MBU Brand Policies

The Mary Baldwin University Name, Logo, Seal, and Color Usage Policy

Purpose
The purpose of this policy is to protect and advance Mary Baldwin University’s reputation by ensuring consistent, proper, and appropriate usage of the Mary Baldwin University name, logo, seal, word marks, and colors across all media including print, web, other digital, environmental, broadcast, and promotional/commercial products.

Examples of Incorrect Usage

Here are a few examples of practices to avoid. These apply to both the horizontal and compact logos.

Here are a few examples of practices to avoid. These apply to both the horizontal and compact logos.

Scope
This policy applies to all MBU employees, colleges, departments, programs, organizations, students, contractors, volunteers, and any other entities acting on behalf of the university who are authorized to use the university’s logos, seal, and/or name in official university communications.

Policy Statement
Mary Baldwin University’s name, logos, seal, and colors are official emblems of the university and may only be used for official MBU purposes. Use of these emblems is governed by the Mary Baldwin University Brand Guidelines, which presents the elements of MBU’s visual identity —official logos, the university seal, color palette, typography, photographic style, and graphic elements — in addition to the MBU brand platform, key messages, and guidelines on telling the MBU story.
Development and application of the Mary Baldwin University Brand Guidelines is determined by the Office of External Affairs.

The document will be updated annually by September 1.

All MBU colleges, departments, and organizations must use official MBU logos, follow this policy, and adhere to the Mary Baldwin University Brand Guidelines.

Similarly, non-MBU entities may only use the MBU name, logos, and seal with approval of the sponsoring college or department and written permission from the Senior Vice President for External Affairs.

Use of the seal is very limited and generally reserved for the Office of the President, formal applications, and select merchandise and environmental communication; use must be approved by External Affairs.

Commercial use of the Mary Baldwin University name, seal, or logo is prohibited except as expressly authorized by the Senior VP for External Affairs in consultation with the Executive Vice President for Business and Administration or his/her designee.

All materials and items bearing a Mary Baldwin University logo or seal are subject to approval by the Office of External Affairs.

If the material or item is not designed by University
Relations, a design proof must be submitted to External Affairs for approval in advance of production. Design proofs may be submitted via one of the following channels:
• Via email to communicate@marybaldwin.edu
• Via other electronic means such as dropbox
• Hard copy proof submitted to Office of External Affairs, Mary Baldwin University,

PO Box 1500, Staunton, VA 24402
Questions regarding the use of official MBU emblems, about the Brand Guidelines, or about this policy should be directed to the External Affairs Office at communicate@marybaldwin.edu or 540-887-7009.
Responsible Official and Office
Responsible Official: Senior Vice President for External Affairs
Responsible Office: Office of External Affairs
History/Revision Dates
This policy will be reviewed annually by August 1 and updated as needed.
Origination Date: June 6, 2016 Reviewed and updated: August 1, 2016


Mary Baldwin University Policy on Advertising Approval

Purpose
The purpose of this policy is to protect and advance Mary Baldwin University’s reputation by ensuring consistency, accuracy, and quality in all public representations of MBU; to ensure that marketing efforts are coordinated to make best use of financial resources in achieving strategic goals; and to designate approval procedures for all MBU advertising.

Scope
This policy applies to all MBU employees, colleges, departments, programs, organizations, students, contractors, volunteers, and any other entities acting on behalf of the university who place paid advertising intended to promote the university in any format or medium.

This policy does not apply to employment advertisements or job postings. Likewise, it does not apply to advertisements placed by student or faculty organizations that operate independently of the university administration as long as such advertisements make it clear that they do not officially represent MBU.

Policy Statement
Purchase of advertising in any format or medium by any department, college, or program other than Murphy Deming College of Health Sciences, excluding personnel advertising, must be approved by either the Senior Vice President for External Affairs or the Vice President for Enrollment Management.

