UNO Brand 101: The Five Required Elements

No matter the role at UNO, everyone can play a part in strengthening UNO’s reputation, building further trust and recognition with our audiences, and elevating our collective efforts, by presenting the UNO brand consistently through all forms of communication. Using the official UNO marks and logos helps tell the UNO story and creates a visual link to all of the wonderful things happening at UNO.

If there are other key templates that you think your team may need, let us know at ucomm@unomaha.edu, we are always open to finding ways to add more tools to your communications toolbox.

Topics:

• The Five Required Elements
• UNO Branded Templates
• UNO Branded Merchandise
• UNO Marks and Terminology
• Typesettings
• Typefaces
• The UNO "O" Icon
• Email Signatures
• How to Contact Us

This Week's Topic: The Five Required Elements

The difference between a good brand and a great brand is consistency. Consistency helps build recognition and strengthens our messaging. It’s easy to quickly create fliers, brochures, and other communications pieces, but maintaining brand consistency across campus can be a challenge.

Rather than leaving the brand open to interpretation, we’ve identified five core elements that are required on all print and communications pieces.

1. University Logo

The University Logo is the master logo used by the University of Nebraska system and is the main identifier for UNO.

2. Campus Icon

The Campus Icon, or the “O,” is a graphical representation of the acronym U-N-O, and is used to foster immediate recognition of the UNO brand.

To save space, the Logo Lock-up may be used to display the University Logo and the Campus Icon.

3. Disclaimer Statements

There are three disclaimer statements that may need to be included in your communications pieces. The Non-discrimination Statement is required on all materials, while the Disability and Photography Statements have parameters around when they need to be used.

Disclaimer statements should be displayed at the bottom or on the back of communications pieces and should be no smaller than 6-point type.

Here are the statements and usage parameters:

The Non-Discrimination Statement

The Non-Discrimination Statement is required on all print and digital materials representing the colleges, units, and departments of UNO:

The University of Nebraska does not discriminate based on race, color, ethnicity, national origin, sex, pregnancy, sexual orientation, gender identity, religion, disability, age, genetic information, veteran status, marital status, and/or political affiliation in its programs, activities, or employment.

The Disability Statement

The Disability Statement is required when inviting anyone to any event (meeting, gathering, movie viewing, Commencement, etc.) using any format (print, electronic announcement, postcard, etc.) so that the invitee is aware of the accommodations available to them on our campus:

UNO is an AA/EEO /ADA institution. For questions, accommodations or assistance please call/contact Charlotte Russell, ADA/504 Coordinator (phone: 402.554.3490 or TTY 402.554.2978) or Anne Heimann, Director, Accessibility Services Center (phone: 402.554.2872).

The Photography Statement

The Photography Statement is required on all event materials where photographs will be taken:

The University of Nebraska at Omaha will be taking picture at this event for use in advertising and other promotional materials, whether print, electronic, or other media.

4. URW Grotesk Typeface

URW Grotesk is the primary typeface for UNO. Individuals who create UNO communications materials on a regular basis should have the font installed on their computer.

There are certain instances when university typefaces are not available or not suitable for specific platforms and media such as PowerPoint. In those instances, Arial Narrow or Helvetica may be used in place of URW Grotesk.

To request a font license for URW Grotesk, please email ucomm@unomaha.edu.

5. UNO Writing Style Guide

All materials should be written consistently in the UNO writing style. This style guide was created as a tool to help the UNO community present a unified, cohesive approach in the details of the written products we create for the public. Although it is based off of the AP Writing Style Guide, there are modifications that have been made to accommodate unique university needs.

Example of All Five Elements on a Piece

The core elements of our brand identity, when consistently applied to all our communications, reinforce the UNO brand.

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Topic: UNO Branded Templates

Whether you are promoting a UNO event, preparing for a presentation on behalf of UNO, or writing an internal memo related to your UNO function, or other key communications on behalf of UNO, creating properly UNO-branded communications is important to connect that event, presentation, memo, etc. with the UNO brand.

We’re proud to announce that all of the UNO branded templates have been updated online. Updates include changing fonts for more universal usage, simplifying layouts and instructions, and providing expanded options for templates. Access the template library.

