Third-party Branding and Sponsorship Guidelines
The University of Alabama at Birmingham is a prominent university, academic medical center and health system, the largest single employer in Alabama, and a major economic driver in the state. At times, third-party vendors or community partners that work with UAB ask the institution for an endorsement, sponsorship, permission to co-brand, or utilize UAB branding. UAB has established the below guidelines to outline appropriate and inappropriate use.
All requests must be submitted to Marketing & Communications using the Request for Permission form below. Requests will be reviewed by Marketing & Communications and University Counsel, and Marketing & Communications will communicate the results of the review.
Endorsements
As a public institution that acquires products and services from third-party vendors or contractors under competitive bid laws, UAB is required to follow administrative processes that promote equity, fairness, and transparency. Avoiding an endorsement of specific third party vendors, or a product and/or services offered by them, or the perception of an endorsement, protects both the institution and its employees. As such, it is not appropriate for any UAB employee, school/college, or unit to endorse a product, service, or vendor, or to give the appearance of an endorsement for several reasons:
- UAB and its representatives must avoid favoritism, or the appearance of favoritism, to any vendor and must not undermine the public’s confidence in open bid laws.
- Tying a UAB endorsement, or the perception of an endorsement, to a third-party business in which UAB has no direct control involves risk to the institution’s reputation.
- Promoting vendors is rarely justified by strategic plan priorities and often has little or no benefit to UAB.
- The commitment of time and resources required by UAB and its employees to participate are rarely responsible, appropriate use of public/state resources.
Note: Due to the unique nature of college athletics, endorsements and sponsorships are common and may be permitted through individual contract terms, but must be negotiated between UAB Athletics, University Counsel, and third parties.
UAB faculty and staff should attempt to be brand/vendor agnostic as much as possible, with limited exceptions. This guidance does not discourage UAB faculty and staff from:
- Promoting an entity/vendor/affiliate/technology that directly benefits UAB (e.g. a UAB spin-off company, UAB research, technology related to intellectual property owned by UAB, an established affiliate organization of UAB, etc.), or an entity/vendor/affiliate/technology that has a tangible business connection that directly benefits UAB beyond a contractual vendor/client relationship.
- Mentioning a third-party entity/vendor/affiliate/technology in presenting research and work product in many settings (e.g. peer-reviewed, published work, poster presentations, clinical trial findings, etc.).
Use of UAB Logos + Trademarks
UAB has invested substantial resources to grow and protect its brand, including contracting a collegiate licensing partner, and registering numerous design and word marks through the United States Patent and Trademark Office. As such, any use of UAB brand assets on third-party vendor materials (e.g. print, digital, apparel, etc.) must first be reviewed and approved by University Relations.
UAB allows–under certain circumstances –vendors to display the UAB name and/or logo identifying UAB as a “customer” or “client”. When UAB has entered a contract with a third party, the vendor is permitted to display the university name and/or logo (shown below, available online) on said third party’s website, only as a listing of current customers or clients, and only throughout the duration of the contract. UAB should never be depicted as endorsing the third party (e.g. “preferred by,” “trusted by,” “partner(s)”, etc.).
Case Studies, Testimonials, and Sponsorships
UAB strongly recommends against participating in vendor testimonials. Participating in testimonials and promoting vendors is rarely justified by strategic plan priorities and often has little or no benefit to UAB. Before considering participation in a vendor testimonial, UAB faculty and staff –as public employees –should be familiar with the following policies:
- UAB Enterprise Conflict of Interest and Conflict of Commitment Policy
- UAB Medicine Policy on Relationships with Industry
- UAB Office of Compliance & Risk Assurance guidance on External Activity
Video Shoots
Vendors and contractors wishing to conduct a photo or video shoot on campus must first obtain University Relations approval. It is recommended that vendors work through their project point-of-contact (e.g. a school, department or service line communications director) to contact University Relations and obtain necessary approvals. Athletics Communications has the authority to approve and oversee shoots specific to athletics and works with University Relations when those shoots occur on campus outside of UAB Athletics venues (e.g. inside academic buildings).
