Partnerships & Co-branding
The University recognizes partnerships and co-branding differently, therefore the way in which the brands are represented will vary by the unique nature of their agreements. Partnerships represent a sponsor relationship that can signify a monetary investment between a third party and the University entity. Co-branding represents the use of the University and third-party brand elements as defined in an Affiliation Agreement or MOU.
Please note: University Brand guidelines do not permit use of University logos to endorse an outside company or commercial arrangement.
Strategic Partnerships
Guidelines for the use of a third-party logo and other brand marks depend on the level of acknowledgment required by the party as a condition of providing money, goods or services within the strategic partnership agreement the University unit holds with the third party. Terms and usage for such logos and brand marks should be specifically defined and understood in any agreement with a third-party partner.
When using a third-party logo in a manner that establishes an association with the University, it is important for the sponsorship/business development lead to facilitate proper usage of the third-party logo on a University platform to ensure compliance with the Office of Strategic Partnerships at the University of Arizona.
If you have questions or are looking for additional resources, visit the Strategic Partnership page, or contact Courtney Spector, director of strategic partnerships.
Sponsor Logos to a Website
Campus units may acknowledge support, including business support and sponsorships, on University web pages. The support must be consistent with the mission of the University and acknowledgment of that support may not extensively promote the supporting party or business. There are various reasons why the acknowledgment of a party or goods and services provided by that party may be made. A sponsorship relationship may or may not be acknowledged. In some cases acknowledgment may be required by the party as a condition of providing money, goods or services, or the use of proprietary software on which a core function of the page is based.
- the name of a supporting party or business (preferred);
- the party's logo when the logo does not contain comparative or qualitative descriptions of a business' products, services, facilities or companies;
- the party's logo when it does not include a call to action or solicitation of business;
- the party's Web address or link to the website; (see below)
- Consistent with the mission of the University of Arizona
- Does not extensively promote the supporting party or business
- Does not offer comparative or qualitative descriptions of a business’ products, services, facilities or companies
- Does not offer a call to action or a solicitation of business
- Opens in a new window
*Please note that the information above is from a 2002 policy that is under review.
Acknowledgment of a sponsor may cause negative SEO ramifications for arizona.edu websites, as search engine algorithms interpret "unrelated" links as spam or a hacked site. For more details, see Google's advice on using rel="nofollow" for specific links.
Co-Branding
Co-branding refers to agreements with internal or external collaborators for research or academic purposes. Successful co-branding should always uphold the University brand identity and recognize collaborators according to specific guidelines and agreements.
Co-branding with University entities working together
When two or more university entities are working together, a co-branding layout may be needed. Please note that multiple "Block A" logos are not to be used in proximity to each other, so if you need a recommendation on a layout for multiple university entities, contact brand@arizona.edu.
Co-branding with an entity outside of the University
When the University establishes a mutually beneficial relationship with outside organizations or institutions, it is important to preserve the integrity of our mark. Agreements, MOUs or grants to be considered for co-branding must be reviewed by the Brand Equity Review Board for any brand identity language or an indication of the nature of the relationship. Please submit a written request to Janice Simcoe and include the following information:
- Proposed official University logo to be used
- Proposed partner logo and brand guidelines
- Comprehensive list of uses (e.g., signage, marketing, website, promotional materials)
- Complete MOU outlining the relationship between entities, including the agreed-upon use of each entity's brand identity assets
- Complete Affiliation Agreement, if applicable
Once agreements have been reviewed and approved for co-branding, University Marketing & Brand Management will develop a co-branded layout that reflects the unique nature of the agreement. The final co-brand document will include the layout guidelines and a variety of use examples as an addendum to the agreement or MOU.
If an MOU is in development and you need assistance with branding or grant language, contact Frank Camp or Jenna Rutschman.