Benefits of Using Templates

1. The idea behind using a template is to keep your materials “on brand” and cohesive. When all of your pieces have a common look, and are tied back to the UNO brand, your audience will instantly recognize the image as yours.

2. Templates take away the guesswork. The templates are already set up with the proper UNO marks and logos, brand colors, fonts, and disclaimer statements, that are needed to meet brand standards. All you need is the content and, in some cases, image(s), to help you complete your project.

3. All templates are set up in Word and InDesign to meet your skill level needs. The layout of the templates has been simplified to make it easier to use, and they also instructions that will help you navigate the template to get the final result you are looking for.

What Type of Templates are Available?

• Awards
• Brochures
• Cards
• Documents
• Emails
• Envelopes
• Fliers
• Graphic Indicators
• Handbills
• Nametags
• Newsletter
• Postcards
• Posters
• PowerPoints
• Programs
• Social Media
• Typesetting

If there are other key templates that you think your team may need, let us know at ucomm@unomaha.edu, we are always open to finding ways to add more tools to your communications toolbox.

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Topic: UNO Branded Merchandise

People love free stuff! Especially when it shows off our Maverick spirit. Merchandise can be an effective reminder of our brand when your budget allows. However, don't expect it to carry your entire message and compel your audience into action. Instead, it should be a part of the whole Maverick experience.

Merchandise, or as we like to call it, "swag," is any item that you produce with the intent of using as a promotional giveaway or for resale, like pens, mugs, bags, and apparel. This does not include everyday communications like posters, brochures, booklets, etc.

Following a few basic design standards will ensure your merchandise not only promotes your unit, but also advances the university’s brand identity:

Use Licensed Vendors

You must always use a licensed vendor to produce merchandise, even if you plan on giving it away.

Licensed vendors have been educated about UNO branding and have been approved to print items with UNO marks. These vendors can also assist in creating banners, awards, trophies, and any other item that is manufactured with university branding.

Use UNO Marks

Whenever possible, use official UNO marks—either the university system logo, campus icon (the “O”), or the lock-up of the system logo and campus icon—on your promotional items.

Because space is often limited, your unit’s typesetting may be used as the primary mark on merchandise. Unlike in print, typesettings may appear on merchandise without also including the university logo.

Guidelines for UNO marks (colors, sizes, etc.) still must be followed when used on merchandise.

Use the University Name

UNO swag should display the official university name whenever possible, which is: “University of Nebraska at Omaha” or “UNO.”

Another thing to consider is using the university’s homepage web address: "unomaha.edu." Our URL is a powerful brand indicator, and promoting online interaction with the university is a great opportunity for your audience to further engage with the UNO brand.

When using your unit typesetting on merchandise, you should use the version that includes the “University of Nebraska at Omaha” when space allows. You may also use your unit/program’s URL to take your audience to a specific webpage, or use a hashtag that connects your audience to other Mavericks online.

Selecting Product Colors

The main color of your t-shirts and other merchandise should always be black, white, or gray. Red may only be used as an accent color, not a main color.

Choose silver when branding with metallic finishes (e.g. USB drives, trophies, and lapel pins). Gold is not preferred, however may be acceptable if silver or black finishes are not available.

Use UNO Colors

Always use UNO’s brand colors on merchandise. Remember red may be used only as an accent color and should not make up more than 20% of any composition.

One-color Imprints

You may be limited to a one-color imprint on merchandise, due to budget constraints or product limitations. One-color white or black marks have been created specifically for this purpose.

Please do not have vendors alter the full-color version of the logo to accommodate one-color needs.

Two-color Imprints

• When printing on a black background, the imprint will be white and PMS 186* (red).

• When printing on a white background, the imprint will be PMS 6 (black) and PMS 186* (red).

• If PMS 186 is not available, use PMS 185.

Three-color Imprints

• When printing on a dark or light gray background, the imprint will be white, PMS 6 (black) and PMS 186* (red).

• All three colors may be used for special techniques like embroidery or metal casting.

• If PMS 186 is not available, use PMS 185.

Note: When using the Campus Icon in color, do not remove the white outline as it is part of the official mark. If you are printing on an item with a white background, the outline will not appear.

When designing identification elements for merchandise, keep it simple, and remember that the “O” icon and the University of Nebraska at Omaha name are what will make someone hold onto a pen or t-shirt.

