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Transcript of Brand Architecture - UCT ... 3 Brand Architecture Brand architecture sets to define the rules of...

  • Brand Guidelines

    Brand Architecture

  • 2 Brand Guidelines The University of Cape Town

    To The University of Cape Town’s Corporate Identity Guidelines

    Welcome

    The purpose of these guidelines is to set the rules and usage applications of the University of Cape Town corporate identity.

    Within this document you will find all possible executions of the UCT logo, including specifications on correct colour, size and format usage. You will also find information on how to use the logo with its visual language and how this is applied to a range of marketing collateral.

    We encourage you to make use of these guidelines whenever working with the UCT brand to ensure that the logo is reproduced accurately and consistently. A brand that is consistently applied in the market will give it a strong foundation and lead to greater brand equity.

  • 3

    Brand Architecture Brand architecture sets to define the rules of usage of the

    University of Cape Town’s master identity and how it relates to the sub-brands that fall underneath it.

  • 4 Brand Guidelines The University of Cape Town

    Hierarchy The University of Cape Town follows a monolithic brand architecture. The master identity must always be used in conjunction with the departmental or faculty descriptor. The brand architecture is divided into the following levels:

    34 35 Brand Guidelines The University of Cape Town The University of Cape Town Brand Guidelines

    Brand Architecture

    Hierarchy

    The University of Cape Town follows a monolithic brand

    architecture. The master identity must always be used in

    conjunction with the departmental or faculty descriptor.

    The brand architecture is divided into the following levels:

    Overview Level One

    This represents the master identity.

    Level Two

    This represents the two sub-brands:

    Departments and Faculties. The secondary

    descriptor indicating the faculty or

    department name is placed beneath

    the university name.

    Level Three

    Each faculty or department may have an

    initiative, project, programme or research

    group. A tertiary descriptor naming the

    initiative, programme or project is placed

    beneath the faculty or department name.

    In Detail Level Two

    Level two shows 13 departments

    and 8 faculties within UCT.

    Level Three

    There are 13 Department Initiatives

    & Research Groups and 18 Faculty

    Initiatives, Departments & Research

    Groups shown at level three.

    Level One

    Level Two: Faculties

    Level Three: Faculty Inititives, Departments & Research GroupsLevel Three: Department Inititives & Research Groups

    Level Two: Departments

    COMMERCEALUMNI & DEVELOPMENT

    ALUMNI & DEVELOPMENT INITIATIVES & REASERCH GROUPS

    COMMERCE DEVELOPMENT POLICY REASEARCH UNIT

    Level One

    Level Two: Faculties

    Level Three: Faculty Initiatives, Departments & Research GroupsLevel Three: Department Initiatives & Research Groups

    Level Two: Departments

    COMMERCE

    SCIENCE

    CENTRE FOR HIGHER EDUCATION DEVELOPMENT THE GRADUATE SCHOOL OF BUSINESS

    HEALTH SCIENCES

    LAW ENGINEERING & THE BUILT ENVIRONMENT

    HUMANITIES

    ALUMNI & DEVELOPMENT INITIATIVES & REASERCH GROUPS

    STUDENT AFFAIRS INITIATIVES & REASERCH GROUPS

    LIBRARIES INITIATIVES & REASERCH GROUPS

    DISCO - DISCRIMINATION & HARRASSMENT OFFICE INITIATIVES & REASERCH GROUPS

    HAICU - HIV/AIDS INSITUTIONAL COORDINATION UNIT INITIATIVES & REASERCH GROUPS

    FINANCE INITIATIVES & REASERCH GROUPS

    COMMUNICATION & MARKETING INITIATIVES & REASERCH GROUPS

    PROPERTIES & SERVICES INITIATIVES & REASERCH GROUPS

    HUMAN RESOURCES INITIATIVES & REASERCH GROUPS

    RESEARCH INITIATIVES & REASERCH GROUPS

    INFORMATION & COMMUNICATION TECHNOLOGY SERVICES INITIATIVES & REASERCH GROUPS

    INSTITUTIONAL PLANNING INITIATIVES & REASERCH GROUPS

    PROCUREMENT & PAYMENT SERVICES SUBHEAD

    ALUMNI & DEVELOPMENT

    STUDENT AFFAIRS

    LIBRARIES

    DISCO - DISCRIMINATION & HARRASSMENT OFFICE HAICU - HIV/AIDS INSITUTIONAL COORDINATION UNIT

    FINANCE

    COMMUNICATION & MARKETING

    PROPERTIES & SERVICES HUMAN RESOURCES

    RESEARCH

    INFORMATION & COMMUNICATION TECHNOLOGY SERVICES

    INSTITUTIONAL PLANNING

    PROCUREMENT & PAYMENT SERVICES

    COMMERCE DEVELOPMENT POLICY REASEARCH UNIT

    SCIENCE MARINE RESEARCH INSTITUTE

    CENTRE FOR HIGHER EDUCATION DEVELOPMENT MULTILINGUALISM EDUCATION PROJECT

    THE GRADUATE SCHOOL OF BUSINESS BERTHA FOUNDATION

    HEALTH SCIENCES CLINICAL INFECTIOUS DISEASES RESEARCH INITIATIVE

    LAW CENTRE OF CRIMINOLOGY

    ENGINEERING & THE BUILT ENVIRONMENT AFRICAN CENTRE FOR CITIES

    HUMANITIES SCHOOL OF DANCE

    Overview

    Level One This represents the master identity.

