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Marketing and Brand Policy
Purpose:
The purpose of this policy is to establish the protocols for development, authorisation, usage and protection of the University’s brand.
Scope:
  1. This policy applies to all UC staff, members of the UC Council and any other body or individual who is authorised by the Director Marketing and Communications (M&C), or their delegate, to use the University’s brand and logo or conduct marketing and communications activities on behalf of the institution.
  2. This policy applies to all marketing and communications materials carrying the University’s logo, including websites and blogs, digital media, advertisements and promotional emails and any printed or outdoor materials.
  3. This policy describes M&C’s role in managing the development, authorisation, usage and protection of UC’s brand, marketing and logo assets.
  4. This policy describes the conditions of use of the University’s marketing and brand assets by faculties, University Research Institutes, controlled entities and other third parties.
Principles:
The University’s brand communicates the University’s mission, strategic direction, values and reputation, as well as the attractiveness of the University’s services and products to stakeholders. The objective of this policy is to ensure the University’s visual identity is professional, attractive and consistent, and applied in accordance with the University’s Style Guide.  This policy also protects the brand from inappropriate or unauthorised use.

Development and use of marketing and brand assets
  1. M&C, in consultation with the Senior Management Group, is responsible for the development of the University’s brand.
  2. M&C will develop, or oversee the development by contractors, all brand, marketing and logo assets for the University of Canberra.
  3. M&C will ensure all UC brand, marketing, and logo assets:
    1. Are supported by a Brand Strategy, endorsed by the Senior Management group and approved by the Vice-Chancellor;
    2. Are made available for use by University staff, along with a Style Guide and explanation of the University’s brand strategy;
    3. Comply with relevant legislation and that appropriate assets are trademarked through the University’s legal office;
    4. Only portray individuals who have given their written permission;
    5. Do not contain any material that may mislead the consumer;
    6. Clearly distinguish all news items from marketing promotions.
  4. M&C is responsible for ensuring that the brand is tested against its target audience through market research and for monitoring perceptions of the brand, via industry accepted brand equity metrics.
  5. M&C will ensure market research complies with Australian and Market Research Society Professional Standards.
  6. All University staff will engage M&C before conducting any paid marketing or communications activities including print and digital advertising, websites and blogs, printed materials and outdoor materials. M&C will provide professional advice with regard appropriate activities and channels and, where possible, provide opportunities to leverage existing marketing activities and infrastructure.
University and sub-brand logos
  1. The University logo can be accessed and used by staff, via the Marketing and Communications Business Unit within the MyUC Portal.
  2. The University logo has two elements – the ‘c-star’ graphic mark and the typeface ‘University of Canberra’.  These two elements must always be shown together in the size and proportion outlined in the University Style Guide; no single element may be used in isolation.
  3. The University logo must not be distorted, changed or manipulated in any way.
  4. The logo must comply with minimum size specifications and re-sizing must not impact the integrity of the design as prescribed in the University’s Style Guide.
  5. Only authorised sub-brands, as outlined in the Brand Architecture within University’s Style Guide, are permitted to use a logo which is not the standard University of Canberra logo.
  6. Sporting Clubs of UCU Ltd must carry the University of Canberra logo on sporting uniforms, in accordance with the University Style Guide.
  7. Clubs and Societies of UCU Ltd are permitted to use the University of Canberra logo, in accordance with the University Style Guide.
  8. No new sub-brands, new logos or amendments to existing logos may be developed or used to represent the University, or a sub-set of the University, without the explicit approval of the Director M&C, endorsed by the Senior Management group and approved by the Vice-Chancellor.
Co-branding
  1. The Director, M&C can approve co-branding for activities such as acknowledgements, sponsorships, joint events and short-term promotions. Such co-branding is allowed for a limited time period eg the duration of an event, and must comply with the University Style Guide.
  2. Where an authorised collaboration or joint venture between the University and another entity arises, co-branding is allowable subject to approval by the Director M&C, endorsed by the Senior Management group and approved by the Vice-Chancellor. Such co-branding may include on-campus commercialisation opportunities and academic collaborations with other institutions. The specific details around the terms of the co-branding may be determined on a case-by-case basis, however all co-branding arrangements must comply with the following principles:
    1. Individual entities should retain individual branding unless owned by the University or a sub-brand of the University of Canberra Brand Architecture.
    2. Entities not owned by the University of Canberra may not use the words ‘University of Canberra’ in their name without the written approval of the Director M&C, endorsed by the Senior Management group and approved by the Vice-Chancellor.  However, the words ‘University of Canberra’ may be used to denote the location of buildings/entities which reside within University precincts.
