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(1) The purpose of this Policy is to ensure a governance framework for La Trobe University’s brand identity which supports the process of building a favourable brand for La Trobe University that differentiates us, in the minds of the public, from competitors and other institutions, and communicates the positive attributes of the University to enhance its reputation and brand image. (2) The Policy objectives are to: (3) All production and design of marketing collateral must meet the requirements of La Trobe University’s corporate brand (which supports the process of building a favourable image for La Trobe University that differentiates us, in the minds of the public, from competitors or other institutions) as per the La Trobe University Editorial Style Guide. (4) Requests for all new and ongoing design and production of all marketing and promotional material must be made through Digital Creative for concept design and approval. (5) The staff member commissioning the collateral is responsible for the content (if applicable) and production (if applicable). Final design is approved by the Creative Brand Manager. (7) La Trobe University’s brand identity plays a significant role in the way we present ourselves to external and internal audiences and in influencing perceptions of the University. (8) Our brand identity conveys our values and ambitions, our business, and our characteristics, and is a core element of effective marketing and communications. It should be cohesive and consistently applied in order to reinforce the University’s message and brand identity. (9) Brand identity comprises of two parts: (10) The La Trobe University Editorial Style Guide are the pre-eminent resource for brand identity style, design and standards. (11) The University’s marketing and communications should reflect our brand identity, as determined in the brand style guide. Our marketing communications should also be relevant to the intended audience, reflect our brand positioning, convey key brand messages, be visually effective and support the University’s strategic objectives. (12) The University’s brand and visual identity must be periodically reviewed and tested to determine currency, relevance and effectiveness. (13) Staff/departments/divisions (clients) needing to produce marketing and promotional material or requiring existing collateral to be made ‘on brand’ will need to in the first instance contact the Digital Creative Team. Please log all requests for Digital Creative via the Briefing Form while providing as much detail as possible. Once this has been logged, the request will be allocated to the next available staff member who will contact you to discuss your request in further detail. (14) All commissioned work must go through the University panel of approved suppliers. Initial design concepts will need to be submitted to Digital Creative for comment and initial approval. (15) All final approval (prior to production/implementation) will need to be made by the Digital Creative Team. Collateral produced/implemented without final approval from the Digital Creative team may be pulled from public circulation. (16) For the purpose of this Policy and Procedure:Brand Identity Policy
Section 1 - Background and Purpose
Preamble
General
Section 2 - Scope
Top of PageSection 3 - Policy Statement
Section 4 - Procedures
Commissioning of Marketing and Promotional Collateral
Working with Agency/Department(s) Producing Collateral
Final Approval on Collateral
Section 5 - Definitions