FAQs
Find answers to commonly asked questions.
Why does the university need comprehensive brand guidelines? What are the benefits?
In today’s competitive higher education landscape, our university’s recruitment, reputation and global reach rely on a strong, unified identity. The brand isn’t just a logo or slogan — it’s how we declare who we are and affirm our position as a world-leading public university. Our brand platform clearly describes to our stakeholders the promise we make when we invite them to engage with the university. By aligning messaging and visual identity to represent our brand promise, we provide every unit within the university a framework and foundation to showcase its unique attributes and contributions to that promise.
How was the brand platform developed? What research informed these changes?
The brand platform was built on extensive research, including peer benchmarking, audience perception studies and stakeholder engagement across campus. Surveys, focus groups and interviews helped shape a cohesive identity that reflects Illinois’ excellence. The research confirmed that a unified approach strengthens our reputation and impact, both nationally and globally.
Is the university going to provide resources to help units implement the brand guidelines?
Yes. StratCom has been working with individual units since spring 2024 to implement the brand guidelines by providing messaging, design and development support — especially for those units with the greatest needs and fewest resources. This approach will focus on thoughtful application rather than speeding through the process. Additionally, the brand website features templates and examples alongside guidance to help aid the transition.
Are the brand guidelines mandatory?
Units are expected to follow the brand guidelines. Units that choose not to follow the brand guidelines will not be featured or promoted on university-level marketing and communications channels such as illinois.edu and official university social media platforms.
Can my unit create a logo?
All university units are required to use the official Block I logo and Illinois or unit-approved wordmarks rather than creating their own. Units (colleges, departments, centers, etc.) may not design independent logos — additional logos detract from the Block I, dilute our overall visual identity and can confuse audiences about your unit’s connection to the university. Using a single, consistent logo strengthens recognition and reinforces our shared brand.
How do the new brand standards support recruitment and retention efforts for faculty, students and staff?
The brand platform isn’t just a logo or slogan—it’s how we declare who we are and affirm our position as a world-leading public university. By creating a strong, cohesive identity, we enhance Illinois’ reputation and make it more attractive to prospective faculty and researchers. A clear and consistent brand reinforces our leadership in higher education and fosters institutional pride, supporting both recruitment and retention.
Will there be more changes to the brand guidelines in the future?
These brand guidelines were created in broad consultation across campus with the goal of aligning on the core principles and messages. While there may be additional clarifications given in the coming months, there is no expectation of major changes in the foreseeable future.
What should I do if my college has more specific brand guidelines?
If you are a student, faculty or staff member with The Grainger College of Engineering, your campus-approved sub-brand guidance can be found on its marketing and communication page. Please use your college provided guidance, tools, templates and resources. For questions, contact grainger-marcom@illinois.edu.
If you are a student, faculty or staff member with Gies College of Business, your campus-approved sub-brand guidance can be found on its marketing and communications page. Please use your college-provided resources. For questions, contact marcom@business.illinois.edu.
If you are a student, faculty or staff member with the College of Agricultural, Consumer and Environmental Sciences, your campus-approved sub-brand guidance can be found on its marketing and communications page. Please use your college-provided resources. For questions, contact marcom@aces.illinois.edu.
If you are a student, faculty or staff member with the College of Liberal Arts & Sciences, your campus-approved sub-brand guidance can be found on its brand page. Please use your college-provided resources. For questions, contact las-news@illinois.edu.