(1) This Policy outlines the standards and operational framework which support the University’s visual identity and corporate brand. (2) The brand identity is what differentiates the University in the minds of the public from competitors and other institutions and communicates the positive attributes of the University to enhance its reputation and build a favourable brand image with both internal and external audiences. (3) This Policy applies to all: (4) The University expects all schools, departments and University projects to align with the University Brand Guidelines. (5) The brand identity will convey the University’s values, ambitions, business, characteristics and be cohesively and consistently applied. (6) Marketing communications will be relevant to the intended audience, reflect brand positioning, convey key brand messages, be visually effective and support the University’s strategic objectives. (7) All official University communications must use the University’s name and logo and comply with the Brand and Design Guidelines. (8) All production and design of marketing collateral must meet the requirements of La Trobe University’s corporate brand as per the Brand and Design Guidelines. (9) To ensure all of our communication (external and internal) is in line with our brand, staff should use the University stationery and DIY branded templates that are available from the University intranet. There are branded templates for agenda, minutes, memo, fax, letterhead, reports, invitations, name tags and PPT presentations. (10) Any departures from the brand guidelines (including templates) or architecture must be approved in advance, by the Creative and Production team, by emailing design@latrobe.edu.au. (11) Staff/departments/divisions (clients) who need to produce marketing and promotional material or require existing collateral to be made ‘on brand’ must contact the Creative and Production Team by submitting an online request. For larger projects involving multiple or integrated assets, 'Task Briefs' or 'Marketing Briefs' can be submitted through the Marketing & Recruitment Business Partners, as outlined in the Marketing & Recruitment Business Partner Engagement model. (12) Requests for all new and ongoing design and production of all marketing and promotional material must be made through Creative and Production for concept design and/or approval. (13) The staff member commissioning the collateral is responsible for the content (if applicable)and production (if applicable). Final brand compliance is approved by the Creative and Production team. (14) Initial design concepts and variations to approved templates must be submitted to the Creative and Production team for comment and initial approval. (15) Website and email design and styles to be submitted to the Web & Digital Experience team for comment and initial approval. (16) All commissioned work must be produced by the University’s approved Advertising, Media and 3rd party suppliers/contractors. (17) Final approval on collateral (prior to production/implementation) will need to be provided by the Creative and Production Team via email to design@latrobe.edu.au. (18) Final approval on La Trobe branded websites (prior to publishing) will need to be provided by the Web & Digital Experience team and submitted via form. (19) Collateral produced/implemented without final approval by the Creative and Production team may be removed from public circulation. (20) The Chief Marketing Officer may approve, subject to the logo being displayed in accordance with the requirements set out in the Brand and Design Guidelines, co-branding linking the University logo with one or more third party logos for a common function or activity such as: (21) The University seeks to maintain an “endorsed branding” system, in which the identity of individual schools, institutes, centres or projects is always put in context of the University brand architecture. (22) Applications to develop a logo or visual device independent of the University Brand Guidelines will only be considered from academic units or professional service departments in exceptional circumstances. (23) Applications from individuals, projects or working groups of other temporary groupings will not be considered. (24) To ensure strategic cohesion and alignment to the La Trobe University brand guidelines, all applications must be approved, prior to submission, by the Dean/Director of Service making the application. (25) Applications should be submitted to the Creative and Production Team by completing the Sub-brand Application Form. (26) The Marketing Digital & Insights Division will provide an initial assessment on the principles of agreeing to a sub-brand based on defined criteria. A decision will be provided to the applicant via email usually within 2 weeks of submitting the application. (27) If approved the unit may develop its own logo, at their own cost which can be used alongside the University logo. The University logo must always be used adjacent to the unit’s logo and must always be at least equal to the unit’s own logo in size and prominence. (28) All requests to use the La Trobe University logo on promotional material or in advertising must be approved by Creative and Production. (29) Authorisation to use the La Trobe logo can be obtained by filling in the online form available on the intranet. (30) Where usage of the University brand is granted to a third party, Marketing Digital & Insights will provide that third party with a copy of the brand guidelines and approved logos. (31) All final artwork must also be forwarded to Creative and Production for approval prior to it going to publication/development. (32) For the purpose of this Policy and Procedure: (33) This Policy is made under the La Trobe University Act 2009. (34) Associated information includes:Brand Identity Policy
Section 1 - Key Information
Top of Page
Policy Type and Approval Body
Administrative – Vice-Chancellor
Accountable Executive – Policy
Chief Marketing Officer
Responsible Manager – Policy
Director, Brand & Creative
Review Date
26 November 2027
Section 2 - Purpose
Section 3 - Scope
Top of PageSection 4 - Key Decisions
Top of Page
Key Decisions
Role
Approve design concepts, marketing and design collateral
Director, Brand & Creative
Approve the use of the La Trobe logo for co-branding with third party logos
Director, Brand & Creative
Approve the use of the La Trobe Logo for co-branding with third party logos
Director, Brand & Creative
Approve La Trobe branded websites and emails
Director, Web & Digital team
Section 5 - Policy Statement
Section 6 - Procedures
University stationery and self-service templates
Commissioning of Marketing and Promotional Collateral
Working with Agency/Departments Producing Collateral including website
Final Approval on Collateral including website
Co-branding
Sub Brands
Authorisation to use La Trobe University Logo
Section 7 - Definitions
Top of PageSection 8 - Authority and Associated Information
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