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Logos by themselves are not capable of communicating the depth, breadth and complexity of any organization. That job is best handled by a visual identity applied consistently to all of the organization’s communications materials.

Campus units are encouraged to maintain a comprehensive visual identity that includes the campus logos and campus color palette.

A visual identity is more than just a symbol, logo or icon. A well-crafted visual identity represents and reflects an organization’s unique products, services and missions. It is the sum of all the visual elements used by an organization to distinguish itself from competitors.

Visual identities should define an organization’s story and messages through content, images, text, color, formats and other design elements. Images should represent the many different facets that are distinctive qualities of an organization.