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Auburn University is known and recognized throughout the United States and the world. Therefore, it is critical that the visual elements that represent the institution and its image do so consistently and with integrity. Institutions nationally have begun recognizing the importance of image consistency, implementing cohesive standards to protect their images, enhance the value of their names, and build a foundation for successful branding.
Successful branding occurs when an entity presents itself consistently over time, creating an emotional connection with desired audiences. A proliferation of independent, decentralized identities, and symbols creates confusion in the minds of audiences whose support we seek: students, prospective students, parents, alumni, and supporters. While logos and symbols are not the sole elements of an institutional "brand," they are its visual representation and extension. When that visual representation is disconnected or inconsistent, it follows that the perception of the institution can also become disconnected or inconsistent.
Conversely, research shows that a visual identity used consistently over time paves the way to an enhanced image, instant recognition, and higher recall among prospective students. It also provides more inclusion among the "choice set" of institutions from which students choose their higher education provider.
Getting inside that choice set is not just important — an institution's long-term success depends on it. There are more than 3,600 colleges and universities in the United States; differentiating, therefore, is challenging not only because of the sheer number of institutions competing for students, but because of shrinking budgets that make it difficult to reach mass audiences. Hence, every message, and every dollar, that reinforces an institutional identity counts.
The following manual serves as a guide to setting the AU standard of identity. If you have any questions or comments please call our office at (334) 844-9999.
To download the manual please click the following link, AU Style Guide
To download all logos and templates click here.
Last Updated: Sept. 27, 2011