The important aspect of branding is putting it in action. The UTA Libraries values authenticity, diversity, and inclusivity and these are reflected in our communication and utilization of our brand.

Editorial

Our brand story must remain consistent throughout our organization. If you have specific questions that are not addressed in these guidelines, please email us at librarynews@uta.edu.

Key Narrative Requirements

Much like our visual identity, our voice is an important element of our brand. Before you begin writing, we encourage you to ask yourself:

• How does my message support the UTA Libraries brand?
• What does this say about UTA Libraries?

Important Notes

• We call ourselves “UTA Libraries” to (a) encompass all three of our branches and (b) reflect how each of us who work in the Libraries are an extension of the institution.
• “UTA Libraries” acts as a singular noun because, when discussed as an institution, it is a singular property. Example: “UTA Libraries is honored to welcome new and returning students for the spring semester.”
• When possible, we try to refer to ourselves informally (with pronouns) rather than formally (by name) to express our welcoming and approachable nature. Example: “We provide a host of services on the first floor of Central Library.”
• For more detailed information regarding university editorial guidelines, please visit the Editorial Guidelines website of the UTA Identity System.

Hierarchy of Naming

When we first mention UTA Libraries, we spell out “The University of Texas at Arlington”; after that, we use “UTA.” This hierarchy is in line with University Communications guidelines.

Voice

These words don’t necessarily appear in our writing, but rather drive the tone we take in our storytelling—they are the undercurrent of our brand voice. The tone of your writing is its driving force—the how. Word choice, sentence and paragraph structure, and point-of-view (first vs. third person) can change the way your story reads, the same way color, aesthetic, and font choice can achieve different moods in visual design.

We recommend drafting your communications in advance, so you have time to ask yourself if your writing is:

• Ambitious: risk-taking, dreamer, determined
• Innovative: curious, visionary, inventive
• Authentic: real, true to yourself and your voice
• Friendly: welcoming, inviting, and approachable
• Creative: playful, artistic, daring

Writing Guidelines and Tips

General

• Know your audience
• Generally, 8th grade reading level for web
• Try to avoid being overly academic, as we want to appeal to readers beyond academic circles
• Make your content visually appealing – use images and lists to break up longer sections
• Find your style within the branding voice we’ve established—each writer is an expert in their field and we trust them to convey our brand in their own unique ways

Blog-Specific Tips

• Blog posts are generally 450-1,500 words long
• It’s great to make a post timely and to engage with topics of the day but it should offer a fresh perspective

Writing for the Website

• Similar standards apply from blog writing
• Our one cohesive voice is especially important on the website—we don’t want to jar users as they jump from page to page. We encourage our content editors to bear this in mind when making edits or creating new content.

Visuals

Logos

We utilize the university-approved department signature. There are vertical and horizontal versions. 

Download Logos

We strive for consistency and ask that the primary logo placement be in the bottom right-hand corner of visual communications when possible. If that cannot work due to the accessibility of the visuals, please place the logo in the top right-hand corner.

Our logo cannot be attached to other trademarks or logos and the colors cannot be changed or manipulated. If you have questions about logo size, placement, or need to request a logo that you do not see in our website, please submit a marketing request.

For instructions on how to use the logo with different background colors, please see the UTA Brand Guidelines.

Colors

Primary Colors

NOTE: For accessibility, do not use orange for text (or reversed text on orange), but for design elements and accents.

Secondary Colors

For additional secondary colors, see UTA Brand Guidelines.

More Colors

Download secondary colors (pdf) from the UTA Brand Guidelines.

Photography and Videography

Photography and videography help visually tell our brand story. The images we use in our communications must reflect our personality and our values. We value authenticity, diversity, and inclusivity, and these values directly impact the types of images we take and use in our communications. We prioritize the use of real photos of real people taken in our Libraries.

Libraries Photos on Flickr

If you would like to request photos be taken of your event, program, or for updated communications content, please submit a marketing request.

We do have access to stock photography, but use it sparingly. Please email librarynews@uta.edu to request stock photography images.

Social Media

It is essential for the University of Texas at Arlington Libraries to remain consistent across its various social media pages. The following resources should provide guidance for our staff regarding branding and digital communications.

For more information, see UTA Libraries social media guidelines and UTA Social Media Guidelines.

Websites

It’s important to convey a consistent identity for the University of Texas at Arlington Libraries in all websites and web pages. While keeping your web content aligned with our brand’s personality and voice as with all our communications, here are some additional guidelines to consider specifically for websites.

Logo and Required Content

We are an “Official Unit” of UTA and therefore our websites are an official representation of the University. UTA has provided standards and guidelines with specific requirements for all such sites to:

• Include an approved UTA logo (included with UTA Libraries logo)
• Contain relevant contact information
• Include links to UTA legal notices and policies
• Contain a copyright notice
• Meet accessibility standards
• Follow UTA Information Security policies

Details and additional requirements can be found in Procedure IT-PR4 Web Standards.

An approved UTA Libraries logo must be:

• Included at or near the top of all web pages
• Presented in a visible, undistorted manner
• Used in one of the approved colors
• Linked to the UTA Libraries home page

Content Editor Training

In order for our website to have the most up-to-date information, we have enlisted staff across the Libraries to be our content editors. This means the people in-the-know are updating services and resources that are available in a timely manner.

Each content editor goes through training on how to edit the website, keep the content accessible, and maintain a consistent look and voice. Staff can request content editor training by contacting Andrew Leverenz.