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Brand IdentityGuidelinesUpdated: September 2016Brand Identity Guidelines1
Supporting The UWI Brand IdentityOur beloved UWI was not built toserve itself; rather it was built andsustained in order to serve thepeople of the Caribbean. However,if we believe that we have a vitalrole to play in the Caribbeanregion’s growth and development,then our image must be managedto communicate this mission.In this galloping global age,our UWI must more than everfunction and operate as one, notfour separate universities, but oneindivisible academy.As we continue to expand andgrow, the management of ourimage will continue to be a keyresponsibility. Currently, we arein the process of putting TheUniversity back together asone entity - a task which placesconsiderable significance onbranding and image management.In this regard, I support mypredecessor and the Marketingand Communications teamsthat prepared these brandguidelines. We must appreciatethe importance of aggressivelyguarding our image andreputation, by firstly establishing adistinct, cohesive visual identity.Any publications, stationery orother items which bear The UWI’sname and its coat of arms, mustconsistently reinforce our desiredimage of excellence, relevance, highacademic standards and unity as aCaribbean institution.If we are to maintain ourinfluential place as the leaders inthe Caribbean higher educationmarket, The UWI must tell its storyclearly, consistently and effectively.We must promote a positiveimage to our target audiences,stakeholders and the generalpublic. The success of this effortdepends on our willingness totake the time to adhere to theseguidelines.These standards and guidelineshave been carefully consideredand approved by Universitycommittees. We believe thatthey are flexible enough, yetstraightforward and easy tounderstand. If you are unsure aboutany of the guidelines, please clarifyyour concerns with the Marketingand Communications offices. Wealso welcome your suggestions forfurther improvements. We hopethat this manual will help to reduceconfusion, while maintaining aclear and consistent brand identityacross our University. This, however,can only be achieved if each of ustakes a vested interest in doing soand I look forward to your support.Sincerely,Professor Sir Hilary BecklesVice-ChancellorBrand Identity Guidelines1
ContentsMessage from the Vice-Chancellor.1Bringing The UWI Brand to LifeOur Mission, Core values, Vision.5Our Brand, Promise, Attributes,Creative Platform.8Visual Identity GuidelinesWhy bother?.11The Coat of Arms.12The Logo elements.14The Wordmark.15The Wordmark Typeface.16Alternative Logos.17Campus Sub-brands.18Preferred Formats.23Minimum Surrounding Space.25Minimum Printable Size.26Incorrect Usage.27Colour Reproduction.28Correct Colour Usage.30Watermark ber Stamps.37Callcards.38Compliments Slips.39Memorandum Form.40Fax Cover Page.41News Releases.42Invitations.43E-mail and E-mail Signatures.44Trademarks and Licensing Policy.45Partnered Identity.46Campus Colour Palette.482Creative ElementsAdvertising and tising/Publication Typefaces.55Promotional Items.56Campus Signage.58Pennants & Banners.59Official Vehicles.60Photography.61PowerPoint Presentations.64Editorial Style GuidelinesEditorial Practices.67Punctuation Guide.72Web Style GuidelinesWhy use Web Style Guidelines.79Roles and Responsibilities.80A Glossary of Key Terms and Titles.85Web Site Design, Creation and Hosting.85Web Site Template Structure.86Structure of Official Pages.91Glossary.92The UWI Coat of Arms andwordmark for the Web.93Typography.94Web Content.96Web Content Accessibility.97Promotional Websites. 100Templates-driven Design. 100Social media on Web sites. 101Appendix A. 104Appendix B. 108Need additional information? Contact: University Marketing & CommunicationsT: (868) 662-2002 ext. 82315 / 82324 E: marketing.communications@sta.uwi.edu
Our Brand
Our brand is morethan our name, ourlogo, our productsand services. Ourbrand is our attitude,our way of doingthings, of behaving, ofcommunicating. It is aconsistent expressionof who we are bothvisually and verbally.
