Graphic identity involves the use of visual elements, such as logos, word marks and colors, to create a cohesive, clearly recognizable image for an organization. Graphic identity standards strengthen an organization’s ability to build and communicate a clear brand identity for its target audiences.

Brand identity is that overall tone and image an organization presents to its audiences. A clear, consistent graphic identity is one important aspect of the overall brand identity. Also important is the use of photography and video, the layout of a publication or website, the color scheme, the choice of fonts, and the voice and style of the writing.

Style has to do with the way we present the university in our writing, whether it involves a news release, brochure, website, newspaper ad or blog post. It involves standardizing the use of grammar, terminology and phrases to more effectively communicate with our various audiences.

While brand identity is much more than graphic identity, the consistent use of graphic materials is vital to the success of a brand identity program. Likewise, the consistent use of these graphic identity standards and editorial style guidelines will help to promote a cohesive and consistent brand identity for the university.