91¶ÌÊÓƵ Policy 2010

, grants authority to the Board of Visitors to make rules and policies concerning the institution. Section 7.01(a)(6) of the grants authority to the President to implement the policies and procedures of the Board relating to 91¶ÌÊÓƵ operations.

Brand -  The distinctive identity that differentiates Old Dominion 91¶ÌÊÓƵ’s unique competitive advantages and core values from others in the marketplace. The sum of every exposure, interaction, opinion and story shape internal and external audiences’ perception of Old Dominion 91¶ÌÊÓƵ.

Brand Book - A brand standards guide for communications and marketing in all mediums (including, but not limited to, print, digital/web and merchandise.)

Brand Standards - A set of requirements and guidelines for the logos, tone, typography, colors, visual elements, photography and videography considerations developed by the 91¶ÌÊÓƵ to establish consistency and coordination when representing the 91¶ÌÊÓƵ’s brand. These standards project a strong institutional image that the public can easily recognize as Old Dominion 91¶ÌÊÓƵ, its constituent parts and its activities.

Communication Toolkit - The resource for the ODU Brand Book, identity standards, color palette, fonts and templates.

Editorial Guidelines - The guidelines for written communications, to maintain a consistent standard and common vocabulary that support the 91¶ÌÊÓƵ's professional image.

Identity Standards - Logo and signature usage standards as specified on the 91¶ÌÊÓƵ Logo & Signature Usage Standards website.

Logo - A graphic mark or emblem commonly used to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or word mark).

This policy applies to all employees, students, employees of affiliated organizations who are paid through the 91¶ÌÊÓƵ, and vendors producing communications and marketing materials that represent Old Dominion 91¶ÌÊÓƵ or display the 91¶ÌÊÓƵ logo and/or word mark. Employees include all staff, administrators, faculty, full- or part-time, and classified or non-classified persons who are paid by the 91¶ÌÊÓƵ. Students include all persons admitted to the 91¶ÌÊÓƵ who have not completed a program of study for which they were enrolled; student status continues whether or not the 91¶ÌÊÓƵ’s programs are in session. Affiliated organizations are separate entities that exist for the benefit of the 91¶ÌÊÓƵ through and operating agreement and include the Foundations, the Community Development Corporation, and the Alumni Association.

All members of the 91¶ÌÊÓƵ community and its affiliates are required to follow the 91¶ÌÊÓƵ's brand standards and display the 91¶ÌÊÓƵ logo for printed or audiovisual materials that are produced for official 91¶ÌÊÓƵ business purposes. Furthermore, use of the 91¶ÌÊÓƵ logo for presentations and other publications is encouraged.

The 91¶ÌÊÓƵ's brand identity program specifies design style, images, color palette, typography, editorial guidelines, and graphic guidelines (the brand message) to create a distinct look and tone in publications, presentations, advertising, signage, web pages and other materials that represent the 91¶ÌÊÓƵ.

The 91¶ÌÊÓƵ logo communicates the identity of Old Dominion 91¶ÌÊÓƵ to the public. The success of the 91¶ÌÊÓƵ's brand identity program depends on public awareness of the brand logo and the amount of brand exposure.

A Communication Toolkit in support of the 91¶ÌÊÓƵ’s brand standards is available on the Division of 91¶ÌÊÓƵ Communications website and must be used when developing communications and marketing materials. Approval must be obtained from the Division of 91¶ÌÊÓƵ Communications for all communications and marketing materials for external audiences. These materials include, but are not limited to, advertising, signage, social media, presentations, printed publications (ex: brochures, magazines, annual reports, event programs, postcards), promotional products or merchandise, recruitment materials for students, alumni and faculty/staff videos, and web pages.

Staff in the Division of 91¶ÌÊÓƵ Communications are available to assist with the following services upon request:

• Design and review of print projects
• Marketing strategy
• Design, review and implementation of advertisements
• Design and review of website and/or social media projects
• Photography
• Videography
• Public relations strategy
• Press events
• Media Training

Use of the 91¶ÌÊÓƵ’s trademark on internal promotional merchandise and resalable merchandise must be in compliance with 91¶ÌÊÓƵ Policy 2300, Trademark Licensing Program. Further information may be found on the 91¶ÌÊÓƵ’s Licensing Program website.

Applicable records must be retained and then destroyed in accordance with the 

Senior Assistant Vice President for Integrated Marketing Communications

Board of Visitors Policy 1003 - The 91¶ÌÊÓƵ's Name and Identification