Brand Standards Policy

Policy Number: #

Responsible Executive(s):

  • President

Responsible Office(s):

  • Marketing and Communications
  • Admissions - Marketing
  • Athletics - Marketing
  • Legal Counsel
  • 1. Purpose
    • 1.1. To ensure cohesiveness and effectiveness for Regis University marketing, communications and brand identity; through understanding the value, guidelines for use and restrictions in leveraging and maintaining the credibility of Regis University. Brand refers to the perception our community (internal and external) has of our academic programs and services, as well as the experiences and feelings evoked by the University. A strong brand contributes to sustained support, recruitment and clear messaging about our impact on the Regis community and beyond.
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  • 2. Scope
    • 2.1. This Policy applies to all official uses of Regis University trademarks, logos, brand identifiers as well as any advertising or communications representing Regis University.
    • 2.2. Brand standards must be complied with in any official Regis University communications including: email, mailed or printed communications; signage; official website(s); advertising; and other marketing efforts. It also applies to any collateral used at official University events or at University-sponsored booths or related presentations.
    • 2.3. All Regis University employees (staff and faculty) are expected to follow and assist with enforcement of consistent brand standards. Marketing and Communications is responsible for monitoring for violations of the Brand Standards and communicating proper use of all brand use.
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  • 3. Policy
    • 3.1. All printed and digital communications must comply with the University’s Brand Standards, found online at: regis.edu/marcom.
      • 3.1.1. he brand equity for all University units rests with their affiliation with the University. Sub-identities (including logos, wordmarks and alternative design elements other than those officially approved) that deviate from the approved University brand standards are prohibited.
      • 3.1.2. Modifications or distortions to the University logo, shield, seal, athletic marks or mascot in any way are prohibited. The institution logo should appear on all University publications and printed or digital materials that represent academics or related public and service functions of the University. All materials, print or electronic, published by the University for public consumption must correctly display a University logo (including unit-specific options).
      • 3.1.3. The University identity system provides a method for displaying unit-specific logos by utilizing primary, secondary and tertiary options. All University departments must adhere to the logo options outlined in the Brand Standards.
      • 3.1.4. No secondary illustrative logos are allowed to represent official divisions or units of the University. This does not include student-driven programs, clubs or events.
    • 3.2. Marketing and Communications is responsible for identifying incorrect use of Regis University logos and brand elements and will work with all campus units to bring applications of the brand into compliance. In addition, Marketing and Communications will stop production of any applications that use the University logo or brand incorrectly, or to require an application be revised. Marketing and Communications is not responsible for any costs involved in correcting incorrect brand use.
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  • 4. Definitions
    • 4.1. Athletics Branding: Visual logos, marks and components that identify Athletics and athletic efforts and teams representing Regis University. The assets are only for use to support Athletics-related efforts, initiatives and teams.
    • 4.2. Brand: The way a company or organization is perceived by those who experience it. More than a name, term, design or symbol, a brand is the recognizable feeling a produce or business evokes and includes logo, visual identifiers, mission, values, written communication, tone and messaging.
    • 4.3. Brand Compass: A diagram for brand reference and use, listing University values, mission, objectives, purpose and vision.
    • 4.4. Brand Voice: The uniformity in selection of words, the attitude and values of the University while addressing audiences. It is how a brand conveys its brand personality to an external audience.
    • 4.5. Logo: Official marks for use representing Regis University and all colleges, schools, divisions and departments under the University system. Logos come in different orientations and color options, as well as suite for identifying individual colleges, schools, divisions and departments.
    • 4.6. Specialty Marks: Graphical marks outside the University logo system that depict unique programs and events supported by Regis University colleges, schools, divisions and departments. These marks have specific uses and do not replace the need to use official University logos.
    • 4.7. Units: All Regis University colleges, divisions, schools, departments, business units and programs within the Regis University system who represent the University and must adhere and follow brand standards.
    • 4.8. University Branding: The visual and written components that apply across all non-athletic entities at the University; including fonts, colors, writing guidelines and messaging, logos and various graphical elements and treatments.
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  • 5. Exception Requests
    • 5.1. University student groups are encouraged to use official Regis marks and visual branding elements. However, they may elect not to use Regis branding or marks in favor of student-driven elements. If student group logos or marks incorporate any University logos, elements or graphics, they must follow Regis University brand standards and be approved for use.
