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鈥檚 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鈥檚 Visual Identity Guide.
"Visual Identity Guide": The Queen鈥檚 Visual Identity Guide is the document that sets out the consistent standards for Queen鈥檚 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鈥檚 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鈥檚 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鈥檚 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鈥檚 units and to those individuals authorized to make use of the university鈥檚 official visual identity assets, including but not limited to its logos, wordmarks, and other trademarks. Use of Queen鈥檚 visual identity and brand assets on the university鈥檚 web site is also subject to the university鈥檚 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鈥檚 trademarks, logos, and other elements of its Visual Identity shall comply with the guidelines set out in the Visual Identity Guide.
Responsibilities
| Responsible Officer | Vice-Principal, University Relations |
| Contact Officer | Director, Brand Communications & Insights |
| Date for Next Review | 09/01/2026 |
| Related Policies, Procedures, and Guidelines | Queen's Visual Identity Guide |
| Policies Superseded by this policy | None |