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UC Brand Definitions

Affiliated Entity or Affiliate: and organization that has legal existence separate from teh university; is formed or operated to support or complement the mission of the university; was created by the university; receives significant financial support from the university; or uses the university's resources or its name and brand marks; and has entered into an affiliation agreement with the university.
 

Brand: a product, service or image that helps shape an audience’s perception of our institution.

Co-Brand: the strategy of using our brand and an external brand to market together on a unifying effort, product, or service.

Collaboration: to work jointly or together to produce or create something.

Collateral: any assets designed to promote the institution.

Endorsement: a shown action of approval or support between a company, person, or business to further promote a service or product.

Graphic (artwork): any pictorial image or visual asset, including icons and symbols, illustrations, data visualizations, and designs, which are used in layouts. A graphic can also refer to the product of the graphic arts, such as a composition or a visual file.

Graphic (brand): refers to a decorative visual element that supports brand identity, however, unlike logos, is not a proxy for an entity.

Partnership: the formal or legal association between our institution and another business.

Printed: any assets that are physically printed and tangible.

Responsible Party: the director, executive officer, or other designated individual who is principally responsible for managing the daily operations of an Affiliate.

Social Avatar: a social avatar is the image that accompanies your social profile, serving as a visual representation of your unit. The social avatar for official University of Cincinnati accounts features a white UC monogram over a red background.

Sponsoring Unit: the university unit desiring to establish an Affiliated Entity. 

Sponsorship: when an organization and corporation are visibly associated together with a certain program or service.

University Liaison:  a university employee designated by the president, or the president’s designee, with oversight responsibility for an Affiliate relationship. The University Liaison may, but is not required, to serve as a member of the Affiliate’s governing board.