View Current

Brand and Visual Identity Management Policy

This is the current version of this document. You can provide feedback on this policy to the document author - refer to the Status and Details on the document's navigation bar.

Section 1 - Purpose and Context

(1) This document sets out the University's policy on Brand and Visual Identity and the procedures and guidelines for its management and enhancement.

(2) The University needs a consistent and strategic approach to brand management. Positioning the University as a strong brand helps the University to differentiate itself from other providers of educational services and is aimed to give the University a long-term competitive advantage. Effective brand management is integral to the University's long-term success.

(3) Clear and effective Brand and Visual Identity management policy and procedures are required to:

  1. protect the image and reputation of the University
  2. ensure the protection of the visual identity of the University
  3. provide frameworks for brand and visual identity enhancement and development
  4. ensure a consistent approach in the application of Brand values and visual identity
  5. help the University staff and suppliers maintain a consistent, high-quality visual brand identity in target markets and the wider community
  6. guide the development of promotional and other material in both a textual and visual context
  7. protect the usage of the University related Trade Marks

(4) The Brand and Visual Identity Management Policy and Procedures apply to all forms of promotion and to any material using the University Logo or nameplate (or official material) this includes material produced for internal and/or external circulation.

Top of Page

Section 2 - Definitions

(5) For the purposes of this policy:

  1. University Material - is material produced or controlled by the University or any Controlled Entity for the purposes of promoting or representing the University, including courses and services.
    1. publications (hard copy printed material such as; prospectuses, brochures, journals, newsletters, newspapers, magazines, event publications, leaflets, stationery, direct mail, research reports)
    2. electronic media (radio, television, film, photography, multi-media presentations, digital media files)
    3. web sites, emails, social media platforms and text messages
    4. all forms of advertising
    5. corporate products and merchandise
  2. Advertising - means information and/or images published or broadcast in any media.
  3. Brand - system of values, benefits, attributes, culture and personality defining and differentiating the University.
  4. The University Logo - the University Logo is made of two elements:
    1. the symbol (also known as the University Emblem)
    2. the logotype
  5. Trade Mark - symbols, devices, names or words recognised under the provisions of the Commonwealth Trade Marks Act 1995 (as may be amended from time to time) which may be registered or unregistered and distinguish and differentiate the goods or services of one trader (including the University) from others.
Top of Page

Section 3 - Policy Statement

(6) Positioning the University with a strong brand helps the University to differentiate itself from other educational institutions and aims to give the University a long-term competitive advantage. The Brand is crucial to the University's long-terms success; all staff need to take responsibility for protecting the University's Brand.

(7) The University Logo may not be used without prior approval from the Office of Marketing and Communication, with the exception of pre-printed stationery, official University forms or pre-approved arrangements (please see Visual Identity Manual).

(8) The University Logo is the sole visual identity representation of the University. No other logos, identifiers or variations thereof are permitted.

(9) The development of new University logos or any change to the University Logo must done in conjunction with and endorsed by the Office of Marketing and Communication, and approved by the Vice-Chancellor and President. Changes to the University Emblem must be approved by the Board of Trustees in accordance with the Western Sydney University (Governance) Rule.

(10) Branding should not be equated with the production of logos, rather as the application of design and communication principles in the development of a visual framework that promotes a set of special characteristics that are relevant to a particular audience, while at all times remaining consistent with the overarching University visual identity.

(11) The Visual Identity Manual will be the official source of information regarding the correct use of the University Logo, institutional colours, fonts, design style, and use of visuals in a range of applications.

(12) The applications include but are not limited to institutional stationery and forms; print materials (advertisements, brochures, magazines, direct mail); website; digital media; videos; and signage, vehicles, display materials, and exhibits.

(13) All University material and advertising promoting the University must comply with the Western Sydney University Act, 1997 and other laws which apply to such activity (including those Acts which are listed in the Schedule) and will not be approved or must be withdrawn if it portrays, promotes, implies or suggests any other thing which, in the reasonable view of the Director, Corporate Communications, would damage the reputation, standing or brand of the University.

