Apr 14, 2011
When I introduced this series in fall 2010, I began talking about what makes a good brand. A couple of examples that I shared included the symbol used by Apple and the script that distinguishes The Disney Company. Brand symbols leave a fingerprint on everything they touch. We have an opportunity at Ohio University to lift our brand through a consistent structure and leave an indelible mark on all of our audiences.
Brand architecture is the way in which brands are related to, and differentiated from one another, within an organization. As with all branding elements, elevating an institution’s recognition and stature through a symbol requires cooperation from units throughout the organization in adhering to usage standards. The brand architecture at Ohio University follows the structure of the institution (PDF). University offices, departments and supporting work groups need a consistent method, or unit identifier to relate to and communicate with their audiences.
Unit identifiers are used in conjunction with the core brand signature, but are not part of the identity itself. Unit identifiers should be used consistently without infringing upon or changing the core brand signature. The most common example is found in our stationery system (PDF).
Ohio University’s regional campuses and associated centers stand in communities where external awareness and prominence is needed to compete in their markets, but they still should reflect the core brand position and platform of the institution. This is considered a brand extension. As in this example, our regional brand extensions (PDF) are important and integral components of OHIO's core brand. They either directly deliver or provide support for the institution’s primary mission, lending considerable depth, breadth, and power to the core brand by highlighting important service categories that support their primary audiences while providing a consistent look and feel for the institution’s brand.
Below are a few considerations when using OHIO’s marks:
When you visit the Brand page regarding logo usage, you will find a form to use when requesting an institution logo. We hope this will help support and serve you better.