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.

Single-level identifier
Dual-level identifier


To maintain the appropriate information hierarchy, there are several rules to follow regarding the use of identifiers including:

  • Sizing
  • Spacing
  • Placement and alignment
  • Brand architecture hierarchy

Identifier guidelines (PDF)

Heads up! Please use the Contents page hyperlinks to jump to the relevant section of the guidelines.

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.

If you have any questions or queries about using the brand, please contact the Brand team.