The Engagement at Melbourne 2015-2020 strategy outlines the importance of engaging with universities, governments, industry and the community on a local and international scale.
Every day, the University of Melbourne becomes involved in, or initiates, new partnerships, collaborations, sponsorship and supportive activities.
These could be million-dollar research collaboration, delivery of a course with an external organisation or sponsorship of a community event or student project.
Activities such as these are an important extension of the University of Melbourne brand and they showcase our public commitment to contribute usefully and strategically to society as a ‘global citizen’.
These partnerships may require the use of the University of Melbourne logo to provide acknowledgement of the University’s support or participation in the activity.
Using the brand in sponsorship
From a brand perspective, a sponsorship is not just a logo farm
A sponsorship should be considered as a strategic communications piece designed to illustrate the University’s support of a cause, event or activity to a specific target audience.
Negotiating exclusive content, online promotions, target market added value and access to teaching and learning opportunities will resonate more clearly with our audience rather than relying on logo farms.
The University’s backing as a sponsor should be shown through a range of communication pieces such as advertising, editorial, on-site signage or on presentations at an event.
Tips for using the University master brand in sponsorships
- The University master brand should be the only logo used in a logo farm when multiple master brand entities are sponsoring an event or activity.
- The identifier may be used to name or call out specific entities in a sponsorship.
- The Primary Vertical Housed logo should be used where possible, however an alternative version of the logo may be requested based on constraints of the external design (eg the shape of the allocated space or colour of the creative). Please contact us for assistance.
- The University of Melbourne logo must be used appropriately and in accordance with the guidelines in terms of minimum size and clear space.
Guidelines are available which outline:
- how to represent individual and multiple bodies/entities in a logo farm.
- colour options in logo farms.
- how to represent official co-branded entities in a logo farm.
- acknowledging University of Melbourne support in ways other than logo farms.
- what not to do.
Seeking sponsorship with the University of Melbourne?
The University of Melbourne takes a strategic approach to sponsorship. We expect sponsorship seekers to provide us with strong, strategic proposals that demonstrate a good fit with our target markets, objectives, and brand attributes. Sponsorships that don't conform to the University of Melbourne Sponsorship Guidelines will not be considered.
Using the brand alongside partners
When the University of Melbourne joins with one of more external parties such as organisations or other academic institutions to present an event or activity, the relationship between the entities should be represented as accurately as possible on the collateral produced.
Tips to use the University of Melbourne logo alongside partner logos
- Always refer to any contract, agreement or Memorandum of Understanding to determine any branding requirements.
- The most effective and simplest way to acknowledge the University of Melbourne’s relationship to the event, activity or other entity/entities is to clearly communicate this in words such as ‘In partnership with…’, ‘With the support of…’, ‘In association with…’, or ‘This is a collaboration between ….’.
- Never place another logo immediately next to the University of Melbourne logo unless it is an official co-branded logo lock up.
- When briefing in artwork, always ensure the logos represent the hierarchy of each entity’s involvement in the activity or project. For example, if the University of Melbourne is the lead partner or contributes the most support, then the University of Melbourne should be the largest and most prominent.
- When there is an equal relationship between entities (eg all parties have contributed the same amount of support or donation), all logos should be the same scale.
- Sometimes it is more appropriate to place partner logos on the inside cover or back page of a document. This can be determined by the purpose of the collateral and the University’s relationship within the partnership.
- Use an identifier to represent the University of Melbourne entity if necessary .
Third party endorsements
The University of Melbourne does not endorse or supply the logo for any third party, external organisation, product or service.
This may be when...
- Staff are not permitted to endorse products or services using the University of Melbourne name or trademark.
- If you’ve been asked to endorse a product, you must seek the approval from the University’s Brand Governance Panel in accordance with the Brand Policy (MPF1193).
Note: Unofficial or unauthorised student clubs and societies are not permitted to use the University of Melbourne logo.