Branding & Identity Resources

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.

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

*PLEASE READ BEFORE USE*

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

• Name and Salutation:
  Use recipients name and personal title where possible. In most instances, use the recipient’s full name (ex: Dear Johnathan Smith). If you know the person, it may be acceptable to use their first name (ex: Dear Johnathan). In instances where gender is explicitly provided, you may use the personal title and last name (ex: Dear Mr. Smith). Make sure to leave one line blank after salutation.
• Body and Formatting:
  Use single space, left-justified text with a space between paragraphs. Formal communications should be concise, professional and easily understood. In general, the first paragraph should include a cordial opening and explanation of the main point(s). The following paragraphs should justify the importance of the main point(s) directly.
• Last Paragraph and Closing Statement:
  The last paragraph should reiterate the main point(s) and direct the reader to some sort of call-to-action. The closing statement should begin one line after your last paragraph and leave four lines between itself and the sender’s name/signature.
• Enclosures:
  If you are enclosing any additional documentation, list the name of each document to be physically included or otherwise digitally attached below the closing statement.

Other Microsoft Word Templates

*PLEASE READ BEFORE USE*

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

PowerPoint Templates

Zoom Backgrounds

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.

Terminology

Brand

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?

Identity

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.

Logo

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.