Our BRANDOur MissionTo advance education and createknowledge through excellence inteaching, research, innovation, publicservice, intellectual leadership andoutreach in order to support the inclusive(social, economic, political, cultural,environmental) development of theCaribbean region and beyond.What does it mean?To advance education: Provideopportunities to the population of theregion and beyond for higher educationthat fosters creative activity and notionsof shared community, enhanced socialand interpersonal relations, and criticaland creative thinking skills.To create knowledge: Engage in researchthat serves to: (i) create significant newinsights, (ii) explore and apply solutionsto priority national and regionalproblems and challenges, (iii) exploitdevelopmental potential and competitiveadvantages, (iv) position self and societyin a changing world order, and (v)provide a sound basis for public policyformulation and decision making.To support inclusive development ofthe Caribbean region and beyond:Maintain a capacity to supply andsupport a wide range of expert technical,professional and advisory services tomeet the needs of national governments,public and private sectors, and regionaland international institutions, and toinvolve all stakeholders in the process;and be a significant contributor toglobal intellectual growth and humandevelopment by producing scholarshipthat harnesses the creative energies,cultural diversity, social experiences,biodiversity and other assets of the regionand beyond.Source: STRIDE - The University of the West Indies Strategic Plan 2012-2017 lan/STRIDE.pdfBrand Identity Guidelines5
Our VisionBy 2017, the University will beglobally recognised as a regionallyintegrated, innovative, internationallycompetitive university, deeplyrooted in all aspects of Caribbeandevelopment and committed toserving the diverse people of theregion and beyond.What does it mean?Globally recognised: A universityacknowledged by its peers in theglobal higher education communityas a leading contributor in research,teaching and learning, andknowledge creation on Caribbean,small state and developing countryissues. Its global reach ensurespartnerships and mutually beneficialrelationships with internationalscholars; other universities,governments and institutions;international agencies; and publicand private sectors worldwide.Regionally integrated: The UWIis one of two regional universitiesin the world, with campuses andcentres in sixteen English-speakingCaribbean countries. The Universityis dedicated to providing the highestpossible quality of education andresearch while addressing thechanging circumstances and needsof the Caribbean region. As a modelfor regional cooperation, the UWIremains responsive to regional andglobal developments. The UWIis recognised as a fully integratedregional university offering andpromoting student mobility, credittransfer and the recognition ofqualifications to all regional andinternational students. It sees thewhole university as being moreeffective than the sum of the parts(Campuses).6Innovative: Creation of newknowledge and the ability to adaptthe University’s mission to changingenvironmental conditions and tobe prepared to reinvent curriculato better prepare students tosucceed in a global economy, aswell as keeping pace with rapidlyevolving technologies to ensuresustainability. Innovation alsoincludes the products of researchfor commercialisation and marketreadiness while at the same timeassisting in the resolution of thedevelopment challenges of theregion.Internationally competitive: Auniversity that is aligned withinternational benchmarking andhigher education industry standardsin research and undergraduateand postgraduate teaching andlearning, with an increased focuson educational outcomes in aknowledge-based economy to attracthigh-quality students and faculty.Deeply rooted in all aspectsof Caribbean development: Auniversity that is responsive toregional and international needswhile retaining a strong Caribbeanidentity and operating as a wellintegrated institution workingproductively with all its stakeholders,and an effective agent for political,social, cultural, environmental andeconomic development.Need additional information? Contact: University Marketing & CommunicationsT: (868) 662-2002 ext. 82315 / 82324 E: marketing.communications@sta.uwi.eduCommitted to serving the diversepeople of the region and beyond:A university whose graduatesare sought by national, regionaland global employers for theirknowledge, articulation and superiorproblem-solving and critical/creative thinking skills. By 2017,the University will be globallyrecognised as a regionally integrated,innovative, internationallycompetitive university, deeplyrooted in all aspects of Caribbeandevelopment and committed toserving the diverse people of theregion and beyond.