Media Protocols
University Relations recognizes the importance of the news media to an informed public and works with reporters to communicate significant developments, as well as information about our people, operations, and outcomes. We regularly communicate about how our students, faculty, staff, alumni, and supporters are advancing all areas of our mission: education, health care, research, community service and economic development. In addition, Athletics Communications works with news media to communicate information specific to UAB Athletics. The following protocols and guidelines are intended to appropriate interactions with the news media by third-party vendors/contractors wishing to mention UAB or projects/work done with UAB:
Federal Privacy Laws
UAB is obligated by federal laws to protect the privacy of our students and UAB Medicine patients. Faculty and staff should be familiar with the Family Educational Rights and Privacy Act (FERPA) and the Health Insurance Portability and Accountability Act (HIPAA). Beyond the law, we ask that faculty and staff be respectful of the privacy of others in the UAB community. These expectations extend to UAB’s third-party vendors and contractors, research or community partners, and those organizations that work with UAB in emergency management/response.
Vendors, Contractors, and Partners
Organizations that do business with or partner with UAB should route any multi-media communications or media materials, and vet planned media outreach/communications plans that involve or mention UAB to University Relations for approval prior to use or contacting the media. UAB faculty and staff should not route a contract for signature by an authorized UAB signatory that requires public communication or publicity without University Relations approval. Vendors, contractors and partners wishing to conduct a photo or video shoot on campus must obtain University Relations approval. It is recommended for vendors to work through their project point-of-contact (e.g. a school, department, or service line communications director) to contact University Relations and obtain necessary approvals.
Department and Program Branding
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Department & Program Logos
Because logo lockups are limited to schools/colleges and central units (at VP levels), new standards have been developed for identifying departments and programs in print, on the web, and in merchandise. There are no longer official university logos for departments or programs. Instead, you are encouraged to use either the core university logo or a school / college logo. In addition to an official university logo, you may add text near the logo, as long as the minimum amount of whitespace is observed. When adding text, be sure to use a UAB font. For additional guidance on department and program branding, please contact
This email address is being protected from spambots. You need JavaScript enabled to view it. .Core University Logo
Standard Logo
The standard UAB logo (monogram + wordmark) incorporates two graphic elements: the UAB monogram and “The University of Alabama at Birmingham” wordmark.
Centered Logo
The centered logo can be used when space is limited or when the logo must appear in a grouping with other logos, such as with sponsorships or partnership listings.
Extreme Horizontal Logo
The extreme horizontal logo can be used when space is limited or when the logo must appear in the tight spaces of screens on digital devices.
School / College Logo
Standard
Centered
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Department & Program Branding Examples
Print
Brochure - Academic Program Example
View larger version-
Core Logo
Core logo printed on front of brochure.
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Department Name
Department name is typed out - with the appropriate space around the logo.
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Cover Design aligns with Department
Cover design that helps identify the department.
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Core Logo with College and School Partnerships
Core logo on back, with college and school partnership typed in Proxima Nova.
Brochure - Academic Department Example
View larger versionCover Design aligns with Department
Cover design that helps identify the department. UAB Green on cover of brochure.
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Core Logo
Core logo printed on front of brochure.
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Department Name
Department name is typed out - with the appropriate space around the logo.
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Cover Design aligns with Department
Cover design that helps identify the department. UAB Green on cover of brochure.
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School / College / Unit Logo
School/College/Unit logo on back of brochure.
Flyer Example
Some publications require identification for multiple UAB entities, including divisions, colleges, departments, offices, or programs. In these applications, multiple UAB logos clutter space and diminish recognition of the involved groups.
View larger versionWeb
Merchandise
T-Shirt Example
View larger versionUAB Branded Color
Green t-shirt is on brand one with one of the colors from the UAB primary color pallete.
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To better understand what the UAB brand represents, how we see ourselves, and set the stage to answer big questions on the horizon, UAB has partnered with various outside marketing and communications agencies over the past few years to conduct extensive brand research. Our goal is to analyze the perception, meaning, and recognition of the UAB brand in its many forms, and to better understand how our brand connects with various constituents. This research is used to create benchmarks and inform decisions regarding future brand development, including a potential new visual identity system. A high-level view of the research is outlined below, and results and updates continue to be shared with campus stakeholders.
