1.0 Purpose and scope

1.1 The University of Bath’s brand belongs to the whole institution and is one of its most valuable strategic assets. It represents the University’s reputation, values and the collective achievements of its community. Consistent and coherent use of the brand strengthens recognition of every part of the University globally, builds trust with students, partners and stakeholders, and ensures communications reflect the quality and ambition of the institution.

1.2 The University operates a branded house model, meaning the institution communicates through a single University brand supported by a defined system of lock-ups and, in exceptional cases, approved sub-brands.

1.3 This policy ensures that the University brand is used consistently and in accordance with the approved brand architecture and visual identity. Compliance with the University’s Brand Guidelines is mandatory, and this policy establishes the governance arrangements required to maintain and protect the brand.

1.4 The University’s brand portal provides accessible tools and templates to support the community to produce high quality, on-brand assets, saving time and money.

1.5 This policy applies to all University staff.

1.6 For clarity, any individual (including students, suppliers and partners) producing communications or branded materials for the University is required to follow the University’s Brand Guidelines and this policy. It is the responsibility of the commissioning staff member to ensure compliance.

1.7 This policy relates to the visual identity and presentation of the University and does not seek to influence academic freedom, research activity, or scholarly output.

2.0 Definitions

2.1 Brand architecture

The framework that defines how faculties, schools, departments, institutes, research centres, programmes, projects, professional services, networks, initiatives and other entities relate to the core University brand.

2.2 Brand guidelines

The official document governing the use of the University of Bath brand, including visual identity, logo usage, typography, colour palette, graphics, imagery and tone of voice. The guidelines will also include high-level accessibility principles, checklists and signposting the University’s detailed digital accessibility guidance. The Brand Guidelines are available through the Brand Portal.

2.3 Brand Portal

The University’s central platform providing access to the Brand Guidelines, templates, assets and brand resources.

2.4 Communications and branded materials

All university-produced content and assets designed to communicate information, engage audiences, and consistently promote and protect the university's brand, reputation, and identity. This includes, but is not limited to, prospectus and course brochures, student recruitment materials, open day and event materials, websites, social media content and campaigns, email communication and newsletters advertisements, printed posters, flyers and banners, presentation decks, annual reports and corporate communications.

2.5 Exceptions Register

A formal record of approved deviations from the Brand Guidelines. The register will be available to staff to review and is accessible via the Brand Portal.

2.6 Lock-up

The approved combination of the University logo with the name of a faculty, school, department, institute, research centre or professional service, as specified in the Brand Guidelines.

2.7 Sub-brand

A sub-brand is a distinct brand, related to the core University brand and requires formal approval. The University doesn't permit separate logos, campaign identities, event identities, project identities or standalone visual systems.

3.0 Roles and responsibilities

3.1 The Director (Marketing and Brand) owns this policy and is accountable for ensuring it is maintained, governed and communicated effectively, and monitored and reviewed in accordance with the University’s policy framework.

3.2 The Head of Brand and Creative Services is responsible for the implementation and ongoing management of this policy. This includes maintaining the Brand Guidelines, ensuring access to brand resources through the Brand Portal and supporting colleagues in the correct application of the University brand.

3.3 The Brand Steering Group provides governance and oversight of the University brand. Responsibilities include monitoring compliance with this policy and the Brand Guidelines, monitoring inclusive representation across imagery and messaging, reviewing requests for exceptions, maintaining the Exceptions Register, reviewing business cases for proposed sub-brands and determining whether proposals should proceed through the University governance process for approval.

3.4 Heads of Marketing are responsible for approving all branded assets developed in their area of responsibility and ensuring they comply with the Brand Guidelines and this policy.

3.5 All marketing and communications professionals are responsible for:

• ensuring communications comply with the Brand Guidelines and this policy
• seeking advice from Creative Services in any circumstance where they are finding it difficult to follow the Brand Guidelines
• completing mandatory brand training

3.6 Staff commissioning communications or branded materials must ensure suppliers comply with the Brand Guidelines and this policy. All staff who commission communications or branded materials are required to complete mandatory brand training.

3.7 Leadership teams are responsible for ensuring their areas operate in accordance with this policy, including ensuring their team members complete the mandatory training as required under clauses 3.4 and 3.5.