    Level Two This represents the two sub-brands: Departments and Faculties. The secondary descriptor indicating the faculty or department name is placed beneath the university name.

    Level Three Each faculty or department may have an initiative, project, programme or research group. A tertiary descriptor naming the initiative, programme or project is placed beneath the faculty or department name.

  • 5Brand Architecture

    In Detail

    Level Two Level two shows 13 departments and 8 faculties within UCT.

    Level Three There are 13 Department Initiatives & Research Groups and 18 Faculty Initiatives, Departments & Research Groups shown at level three.

    34 35 Brand Guidelines The University of Cape Town The University of Cape Town Brand Guidelines

    Brand Architecture

    Hierarchy

    The University of Cape Town follows a monolithic brand

    architecture. The master identity must always be used in

    conjunction with the departmental or faculty descriptor.

    The brand architecture is divided into the following levels:

    Overview Level One

    This represents the master identity.

    Level Two

    This represents the two sub-brands:

    Departments and Faculties. The secondary

    descriptor indicating the faculty or

    department name is placed beneath

    the university name.

    Level Three

    Each faculty or department may have an

    initiative, project, programme or research

    group. A tertiary descriptor naming the

    initiative, programme or project is placed

    beneath the faculty or department name.

    In Detail Level Two

    Level two shows 13 departments

    and 8 faculties within UCT.

    Level Three

    There are 13 Department Initiatives

    & Research Groups and 18 Faculty

    Initiatives, Departments & Research

    Groups shown at level three.

    Level One

    Level Two: Faculties

    Level Three: Faculty Inititives, Departments & Research GroupsLevel Three: Department Inititives & Research Groups

    Level Two: Departments

    COMMERCEALUMNI & DEVELOPMENT

    ALUMNI & DEVELOPMENT INITIATIVES & REASERCH GROUPS

    COMMERCE DEVELOPMENT POLICY REASEARCH UNIT

    Level One

    Level Two: Faculties

    Level Three: Faculty Initiatives, Departments & Research GroupsLevel Three: Department Initiatives & Research Groups

    Level Two: Departments

    COMMERCE

    SCIENCE

    CENTRE FOR HIGHER EDUCATION DEVELOPMENT THE GRADUATE SCHOOL OF BUSINESS

    HEALTH SCIENCES

    LAW ENGINEERING & THE BUILT ENVIRONMENT

    HUMANITIES

    ALUMNI & DEVELOPMENT INITIATIVES & REASERCH GROUPS

    STUDENT AFFAIRS INITIATIVES & REASERCH GROUPS

    LIBRARIES INITIATIVES & REASERCH GROUPS

    DISCO - DISCRIMINATION & HARRASSMENT OFFICE INITIATIVES & REASERCH GROUPS

    HAICU - HIV/AIDS INSITUTIONAL COORDINATION UNIT INITIATIVES & REASERCH GROUPS

    FINANCE INITIATIVES & REASERCH GROUPS

    COMMUNICATION & MARKETING INITIATIVES & REASERCH GROUPS

    PROPERTIES & SERVICES INITIATIVES & REASERCH GROUPS

    HUMAN RESOURCES INITIATIVES & REASERCH GROUPS

    RESEARCH INITIATIVES & REASERCH GROUPS

    INFORMATION & COMMUNICATION TECHNOLOGY SERVICES INITIATIVES & REASERCH GROUPS

    INSTITUTIONAL PLANNING INITIATIVES & REASERCH GROUPS

    PROCUREMENT & PAYMENT SERVICES SUBHEAD

    ALUMNI & DEVELOPMENT

    STUDENT AFFAIRS

    LIBRARIES

    DISCO - DISCRIMINATION & HARRASSMENT OFFICE HAICU - HIV/AIDS INSITUTIONAL COORDINATION UNIT

    FINANCE

    COMMUNICATION & MARKETING

    PROPERTIES & SERVICES HUMAN RESOURCES

    RESEARCH

    INFORMATION & COMMUNICATION TECHNOLOGY SERVICES

    INSTITUTIONAL PLANNING

    PROCUREMENT & PAYMENT SERVICES

    COMMERCE DEVELOPMENT POLICY REASEARCH UNIT

    SCIENCE MARINE RESEARCH INSTITUTE

    CENTRE FOR HIGHER EDUCATION DEVELOPMENT MULTILINGUALISM EDUCATION PROJECT

    THE GRADUATE SCHOOL OF BUSINESS BERTHA FOUNDATION

    HEALTH SCIENCES CLINICAL INFECTIOUS DISEASES RESEARCH INITIATIVE

    LAW CENTRE OF CRIMINOLOGY

    ENGINEERING & THE BUILT ENVIRONMENT AFRICAN CENTRE FOR CITIES

    HUMANITIES SCHOOL OF DANCE

  • 6 Brand Guidelines