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Topic: UNO Marks and Terminology

There are a lot of different types of official UNO marks from our logo to our icon, but sometimes the terminology may seem very similar, but have subtly different meanings.

As a brand ambassador, you don’t need to be a design expert, but it is important to understand UNO logo terms to communicate effectively and ensure brand standards are being met.

Here is a short list of definitions will help you navigate branding conversations:

University Logo or System Logo

The University Logo is the master logo used by the University of Nebraska system. Each university in the system has its own version of the master logo with their respective university city indicator, in our case, Omaha. The University Logo is required on all communications materials.

Campus Icon

The Campus Icon, or the “O,” is a graphical representation of the acronym U-N-O, and is used to foster immediate recognition of the UNO brand. The Campus Icon is also required on all communications materials; however, it is not a substitute for the official University Logo. When the Campus Icon is used, the University Logo must still be present on publications and other communication materials.

Logo Lock-Up

The Logo Lock-up is the arrangement of both the University Logo and the Campus Icon together. The Logo Lock-up is recommended whenever your material does not allow sufficient room for the logo and icon to exist separately.

UNO Typesetting

The UNO Typesetting is the arrangement of the Campus Icon with the “University of Nebraska at Omaha” name set in all caps using the official UNO typeface URW Grotesk. Typesettings were created so that UNO colleges, departments, and units can uniquely incorporate the campus icon with their college, department, or unit name. The UNO Typesetting is not a substitute for the official University Logo. The University Logo must still be present on publications and other communication materials.

Athletic Icon

The Athletic Icon, also referred to as the Maverick or Durango, can be used as a graphic element. The Athletic Icon should never be combined with the other UNO marks. The Campus Icon and University Logo must still be present on publications and other communication materials.

Graphic Indicators

Graphic Indicators are graphics that take up a small amount of space and provide a quick, intuitive representation of an action or functionality. In order to ensure that indicators retain their ability to communicate clearly and succinctly, it’s important not to dilute the system by creating new versions or variations of the existing indicator sets. Graphic Indicators are not a substitute for the University Logo or Campus Icon, and may not be placed by or locked up with any official university marks.

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Topic: Typesettings

The UNO typesettings were established to give each college, school, department, program, and center the ability to promote themselves, while maintaining the consistency of the UNO brand across all communications.

The following guidelines should be used when creating UNO typesettings:

• The Campus Icon should always be placed either to the left of or above the text.

• A vertical bar should always be placed in between the Campus Icon and the text.

• URW Grotesk is the only typeface that should be used when typesetting with the Campus Icon.

• The vertical bar and all text should be in black or white only.

• All text must be in all caps. The only exception is if the name is preceded by “Mav” (i.e. MavSYNC, MavLINK, MavLIFE, MavRIDE, MavCONNECT, etc.).

If you need a typesetting for your department, here are a few options for you:

1. Contact your college/unit communications lead or the Office of University Communications (ucomm@unomaha.edu), and let us know your needs. We can quickly share existing typesettings or create a typesetting format that fits your needs.

2. You can download an editable file from the university website. You must have the URW Grotesk font to be able to edit the file. Please contact the Office of University Communications (ucomm@unomaha.edu) to obtain a URW Grotesk license.

Please remember:

• Typesetting are considered the logo for your individual group. Academic colleges, departments, and programs are not eligible for unique secondary logos.

• Typesettings are not a replacement for the official University logo. The University logo must be present in all publications.

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Topic: Typefaces

A typeface, also known as a font family, is a set of one or more fonts each composed of letters, numbers, and symbols that share common design features. Each font of a typeface has a specific weight, style, and/or italicization. To ensure that all of our visual communications are consistent, the UNO brand rests on one overarching typeface, URW Grotesk.

Primary Typeface: URW Grotesk

URW Grotesk is the required typeface for all UNO branded publications. It is a clean and modern typeface that is ideal for campuswide use due to its readability. By incorporating different weights (light, regular, and medium), we can achieve a wide range of effects while maintaining consistency across various communication and identity materials.

If you are a UNO employee creating communications materials for your area, please email ucomm@unomaha.edu for a URW Grotesk license.