(14) Co-branding: It is recognised that the University may seek to build partnerships or strategic alliances for the purposes of the University and to enhance the University brand position. Co-branding must be approved by the Vice-Chancellor and President on the recommendation of the Director, Corporate Communications.

Top of Page

Section 4 - Procedures

(15) The Office of Marketing and Communication must approve all University material and advertising promoting the University before publication or production.

(16) The Office of Marketing and Communication maintains a register of all materials where use of the University brand and visual identity has been approved. The materials on the register may be used without seeking further approval. Where items on the register require an alteration, modification or update, then a new approval must be requested. The register may be accessed from the staff intranet.

(17) The Office of Marketing and Communication will review all requests for approval in a reasonable time frame, having regard for production timelines and market imperatives.

(18) The Office of Marketing and Communication may delegate authority for approval of university material and advertising promoting the University to another office of the university or where such material or advertising relates to the promotion of a controlled entity, to an officer of that controlled entity. Such delegation must be in accordance with the University's Delegations (Administrative) Policy and the university office and controlled entity must develop appropriate procedures to ensure compliance with the Brand and Visual Identity Management Policy.

(19) The Office of Marketing and Communication has available a series of Publications Approval Procedures. These procedures must be used when seeking approval for material and/or advertising. In most cases the approval procedures will be facilitated by the relevant staff within the Office of Marketing and Communication. Requests to approve material and advertisements will not be considered without the corresponding approval procedure(s).

Top of Page

Section 5 - Guidelines

(20) The Visual Identity Manual (VIM) is a system of guidelines that apply to a range of visual applications for the University. These applications include materials produced across all communications platforms such as print, the website, digital media, photography and video as well as stationery, signage, and exhibits. The purpose of these guidelines is to distinguish our brand in the marketplace, achieve consistency in how we are viewed visually, strengthen our identity, and build brand recognition through integrated efforts. See the Visual Identity Manual.

(21) The role of the brand in the University marketing is integral, it reflects the organisations mission, values and strategic objectives. It guides the development of its key messages, positioning strategy and desired and differentiating attributes, this is the brand promise. The role of the Brand extends beyond positioning; it concerns itself with the delivery of the promise, including the use of marketing channels, customer service, internal communication, campus facilities, technology and other infrastructure. The Office of Marketing and Communication can provide guidance on aligning the brand promise with the delivery of that promise, i.e. services.

(22) The Office of Marketing and Communication is responsible for leading and developing the University brand systems and resources, and for interpreting and ruling on questions regarding the University Brand.

Part A - References

(23) The following should be read and considered in conjunction with this policy:

  1. Legislation (as may be amended or replaced from time to time):
    1. The Western Sydney University Act 1997 (New South Wales)
    2. Competition and Consumer Act 2010 (Commonwealth)
    3. Anti-Discrimination Act 1977 (New South Wales)
    4. Privacy and Personal Information Protection Act 1998 (New South Wales)
    5. Privacy Act 1998 (Commonwealth)
    6. Trade Marks Act 1995 (Commonwealth)
  2. University Policies, Procedures and Guidelines (as may be amended or replaced from time to time):
    1. Emblem - University - Western Sydney University (Governance) Rule
    2. Community Engagement - Western Sydney University (Governance) Rule
    3. Gift and Benefit Acceptance Management Policy
    4. Scholarships for Undergraduates Policy
    5. Naming Policy
    6. Intellectual Property Policy
    7. Delegations (Administrative) Policy
    8. Visual Identity Manual
    9. Social Media Guidelines
    10. Sponsorship of External Activities Policy (In production)
    11. Web Policy
    12. Web Design Style Guide
    13. The University's Publications Style Guide
  3. Other:
    1. The Australian Association of National Advertisers Advertiser Code of Ethics
    2. The Guidelines on Sponsorship produced by the New South Wales Independent Commission Against Corruption
    3. The Code of Practice of the Community Broadcasting Association of Australia
    4. Australian Direct Marketing Association Code of Practice