Brand policy and standards

The official NAU logos and university marks represent the university’s identity and must be used consistently and properly to maintain our brand integrity. All units within NAU or representing NAU—departments, academic units, programs, official student organizations, etc.—must follow these requirements when using NAU logos or marks.

The University Marks section of NAU’s Visual Identity Guide outlines the requirements regarding logo usage, including which logos are approved, requirements for clear space, color and proportion restrictions, trademark/licensing considerations, and more.

NAU Logo Usage Requirements

In addition to the rules and policies laid out on the University Marks section of the NAU Visual Identity Guide linked above, the following rules and policies must be adhered to by all units within NAU as well as those representing NAU.

A. Institutional Logos

I. Intuitional logos represent the university as a whole.

II. No variations or changes to the institutional logos are allowed.

III. Organizations or businesses that support or provide services to Northern Arizona University may not use the university logo to promote their organization without receiving prior written approval from NAU Strategic Communications.

IV. Events, programs, or organizations that use Northern Arizona University facilities for programs, services, or events may not use the Northern Arizona University logo without the prior written approval of NAU Strategic Communications.

B. Unit Logos

I. No variations or changes to NAU unit logos are allowed.

II. To request a unit logo from Strategic Communications, the unit:

• • Must have a long-term organizational support structure, be listed in the NAU directory, or have a parent unit listed in the directory
  • Must be a functional unit that provides continuous services/support to the university audience

III. If a unit logo request is not approved, units may consider displaying the name of the group under the unit logo that it falls under or is affiliated with, following clear space requirements laid out in the University Marks section of the Visual Identity Guide.

C. Unit Logo vs Institutional Logo

I. An NAU unit that has an NAU/state-paid address and is an NAU business or auxiliary unit must use their official unit logos.

• • An exception may be made for an NAU unit representing the entire university in their interaction with an external audience, in which case the unit may be approved to use the NAU institutional logo (instead of a departmental logo). Examples include, but are not limited to:
    • Units within Strategic Enrollment and Marketing
    • Center for International Education (for international recruitment)
    • University Strategic Communications
  • For individual request review and approval, please contact Strategic Communications.

II. For events or programs organized by an NAU unit in partnership with external organizations, the appropriate unit logo should be used in event/program materials. Use of an institutional logo requires approval from Strategic Communications.

III. When multiple NAU units are involved as partners in the same event or program, follow requirements laid out in the University Marks section of the Visual Identity Guide.

D. Affiliate Logo

I. “Affiliate logo” refers to the logo of an organization associated with the university or an NAU department.

• • Affiliate logo may not be used on university business cards or any university stationery items, including but not limited to letterheads, envelopes, or mailing labels.
  • Organizations and programs housed at the university that meet at least one of the following criteria may display their affiliated organization logos along with the Northern Arizona University institutional logo or their corresponding partner NAU unit’s logo:
    • have 501 (c)(3) status
    • stage discrete events with distinct start and end dates
    • operate and distribute material exclusively on campus

II. To feature an NAU logo as part of an affiliate logo, units must obtain permission and approval from Strategic Communications.

E. Use of NAU Logo with Other Logos

I. Organizations that work in partnership with Northern Arizona University or any NAU units may, with the approval of Strategic Communications, display their logos in the specified cross-branding format laid out in the University Marks section of the Visual Identity Guide, along with the appropriate NAU logo.

II. Cross-branding on NAU stationery:

• • Business card: an NAU partner’s logo may be placed on the back of the university business card. A request for this layout exception needs to be submitted to Strategic Communications for approval.
  • Letterhead: a partner’s logo may be placed in the bottom right corner of the NAU letterhead, following the same size requirements indicated at left side of the letterhead.
  • Envelope: a partner’s logo may not be placed on an NAU envelope

III. An NAU logo may appear with other logos on publications for cooperative programs involving other organizations—when they contribute as much as or more than Northern Arizona University does to the event.

F. External Organization’s Use of NAU Logos

I. Organizations or businesses that support or provide services to Northern Arizona University may not use the university logo to promote their organization without receiving prior approval from Strategic Communications.

II. Events, programs, or organizations that use Northern Arizona University facilities for programs, services, or events may not use the Northern Arizona University logo without the written approval of Strategic Communications.

III. For events or programs organized by an NAU unit in partnership with external organizations, the appropriate unit logo should be used in event/program materials. Use of an institutional logo requires approval from Strategic Communications.

All questions regarding NAU logo usage requirements, including those not covered in the University Marks section of the Visual Identity Guide or in the above requirements, may be directed to NAU Strategic Communications.

