OP 68.03: Visual Identity Guidelines

 

[Major revision–posted 4/3/26 (replaces 11/1/23 edition)]
[PDF Version]

 

Operating Policy and Procedure

OP 68.03: Visual Identity Guidelines

DATE: April 3, 2026

PURPOSE: The purpose of this Operating Policy/Procedure (OP) is to establish authority, scope and enforcement mechanisms to ensure consistency in the use of university branding and visual identity on collateral issued by or on behalf of Texas Tech University.

REVIEW: This OP will be reviewed every two years after publication by the Executive Director for University Partnerships & Brand Licensing with substantive revisions forwarded to the Vice President for Marketing & Communications.

POLICY/PROCEDURE

1.  Intent

The purpose of this policy is to enhance and protect Texas Tech University’s reputation by establishing standards for the correct and consistent use of the university’s brand, including its visual identity and branded graphic elements (i.e., copyrighted and trademarked logos, seals, wordmarks, spirit marks, etc.).

This policy governs the use of all Texas Tech University (non-Athletics-specific) branded graphic elements by:

• University employees;
• Registered student organizations; and
• Any independent contractors, licensed vendors, and other third parties acting on behalf of the institution.

Only uses that comply with approved university brand standards are authorized. Uses that are noncompliant, undertaken by unauthorized parties, or that violate trademark, licensing, or accessibility requirements are prohibited.

This policy applies to all university-affiliated collateral and communications that use or reference Texas Tech University branded graphic elements, regardless of medium or distribution method, including but not limited to:

• Print and digital marketing materials;
• Websites, microsites, and web applications;
• Official social media accounts;
• Merchandise, giveaways, and promotional items; and
• Signage and environmental graphics.

This policy does not supersede (1) policies governing Athletics-only marks, (2) policies applicable to academic publications produced outside Texas Tech University for scholarly dissemination only, or (3) Texas Tech University System-level branding, except where explicitly stated.

2.   Definitions

For purposes of this policy, the following definitions apply:

a.    Branded Graphic Elements – All university logos, seals, wordmarks, spirit marks, unit identifiers, and any other visual symbols representing Texas Tech University.

b.    Visual Identity – The official system of approved visual elements, including, but not limited to, copyrighted and trademarked logos, wordmarks, colors, typography, university signatures, and branded graphic elements, used to represent the university consistently and accurately across all communications and materials.

c.    Collateral – Any print or digital material produced for internal or external audiences, including, but not limited to, advertisements, brochures, signage, merchandise, websites, social media, email communications, video, presentations, and promotional items.

d.    Unit – Any college, department, office, institute, center, or administrative entity of Texas Tech University.

e.    Independent Contractor/Vendor – Any individual or organization producing materials or services on behalf of the university under contract or agreement.

3.  Distribution of Identity Guidelines

The visual identity guidelines, writing guidelines, and web guidelines for Texas Tech University are available on the Texas Tech Brand website. Marketing & Communications also maintains templates for campus use in a centralized Microsoft SharePoint site, which is available on the brand website. Units are responsible for ensuring they are using the most current versions of all guidelines and assets.

4.  Cooperation with Vendors

Vendors and contractors doing business with Texas Tech University must comply with all applicable brand, visual identity, trademark, and accessibility guidelines. Units doing business with outside vendors are responsible for ensuring vendors receive appropriate guidelines.

5.  Administration

Marketing & Communications administers this policy and provides official guidance on visual identity standards. Exemptions may be granted on a case-by-case basis when clearly justified. All exemptions and enforcement decisions are at the discretion of the Vice President for Marketing & Communications or designee.

If noncompliance with this policy is identified, the responsible unit must work with Marketing & Communications to bring materials into compliance. Corrective actions may include redesigning or removal of noncompliant materials.

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