Our BRANDOur Core Values1.2.3.4.5.6.7.IntegrityIntellectual freedomExcellenceCivic ility: The UWI willcontinue to serve Caribbean andother deserving students who meritentrance. Educational access willcontinue to be expanded to reachunderserved populations in theregion, through expanded outreachand distance learning activities.These seven core values serve asthe philosophical underpinning forthe UWI’s operations and providethe foundation for mouldingand integrating activities of staff,students and alumni.Diversity: The UWI will build acommunity that fosters a climatewhich is open and welcomingto diverse people, ideas andperspectives; that promotesconstructive discourse on the natureof diversity; and that engages faculty,staff and students in activities thatpromote the University’s core values.What does it mean?Integrity: The UWI will performin an honest, reasonable and ethicalmanner, which will create a cultureof trust evident in all universityactivities and decision making.Intellectual Freedom: The UWI willbe a strong defender of independentthought, freedom to explore ideasand freedom of expression.Excellence: The UWI will serve ourinternal stakeholders and public,private and business communities bydelivering consistently high-qualityprogrammes, teaching, service,outreach and scholarship.Equity: The UWI will be an equalopportunity employer and partnerensuring that social justice, respectand equity issues are resolved as theyrelate to processes and challengesassociated with employment,religion, age, ability, gender,sexuality, race, ethnicity, the workenvironment, class and any otherbases of inequality and inequityamong employees and students.Civic Responsibility: The UWIwill stimulate personal and socialawareness that will promotecommitment to service the needsof all our stakeholders in theregion while upholding democraticprinciples, Caribbean sovereignty,environmental security and rule oflaw.Brand Identity Guidelines7
Our BrandOur brand is more than our name, our logo, our products and services.Our brand is our attitude, our way of doing things, of behaving, ofcommunicating. It is a consistent expression of who we are both visuallyand orally. Our pride in The UWI brand is based on knowing that weare meeting the needs of Caribbean people and the region.Our Brand Our BrandPromiseAttributesOur UWI promise is embeddedin our commitment to servethe Caribbean and its highereducation needs with pride andexcellence.That Caribbean pride andexcellence is what we want tocommunicate and what we wantpeople to think of when they seeour brand. This is what The UWIbrand is all about.We live The UWI promise bystriving to embody the corevalues of our institution. But itis equally important to expressthe brand in all our differentcommunications, products andservices.Our brand attributes are thewords that we want our targetaudiences to associate with TheUniversity of the West Indies.We use these words and phrasesto reinforce what we know tobe true about UWI, and to helpour constituents understand theessence of our brand promise.There a few words or phrases thatform the bastions of The UWIbrand: Proud Caribbean/West IndianHeritage/TraditionCaribbean IntegrationCaribbean ExcellenceOur brand promise is directlylinked to our mission, vision andcore values.Following the guidelines outlinedin this manual is tangible way ofliving The UWI promise.8Need additional information? Contact: University Marketing & CommunicationsT: (868) 662-2002 ext. 82315 / 82324 E: tformThe concept of creativeconsistency is what underpinsthe projection of the brandpromise. The developmentof the creative platformbegins with the question:“what creative elements willbest communicate our brandpromise?” The CreativePlatform is the brand’s specificand own-able point of view— its distinctive aesthetic —giving the brand a definedlook and feel and providinga bridge from promise toconsistent execution. It allowsfor the creation of visualand editorial messages thatleverage the unique benefits ofUWI in a manner that appealsto our target audiences. Thesemessages are communicatedin a tone, manner, look andfeel that elevates the brandpromise consistently across allmedia.Our creative platform consistsof our: Visual Identity Guidelines Creative Elements Editorial Style Guidelines Web Style Guidelines
VisualIdentityGuidelinesBrand Identity Guidelines9
An institution’s logois a precious thingsince it reflectsthe image of theinstitution. Whenreproduced, theUniversity’s Coatof Arms and name,which reflects ourimage, must be ofa consistent qualityand character.10Need additional information? Contact: University Marketing & CommunicationsT: (868) 662-2002 ext. 82315 / 82324 E: marketing.communications@sta.uwi.edu