Please note: Brand research provides one of many data points for UAB to consider future branding decisions. At this time, there is no commitment to implement changes to the UAB brand.
Phase I
On-campus Focus Groups
During January and February 2019, several small focus groups were conducted by Lipman Hearne to engage multiple entities across UAB, including
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Focus Groups
- Health System Executive Leadership
- School of Medicine Leadership
- Undergraduate Admissions Staff
- Graduate Admissions Staff
- Graduate and Professional Students
- Undergraduate Students
- Alumni
- Staff
- Deans
- Campus Executive Leadership
- Faculty
- Communications Staff
- Development and Alumni Staff
- School of Medicine Faculty
- Student Affairs
- Diversity, Equity, and Inclusion
- Athletics
- Community Partners
Online Focus Groups
During April and May 2019, online focus groups were conducted by Lipman Hearne to engage a sampling of alumni, prospective students, parents of prospective students, and high school counselors.
Online Surveys
Online surveys were deployed by Lipman Hearne to the following groups:
- August 19-30, 2019 – UAB alumni
- September 9-20, 2019 – UAB faculty, staff, and students
UAB Arts Focus Groups
In January 2020, UAB partnered with Birmingham-based New South Research to conduct a series of UAB Arts focus groups.
UAB Brand Research Town Hall
In early February 2020, Lipman Hearne presented research findings in a town hall-style event that was free and open to all UAB faculty, staff, and students.
The UAB Brand Research Committee
A large committee of cross-campus representatives was formed in August 2019 to review and discuss UAB brand research outcomes from Phase I, and collaborate on recommended post-research actions for Phase II. The committee met regularly through Spring 2021 before it retired. Committee members included:
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Committee Members
- Advancement - Katie McDowell, Director of Communications
- Advancement - Rebecca Gordon, Associate VP Development
- Alumni Affairs - Jennifer Breland, Assistant Vice President of Alumni Affairs
- Alumni Representative - Nathaniel Wade
- Alumni Representative - Sam Miller
- Athletics - Brad Hardekopf, Senior Associate Athletic Director
- Athletics - Erin Kraebber, Associate Athletic Director
- Callahan Eye Hospital - Leah Glenn, Communications Marketing Manager
- Collat School of Business - Molly Wasko, Prof/Assoc Dean
- College of Arts and Sciences - Mallory Brasseale, Communications Specialist
- Diversity, Equity & Inclusion - Ashleigh Aldridge
- Enrollment Operations - Chenise Ryan, Executive Director
- Facilities - Natalie Merrill, Facilities Communications Manager
- Faculty - Douglas (Doug) Barrett, Art and Art History Associate Professor
- Faculty - Stephen O'Connor, marketing professor, Health Services Administration
- Finance and Administration - Steve Murray, Executive Director Operations
- New Student Programs - DeeDee Barnes Bruns, Executive Director of Community Recruitment
- Office of the Provost - Karen Templeton, Director of Communications
- O’Neal Comprehensive Cancer Center at UAB - Beena Thannickal, Communications Director
- Organizational Learning & Development - Susan Coan, Executive Director
- Procurement – Ron Collins, Executive Director
- Research – Chelsea Crawford, Director of Research Development
- School of Medicine - Paige Dorman, Executive Director of Communications
- School of Optometry – Satina Richardson, Communications Director
- Student Affairs – Patricia (Patty) Martinez, Assistant Vice President of Student Affairs & Director
- Student Government Association - Tyler Huang, Vice President
- UAB Medicine - Adrienne Steading, Director of Marketing & Digital Strategy
- UAB Visual and Performing Arts – Lili Anderson, Executive Director
The following key staff from University Relations support the coordination and facilitation of the committee.
