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Branding & Identity Resources

The Communications and Worklife team serves to support and strengthen the marketing and communications needs of the Human Resources department and its network of subsidiaries, groups and programs.

Brand Guide (PDF) Downloads Need Help?

Strategy, design, development & more!

Serving as an in-house agency, the Communications 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.

Service Requests

Not sure where to begin? No problem.
Wether 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 ties together holistic strategy, carefully crafted messaging and professional-grade implementation to help bring your project to life.

Clear communication starts with the right strategy.

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

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Messaging made visual

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

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Your website, planned perfectly.

Make it live with our web development resources. Click here to request assistance with websites, content strategy, page structure, hosting, and custom development.

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Department Resources

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

Logo Files:

UF HR – Main

UF HR – Vice President’s Office

UF HR – Benefits, Retirement & Leave Administration

UF HR – Classification & Compensation

UF HR – Communications & Worklife

UF HR – Continuous Improvement Office

UF HR – Employee & Labor Relations

UF HR – Employee Assistance Program

UF HR – Employment Operations & Records

UF HR – Immigration Compliance Services

UF HR – Leadership

UF HR – Recruitment & Staffing

UF HR – Talent Acquisition & Onboarding

UF HR – Training & Organizational Development

Microsoft Word Templates:








Word Template – Professional Letterhead









Word Template – Presentation (Landscape)









Word Template – Presentation (Portrait)


PowerPoint Templates:



PowerPoint Template – Dark (.ppt)





PowerPoint Template – Light (.ppt)




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

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Editorial Style

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