Purchase of advertising in any format or medium promoting the Murphy Deming College of Health Sciences or its individual programs, excluding personnel advertising, must be approved by the Vice President for the Murphy Deming College of Health Sciences and either the Senior Vice President for External Affairs or the Vice President for Enrollment Management.

The content of all advertisements, excluding personnel advertisements, must be approved by the Office of External Affairs.

Process

  • Requests for advertising approval should be submitted either via email or in writing tothe Vice President for Enrollment Management and/or the Senior Vice President forExternal Affairs.
  • In most cases, the creative content will either be produced by External Affairs oroutsourced to an approved firm through External Affairs.
  • Creative content not produced by or through External Affairs should be submittedelectronically if feasible, via email to communicate@marybaldwin.edu, Dropbox, or shared drive.

Questions regarding this policy and process should be directed to External Affairs at 540- 887-7009 or communicate@marybaldwin.edu.

External Advertising/Marketing/Creative Agencies
When necessary, MBU works with external agencies to provide professional advice and creative services for advertising campaigns and other key projects. All agency briefs are managed through External Affairs. No other department, college, or program may engage any creative/advertising/marketing agency or freelancer to produce or manage advertising without prior written approval from the Senior Vice President for External Affairs.

Responsible Official and Office
Responsible Official: Senior Vice President for External Affairs Responsible Office: External Affairs

History/Revision Dates
This policy will be reviewed annually by August 1 and updated as needed.

Origination Date: June 6, 2016 Reviewed and updated: August 1, 2016

Mary Baldwin University Media Policy

Purpose
The purpose of this policy is

  • to ensure that Mary Baldwin University’s image is as accurately portrayed as possible in the news media
  • to develop public understanding and awareness of MBU and its programs, people, activities, and events.
  • to enable the university to speak with a single voice on all matters pertaining to its operations and values.For the purposes of this policy, news media refers to representatives of newspapers, magazines, television and radio stations and networks, newsletters, blogs, and other print or online publications.This policy also addresses authorization for commercial filming and photography on property owned by the university or at university functions.Scope
    This policy applies to all Mary Baldwin University employees and students, as well as volunteers acting in an official capacity on behalf of the university.Policy Statement
    Mary Baldwin University strives to engage the news media in an honest and collaborative manner to build the university’s reputation and disseminate accurate information.The Office of External Affairs should be notified about all media inquiries. All interviews and other engagements with news media representatives on the topic of the university, its programs, and its policies must be coordinated by External Affairs in order to promote and protect the public image of the university, build openness and accountability, facilitate timely response, and respect the media’s legitimate and useful role.The Senior Vice President for External Affairs is the official spokesperson for Mary Baldwin University. Only the President and the Senior Vice President for External Affairs or their designees are authorized to speak or otherwise communicate on behalf of the university. Any media inquiries regarding the university, its programs, its policies, or its plans must be referred to the Director of News and Media Relations or to External Affairs.Faculty, staff, and students are encouraged to share their scholarship, civic engagement, expertise, and news with External Affairs so that it can be included in university news, shared with the news media, or included in marketing publications.

Mary Baldwin University respects academic freedom and First Amendment freedom of speech protections. Faculty may choose to respond to media inquiries directly on matters related to their areas of expertise or personal opinion; they also have the right to refuse to participate in an interview or respond to media inquiries. If they choose to communicate with the news media, they have the obligation and responsibility to indicate when expressing personal opinions that they are not institutional representatives unless specifically authorized as such. External Affairs requests notification of such contact so that media coverage can be monitored and documented. Should faculty members desire assistance or advice in responding to an inquiry they should contact the Director of News and Media Relations or the Senior Vice President for External Affairs.

Students at least 18 years old may choose to respond to media inquiries directly but should remember that they are not obligated to respond to such inquiries; if they do choose to respond they should indicate that they are expressing only their own personal opinions. Students desiring assistance or advice in responding to an inquiry should contact the Director of News and Media Relations or the Senior Vice President for External Affairs.

Students under 18 years old may grant interviews only with permission of parent or guardian; interviews must be coordinated by External Affairs staff or a designee, and a External Affairs staff member or designee must be present during the interview.

