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Core brand

The core brand is the single ������Ƶ we communicate to our audiences. It's the consistent expression of the ������Ƶ story to build awareness and familiarity. We express the story through our logo, key messages, voice, colours and images.

All ������Ƶ units fall under the core brand unless designated as a brand extension.

To discuss your unit's placement in the brand architecture contact us.

Brand extensions

Sub-brands

Sub-brands are ������Ƶ units that serve niche audiences. They:

• offer services outside of ������Ƶ core teaching and research mission
• need to look different from the core brand while maintaining their association with the university
• usually have a name outside of ������Ƶ department naming structure
• often have significant marketing budgets of their own

Each sub-brand's relationship with the core brand is different; it's based on mutual needs and the nature of its connection to the university.

Independent brands

Independent brands are separate legal entities. They operate arm's length from ������Ƶ but still keep an association with it. Some independent brands are partnerships with other universities and organizations. Their name, logo and tagline do not have to include ������Ƶ.

Each independent brand's relationship with the core brand is different. It's based on mutual needs and the nature of its connection to the university.