    • 5.2. Named colleges are eligible for special college only logos for events or audiences which are already aware of the affiliation of the college with Regis University; or in cases where the college name is more well-known to the intended audience.
    • 5.3. All exception request must be submitted in writing to Marketing and Communications for review and approval. Requests must include reason for exception, how it benefits the University and aligns with University business objectives. Submission of an exception request does not guarantee granting of exceptions and all University brand standards must be followed until an exception is approved.
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  • 6. Specialty Marks
    • 6.1. Logos, wordmarks and graphics that do not meet the brand standards may be used to mark special occasions or events, with the approval of Marketing and Communications and the President. The duration of the use of the marks must be short-term, or annual in nature, and promote and identify only the particular event, campaign, initiative or anniversary.
    • 6.2. Specialty Marks may not be used to replace a University logo and any approved specialty marks must be used in conjunction with the relevant University logo.
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  • 7. Co-branding and Partnerships
    • 7.1. Select university departments operate under the auspices of, or in conjunction with, external entities. Those approved departments and functions are given permission to utilize logos and branding outside the University standards, in conjunction with the University logo as appropriate.
      • 7.1.1. Co-branding Guidelines
        • 7.1.1.1. Approved co-branded logos may be employed only in relation to the partnership the logo or graphic is intended for, having received approval from Marketing and Communications.
        • 7.1.1.2. Approved co-branded logos may be used for marketing, communications and promotional purposes.
        • 7.1.1.3. To receive a co-branding exemption, there must be a signed contract or agreement with the University establishing the partnership or joint entity.
      • 7.1.2. Departments as Third Parties
        • 7.1.2.1. Departments or functions within University units that operate as a third-party to the University, are allowed to utilize their own branding as approved by the University Cabinet and executive leadership.
        • 7.1.2.2. Units operating as third party organizations are offered the same services for marketing, branding and other marketing support by Marketing and Communications.
        • 7.1.2.3. Marketing and Communications should be notified of third-party operations and have approved brand elements and logos saved for reference, marketing support and archive purposes.
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  • 8. Athletics Marks and Brand
    • 8.1. To protect both Regis University Athletics brand and the academic integrity of Regis University, the University’s athletics utilize different marks, logos and brand standards from the rest of the University.
      • 8.1.1. Athletics logo, secondary logo and supporting marks are approved to be used and promote Regis University Athletics outside of the University brand standards.
      • 8.1.2. All uses of the Athletics brand elements must receive approval from Athletics prior to use or production.
      • 8.1.3. Guidance on when to use Athletics marks or other Regis University brand elements can be obtained at any time by contacting Marketing and Communications.
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  • 9. Mascot Likeness
    • 9.1. Among Regis University’s brand elements is the Regi the Ranger mascot, a fox. This likeness is a registered trademark and use of any fox likenesses should conform to the Brand Standards policy.
      • 9.1.1. Use of the mascot to promote University academic, athletic, events, units and support programming is encouraged. To obtain support materials and Regi the Ranger illustrations, contact Marketing and Communications.
      • 9.1.2. When utilizing the mascot, it is required that all University units use the official mascot illustrations or photography. Any use of a fox illustration or costume that is not the trademarked mascot is prohibited.
      • 9.1.3. Guidance on when to use the mascot or other Regis University brand elements can be obtained at any time by contacting Marketing and Communications.
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  • 10. Licensing and Trademarks
    • 10.1. The University holds registered trademarks on University logo, seal, wordmark, mascot and graphics representing Regis University.
    • 10.2. Reproduction of any trademarked University elements require permission from Marketing and Communications.
      • 10.2.1. The University maintains permissions with Follett, Halo, Specialty Incentives and 4Imprint for reproduction of University marks or trademarked brand assets.
      • 10.2.2. Any business or individual that would like to sell or purchase items or apparel with Regis University’s name or trademarks for commercial or non-commercial purposes will need to obtain written permission from Marketing and Communications and/or the University Brand Manager. This includes using trademarked logos for retail distribution or any business selling products to faculty, staff, students or any campus units.
        • 10.2.2.1. Obtaining permissions exempts any user from financial or legal action. This permission does not allow for alterations of University brand elements.
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  • 11. Related Policies Procedures, Forms and Other Resources