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 sponsorships
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, even if multiple faculties/schools are contributing to the 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.
- Entities should find alternative ways to call out their involvement within the sponsorship such as on-site signage, web banners, negotiating advertising or editorial space within the content booklet.
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.
If you are interested in sponsoring University of Melbourne activities such as Open Day, or have a general enquiry about sponsorship with the University of Melbourne, please contact our Sponsorship team.
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 ….’.
- 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 but the logos should not appear directly next to each other (only approved logo lockups should sit directly alongside the University logo).
- Never place another logo immediately next to the University of Melbourne logo unless it is an official co-branded logo lock up.
- 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.
Third party endorsements
The University of Melbourne does not endorse or supply the logo for any third party, external organisation, product or service.
- 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.
Use of external logos on University collateral and websites
Use of external party logos on the University communications materials and websites implies an affiliation, formal relationship or endorsement of their activities by the University.
Any use of a third-party logo on University of Melbourne collateral and websites should accurately reflect our association and relationship with that party and ensure it does not compromise our brand reputation.
If you must include an external party’s logo on any University material to represent a formal partnership, sponsorship or collaboration, you must be aware of the following:
- Never use an external party’s trademark or logo without written permission from its owner.
- You must seek formal permission from the trademark owner stating how, where and the length of the time the logo will be used.
- Only logos from external parties who have a current formalised agreement with the University are approved to appear on any University website or collateral.
- If no agreement exists between the University and the third-party, their logo should not appear on the University website or collateral.
- Always seek the advice of the Brand team to determine how to correctly represent the relationship between the third-party logo and the University on any website or collateral.
- Third parties should never use our logo without a licensed agreement or approval from the Brand team for specific purposes.