DUT DURBAN TECHNOLOGY UNIVERSITY OF. Principles and Guidelines for DUT s Brand Identity Manual

Transcription

1 DUT DURBAN UNIVERSITY OF TECHNOLOGY Principles and Guidelines for DUT s Brand Identity Manual

2 Name of document : Principles and Guidelines for the Durban University of Technology s Brand Identity Manual Originator/Author : (name and position) : Mr Alan Khan Senior Director, Division of Corporate Affairs Effective date : 01 August 2012 Review date : 01 August 2013 Implementation Procedures approved by : Mr Alan Khan Senior Director, Division of Corporate Affairs

3 1. Purpose The purpose of this document, the Principles and Guidelines for the Brand Identity Manual, is to assist the DUT community and external service providers on the correct use and application of the visual elements of the DUT brand. This includes the usage of the DUT logo, and the processes to be followed for the procurement of goods that displays the DUT logo. The Division of Corporate Affairs is the custodian of the Brand Identity manual of the Durban University of Technology and is responsible for the correct application and use of DUT s logo and name, in accordance with the Brand Identity Manual. 2. Introduction and Background A brand is more than a logo or a catchy pay-off line. It is a promise, an expression of a company s commitment to its customers. It is about reputation which is based upon one s experience with the brand. The bottom line is that a brand must meet its customer s expectations consistently so that each and every encounter with the brand is a positive experience. The DUT logo is intended to provide a new platform on which we as TEAM DUT can collectively reposition how we present ourselves to our respective target markets. This logo and visual identity has been designed to work in tandem with a modular design system, based on the square, with the idea of presenting a unified and single-minded visual voice across a wide range of uses and formats whilst retaining impact.

4 Our brand vision:- - To promote the DUT as associated with the community it serves and an - intergral part of KwaZulu Natal. Partnerships with community leaders and associations, industry, schools, other universities around the world and government are key. - To establish the DUT as focused on technology and innovation and that this is central to employability. - To fully install the brand within the minds of grade 9-12 scholars particularly within feeder schools and schools of technology. - To re-install the perception of the University as committed to teaching, research, academic excellence and scholarly conduct. - To re-establish the University as student centred this includes safety, the improvement of facilities and the continuity of the academic year programe. - To establish the brand in the minds of government, industry and stakeholders by continually highlighting student and staff achievements. - To establish the DUT s course offerings as affordable and competitive. The Division of Corporate Affairs has developed (The Brand Identity Manual) and Principles and Guidelines to ensure that the DUT brand is communicated consistently. The correct management of the DUT s identity will ensure that our reputation and identity is managed. The Principles and Guidelines for DUT s Brand Identity Manual should be read in conjunction with:- Documents: The Brand Identity Manual The Principles and Guidelines for DUT application The Principles and Regulations for the use of the DUT logo The Principles and Guidelines for the Brand Identity Manual

5 3. Definitions:- Corporate signature : All visual communication/application/presentation Brand Identity Manual : DUT s Brand Identity Manual (BIM) Service providers : Companies that offer a service to the University Registered on the University s Procurement database External stakeholders : Alumni, Council, Partners/Networks Academic Sector : Faculties, Departments Academic Support and : Teaching and Learning, Research, Support Sector : Office of the Vice-Chancellor, Corporate Affairs, Finance, Human Resources, Registrar etc 4. Principles. The DUT logo serves as an important identifier and should be protected and respected at all times and communicated consistently.. DUT owns registered trademarks for the DUT name and logo. Any unlawful use of the DUT name and logo will constitute trade mark infringement and necessary legal steps will be taken to deal with the infringing parties.. The DUT logo represents the Durban University of Technology. Faculties and Support units are allowed to have a sub-identity. Refer to and of the Brand Manual.. Corporate gifts and memorabilia will be sourced as per University processes and procedures from approved service providers with which the University has entered into an official contract. This will be done using the University s tender process.

