Where can I find the revised brand guidelines?

Waterloo's new brand website includes the brand guidelines, tools and templates for University-wide use. Content on the website will be updated as new examples are created. If you wish to discuss application of the guidelines or the brand awareness campaign, please contact the project team and we would be happy to discuss, provide a presentation, or invite you and your team to training sessions.

Has the University of Waterloo logo changed?

The University’s logo with its distinctive shield, and the traditional University seal featured on diplomas and other official documentation, have not changed and will remain as featured elements of the brand guidelines. Official University logs as well as those for Faculties, Departments, Units and Schools are also available on the brand site.

How will this affect me as a student, faculty or staff member?

Deliverables from the project include a suite of brand and communications guidelines, tools and templates that can be used to represent Waterloo to our key audiences. The communications campaign is adaptable for a number of campus communications needs, including student and staff recruitment, funding, fundraising, partnerships, alumni communications and community events.

The ideas, research and impact originating at Waterloo are among the most exciting and important in the world; these brand resources will assist students, faculty, staff, alumni and partners to more effectively communicate our stories.

Why did the University invest in this project?

The post-secondary education landscape has become much more competitive and reputation based. These resources will help Waterloo to continue to build its reputation as a leader in innovation among local, national and international audiences.

An aligned approach to communications and marketing will help to positively impact priority outcomes including student and staff recruitment, co-op employment partnerships, graduate employment, academic and research partnerships, university rankings and funding.

It will also improve Waterloo's communication with students, faculty, staff, alumni and other stakeholders as well as prospective students, staff and partners as they engage with all University touch points.

What was the timing for this project?

Brand strategy platform – completed in January 2016

Preliminary brand guidelines and brand awareness campaign concepts – completed in June 2016

Development of the communications campaign, brand manual and tools – completed in September 2016

Introduction of the refined brand guidelines, tools and training - launched in November 2016

In January 2017, the refined brand guidelines were launched for implementation across University-wide communications over a 2-3 year timeframe. 

Implementation of the brand awareness campaign - Phase 1 was launched in November 2016, Phase 2 in December 2017 and Phase 3 in November 2018