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Core brand

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

All UVic 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 UVic units that serve niche audiences. They:

• offer services outside of UVic's 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 UVic's 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.

Sub-brands are not required to use a UVic logo. But, they should prominently signify their relationship to the university. They can do this by:

• using the crest or wordmark

• having the words “University of Victoria” or “UVic” in their name or logo

• referencing UVic in a tagline

Independent brands

Independent brands are separate legal entities. They operate arm's length from UVic 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 UVic.

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.