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Approval: Senior Leadership Team

Responsibility: Vice-Principal (University Relations)

Date Initially approved: May, 2000

Date of last revision: September, 2021

Definitions

"Visual Identity": the consistent use of graphic elements, including but not limited to, the Queen’s logo, wordmark, webmark, fonts, and colours, that helps create a strong, unified, consistent, and recognizable visual identity for the university, its brands, and sub-brands. The visual identity is prescribed in the Queen’s Visual Identity Guide.

"Visual Identity Guide": The Queen’s Visual Identity Guide is the document that sets out the consistent standards for Queen’s visual identity. It is developed and updated from time to time by University Relations in alignment with best practices and in consultation with a wide range of Queen’s internal and external stakeholders.

Purpose/Reason for Policy

A strong and consistent visual identity, made up of communication of strategic messages and strong graphic presentation, is a necessary element for all communications emanating from Queen’s University.

A vibrant institutional identity projects excellence and professionalism, an image that is critical in attracting, retaining and engaging support from our audiences. Consistency of communication to both internal and external audiences reinforces a strong Queen’s identity and reputation, and will help to effectively further shape our position in the marketplace.

The University recognizes the need for distinctive expression within units and departments on campus to specific audiences, and that these are critical to the communication and marketing process. As such these standards have been developed with the intention of being flexible enough to allow individual and creative expression for units, while remaining true to the goal of the overall identity standards and providing clear and consistent communication for our audiences. They have also been developed to respond to the evolving nature and proliferation of digital communications, allowing the use of consistent visual identity and brand assets that are designed specifically for the unique requirements of digital communications.

Scope of this Policy

This policy is applicable to all Queen’s units and to those individuals authorized to make use of the university’s official visual identity assets, including but not limited to its logos, wordmarks, and other trademarks. Use of Queen’s visual identity and brand assets on the university’s web site is also subject to the university’s Web Accessibility Policy.

Policy Statement

The university and its units must communicate a strong and consistent brand identity to its audiences. The use of Queen’s trademarks, logos, and other elements of its Visual Identity shall comply with the guidelines set out in the Visual Identity Guide.

Responsibilities