3.8 All staff are responsible for complying with this policy.

4.0 Policy requirements

Institutional brand model

4.1 The University of Bath operates a single institutional brand. The approved brand architecture ensures that faculties, schools, departments, institutes, research centres, programmes, services, initiatives and other entities are clearly connected to the University brand and contribute to its overall strength.

4.2 All areas of the University must operate within the approved brand architecture and use the appropriate and approved lock-ups and visual identity elements defined in the Brand Guidelines.

4.3 Communications developed in all areas of the University must reflect the approved messaging and tone of voice principles as defined in the Brand Guidelines.

Compliance with brand guidelines

4.4 The University of Bath Brand Guidelines, available through the Brand Portal, set out the detailed rules governing use of the University brand.

4.5 The Brand Guidelines clearly set out the requirements to ensure that our branded assets are inclusive, representative and accessible.

4.6 All communications and branded materials produced by or on behalf of the University must comply with the Brand Guidelines.

4.7 Official brand assets, including logos and visual identity elements, must not be altered or recreated. This includes modifying colours, proportions, orientation or other visual characteristics of brand assets. Only official assets provided through the Brand Portal may be used.

4.8 The Brand Guidelines may be updated from time to time to reflect evolving communications needs, provided such updates remain consistent with the principles set out in this policy.

Sub-brands and distinct identities

4.9 The University operates a single brand. Sub-brands and distinct identities will only be considered in exceptional circumstances, supported by a formal business case demonstrating strategic need. Requests to be submitted to the Brand Steering Group, which will determine whether the proposal proceeds to UEB for approval.

Brand approval requirements

4.10 Approval from the Brand Steering Group must be obtained before introducing a new sub-brand, distinct brand identity, branded asset or branding approach that creates, changes, extends or departs from the University’s approved brand architecture, visual identity or tone of voice.

4.11 Brand Steering Group approval is required for:

• sub-brands
• new logos or visual identities
• campaign identities that establish a distinct visual or voice identity
• websites or microsites that introduce a distinct brand identity or voice
• social media channels representing University initiatives requiring distinct brand identity
• external domain names or websites representing University initiatives or services
• signage and wayfinding introducing new branding elements
• exhibition or event branding with a distinct identity
• partnership or co-branding arrangements
• any other proposal that creates a new visual identity, brand expression, or exception to University brand guidelines for a faculty, school, department, institute, research centre, programme, project, professional service, network, or other University entity

4.12 Routine marketing and communications activity produced in accordance with approved University brand guidelines do not require Brand Steering Group approval and may be approved through Heads of Marketing in Faculties and the School, or person with appropriate authority within department. Examples include, but are not limited to:

• printed publications
• merchandise or promotional items
• photography or video content
• advertising campaigns
• social media content
• other marketing or communications materials that apply approved branding without creating a new identity or departing from established standards

4.13 Where there is uncertainty about whether approval is required, advice must be sought from Creative Services via the Brand Portal before work begins.

Exceptions

4.14 In limited circumstances, deviations from the Brand Guidelines may be required. Examples may include strategic partnerships, publisher templates or time-critical communications.

4.15 Any approved deviations must be approved by the Brand Steering Group and recorded in the Exceptions Register.

Monitoring compliance

4.16 Staff will be supported to comply with the brand guidelines with clear and accessible tools and templates, access to brand training, and support from the Creative Services team via the Brand Portal.

4.17 Compliance will be monitored through mechanisms such as review of communications and branded materials, monitoring brand usage across digital platforms, oversight by the Brand Steering Group.

4.18 This activity supports consistent brand application and identifies where further guidance or support may be required.

Consequences of non-compliance

4.19 Where branded materials do not comply with this policy or the Brand Guidelines, corrective action may be required. This may include removal of non-compliant materials, amendment or replacement of communications, suspension of publication or production of branded materials, and escalation to line management.

4.20 Persistent or serious breaches may be addressed through the University’s Disciplinary Policy and Procedures.

Related policies and procedures

Related policies include:

• Disciplinary policy and procedure
• Procurement policy
• Digital Accessibility policy
• Digital governance policies