UWI’s identity is expressed in itsname and Coat of Arms. Like anational flag or religious icon, theseelements serve to encapsulate a senseof belonging and purpose. Theyalso serve to represent consistentstandards of quality and thereforeencourage loyalty among staff,students and all who interact withthe institution.and reports, must be of a consistentquality and character in order toaccurately and honestly project howwe perceive ourselves and how wewish to be perceived.Our image must be clear. TheUniversity’s Coat of Arms and namereflect our image, and must be of aconsistent quality and character. TheUniversity’s Coat of Arms and namemust not be casually modified.The creation of these visualidentity standards is a criticalpart of our overall branding andimage management programme.Its widespread use across theUniversity system is expected tosignificantly minimize the misuse ofthe University’s Coat of Arms, andin turn support a more consistent,positive image and public perceptionof The University of the West Indies.Our communication material, fromour advertising to our brochuresThese easy-to-use standards provideclear guidance and graphic directionregarding the usage and applicationof the University’s official Coat ofArms and name. It replaces anypreviously published official styleguidelines and should be a point ofreference to all those involved in thedevelopment of any material whichbears the University’s Coat of Armsand name. This guide has tried tobe thorough, but its authors couldnot anticipate and address everysingle context in which the UWICoat of Arms and name may beused. If you have questions relatedto the use of the University’s Coat ofArms and name that have may notbeen covered in this section, pleasecontact the University’s Marketingand Communications Offices forfurther advice.Visual Identity GUIDELINESWhy bother withVisual Identity Guidelines?Every user of these standards is a custodian of UWI’s visual image.The UWI visual identity standards are based on the principles of:Logo ConsistencyMaintaining logo elements,typeface, colour, proportion, ‘clearspace’, and size guidelines.Consistency of ApplicationMaintaining logo placement andprominence across all communicationsrequiring use of the UWI identity.Consistency of QualityEnsuring that all uses of the UWIidentity communicate a consistentmessage of quality and excellence.Brand Identity Guidelines11
The Coat of ArmsThe following description of theUniversity’s Coat of Arms is takenfrom the University Calendar:“Forming the main backgroundof the shield is the sea representedby white and blue (three each)wavy lines on which is the openbook; the upper part of the shield,the chief, is red with a Lion toshow the connection with theCrown, but the Lion is coveredwith black spots. This is the Lionborne by H.R.H. Princess Alice,Countess of Athlone, appointedby the King (George VI) to bethe first Chancellor, so that thisappointment is recorded foreverin the Arms of the University.The Crest is the brown Pelicanwhich fishes in its prehistoricfashion along the coasts of allthe Caribbean lands: the pelicanis a symbol of care for the youngbecause of the medieval, butuntrue, belief that it puncturesits breast to feed its young on itsblood. It is also used as crest byboth Corpus Christi Colleges ofOxford and Cambridge.According to the College of Arms,London (the British Imperialauthority on heraldic devices), TheUniversity College of the West Indieswas granted the following Arms onJuly 18, 1949:Barry wavy of six Argent and Azurean open Book proper bound Gulesgarnished OR on a Chief of the third aLion passant guardant Erminois.Crest: A Pelican proper(Grants 111.231)The background of the main part ofthe shield comprises six wavy stripesof white and blue; the open book isproper, in other words its naturalcolours, although its binding isred (Gules) with gold/yellow (OR)tooling; the top third (the Chief) isred and the lion is gold/yellow withblack ermine tail spots all over it.Crest: A Pelican proper. The pelicanis painted as in nature. It is standingon a Crest Wreath, originally madeof twisted silk to cover over the joinof where the crest (made of woodor boiled leather) meets the helmetworn at a tournament. The silk is atwist of the principal colours of theshield, in this case: blue and white,starting with white.The Motto is“Oriens Ex Occidente Lux”(A light rising from the West)12Need additional information? Contact: University Marketing & CommunicationsT: (868) 662-2002 ext. 82315 / 82324 E: marketing.communications@sta.uwi.eduThe Coat of Arms may be usedindependentlyofTheUWIwordmark only in official universitycommunications such as diplomasand certificates. It is important tonote that most institutions of highereducation have their own Coat ofArms. On their own, Coats of Armsare largely indistinguishable fromone another and difficult to attributeto a particular institution. Hence, itis important to use The UWI Coatof Arms as part of the official UWIidentity in all possible circumstancesto ensure its proper identificationwith the University. Usage of theCoat of Arms without the wordmarkshould be limited.
