Introduction

About Our Identity

The University of Texas at Austin is many things to many people. It is superior teaching and research. It is opportunity. It is the ability to transform lives for the betterment of society. All of these aspects contribute to the university "brand," which is a name we give to the overall perception that the larger world has of The University of Texas at Austin. The concept of a brand had its origin right here in Texas, where ranchers marked their cattle to differentiate them from others. But the word has a far broader meaning today. A brand is not simply a mark, logo or symbol. It denotes a pledge the university makes to people who look to it for leadership and excellence in higher education. It is important that we deliver on this pledge, that we tirelessly work to strengthen it, and that we effectively communicate it to the public. Trust is the key to building mutually beneficial relationships with people who are important to us. And trust is built through consistency in performance and communication. Unified communications are central to our ability to build public awareness of what we stand for and to demonstrate our relevance to people’s lives.

One aspect of the university brand is our visual identity. When the public views an item that carries the university's visual identity, they form or modify an opinion about our character, values, standards and goals. More than colors, seals and logos, our identity is an important communications tool and must be employed with care and consideration. This becomes increasingly significant as we seek to define and differentiate ourselves in the increasingly crowded marketplace of ideas and offerings.

Like any successful and self-confident organization, we need to communicate our excellence to the world with a unified identity, which strengthens our university brand. This guide creates a framework whereby all university organizations and units can present themselves to Texas and the world with a unified look, while maintaining the individuality that we prize.

We hope you will find these guidelines to be useful and that you employ them in ways that suit your specific needs.

How to use the guide

The numerous university departments on campus have varying needs in designing materials for print, web and other media. This guide includes chapters that address the various visual elements and styles used in various media and the guidelines for their use. If you have any questions or comments please feel free to contact us. Your input is valued.