8-1: Branding

Policy Overview

This policy provides guidelines and directives regarding the use of Santa Fe Community College’s (SFCC or College) name, identity, logo, and editorial style.

Scope and Applicability

This policy covers the parameters on the use of the College brand and applies to all students and employees. This policy does not apply to materials for class use such as syllabi, handouts, or electronic communication.

Policy Statement

SFCC’s brand identity supports its reputation and defines the institution and the role it plays in the community. Consistent and coherent promotion of its brand is a crucial aspect of the College’s relationship to its community.

Definitions

1. Brand is a combination of all tangible and intangible aspects such as public image, reputation, or identity, that represents, shapes the perception of, and connects people to an organization.
2. Editorial Style The way punctuation and grammar is used in writing according to common references guides such as the Chicago Manual of Style, Associated Press Stylebook and others.
3. Employee is any member of the college workforce: all staff (regular full-time, regular part-time, term, temporary, probationary, sensitive position); all student employees; all faculty (full-time, part-time, adjunct, probationary); all administrators, including interim; all contract employees.
4. Logo A symbol that is used to identify a company and that appears on its products. As used herein, logo refers to an approved combination of lettering and graphic symbol.
5. Publication refers to anything created for the College, any materials or collateral, digital or otherwise, that is intended for public dissemination. Publications include, but are not limited to, advertisements, announcements, fliers, invitations, newsletters, posters, presentations, programs, social media, videos, websites, notifications, or announcements.

Policy Process

1. Branding.
   1. Employees should understand that cohesive brand identity enhances recognition of the College and its programs and enables College communications materials to be coherent and effective.
   2. Employees should ensure that SFCC publications, collateral, and marketing materials incorporate common elements that enhance and reinforce the College brand.
   3. The Marketing and Public Relations Department is responsible for overseeing and managing the brand identity of the College and for producing publications that reflect its brand.
2. Logo
   1. The official SFCC logo shall appear in one of its approved configurations on all publications produced by or for the College.
   2. The logo shall not be redrawn, re-proportioned, modified, or altered in any way.
   3. Only approved logos provided by the Marketing and Public Relations Department shall be used.
3. All publications must be produced by, use a template provided by, or be developed under the guidance of the Marketing and Public Relations Department.
4. Acceptable Use, Copyright, Trademark, and Intellectual Property
   1. All SFCC publications must be consistent with the mission and goals of the College.
   2. All users must provide materials that are consistent with federal and state law and College policies and procedures.
   3. SFCC prohibits the use of copyrighted material or intellectual property without the original creator’s knowledge and permission (SFCC Policy 3-16 Intellectual Property and Copyright).
      1. Before using copyrighted material, all users must obtain proper permissions from the Marketing and Public Relations Department.
      2. Trademarks are the property of their owners and all users must obtain permission prior to incorporating their use.
      3. All users must determine that there is a clear legal right to use copyrighted materials or intellectual property.
      4. Failure to provide appropriate permission will result in the publication being withdrawn from the public.
5. Exceptions and Exemptions.
   1. Branding that introduces a new visual identifier (such as a logo, graphic, or typeface) or editorial style outside the specifications of the College brand guidelines is not allowable unless approved by the Marketing and Public Relations Department.

Statement of Accountability and Responsibility

The President, through the Executive Director of Marketing and Public Relations and the Marketing and Public Relations Department, shall be responsible for enforcing branding policies and procedures. The Marketing and Public Relations Department shall work with the different departments and offices to comply with this policy and to develop procedures that will enforce this policy regarding awareness, prevention, and remediation.

Authority

SFCC Policy 3-16 Intellectual Property and Copyright

APPROVAL

SFCC Governing Board approved: 8/28/18
Revised and Governing Board approved: 6/22/16
Revised and Governing Board approved: 3/29/2023

Associated Procedures

• Branding Policy – Procedures