6 . Special centres such as Institutes, Centres and Research units are allowed their own logos which must be used in conjunction with the DUT logo. It is essential that permission is sought from the office of the Senior Director, Division of Corporate Affairs. Refer to of the Brand Manual. 5. Regulations 5.1. All requests for visual items from the Academic and Support sectors to be submitted to the Division of Corporate Affairs for the attention of the Senior Director : Corporate Affairs and in his absence to the Manager : Marketing and Public Relations who serves as the DUT s brand manager for approval Electronic letterheads will be made available to staff. All requests to be made to the Design Studio via Ext Sub-identities are allowed, but the DUT logo must be the focused feature at all times. Such sub-identities and design elements are not part of the University Brand Identity. In all cases these sub-identities must be approved by the Senior Director : Corporate Affairs and in his absence to the Manager : Marketing and Public Relations who serves as the DUT s brand manager for approval All printed material..for internal and external use, including all brochures, flyers, leaflets, newsletters, t-shirts, flags, banners prepared by students or staff university wide must be submitted to the Manager : Marketing and Public Relations who serves as the DUT s brand manager for approval Approval for all electronic publications on the University s web site and intranet, as well as all multimedia and presentations, including videos, CD s etc will be undertaken by the Division of Corporate Affairs, Web office All advertisements, advertorial and editorial copy, including the logo and or text reference to the University are to be approved by the Senior Director : Division of Corporate Affairs and in his absence must be submitted to the Manager : Marketing and Public Relations who serves as the DUT s brand Manager for approval Co-branding is welcome. However, approval must be sought from the Division of Corporate Affairs. If a partner wants to co-brand, the DUT logo will be supplied to the partner. The final finished product must be signed off by Corporate Affairs before publication The Division of Corporate Affairs will conduct regular audits of all communication platforms of the University In order to maintain consistency in terms of ink colour and paper quality, all stationery supplies, including all continuous stationery will be given the correct layout setting and design by the Design Studio and approved by the Senior Director : Division of Corporate Affairs and in his absence the

7 Manager : Marketing and Public Relations for approval The Procurement Department in Finance as well as the Division of Corporate Affairs will not issue an order number or cash payment through petty cash for any items/materials carrying the DUT logo without written approval of the logo usage from Corporate Affairs. The sample must be signed off accordingly Use of the University name, logo and registered graphic designs by any person other than the University community must be approved by the Senior Director : Division of Corporate Affairs and in his absence the Manager : Marketing and Public Relations for approval No staff, student of the university, shall without prior written authorization from the Senior Director Corporate Affairs, have authority to approve, or to consent to, the use of the University s name, logo or graphics by any other persons other than the University The address for the DUT will follow a standard format. The item will be available from the Department of ITSS/Design Studio, DUT. No messages/graphics of any sort to be attached to the signature. The standard approved signature approved by the University will apply to all University staff.

8 5.14. List of items to comply with the University Brand Identity regulations:- All signage in and on buildings, including names on doors, notices to staff and students etc. All stationery (letterheads, complimentary slips, envelopes) Banners Brochures Degree certificates/certificates Departmental stamps signatures Exam book cover pages and answer sheets Exhibition material Facsimiles Flags Flyers Folders Forms (internal and external) Gift bags Business cards, invitations, menu, programmes Name badges, name tags, posters Internet and intranet Invitations Memoranda Mutlimedia and video Notepads Letterheads PowerPoint presentations and other presentations Promotional merchandise e.g. (T-shirts, wine glasses, umbrellas etc) Reports Advertisements (internal and external) Reports/Progress Reports Vehicle

9 Brand Identity Style descriptions No deviations from the descriptions will be allowed. For Brand Identity descriptions, refer to Section 1.0 in the Brand Identity Manual. For stationery controls, refer to Section 6.1 of the Brand Indentity Manual For Brand/Promotional Clothing controls, refer to Section 10.0 of the Brand Identity Manual Implementation The Division of Corporate Affairs will undertake to conduct workshops to train staff students and external stakeholders about these regulations and the Brand implementation. Regular audits will be conducted and a report outlining recommendations will be produced for Executive Management to ensure compliance in their respective sectors.

10 The Quick Guide to Producing Marketing Material for the Durban University of Technology The Division of Corporate Affairs is available to consult with members of the University community on how best to present their marketing material to reach maximum benefits when communicating the DUT brand. Step 1 The Academic and Support Sector should consult the Marketing Department or the office of the Senior Director Corporate Affairs for assistance/guidance. Step 2 The DUT logo has six primary colours and black. Step 3 All work must be approved by the Division of Corporate Affairs. This includes brochures, adverts, advertorials, posters, invitations etc. Kindly contact the Manager (Marketing and Public Relations). Step 4 Ensure that you send The Division of Corporate Affairs a sample of the material/documents that you intend to produce which uses the DUT branding. This will ensure that this is included in the DUT brand Portfolio which will be made available to Senior Management at DUT. End