Other weights and variations within the URW Grotesk type family are also permitted (e.g. Narrow, Condensed, Wide, etc.), but are not provided as part of the university’s license and must be purchased independently. Browse the complete URW Grotesk suite.

Please note: the university’s font license is limited to UNO employees only. Any vendors creating communications materials on behalf of UNO are encouraged to purchase a font license to complete their work.

Secondary Typeface: Liberation Serif

Liberation Serif is the secondary typeface for university publications. This typeface is available to provide the campus with a serif typeface that gives a more traditional feel.

Liberation Serif may be downloaded from the university website.

Alternative Typefaces

There are certain instances when university typefaces are not available or not suitable for specific platforms and media such as PowerPoint. In those instances, Arial Narrow or Helvetica may be used in place of URW Grotesk, and Times New Roman and Sabon Roman may be used in place of Liberation Serif.

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Topic: The UNO "O" Icon

Our Campus Icon, also referred to as the “O,” is a symbol that has several layers of meaning. The Campus Icon is designed to suggest momentum and innovation, as well as celebrate our campus mascot. It symbolically represents the letters U, N, and O.

These guidelines should be followed when using the “O” icon in your communications materials:

• The white outline is part of the full color Campus Icon. Although it may not be visible on white or light backgrounds, it shouldn’t be removed from the original artwork.

• The white outline is not part of the all-white and all-black versions of the Campus Icon.

• The Campus Icon must appear on all UNO printed academic materials, preferably on the front cover. Make sure it is placed over artwork or photographs that have enough contrast to make it legible.

• Be aware of proper clearance space. The following diagram shows the amount of clearance that should be allotted for the Campus Icon. Type and other graphical elements should be placed outside of the bounding box.

• When used as a graphical element, the Campus Icon cannot be cropped more than 25 percent per side.

• The Campus Icon shouldn’t be placed by or locked up with any mark other than the University Logo.

• The Campus Icon is not a substitute for the official University Logo (or System Logo). When the Campus Icon is used, the University Logo must still be present on publications and other communication materials.

Examples of improper uses of the Campus Icon:

Want to use the Campus Icon in your materials?

Download the original files of the Campus Icon and other official UNO logos and marks from the university's branding website.

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Topic: Email Signatures

Email signatures are just one identifying factor of UNO’s brand, but are a great way for faculty, staff, and student leaders to easily incorporate our brand into every day correspondence. Keeping a cohesive signature creates immediate brand recognition—it’s inviting your recipient to check out all that UNO has to offer!

Prefer not to start from scratch? We’ve made an easy-to-follow template available on our website.

The following guidelines should be used when representing UNO in email correspondence:

• UNO’s secondary typeface Arial should be used due to its universal use. Font, size, and style should be: Arial, 12-pt or 14-pt size, black.

• The background of your email should be white. Avoid color, picture, or pattern used in the background—if it’s too busy, your information gets lost.

• The UNO Logo Lock-up is the only approved graphical element in email signatures (using the university Lock-up is optional). If you choose to use the Lock-up in your signature, there is one line space between the Lock-up and the text block containing contact information: size of the university Lock-up for emails is 170 px wide by 65 px high.

• To keep your message professional and clear, avoid inspirational quotes and/or personal photos.

• Include one line space between the upper text block (your name, title, and department) and the bottom text block (your contact information).

How to identify yourself in your email signature:

• Set your name in bold text.

• Use only titles that represent your role here at UNO.

• List the official name of your department. If including a college or sub-organization, list the college or sub-organization on a separate line before the department.

• List the location of your office on the same line as your department separated by a single vertical bar (|). View official building names.

• When there are multiple titles and departments, list the location of your office on a separate line under all the titles and department listings.

• The room number should be listed before the building name.

Contact information for email signature:

• Phone numbers are separated by periods (.).

• List phone numbers before the email address.

• Appended mobile numbers with (cell), and fax numbers with (fax).

• List only official UNO email address(es).

• Only official UNO social media pages or feeds should be listed (e.g. program’s Facebook page, department’s Twitter account).

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Contact Us

As always, University Communications is here to answer your questions, or help with projects for your office, department, or program. Contact us at ucomm@unomaha.edu or 402.554.2358.

Stay tuned for the next installment of Brand 101 on how you can continue to be a great ambassador for all things UNO!