Identity Guide

Creating New Marks

Occasionally it may be desirable to create a new mark to identify a School, College, Institute, Unit, or Program. This may be appropriate in situations where a unit provides a service so unique that it must be depicted separately to avoid confusion to the public or where the unit needs for any other reason to create an identity distinguishable from the University. To help foster a consistent University image, units are encouraged to use their names in conjunction with existing logos or wordmarks.

Proposed new marks must be reviewed and approved by the Director of Marketing. The unit may want to consider registering its trademark, but it is not required.

For more information, contact the Office of the General Counsel at 734-764-0304 or email