The Northern Arizona University Visual Identity Guide ensures the success of Northern Arizona University’s visual identity. A consistent and proper presentation of the NAU visual identity is required for establishing brand awareness in local, regional, national, and international markets.

In this guide, you will find requirements governing the usage of the brand identity, including fonts, typography, photography, and more.

NAU Visual Identity Guide

All questions regarding the Visual Identity Guide, as well as NAU visual identity questions not covered in the guide, may be directed to NAU Strategic Communications.

The Northern Arizona University Editorial Writing Style Guide ensures clarity, consistency, and accuracy in all written communications produced on behalf of the university. A unified editorial voice strengthens NAU’s brand, supports reader understanding, and reinforces our institutional values across all platforms.

In this guide, you will find the standards and requirements governing written communication, including style, grammar, punctuation, voice, terminology, and editorial best practices.

NAU Editorial Style Guide

All questions regarding the Editorial Style Guide, as well as editorial and writing questions not covered in the guide, may be directed to NAU Strategic Communications.

A. Submit the Brand and Trademark Approval Request form on Strategic Communications website

I. Requests will first be routed to the Brand Management team (under Strategic Communications) to:

• • Assess alignment with NAU’s branding (positioning, messaging, and visual identity). If modifications are needed, Brand Management team will work with the department before advancing.
  • Flag potential trademark concerns for Trademark and Licensing (T&L) review.

II. Once Brand Management approves the request, they will notify the requestor via email and cc licensing@nau.edu. This email will also function as a hand off of the request to T&L for trademark clearance review and registration recommendation. Requestor can expect to hear from T&L within seven business days regarding their assessment and the recommended next steps.

B. Trademark clearance review and registration recommendation

I. T&L reviews the request and confirms if the item needs to be escalated to intellectual property (IP) attorneys to register with the United States Patent and Trademark Office (USPTO) or what the appropriate next step should be.

• • If needed, T&L brings in IP attorneys.
  • If not needed, T&L will advise client and confirm protections.

C. Financials

I. Requesting department is responsible to cover associated costs with registration, if recommended by T&L.

1. • Associated costs would be to register the mark for USPTO and IP attorney fees
   • Departmental budget approval needs to be indicated in the initial request.
   • An official email record of approval may be requested later in the process, if registration is recommended by T&L.

A. Venues that are considered on-campus brand presence include:

I. Campus light pole banners, including streetlight pole banners and pedestrian walkway light pole banners

II. Bus shelter poster displays

III. Exterior temporary signage:

• • Building mounted wall banners
  • Exterior temporary wayfinding signage for on-campus events
  • On-campus event banners, including public announcement banners from NAU departments
  • Receptable (poster) inserts on Big Belly recycle bins
  • On-campus signage for active construction, including construction site wraps, jobsite signage for active construction, and parking lot/road/sidewalk closure signs
  • Adhesive signage on buildings, windows, sidewalks or site features
  • Sidewalk and event promotion signage

IV. TV screen digital displays

B. Rules for the use of these displays:

I. All content (visual and written) must reflect the university’s approved brand presentation.

II. No messaging can advocate for or imply endorsement of a particular political position, issue or opinion by the university.

III. No opinion or advocacy of an issue can be promoted through these displays.

IV. No promotion or endorsement can be made of any organization or its product that has no affiliation or official partnership with the university.

C. All displays are managed through and governed by the designated university units. For each display, campus users are required to adhere to the processes and requirements specified below:

I. Campus light pole banners, including streetlight pole banners and pedestrian walkway light pole banners: managed by Strategic Communications (SC) Brand Management team for university-level branded messages only.

II. Bus shelter poster displays:

• • Managed by the Brand Management team under SC, units can submit a request through Strategic Communications website
  • Brand Management reviews the artwork for brand compliance
  • All on-campus bus shelter posters must be printed and installed through Printing Services (PS).

III. Exterior temporary signage (see more details in Exterior Temporary Signage Standards).

IV. Building-mounted wall banners

• • Managed by the Landscape/Exterior Space Review Team (LRT) – a request should be submitted through Space Request Form to LRT for review.
  • LRT submits artwork review and approval request to obtain SC Brand Management team approval; LRT also manages artwork review and approval process with Physical Campus Planning Commission (PC²).
  • After obtaining all necessary approvals, requestor is responsible for coordinating the banner’s print production with Printing Services and installation with Facility Services Carpentry team by submitting a work request.
  • Requestor is also responsible for:
    • Maintaining banners in good condition for duration of display. All costs associated with maintenance, removal, and replacement are the responsibility of the requestor’s department. Damaged banners must be promptly removed when directed by LRT or PC². Facility Services reserves the right to remove damaged or poorly maintained banners, and banners causing damage to buildings.
    • All costs associated with cleaning, painting, refinishing, or other damage caused from banner installation or removal. Display period may be modified or terminated if damage occurs to building due to display. If repairs are necessary, they shall be as determined by Facility Services. Requestor shall be responsible for the associated cost of any repairs or cleaning, including those performed by outside vendors or contractors.

