Sub-Branding
Colleges and other units have latitude in creating a distinct look and feel for themselves on the Web.
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Colleges and other units have latitude in creating a distinct look and feel for themselves on the Web, just as they do in print. Website template requirements apply to all such efforts, as does the requirement to use only Helvetica type. (See the "Typography" section.) But opportunities abound to build an identity based on choices including color, content, photography and page organization. As you consider how to develop your Web presence, please keep the following in mind: 1) Maintain proper hierarchy among identifiers. Every unit is first and foremost a part of the University, and it is important that it be recognized as such on the Web. Accordingly, unit identification should not overshadow or compete with University identification. In turn, department identification should not overshadow college identification, office identification should be subordinate to department identification, and so on. |
By maintaining a clear hierarchy, you will strengthen visitors' understanding of your unit's relationship to the institution, and benefit fully from your connection to a respected, comprehensive university.
2) Work from the color palette wherever possible. The official colors and complementary palette provided in these guidelines afford ample opportunity for you to distinguish your college or other unit, while retaining an important connection to the University. Regular use of colors outside those presented in the guidelines is discouraged.
3) Follow the principles of good photography and good design. A well-crafted Web presence reflects well on your college or other unit. Guidelines for general photography — and Web photography, specifically — can be found on in the "Photography" section. Web design guidance can be provided by Integrated Marketing & Communications.
An example of a college site that incorporates its own sub-branding within the recommended framework appears above.
About your URL...
When lengthy URLs appear in print, they can be difficult for readers to remember, and tedious for them to retype. When promoting your college, department or other website in print, you may create a briefer, more user-friendly URL that links users to your site, or even to a specific page. Work with Integrated Marketing & Communications to ensure your choice of URL is available, and to create the necessary links.
