When to use the visual identity

Areas where it is important to maintain consistency include:

  • All marketing materials
  • Stationery
  • External advertisements (eg. job adverts)
  • Websites
  • Printed publications
  • Presentations
  • Signage and livery

Who should use the visual identity?

University departments and other business units

All departments, research centres and other business units that are entirely part of the University of Sheffield are required to follow the University's visual identity in full. They should never use their own individual or subsidiary logos except in the case of retail operations (see below). Existing subsidiary logos should be phased out as quickly as possible, as existing publications, stationery etc. are replaced.

Retail operations by University departments

Commercial retail enterprises on or off University premises (eg. student catering outlets) may use their own brand names, logos and visual identities*.

* Where non-University logos are to be used, they should always be professionally designed to a high standard. A sub-standard or inappropriate logo risks damaging the credibility of the organisation it is associated with.

Partnership organisations and partnership research groups

Partnership organisations that are entities in their own right rather than part of the University should use their own separate visual identities and logos* rather than the University's identity.

* Where non-University logos are to be used, they should always be professionally designed to a high standard. A sub-standard or inappropriate logo risks damaging the credibility of the organisation it is associated with.

Equal partnership ventures

When the University is an equal partner in a joint venture with another university or other partner, the University's logo should be used in any publicity materials, along with that of the partner organisation.

As each case is slightly different, please consult the Marketing team for guidance on the application of the University logo.

marketing@sheffield.ac.uk

Spin-out companies Any University enterprise that has been incorporated as a company should implement its own separate visual identity as soon as it becomes market active*.

* Where non-University logos are to be used, they should always be professionally designed to a high standard. A sub-standard or inappropriate logo risks damaging the credibility of the organisation it is associated with.

Crediting sponsor and partner organisations Where a University business unit is sponsored or supported by a company, another university or other external partner, the partner's logo may be used in print and web media in a subsidiary position, positioned as described in the visual identity guidelines.
Use of the University logo as a subsidiary logo When the University is a sponsor or supporter to be credited in a publication or on web pages produced by another organisation, the University logo may be used in a subsidiary position in accordance with conditions set out in the visual identity design guidelines.

As each case is slightly different, please ask the producer of the publication to liaise with the Marketing team for guidance on the application of the University logo.


Organisations that do not use the visual identity

  • Bars, cafes and restaurants (commercial enterprise)
  • Sport Sheffield (partnership commercial enterprise)
  • The Students' Union (separate from the University)