UF/IFAS brand has specific criteria to determine if a promotional logo is appropriate. If you fit into one of the categories below, a promotional logo can be used along with a UF/IFAS logo as the main identifier.

• Academic Departments
• Research centers
• Statewide, district-wide, or regional Extension programs
• Internal IFAS programs
• Events/Conferences
• Anniversary celebration

The last two items (events/conferences and anniversary celebrations) do not have to use the UF mandated template for promotional logos as do the other areas listed. To learn more about the promotion logo template, visit https://identity.ufl.edu/secondary-promotional-logos/.

If your program does not qualify for a promotional logo, it still can have a visual look and feel that allows it to stand out. This is called a visual identity. A visual identity is made up of all the visual aspects of your brand.

These things can include:

• logos,
• colors,
• fonts and font styles,
• photos,
• graphic elements, and
• other visuals.

These visuals are like your program’s personality. They should be created with your target audience in mind and should attract them your service or program.

How do you create a visual identity?

When creating a visual identity, we do so with purpose. The visuals should create a specific emotion or message that reflects who you are and what you can do for your audience. They should create a tone that supports the words that appear on your marketing materials.

In order to figure out what message and types of visuals you should use, there are a few questions you have to ask:

• Who is your target audience?
• What value do you offer them?
• How do you differ from others that offer the same services or products?
• How do you want your audience to perceive you?
• What message do you want your audience to be left with?

Once you know what message you want to convey, you can think about the types of visuals you may use to do so. UF/IFAS Communications can help you build a visual identity with your messaging in mind. In order to determine what visual elements are appropriate, we think about it from your audience’s point of view to make sure it will hit home with them.

What do you do next?

• Contact me, Tracy Bryant, if you would like to discuss the request to visually promote your program.
• Decide on the first type of communication you would like for us to design, i.e., flyer, brochure, newsletter header and develop the content to go on that piece.
• Place a Workfront request for graphic design: https://ufifas.my.workfront.com/

Once you have submitted your request, the assigned graphic designer will take all of the information you have provided and they will create all of the aspects of your visual identity. The designer will go back and forth with you making any necessary adjustments until all of the elements are perfectly in sync and are effective at telling the message you want to get across. The designer can now use these elements to create different marketing pieces that will work together as a “team” to amplify your message.

How do you stay consistent?

UF/IFAS Communications can help you stay consistent with your visual identity.

• With a some pre-planning, we can develop different marketing pieces for you to use.
• We can develop pdfs that contain form fields so you can modify content for programs that occur often.
  • The visual identity will be built-in: the base design stays the same, which includes visuals, photos, and colors, but things like title, dates, location and registration information can change as needed.
• We hold on to all of the work we create so we can develop your future project requests using the elements we originally created.

To wrap it all up…

Creating a visual identity allows you to create a “personality” for your program with or without a promotional logo. It helps your audience recognize you and assists with building a relationship with them. Remember: to be successful with this, we need to make sure your visual identity truly represents your program and represents how your program can help your audience. Being consistent when using your visual elements will help build strong brand recognition while staying within the UF/IFAS brand guidelines.

It is all of our responsibility to build a strong brand for UF/IFAS, whether it be through visual identity or through the services we provide to our clientele.

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