UT’s brand architecture is a framework to provide clarity around how our complex brand is structured and to aid in understanding institutional connections. It is intended to govern brand usage for all academic and administrative units.
Our architecture is built upon a branded house approach in order to fully leverage the university’s highly visible and respected core brand. Rallying around a strong central brand identity enables our various units to elevate and support each other’s unique strengths, while capitalizing on the breadth and depth of the university’s reputation.
UT’s brand architecture has three categories, which are described below.
Core Brand
The core brand is the foundation of the university’s reputation. All academic and administrative units within our institution are part of the core brand, aside from a handful of strategic exceptions. They are identified by their contributions to our academic, research, and outreach mission, along with the fact that they are fully supported by the university—personnel, budget, operations, facilities, etc. While they may receive external funding, their operations are defined by the support and service to the university’s mission.
The core brand shares the university’s unique brand persona and speaks with one voice across our many audiences. The core brand is articulated clearly and consistently through use of a strong visual identity, including logos, colors, and typography, and supported by well-established brand standards.
Extended Brands
Much like those within the core brand, units identified as extended brands serve the university’s academic, research, and outreach mission. However, extended brands hold a unique position within the architecture due to the nature of their engagements with industry, government, peer institutions, or the public.
Supported by the university, units with extended brands also receive significant support—personnel, budget, operations, facilities, or revenue—from external sources.
The Center for Advanced Materials and Manufacturing is an example of an extended brand. The center was established with generous support from the National Science Foundation and is funded in partnership with Oak Ridge National Laboratory.
Extended brands are often granted permission to use a custom logo. Decisions about whether or not an extended brand should have a custom logo must be made in consultation with the Office of Communications and Marketing. If a custom logo is warranted, it must be designed in consultation with OCM. Extended brands must co-brand materials by prominently displaying the university’s primary logo, and should follow the university’s brand standards to ensure their affiliation is clearly communicated.
Associated Brands
Though inextricably linked to the university, associated brands have marketing needs that are distinct from the core brand and, therefore, express a distinct personality.
Like extended brands, units that fall within the associated brand category are supported by the university while also receiving support from external sources. Unlike extended brands, the mission of these units differs from our core academic, research, and outreach mission.
UT Athletics is the most notable associated brand. Its activities are closely aligned with the university, its mission is complementary to the core, and it receives university support. However, it receives significant financial support from ticket sales, donations, and media and licensing rights, and has a need to articulate a distinct brand personality within its marketplace.
Associated brands may use custom logos and are not required to co-brand with the university’s primary logo. As with extended brands, associated brands should ensure their affiliation with the university is clearly communicated. Though they may maintain distinct visual and messaging standards, associated brands should align closely with—and must not contradict—the university’s brand standards, ensuring continuity and connection to the core brand.
Brand Architecture Matrix
| Primary Support | Mission | Application | |
| Core Brand | UT | Serve and support the core academic, research, and outreach mission | Must follow university brand standards |
| Extended Brands | UT + External | Serve and support the core academic, research, and outreach mission | Should follow university brand standards; Must co-brand |
| Associated Brands | UT + External | Mission varies from the core mission | Should align with university brand standards; May co-brand |