V. Exterior temporary wayfinding signage for on-campus events (Windmaster® frames with coroplast or outdoor waterproof poster inserts for on-campus events):

• • Requestor must follow the requirements and procedure specified by the Exterior Temporary Signage Standards – defined and governed collaboratively by the Landscape/Exterior Space Review Team (LRT), Strategic Communications (SC), and Printing Services (PS).
  • New signs must be created using SC approved templates (available through PS’ Digital StoreFront under Posters and Signs/Windmaster Signs) and the signage must be printed through
  • Custom signs (new designs with variations from SC approved templates) must be submitted to LRT for review by emailing LRT chair—Campus Landscape Architect, Janel Wilcox—the filled and signed Space Request Form along with the corresponding attachment(s).
  • The sign must be displayed using specified hardware, and any compliance issues and request for exceptions will be managed by the LRT. Questions can be directed to Campus Landscape Architect, Janel Wilcox, 928-523-9612, wilcox@nau.edu.

VI. On-campus event banners, including banners promoting campus events and public announcement banners from NAU departments:

• • Event banners are managed by Campus Event Operations and Support. Banner reservations can be made on Event Marketing site.
  • All campus event banners must be the required size (3’t x 8’w) and use the “campus event” banner template (Mediagraph link to come).
  • All on-campus event banners must be printed through PS or, when available,utilize Pepsi’s free banner printing service using the approved banner template (Mediagraph link to come).

VII. Receptable (poster) inserts on Big Belly recycle bins:

• • Managed by Office of Sustainability.
  • These displays are reserved for messages promoting sustainability at NAU.
  • Messages and artwork to be reviewed and approved by SC Brand Management prior to printing and installation, requests should be submitted as a “Design review request” on Strategic Communications website.
  • All receptable inserts must be printed through PS and installation must be completed through Facility Services by submitting a work request.

VIII. On-campus jobsite signage and site wraps for active construction projects:

• • Managed by Facility Services, Planning, Design, and Construction (FS-PDC).
  • Artwork must be utilizing SC-approved templates; SC only accepts the artwork approval requests submitted by FS-PDC for any design iterations or customizations.
  • All on-campus signage for active construction projects must be printed through PS.

IX. On-campus signage for parking lot/road/sidewalk closure signs:

• • Managed by University Transit Services (UTS)
  • Windmaster frames (28” x 44”, black) with 28” x 44” sign inserts utilizing water resistant 12 mil paper and plastic clear overlays to be used for non-emergency, planned closures for streets, parking lots and sidewalks;
  • Navy blue tape with “Property of University Transit Services” in small text to be used at front of the sign frame base to identify frames owned by UTS.
  • Display duration is dependent on closure time.
  • Color printing by UTS.
  • Reflective background sign material to be used at roads for visibility during overnight hours.

X. TV screen displays:

• • Managed by SC Brand Management and respective building managers.
  • SC must approve artwork for BrightSign system* that manages the TV screens at the University Union, duBois, Health and Learning Center, Wall Aquatic Center, and Student Academic Services building (including the University’s Welcome Center).
  • A request for artwork reviewing and posting on BrightSign can be submitted through Strategic Communications website.
  • Building managers are responsible for ensuring the display slides submitted to them are in compliance with the rules defined in Rules for the use of these displays.

*BrightSign system: the digital signage system that manages the TV screens at key university buildings.

All artwork for promotional items* must be approved by NAU’s Brand Management team. To obtain approval, please submit a promotional item artwork review and approval request form prior to submitting a Purchase Request through the Employee Service Center. Once a purchase request is submitted, any follow-up questions can be directed to nau-purchasing@nau.edu.

*Promotional items are branded products distributed at no cost to increase awareness of NAU’s services and identity. These items serve as marketing tools to strengthen visibility, foster engagement, and reinforce connection with the NAU brand across target audiences. Common promotional items include t-shirts, hats, mugs, pens, tote bags, office supplies, keychains, and lanyards.

Students should be aware that there are specific brand, visual identity and naming guidelines that apply to student clubs and organizations at Northern Arizona University. These policies exist to clearly distinguish student-led groups from official NAU departments and to ensure the university brand is used consistently and appropriately.

For more information, view the Student Organization Manual on the Dean of Students’ Clubs and Organizations website.