An identifier is a piece of content that names the specific entity a communication is from – such as a faculty, school or research centre or department.
Where it makes sense to let your audience know which part of the University a communication is from you should use an identifier.
To maintain the appropriate information hierarchy, there are several rules to follow regarding the use of identifiers including:
- Placement and alignment
- Brand architecture hierarchy
Tips for using identifiers
- Identifiers are not logos.
- An identifier is a flexible element that is part of the content of your document.
- If you want to formally identify your entity by its correct, full name, you must use the entity identifier according to the guidelines.
- Identifiers always appear in partnership with the University of Melbourne logo but they are not a logo or logo lock up.
- An identifier should be used when it aids the communication and helps your audience to know specifically where a communication is coming from.
- Never use acronyms in an identifier - always use the long form name of a faculty or school.
- Do not use ampersands (&) in identifiers.
- The size of the identifier should be relative to the size of the University logo.
- You do not have to use an identifier, but do think about your audience, purpose and message and the best way to clearly communicate it.