Establishing an Identity...
Publications and related materials send important messages about an organization, not only with what they say, but how they look. Strength in our message and consistency are very important.
Guidelines have been established for university publications and related materials. Radford University’s logo, stationery and publications reflect our institution's image and these guidelines help present a consistent identity to internal and external audiences.
With its clean and corporate appearance, the RU logo reinforces a strong sense of academics and tradition. At the same time, it emphasizes that Radford is a university. This logo can be easily incorporated into just about any use. The university seal, the beehive, should be reserved for official events such as commencement.
The university is proud of its Scots-Irish heritage and has adopted the MacFarlane Tartan as the official tartan for the university. The Creative Services Office has a swatch of the MacFarlane Tartan that you can come by and view. The Highlander -- an ancient Scottish warrior -- is our mascot.
The following sections explain the uses of the logo and the format of publications. As you can see, these guidelines provide a simple and unobtrusive look while allowing for some individual creativity. They are meant to make the publication process easier for everyone.
We ask that you refer to this guide for logo usage and printed materials. Familiarize yourself and your department with the proper usage of the logo and procedures for creating printed materials.
If you have questions, please contact the Creative Services Office at extension 5021.
[Back to top]
Advertising
Advertising is “paid” publicity, a means by which you can guarantee exposure of your message or event. It should be considered seriously as a complement to publicity and a line item for advertsing should be included in any budget.
One important consideration will be selection of the media by which your message is delivered. There are a wide range of media from which to select, and most often the advertising media used will be dictated by budgetary considerations. Media selection will also be dictated by the target market or pool of consumers for whom an event or program is created. The questions here to be asked are “Who is your audience?” and “Where can I reach the largest pool of them?” There are print media (newspapers, outdoor advertisings, fliers, etc.), broadcast media (radio and televison), and non-traditional media (internet). Word-of mouth is considered the most powerful form of advertising, and the phone can be a powerful medium by which important influencers can be contacted and informed. Given the always limited level of funding, media selection and placement should be carefully thought out and planned.
The “message” or content of advertisng is also a key component of advertising decisions. The basic elements of WHO? WHAT? WHEN? WHERE? and WHY? should be answered directly and completely in an ad. The Why? element will give the advertiser the platform from which to make his appeal or “pitch.” Every program, every class, and every event should be regarded from the perspective of how the consumer will benefit. These benefits then become the core of the outreach program. As concisely and as interestingly as possible, the ad then becomes a vehicle by which an advertiser articulates those benefits.
Advertising in selected media can translate value and deliver a message to a vast number of people. Advertising can expand the appeal of an event or program. However, it can also be wasted and expensive. Successful advertisng will usually come as a result of being a component of a well-planned outreach program with media, message and market all carefully considered. The Director of Marketing in the Office of University Relations can be a resource for guidance through the various decisons related to your advertising needs.
[Back to top]
Trademark Licensing
The name Radford University and its logos, marks and indicia are valuable property of the university. The university uses these marks to differentiate itself from the other instiutions in the United States. The university name and logos are registered with the Federal government as trademarks and service marks. Use of these properties is governed by the Office of University Relations and any use of the name, logos, marks or indicia of Radford University must be granted by the office.
By licensing companies to use the RU marks and name, the university asserts its authority over these marks and protects its identity. Only licensed producers are allowed to recreate our name or marks on products as diverse as t-shirts, promotional items and giftware. Over 100 companies are licensed to use the marks and they are accountable for their use. The university collects a royalty on items created by these licensees for resale. On items created by the university for its own use the university waives the royalties, but still insists on its right to authorize use and presentation of its name, marks or indicia.
Appropriate use of the mark is encouraged; the more exposures the university's name and mark generate, the more valuable they become. However, any and all use of the name and marks on promotional products must be handled through authorized licensees of Radford University. The Director of Marketing in the Office of University Relations can provide the list of licensees and will gladly answer any of your questions relating to use of the university names and marks.
[Back to top]