- University Relations – Rosie O’Beirne, Chief Digital Strategy & Marketing Officer
- University Relations – Barbara Perry, Brand & Licensing Director
- University Relations – Jim Bakken, Chief Communications Officer
- University Relations – Amy Bickell, Director of Creative Services
- University Relations - Annee Cook, Director of Marketing
- University Relations - Julie Keith, Assistant Vice President of Content Strategy
- University Relations – Evan Thrailkill, Director of Digital Strategy
Phase II
Creative Agency Selection
During October 2022, UAB submitted a request for information (RFI) to 18 different creative agencies across the U.S. to identify the best partner to refresh UAB’s visual identity system. Five agencies presented formal pitches to a small selection committee that included:
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Committee Members
- UAB Advancement - Katie McDowell, Sr. Communications Director
- UAB Athletics - Brad Hardekopf, Senior Associate Athletics Director for External Affairs
- UAB Collat School of Business - Julie Senter, Communications Director
- UAB Department of Art and Art History - Douglas Barrett, Associate Professor
- Faculty Senate - Joe March, Chair of Faculty Senate and Professor (College of Arts and Sciences)
- UAB Heersink School of Medicine - Paige Dorman, Executive Director of Communications
- UAB Medicine - Adrienne Steading, AVP of Marketing
- UAB Medicine - David Randall, Chief Strategy Officer
- UAB Performing and Visual Arts Consortium - Lili Anderson, Executive Director
- University Relations - Rosie O’Beirne, Chief Digital Strategy & Marketing Officer
- University Relations - Barbara S. Perry, Brand Manager
- University Relations – Annee Cook, AVP of Marketing
- University Relations – Amy Bickell, Director of Creative Services
Medicine Branding Survey
During April 2023, UAB launched an internal survey to select employee groups (below) to probe branding challenges affecting UAB Medicine and the UAB Heersink School of Medicine. This shaped subsequent focus groups, and dovetailed into work with our hired creative agency to refresh UAB’s overall visual identity system.
- Heersink School of Medicine
- Health System
- UA Health Services Foundation
- UAB Hospital
- UAB Callahan Eye
- Faculty in health-related schools and programs
Medicine Branding Focus Groups
During April/May 2023, UAB partnered with New South Research to conduct in-person and virtual focus groups that tested potential branding models for UAB’s future medicine branding. Participating audiences included
- UAB Heersink School of Medicine leadership
- UAB clinical staff
- Community physicians
- UAB Health System Leadership & clinical operations
- UAB research faculty
- UAB patients and potential UAB patients
Visual Identity Refresh
To help expand our reach and address brand challenges identified during previous research, UAB partnered with marketing and branding agency, Ologie, for a months-long project to refresh the UAB visual identity system. The scope of work began April 2023 and includes a three-phased approach:
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Discovery + Immersion (4-6 weeks)
- Project kickoff
- Review existing brand research and study of brand assets
- Audit of current identity architecture system
- Interviews and small group discussions with key internal stakeholders
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Visual System Strategy (7-10 weeks)
- Working session to clarify visual parameters that will establish the identity architecture system
- Key stakeholders input and buy-in
- Final approval on architecture strategy
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Creative Exploration (14-18 weeks)
- Iterative exploration of the visual identity system (logos, colors, typography) based on strategy developed in Phase II
- Concept/market testing
- Final artwork for all evolved and/or changed logos
While this work involves the participation and input of many key stakeholders across UAB, the project is managed by a small core team that connects weekly with Ologie:
- Rosie O’Beirne, Chief Digital & Strategy Officer – Marketing & Communications
- Barbara Perry, Brand & Licensing Director – Marketing & Communications
- Annee Cook, AVP, Marketing – Marketing & Communications
- Adrienne Steading, AVP, Marketing – UAB Medicine
- Paige Dorman, Executive Director, Communications – UAB Heersink School of Medicine
Market Testing
The creative exploration phase of the visual identity refresh includes market testing. UAB will launch an online survey January 24 - 31, 2024 to measure the strength and viability of potential logo designs. This research will help inform the university's decision on a final logo. Survey audiences include:
- Students
- Faculty
- Staff
- UAB Medicine employees
- Alumni and donors
- General public
Information Session
UAB Brand Refresh Information Session 1.19.24
UAB’s Chief Digital Strategy & Marketing Officer, Rosie O’Beirne, delivered a live update on the status of UAB’s brand refresh. Watch the recording to learn about the years-long process, get a sneak peek of potential new UAB logos from the creative agency, Ologie, and hear next steps for UAB.
Questions and Comments
Do you have questions or comments you’d like to share about UAB’s brand research? We’d like to hear from you! Complete the quick form below and remain anonymous if you wish.