Third Party Branding 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 that work with UAB ask the institution for an endorsement, 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 University Relations using the Request for Permission form below. Requests will be reviewed by University Relations and University Counsel, and University Relations will communicate the results of the review.
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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 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.).
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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.).
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Case Studies + Testimonials
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:
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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).
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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
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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.
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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
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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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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.
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Web
Merchandise
T-Shirt Example
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UAB Branded Color
Green t-shirt is on brand one with one of the colors from the UAB primary color pallete.
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