Brand Architecture | University of Rochester Brand Center

One University Strategy

The University of Rochester is our primary brand. We follow a branded house approach, which means that, wherever possible, we will drive associations with the University of Rochester.

This strategy creates recognition, clarity, and trust. Every logo, lockup, and identity in use across the enterprise must connect directly to the University of Rochester brand. This approach avoids brand dilution, is more efficient and ensures that we will be able position and communicate about the University in a unified way that, united, will make a larger impact globally.

Signature System

The signature system defines how University entities are represented. Lockups combine the University logo with the name of a school, unit, institute or center in a consistent way. This ensures legibility and makes clear that while our schools and units are distinctive, they are always part of URochester.

Key points:

The University logo is always the lead element.
Schools, units and administrative divisions appear as secondary identifiers.
Academic and research institutes and centers appear as secondary or tertiary identifiers, depending on scope.
Programs, departments and events are represented by standardized text treatments, not standalone logos.

How Our Entities Are Represented

Schools

Schools are the largest academic units within URochester and are defined as having an academic dean. This includes the River Campus Libraries, which functions as a school-level entity.

School logos are created as official lockups with the University logo. These lockups are reserved for formal, academic, and administrative uses such as admissions materials, accreditation, and divisional communications.

School logos are not independent brands and should never replace the University identity. Their purpose is to reinforce the One University strategy while allowing each school to highlight its distinctive contributions.

Administrative Divisions

Administrative divisions are University-wide units such as Advancement, Academic Excellence, and Student Life. They are represented by standardized lockups with the University logo.

Division names follow the convention University + [Division Name], though “University” should not be repeated before the division name inside the lockup itself. They use Inter as the font of the Division to provide distinction between these units and degree-granting schools.

These entities are not standalone brands. Their role is to reinforce the One University strategy while supporting the University’s mission.

Institutes and Centers

Institutes are large-scale organizations with broad University support, often spanning multiple schools. Their names follow approved conventions and they are often represented through lockups with the University logo. Institutes within schools use that school’s signature.

Centers are smaller in scope, focused on research or cultural programming, and require Provost approval with dean sponsorship. Interdisciplinary centers use a University lockup, while centers within schools use that school’s signature.

Neither institutes nor centers are independent brands. Their purpose is to showcase specialized strengths while remaining visibly connected to URochester.

Academic Departments and Programs

Departments, majors, and minors represent the University’s academic offerings. They are named by discipline or field of study, such as Biology.

These entities are not given logos or lockups. Instead, they are represented through a “treat in text” approach within the brand system.

This approach avoids fragmentation and ensures academic programs are consistently connected to the University identity.

Events

Events include academic conferences, cultural programs, and ceremonies, held in person or online. They are identified by their name and do not receive unique logos.

Annual events may use graphic elements from the design toolkit to provide visual context. Recurring and one-time events are always treated in text only.

This approach prevents brand dilution while still allowing events to be expressed in a consistent and recognizable way.

Signature System Summary

The signature system is how we visually represent our offerings across the University of Rochester. The guidelines below explain how a wide range of entities are represented within our brand architecture strategy.

Campaigns and events

Campaigns may use special signifiers or design elements connected to their theme. These elements must always complement the University identity rather than compete with it. Campaign identities should feel distinct yet unmistakably part of URochester.

Events, whether academic conferences, cultural programs, or ceremonies, are not given unique logos. They are identified by their names and treated in text within communications.

Annual events may use graphic elements from the toolkit to provide visual context, while recurring and one-time events are presented in text only. This prevents brand dilution while keeping events recognizable.

Awards and certificates

Awards, diplomas, and certificates are considered part of the University’s formal academic and ceremonial expressions. They are identified by name and treated in text, never with independent logos.

Where appropriate, these materials may incorporate official University design elements such as typography or color. This ensures consistency while keeping the focus on the University identity.

This approach balances formality and clarity, ensuring that academic honors are presented with dignity and tied to URochester’s primary brand.

Clubs, organizations, and affinity groups

University-endorsed student clubs may use “University of Rochester” in their names, but they are represented in text only and may not adopt official logos or visual assets.

Non-endorsed student clubs and organizations may not use the University name or assets at all. Alumni networks, affinity groups, giving clubs, and societies are also represented in text only.

This structure maintains alignment with the University brand while allowing organizations to show their connection to URochester appropriately.

Programs and initiatives

Both University-wide and school-specific programs and initiatives are identified by name and treated in text. These entities do not receive logos, lockups, or custom marks.

This rule helps prevent brand fragmentation across the institution. Maintaining programs as text-only identifiers keeps them visibly connected to the University identity.

By presenting programs and initiatives consistently, we reinforce the One University strategy while still recognizing their contributions.

Athletics and culture

Athletic departments and teams use lockups with the Spirit R, which serves as the University’s official athletics mark. This maintains a strong connection to URochester while celebrating school pride.

Cultural institutions may create individual logos, but they must include clear attribution to the University. This ensures that each institution’s identity is distinct but still visibly endorsed by URochester.

Together, these rules allow athletics and cultural groups to express pride and individuality while remaining part of the University brand.

Services, media, and resources

Services and functional groups, such as finance or IT, are represented in text. They do not have logos or lockups, reinforcing that they are part of the University, not separate identities.

Media produced by University staff, such as publications or podcasts, may have stylized mastheads or icons, but these remain grounded in approved design elements. Student-produced media may not use the University name or visual assets.

Platforms, tools, and digital resources are also treated in text. This ensures consistency and avoids unnecessary logos in already complex environments.

Partnerships and licensing

Alliances and collaborations may develop distinct visual identities, but only in coordination with University Marketing and Communications. This ensures consistency with the University brand.

Strategic partnerships must lead with the University logo, followed by partner logos separated by a divider line. All partner logos should be equal in size to show balanced representation.

Joint ventures and licensed products may develop their own independent logos and look. In these cases, URochester is acknowledged through descriptor text or as required by contract.

Do’s and Don’ts

Consistent use of the signature system protects the University’s reputation and ensures every entity looks and feels like part of One University. Follow these best practices to keep our brand strong and recognizable.

Do:

Lead with the University identity. The University logo is always primary. All schools, centers, and divisions should connect back to it.
Use approved lockups. Lockups for schools, divisions, and institutes are created by University Marketing and Communications and should never be recreated or redrawn.
Maintain hierarchy. Schools, divisions, and units always appear as secondary to the University. Programs, departments, and events are treated in text only.
Apply consistently. Use lockups the same way across print, digital, and environmental applications to reinforce recognition.

Don’t:

Create custom logos. Departments, events, and programs may not design independent marks or visual identities.
Alter lockups. Do not stretch, crop, restyle, or change the typography or proportions of approved signatures.
Repeat the University unnecessarily. Division lockups should not include “University” twice in their naming structure.
Dilute the brand. Avoid introducing additional logos for events, initiatives, or campaigns that could fragment the University identity.

Up next

Templates and Resources

Ready to put the URochester brand into action? Explore official templates and tools that make it easy to apply our identity consistently across presentations, print, and digital communications.

Go to templates and resources