Visual Identity GUIDELINESPELICANHELMETCREST WREATHGOLD/YELLOWLION WITH BLACKERMINE TAIL SPOTSTHE CHIEFWHITE WAVYSTRIPEOPENBOOKshieldGOLD/YELLOWTOOLINGRED BINDINGMOTTOBrand Identity Guidelines13
Logo ElementsThe UWI identity consists of two elements: the Coat of Arms and the Wordmark.coat of armsWORDMARKThe UWI Coat of Arms should not bemanipulated in any way. The Coat ofArms’ proportions have been carefullydesigned. Condensing, expanding, orskewing it damages its balance anddegrades the Coat of Arms.14Efforts should be made not toduplicate any of the individualidentity elements manually. Use theelectronic versions of the Coat ofArms provided with this manual. Thespacing between the Coat of ArmsNeed additional information? Contact: University Marketing & CommunicationsT: (868) 662-2002 ext. 82315 / 82324 E: marketing.communications@sta.uwi.eduand wordmark is fixed. (The spacingbetween the two elements should notbe altered).
The Coat of Arms should always be used in a combination with the wordmark. While the abbreviation of the Universityname to “UWI” is permitted, it should be used only when the full University name is not necessary, such as for aninternal audience or when there is high familiarity with the “UWI” identity. When “UWI” is used it must appear in theapproved typeface TRAJAN BOLD.Visual Identity GUIDELINESThe WordmarkTHREE LINE WORDMARK(VERTICAL FORMAT)one LINE WORDMARK(HORIZONTAL FORMAT)ONE LINE WORDMARK(ABBREVIATED VERTICAL FORMAT)Brand Identity Guidelines15
The Wordmark TypefaceThe UWI Coat of Arms should always be used in a combination with the wordmark. The wordmark must appear inthe approved typeface TRAJAN BOLD.TRAJAN BOLDa bcdefghijk l m nopqr st u v w x y z16Need additional information? Contact: University Marketing & CommunicationsT: (868) 662-2002 ext. 82315 / 82324 E: marketing.communications@sta.uwi.edu
Alternate LogosThe UWI Coat of Arms and wordmark supersedesall logos and artwork created by various faculties,departments, units and centres of the University,and ideally should be the only symbol used on theUniversity’s print materials, websites, communicationsand other materials. Individual faculties, schools,departments or offices should not create their ownlogo or visual identity, nor should they alter thewording, configuration or appearance of the UWIwordmark. Doing so only diminishes the University’sefforts to present a coordinated and professionalappearance and creates confusion in the public mindabout whether an entity is part of The University ofthe West Indies.Requests for ExemptionsThe UWI Coat of Arms and/or wordmark must beprominently placed on all printed materials, electronicmaterials and websites created by or in support of UWIentities. If there are extreme mitigating circumstances,application can be made for an exemption from thisrule. Requests will be reviewed by the University and/or Campus Marketing and Communications Officesin collaboration with the Office of the UniversityRegistrar, who is the final authority. Before applyingfor exemption, consider these questions: Can your faculty, department, centre, instituteor unit use the UWI Coat of Arms/wordmarkwith your name? If the answer is no, you will beasked to explain how using the UWI Coat of Arms/wordmark with your name would substantiallyinhibit your faculty, department, unit, centreprogramme or group from achieving its goals.Can you use the overall graphic look (i.e. photos,design) of your marketing and communicationsmaterials to project unique identity, while stillincluding the UWI Coat of Arms/wordmark? If