’s announcement of Virginia Tech’s branding initiative on February 2, 2006, the university has continued to implement new and compelling ways to tell the Virginia Tech story. As we continue to update our standards, we ensure a consistent “look” and our university style ensures consistent references in the marketplace. Consistency among all units of Virginia Tech ensures a solid university brand and we continue to adopt standards for our name and identity to reflect current needs and our evolving brand. Adherence to simple visual and editorial identity standards has enabled us to solidify name recognition, a fundamental element of institutional positioning.

The updated Identity Standards (based on Policy 12000, Usage of the University Name, revised June 26, 2008) & University Style Guide manual is available as an online version through the University Relations homepage at www.branding.unirel.vt.edu. This information replaces the printed version last updated in June 2010. The manual details visual and textual guidelines and standards for print and Web as well as guidelines for broadcasters.

The university’s content management system (Ensemble) was also introduced in 2008 in an effort to incorporate standard Web templates and identity while giving greater control over content to the individual webmaster and communicator. Webmasters are encouraged to use the new CMS system to update existing and reflect current standards for all Virginia Tech websites.

The identity materials and logos are available for download from www.branding.unirel.vt.edu with a Virginia Tech faculty or staff PID and password. Stationery stock, including business cards, is available for download and should reflect the official design formats addressed in this manual. (University Printing Services 540-231-6701)

Important changes to the 2011 revised version of the Identity Standards & University Style Guide include the following:

• University- and college-level research centers must adhere to university identity policy (see “Creation of Other Logos” in Appendix B, p. 32).

• New vehicle identity standards have been added to maintain consistency in graphic design of our university fleet vehicles.

• New email signature standards have been added.

• Style Guide changes in this edition were made primarily to conform more closely with Associated Press style and to address some issues peculiar to Virginia Tech. These changes include the spelling of "email," the preferred style for phone numbers, and dropping the use of italics for composition titles and email addresses and URLs.

For the design and editorial community, this manual also contains guidelines for appropriate application of university logos, signage, printed publications, advertising, and special products, as well as editorial and broadcast style.

Questions about identity standards not answered in this manual should be directed to branding@vt.edu or 540-231-3899.

Thank you in advance for your cooperation.

Lawrence G. Hincker
Associate Vice President