A secondary logo is a graphic, image, mark, or symbol, other than the official university marks and logos defined in the accompanying sections of this brand guide, that is used to represent an entity associated with UNO.
It is the policy of the University of Nebraska system to invest in a single visual identity, rather than maintain multiple logos (outside of the approved University Logo, Campus Icon, and/or Athletic Icon) that may interfere with the university’s message.
The creation of additional logos is restricted, and UNO adheres to the guidelines defined by the University of Nebraska system. As a result, any secondary logo must go through an approval process prior to use.
Restriction of Secondary Logos
Academic colleges, departments, and programs are not eligible for secondary logos. This brand guide provides guidance on typesetting the names of colleges, departments, and programs with the campus icon.
If you need assistance creating an official typesetting for your unit, please contact your college/unit communications lead or submit a Start Your Project – Design & Marketing request.
Guidelines
- A secondary logo is not a substitute for the official University Logo. When a secondary logo is used, the University Logo and Campus Icon must still be present on publications and other communication materials.
- The secondary logo may not be larger in size than the University Logo, Campus Icon, or Logo Lock-up.
Step 1: Secondary Logo Approval Process
Secondary logos are allowable when approved by the University of Nebraska system’s Universitywide Identity Committee. Before proceeding through the approval process, an entity must first meet one of these requirements:
- Contractual or legal agreements
- Gift agreements in which a donor has required certain identification as a condition of the gift (note that it is strongly discouraged to permit this level of donor involvement) –or–
- Revenue-generating enterprises that have developed or may develop significant equity in their logo as a marketing tool to external audiences or whose existence depends on external public support (i.e. funds, an external board of directors, or advisers). The applicant must demonstrate a commitment to investing in the development of the organization’s brand as a marketing tool—not just a mark or logo.
If at least one of the above requirements has been met and there is a compelling need to produce a unique logo, you must contact the Office of Strategic Marketing and Communications at marcomm@unomaha.edu, to discuss your needs and obtain the secondary logo application.
It is recommended to contact the Office of Strategic Marketing and Communications prior to any monetary investment into the creation of the proposed logo.
Step 2: Secondary Logo Approval Process
Any secondary logo or Campus Icon must complete an approval process that includes:
- Submission of a Written Request for Consideration to the Creative Director with the rationale to initiate the use of a secondary logo or to change a previously approved secondary logo. The Written Request should include:
- A detailed explanation of how the logo will appear in a range of executions including color, black, and reverse; print materials; web sites; and any proposed stand-alone uses.
- An explanation of how the logo will conform with secondary logo standards (i.e., size relationship to official University Logo and confirmation that the University Logo will be on all materials).
- Other executions not noted above, if expected.
- Market research about the target audience and why a secondary mark is needed for this audience.
- Include your cost analysis of implementing the logo (e.g., logo creation, implementation into current materials, etc).
- If legal or contractual agreements are a factor for the need for the secondary mark, please include relevant information.
- The request to should be sent to unomarketing@unomaha.edu
- The Creative Director may consult with the Director of Marketing and the Chief Communications and Marketing Officer to determine if the appropriate information has been provided. If adequate information and justification have been provided, University Communications will consult with the Chancellor’s Office to confirm endorsement of the secondary mark.
- If endorsed, University Communications will forward its recommendation to the Universitywide Identity Committee, which has representatives from each of the four University of Nebraska (NU) campuses.
- The Universitywide Identity Committee reviews proposals per its guidelines.
- The Universitywide Identity Committee then notifies University Communications if the request has been approved or denied based on a majority vote by the members, and the decision will be communicated to the original requester.
- If approved, please retain the written approval for your records.
If your organization or department is currently using a secondary logo, please contact the Office of Strategic Marketing and Communications at marcomm@unomaha.edu.
Approved Secondary Logos
When approved, secondary logos are used to identify, represent, advertise or promote a unit, office, center, or other university entity.
Examples of approved UNO secondary marks include the marks of KVNO and the Nebraska Business Development Center (NBDC).
