What are Brand Guidelines

Branding guidelines differ from identification standards/style guidelines in that they encompass the distinctive ways Miami talks with its audiences. For many organizations, such guidelines can be extensive. However, here we are highlighting only key areas to help those who may be producing text or other material independently for specific external audiences such as prospective students and alumni, and want to connect with Miami’s key messages and style of writing/ talking. Not all publications need to follow strict branding guidelines: academic texts and reports, business-to-business and targeted donor publications might strike a different tone, and should follow logo usage and minimum design standards as defined in this manual.

Most audiences, however, have responded very well to the “look and feel” of the consistently branded pieces that have been developed for major external audiences (alumni, prospective students/parents, donors) since 2009. Those areas that work directly with University Communications and Marketing or the IT Print Center will automatically find that projects are done “in brand.”

Producing a publication or any communication “in brand” simply means that we talk and visually represent Miami in a way that is authentic to our brand image and promise. Miami’s brand promise says that we live for moments that transform student’s lives, so we try to share as many stories as we can, often through the voice of our students or faculty, to demonstrate this passion. Our promise also indicates we are “intensely personal,” therefore our communications and marketing material tends to be worded in an approachable, informal and conversational style. And our commitment to undergraduate student experience and success is conveyed in a variety of ways and in a variety of mediums through the written word, video, photography, stories and profiles of dedicated faculty, staff, students, and alumni.