BrandThere’s nowhere — and no one — like VCU.
We have an uncommon story to tell — one of academic rigor and creative innovation, all at the heart of a dynamic city of infinite possibilities. We’re challenging preconceived notions of higher education and quality health care, and our message must draw attention to what sets us apart.
Messaging pillars
Inclusion
Ours is a culture where diversity and inclusion foster excellence.
Ideas, participation and access from different backgrounds blend to make VCU, Richmond, and the world a better place.
University extension
We intentionally seek different perspectives, which provides robust learning experiences for everyone.
Health extension
The “UN” words
The following nine “UN” words are approved for use in brand messaging.
Our brand tells the bold uniqueness of VCU in an authentic way — without comparing ourselves to others, and without conforming to traditional measures of success. Instead, we draw attention to what sets us apart through confident, unflinching phrases centered around assertive, declarative “UN” words.
Examples:
“UN” word color pairings
There are three accepted color pairings for “UN” word treatments. Each has an “UN” emphasis color and a remaining base color.
When placed on photography, “UN” words should be styled with one of these pairings as long as it promotes legibility.
On white
Gold UN, all other text black
On gold
Black UN, all other text white
On black or gray
Gold UN, all other text white
On photography
Color pairing based on contrast and legibility
One color, on white
Black UN, all other 50%
One color, on black
30% UN, all other white
DON’T apply the emphasis color to other text.
DON’T apply unapproved colors or a stroke.
DON’T switch emphasis in the color pairing.
DON’T make the UN word all the same color.