Incidents or situations that have the potential to result in negative perceptions or publicity must be conveyed to External Affairs as early as possible so that facts can be gathered and timely response can be made.

All university press releases, media notices, media outreach, and advisories must be coordinated with and approved by External Affairs.

Mary Baldwin grants approval on a very limited basis for filming and photography by external entities (commercial or nonprofit) on MBU property or, rarely, at university functions. Approval will depend on the extent to which the filming/photography can be conducted without interrupting normal university operations and activities as well as upon potential impact on the university’s reputation and brand. To obtain such approval, permission requests should be directed to the Senior Vice President for External Affairs or to communicate@marybaldwin.edu.

Questions regarding this policy and process should be directed to External Affairs at 540- 887-7009 or communicate@marybaldwin.edu.

Responsible Official and Office
Responsible Official: Senior Vice President for External Affairs

Responsible Office: External Affairs

History/Revision Dates
This policy will be reviewed annually by August 1 and updated as needed.

Origination Date: June 6, 2016 Reviewed and updated: August 1, 2016

Mary Baldwin University
Publications and Promotional Materials Policy

Purpose
The purpose of this policy is to protect and advance Mary Baldwin University’s reputation by ensuring high quality, consistent visual identity and messaging, and a strong connection to the Mary Baldwin University brand across all promotional materials representing Mary Baldwin University. The goals are to:

  • Ensure that MBU communicates accurately and with a consistent voice
  • Ensure that all publicly distributed materials follow MBU design and editorial standards
  • Ensure the consistent application of strategies to promote and protect MBU’s brand
  • Coordinate efforts of all MBU communicatorsScope
    This policy applies to all MBU employees, colleges, departments, programs, organizations, students, contractors, volunteers, and any other entities acting on behalf of the university who produce promotional materials in any format or medium, including but not limited to print, web, email, broadcast, environmental communication, social media, advertising, and merchandise/promotional items.This policy does not apply to materials produced by student-run organizations that act on their own authority and do not purport to represent the university; such organizations may not use the MBU logos or other official emblems in their materials without express written permission from the Senior Vice President for External Affairs.Policy
    All Mary Baldwin University publications and promotional materials intended for external audiences, including all student recruitment and fundraising publications, must:

    • Adhere to Mary Baldwin University Brand Guidelines with regard to content, design, and visual identity
    • Be designed and/or pre-approved (prior to production) by the Office of External Affairs
    • Bear one of the official MBU logos or the seal (unless External Affairs has developed/approved a special logo or visual identifier for a limited purpose such as a fundraising campaign)The External Affairs Office must approve and has final authority on all text, design, images, web content, graphic representations, and artwork for all official Mary Baldwin University communications.

Process
The External Affairs Office will review and authorize each project in one of the following ways:

  • Upon receipt of an official project request, External Affairs will confirm acceptance of the project, insert it into the External Affairs production calendar, and produce the material in-house. Out of pocket expenses for printing, photography, and other services requiring external entities will be billed to the requesting department, college, or program.
  • Upon receipt of an official project request and with approval of the requesting department, External Affairs will outsource the project to an approved external partner for graphic design and/or content development. Out of pocket expenses including the external partner fees as well as costs for services listed above will be billed to the requesting department, college, or program.
  • Authorize the department, college, or program to produce the project in accordance with the Brand Guidelines, with final design proof to be submitted to External Affairs for approval prior to production. To avoid delay at this stage, it is encouraged but not required that the requesting department submit text and/or images before it goes to design.Questions regarding this policy and process should be directed to External Affairs at 540- 887-7009 or communicate@marybaldwin.edu.Responsible Official and Office
    Responsible Official: Senior Vice President for External Affairs univResponsible Office: External AffairsHistory/Revision Dates
    This policy will be reviewed annually by August 1 and updated as needed.Origination Date: June 6, 2016 Reviewed and updated: August 1, 2016
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