    3. The University logo must be displayed in accordance with the University Style Guide.
    4. Where two or more entities are to be co-branded, each entity’s logo will be represented in equivalent size and prominence; no single logo will appear larger or more prominently.
    5. All logos will be represented in an equivalent colour base, ie all logos will be represented in full colour or all logos will be represented in monochrome; no single logo may appear in colour while others appear in monochrome.
    6. No ‘locked logos’ or ‘merged logos’ will be permitted.  Logos may appear side-by-side respecting the requirements for white space surrounding each logo.
    7. M&C, in collaboration with the partner entity, will develop a written Style Guide to document how the actual logos may be represented across various materials. The Style Guide will detail the language around how each partner may represent the collaboration and who is authorised to speak publically on behalf of the partnership.
    8. Co-branding principles do not apply to academic testamurs or other certification documents endorsed by Council.
Authorisation and Use
  1. Staff are encouraged to use a range of marketing and brand assets to support their work. The brand assets are available on the M&C Business Unit on the MyUC Portal.  These assets include standard marketing templates, stationery templates, photographs, logos and other assets.
  2. Marketing and brand assets are to be used as prescribed in the University Style Guide.  Approval for use of these available assets is not required, if the University Style Guide is adhered to.
  3. Staff wishing to use a University logo and/or brand in a manner that does not conform to the University Style Guide must request authorisation from the Director, M&C in writing and receive approval, prior to production.
  4. The Director M&C is authorised to reject any branded element that deviates from the University Style Guide and to remove any unauthorised branded materials from campus or any other public place.
    • The cost of any rejected item will be borne by the Faculty/Institute/Business Unit responsible for the development of an unauthorised item.
Third party use of University brand
  1. The Director M&C, or their delegate, may provide a third party with the University logo for use if there is a formal relationship established by Agreement, Memorandum of Understanding or agreement to undertake a joint activity eg joint event, sponsorship etc. The Third Party is required to complete a signed Terms of Use form.
  2. Unauthorised use of the University’s brand by a third party will be managed by the Director M&C. If the situation cannot be resolved by negotiation the matter will be escalated via the University Legal Office.
Out-dated brand materials and logos
  1. All branded items will be brought into line with the University’s approved Style Guide as soon as practicably possible.
  2. In instances where perishable items such as business cards, stationery and marketing brochures currently exist with out-dated branding, those items should be brought up to the current Style Guide standard when those items are next re-printed.
  3. Where an element is more permanent, such as building signage or an outdated sub-brand, M&C will liaise with that relevant budget owners to discuss the most appropriate time to re-brand that element and the costs involved.
Responsibilities:
The owner of this policy is: Director of Marketing and Communications
The contact for this policy is: Deputy Director, Marketing and Recruitment
Legislation:
This policy is governed by the:
  • Privacy Act 1988 (Cth) in relation to direct marketing activities, data use and storage;
  • Spam Act 2003 (Cth) in relation to e-marketing activities;
  • Disability Discrimination Act 1992 (Cth) in relation to user accessibility standards for digital content;
  • Competition and Consumer Act 2010 (Cth) in relation to fostering honest and ethical promotion of price, and representation of product in advertising materials, and;
  • Copyright Act 1968 (Cth) in relation to protection and use of creative works.
Supporting Information:
Documents Related to this policy are:
  • UC Marketing and Brand Procedures
  • University Style Guide
  • UC Brand Story
Definitions:
Terms Definitions
 
Brand
In the context of this policy, Brand only refers to the graphic mark or designs intended to differentiate the University from its competitors.
Brand assets Elements of the University’s brand identity including the logo, photographs, font, stationery, colour pallet etc.
Style Guide A definitive guide advising on how the University’s brand assets can be used by University staff. Visit www.canberra.edu.au, log on to the My UC Staff Portal, visit the M&C Business Unit section and navigate to Marketing Resources.
Marketing and Brand Procedures A document outlining procedures for use of the University’s brand assets, expectations for booking production jobs and creative briefs through marketing services and associated costs.
Media Refers to all media channels; print, radio, television, digital, social etc.
Co-brand A co-branding links the UC logo with one or more third party logos to jointly promote a common function, activity or venture.
 
Sub-brand An entity of the University (Institute, UCU Ltd, UC College) which has been endorsed to carry its own logo and brand identity which is linked via the University’s brand architecture, in the Style Guide.
Trade mark A trade mark is a right that is granted for a letter, number, word, phrase, sound, smell, shape, logo, picture and/or aspect of packaging.  A registered trade mark is legally enforceable and provides exclusive rights to commercial use.
Notes:
Related documents: