5.35 Branding

The Riverland Community College Branding Policy and adherence to its components and guidelines will ensure consistency and recognition of the College brand. Recognition of the greater College brand benefits each of our programs and key segments independently and promotes a strong brand identity.

Applicability

Branding for College Marketing, Promotion, Publicity, Apparel, Facilities and Grounds

1. Riverland Community College divisions, departments, business units, or any programs representing themselves to be a part of the College must adhere to and be designed according to the Visual Identity Standards and the Communications Style Guide. This includes:
   • Marketing activities
   • Internal and external signage
   • All college apparel (including items sold in the bookstore, work uniforms, staff or student apparel)
   • New facility or facility improvements including fixtures, furniture, and grounds
   • Internal and external advertising materials
2. All Riverland Community College divisions, departments, business units, student organizations, and activities, or any program representing themselves to be a part of the College must adhere to the official logo usage guidelines in accordance with the Visual Identity Standards and the Communications Style Guide.
3. Marketing activities and advertising materials created outside the Communications Department by divisions, departments, or business units of the College must contain a full college-approved logo (and, in most cases, Minnesota State branding in accordance with the Minnesota State Brand Manual) in a college-approved format. College-approved logos can only be created by Riverland’s Communications Department. These must also follow the Visual Identity Standards and the Communications Style Guide.
4. Design, advertising, and promotional work with outside designers, partners, and vendors that use the name of Riverland Community College, college programs, divisions, or departments must be approved in advance by both Riverland’s Business Office and the Communications Department, including work/products purchased using a college credit card.

Scope

This policy governs the use of all College trademarks, logos, names, and other branding elements for any purpose and applies to the use of the brand by all Riverland divisions, departments, and business units as well as all student clubs, organizations, individuals, vendors, and partners connected to and/or representing the College.

Definitions

1. Marketing: The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
2. Advertisement: Any written, verbal, or visual message submitted for publication in newspapers, magazines, radio, television, billboards, promotional items, websites, or any other written or recorded media with the intended purpose of persuading, informing, or increasing College and/or brand awareness with a targeted audience.
3. Official College Logo: A mark that is created and/or approved by the Riverland Community College Communications Department.
4. Apparel: All apparel that represents the College’s name must follow brand standards as defined by this policy. This includes College staff and faculty apparel, student and employee uniforms, and bookstore apparel.
5. Facilities and Grounds: All new or existing campus-owned grounds and buildings (internal areas, fixtures, and permanent décor).

Procedure

1. Review and Approval: All College marketing materials must comply with the brand review process and guidelines presented in the Visual Identity Standards and the Communications Style Guide. The Executive Director of Communications and members of the Communications Department will review and approve all marketing materials, including those developed by individuals or organizations outside of the Communications Department (e.g., vendors, employees, students), prior to production.
2. Official College-Approved Artwork Requests: Any divisions, departments, or business units of the College that need an official departmental logo (see Visual Identity Standards, page 5), specialty branding artwork, or a change to an existing logo must submit a request to the Communications Department. There is a typical 15-business-day turnaround time for this request. If there is an immediate need, please state this in the request and the Communications Department will attempt to accommodate.

Related Policies, Procedures, or Forms

• Media Procedures
• Social Media Policy for Employees

Date Implemented: November 2020

Responsible Division / Author: Administration / Executive Director of Communications, Media Relations & Marketing

Date Revised: March 2024