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Branding & Identity Resources

The UFHR Communications & Worklife team aspires to foster a healthy, productive, informed and engaged community of faculty and staff through strategic communications, creative services and web development as well as through programming and initiatives designed to support wellbeing and worklife integration.

Brand Guide (PDF) Downloads

Your source for all things marketing, strategy and communications.

Serving as an in-house agency, the Communications & Worklife team empowers our divisions to engage effectively through strategic communications, tailored messaging, iterative design and comprehensive development to further our position as a preeminent institution. Below you will find a host of documents, forms and resources tailored to fit the needs of individual HR units, personnel and satellite offices.

For more information on our wellness offerings, please visit the UFHR Wellness website.

Service Requests

Whether you’re ready for launch, or just getting started, the Communications & Worklife team is here to assist with your creative communications projects from concept to completion. Our comprehensive process provides holistic strategy, carefully crafted messaging and professional implementation to help bring your project to life.

Strategy & Messaging

Clear communication starts with the right strategy

The foundation of all good marketing lies within its content. Our team can assist you with your project from conception to completion, providing assistance with creative strategy, change management, content writing and/or editorial services to get started on the right track.


Design & Branding

Messaging made visual

As the saying goes, “you eat with your eyes.” Request our assistance with design services including logos, branding, imagery, web graphics, presentations, infographics, promotional materials, printed products, hand-outs, fliers and more.


Websites & Development

Your website, perfectly planned

Make it live with our web development resources. Request assistance with websites, content strategy, page structure, hosting and custom development.


Department Resources

Our team has developed a suite of ready-to-use assets, files and templates to ensure you have all of the tools needed for success.

Official UFHR Letterhead


For use in formal communications to both internal and external partners, units and individuals. Specific guidelines are as follows:

Other Microsoft Word Templates


For informal, internal or otherwise non-public uses (note taking, minutes, inter-office communications, etc.)

PowerPoint Templates

Zoom Backgrounds

zoom background graphic








Discover our background library



Can’t find what you’re looking for? Contact us at hrcommunications@hr.ufl.edu and let us know what other resources you’d like to see.




The outward perception of a product, service, experience, or organization. A brand is not a logo. A brand is not an identity. A brand is not a product. A brand is a person’s gut feeling about a product, service, or organization. A brand is made up of a few key elements:


  1. Mission: the “why?” of an organization
  2. Values: the beliefs that drive an organization
  3. Unique Positioning: the distinction between an organization and its competitors
  4. Personality: if the organization were a person, what kind of personality would it have?
  5. Brand Voice: if the organization were a person, how would it communicate?


The collection of all elements that an organization creates to portray the right image to its consumer. Brand identity is different from “brand image” and “branding,” even though these terms are sometimes treated as interchangeable. An identity is made up of a few key elements:


  1. Brand Name: Main title of an organization and any alternates, aliases, acronyms or variations
  2. Logos and Marks: Main mark of an organization and any alternates, icons, seals or variations
  3. Graphic Style: Defined color palette, visual styles, image treatments, typefaces, elements, and other aesthetics
  4. Top-Line Messaging: Main approved messages directly tied to the brand elements listed above. Can include mission statements, pitch phrases, tag lines and other approved terminology
  5. Copy Style: The “voice” of a brand that determines the overall tone of writing
  6. Web Styles: Graphic styles specific to the web and digital applications. Includes all defined templates, modules, type styles, image treatments, and rules for layout and margins across devices.


A logo is a symbol made up of text and images that identifies a business. A good logo shows what a company does and what the brand values. Often, a single organization can have multiple approved types of logos for different purposes.

Depending on the type, a logo usually consists of a symbol or brandmark and a logotype, along with a tagline. Some different types are as follows:


  1. Monogram/Lettermark: Consist of letters, usually brand initials. (IBM, HBO, NASA, etc.)
  2. Logotype/Wordmark: Font-based logo that focuses on a business’ name alone (Visa, CocaCola, Google, etc.)
  3. Pictorial Marks/Symbols: An icon—or graphic-based logo. It’s probably the image that comes to mind when you think “logo” (Twitter, Target, Apple, etc.)
  4. Abstract Marks/Symbols: A specific type of pictorial logo that – instead of using a recognizable image – uses an abstract geometric form to represent the organization (Nike, Pepsi, BP, etc.)
  5. Mascot: Logos that involve an illustrated character. Often colorful, sometimes cartoonish, and most always fun. (KFC, Pringles, Monopoly, etc.)
  6. Combination Mark: Comprised of a combined wordmark or lettermark and a pictorial mark, abstract mark, or mascot. (BurgerKing, Lacoste, GE, etc)
  7. Emblem: Consists of font inside a symbol or an icon; think badges, seals and crests. (Starbucks, Harley Davidson, NFL, etc.)

Brand Message

The underlying value proposition and language used by a brand. The brand message inspires, persuades, motivates, and ultimately connects your brand to the target audience.

Editorial Style

A set of guidelines that editors use to help keep written pieces as consistent and effective as possible.