University Image Policy
The image policy is a set of graphic, editorial, and procedural standards for the university’s marketing and advertising efforts. Authorized by the East Carolina Board of Trustees, the policy was developed to ensure the quality and consistency of the university’s efforts to market its programs.
The Rationale Behind the Image Policy
Every organization is perceived in some manner by its constituents. In the absence of an image cultivated by the organization, the general public will create its own.
East Carolina University has grown quickly from its days as a teacher training school. Unfortunately, that rapid growth has not always been matched by a careful cultivation of the university’s image. As a result, the university faces challenges related to perception and awareness.
The success of each part of the university contributes to the reputation of the whole institution, and the reputation of the university affects the success and reputation of each unit. It is in everyone’s best interest that our promotional efforts across campus present a consistent, high-quality image. The ECU Board of Trustees has instituted an image policy to address this need. This policy will help to create an accurate perception of the exciting realities that exist here.
The Directive of the Trustees
The East Carolina University Board of Trustees has determined that the name “East Carolina University,” the words “East Carolina” used in the context of the university, the abbreviation “ECU,” the university seal and logos, the university athletics emblems, and other authorized university symbols shall not be used for any official or quasi-official, noncommercial, promotional purpose by any group or organization for any activity on or off campus without the approval of the Board of Trustees. The trustees delegate to the director of University Marketing the authority to make these approvals and to establish the appropriate guidelines and procedures to support this policy.
In Plain English
The image policy ensures that all the university’s printed and electronic publications and advertising share a common look. This means that all pieces use a common typeface, treat the university word mark and supporting logos similarly, and use text and design elements in a similar manner. This does NOT mean that all pieces are identical, only that they share visual elements that identify them as coming from East Carolina.
The image policy also requires a common editorial style. As an institution of higher learning, we have a responsibility to use language correctly and consistently and to use it well. All university publications and advertising will adhere to the standards of The Chicago Manual of Style
(15th edition) and the university style guide.
This image policy applies to everyone; adherence is expected and required of all university units. One of the easiest ways to ensure that you are in compliance with the image policy is to work with University Marketing in developing your promotional and communication materials.