theanswer is no, you will be asked to explain why usingthe UWI Coat of Arms/wordmark will confusestakeholders and key audiences. Is your faculty, department, centre, institute or unitfunded, in whole or part, by The University of the WestIndies? If yes, you will be asked to explain why theUniversity’s overall identity and position would not bediminished by a separation from the University’s brandidentity. Does including The University of the West Indies Coat ofArms/wordmark violate laws, contractual agreements orregulations imposed by an external agency? Does your programme involve other agencies or externalinterests that would not be adequately represented by theUniversity’s Coat of Arms/wordmark?Visual Identity GUIDELINESAlternate LogosIn deciding whether to approve your exemption, authoritieswill consider: Whether your group’s mission is consistent with, anda part of, the University’s core mission. Whether your target audience(s) is/are the same as thecore University’s audience(s). Whether public perception would clearly be enhancedby your unit’s separation from the University. Whether your dean, director or department headsupports your request to use a separate identity.To apply for an exemption from The University of the WestIndies Coat of Arms and/or wordmark policy, please sendwritten requests to:University Marketing & Communications OfficeThe University of the West IndiesSt. Augustine Campus,Trinidad & TobagoWest IndiesT: (868) 662-2002 ext. 84246 / 82316F: (868) 645-6396E: marketing.communications@sta.uwi.eduBrand Identity Guidelines17
Campus Sub-Brands(continued)A coordinated family of sub-brands is derived through an extension of the UWI identity.Creating custom logos or identities for new sub-brands is discouraged.MONA CAMPUSSUB-BRANDWhen the country name and region are not necessary, such as for an internal audience,they can be dropped from the identity18Need additional information? Contact: University Marketing & CommunicationsT: (868) 662-2002 ext. 82315 / 82324 E: marketing.communications@sta.uwi.edu
Visual Identity GUIDELINESCampus Sub-Brands(continued)CAVE HILL CAMPUSSUB-BRANDBrand Identity Guidelines19
Campus Sub-BrandsST. AUGUSTINE CAMPUSSUB-BRAND20Need additional information? Contact: University Marketing & CommunicationsT: (868) 662-2002 ext. 82315 / 82324 E: marketing.communications@sta.uwi.edu(continued)
Visual Identity GUIDELINESCampus Sub-Brands(continued)OPEN CAMPUSSUB-BRANDBrand Identity Guidelines21
Campus Sub-BrandsCollaborativeSub-Brand22Need additional information? Contact: University Marketing & CommunicationsT: (868) 662-2002 ext. 82315 / 82324 E: marketing.communications@sta.uwi.edu(continued)
There are preferred formats of the UWI Coat of Arms and wordmark to be used.The usage is determined on a case-by-case basis and influenced by space restrictions and other design considerations.Visual Identity GUIDELINESPreferred IGHT ALIGNEDVERSIONBrand Identity Guidelines23
Preferred Formats(continued)The abbreviation of the University name to “UWI” is permitted. It should be used only when the full University nameis not necessary, such as for an internal audience or when there is high familiarity with the “UWI” identity. When“UWI” is used it must appear in the approved typeface TRAJAN BOLD.ABBREVIATEDVERSION24Need additional information? Contact: University Ma
clear and consistent brand identity across our University. This, however, can only be achieved if each of us takes a vested interest in doing so and I look forward to your support. Sincerely, Professor Sir Hilary Beckles Vic
