Use of the College Brand and Visual Identity

Administrative Procedure 3.908

Purpose

This administrative procedure establishes the requirements for the use and approval of Elgin Community College’s (ECC) logo, visual identity, and related brand elements.

ECC’s brand is a core institutional asset that reflects the College’s mission, values, and reputation. Consistent use of the College’s visual identity strengthens recognition, builds trust, and ensures that all representations of ECC are accurate and aligned with institutional standards.

This procedure designates Marketing and Communications as the steward of the College’s brand and defines the approval process for use of ECC’s visual identity across marketing, advertising, signage, publications, digital communications, promotional items, and other institutional applications.

The purpose of this procedure is to:

  • Protect the integrity and consistency of the ECC brand.
  • Ensure appropriate and standardized use of visual identity elements.
  • Prevent unauthorized or incorrect use of brand assets.
  • Support consistent coordination with internal and external partners.

Scope and Definitions

A brand is more than a logo. It reflects the perceptions and associations that define how audiences experience an institution.

For the purpose of this procedure, ECC’s visual identity includes, but is not limited to:

  • The College logo and all approved variations.
  • The ECC tagline.
  • Official colors and color palette.
  • Approved typefaces and fonts.
  • Graphic elements, icons, illustrations, and other design assets.
  • Institutional marks, seals, and other brand identifiers.

This procedure applies to all ECC employees, departments, contractors, consultants, vendors, partners, and other third parties using ECC’s visual identity in any capacity, including but not limited to:

  • Promotional products, merchandise, and giveaways.
  • Building and wayfinding signage.
  • Print and digital publications.
  • Websites and digital communications.
  • Advertising and sponsorship materials.
  • Event displays and exhibits.
  • Vehicle graphics.

Any use of ECC’s visual identity not explicitly listed above is also subject to this procedure.

All official brand assets must be obtained directly from Marketing and Communications. Departments and individuals may not use legacy, externally sourced, or independently modified files.

Visual Identity Usage

When a project or initiative involves the use of ECC’s visual identity, the requesting department must consult with the Senior Director of Content and Creative Services prior to engaging vendors, initiating design work, or beginning production, fabrication, installation, publication, or procurement activities. This includes sponsorships, partnerships, and other external engagements that require the use of the College's logo or other visual identity elements.

Departments must not independently engage external vendors for projects involving ECC’s visual identity, nor release ECC brand assets to vendors or third parties without prior approval from Marketing and Communications.

Approval must be obtained from the Senior Director of Content and Creative Services prior to the start of design work and the production and use of any materials.

Promotional items must also comply with Administrative Procedure 2.502 (Promotional Items), which governs request and procurement processes and operates in coordination with this procedure.

Early consultation ensures:

  • Clear understanding of purpose and intended use.
  • Alignment with brand standards for specific executions.
  • Appropriate application of visual identity elements.
  • Avoidance of unnecessary cost, rework, or delays.

Proof Approval

Approval to use the ECC logo or visual identity does not constitute approval of a final design or product.

All final proofs, renderings, mockups, artwork, and production files must be reviewed and approved by the Senior Director of Content and Creative Services prior to production, fabrication, installation, publication, or distribution. This requirement applies to new projects, reorders, and previously approved designs or artwork.

This step ensures compliance with brand standards and prevents issues such as incorrect colors or usage, distorted proportions, improper spacing or placement, unauthorized modifications, and low-quality reproduction.

Marketing and Communications will review all proofs for compliance with brand standards. Final approval is typically provided by the Senior Director of Content and Creative Services, with escalation to the Chief Marketing and Communications Officer for high-visibility, high-cost, permanent, or nonstandard applications.

Process

All approvals from Marketing and Communications must be provided in writing and retained by the requesting department through email, procurement records, or approved tracking systems.

Marketing and Communications will communicate approval or denial in writing. When appropriate, alternative recommendations may be provided if a request is not approved.

Business and Finance may require documentation of Marketing and Communications approval prior to processing payments, contracts, or reimbursements related to the use of ECC’s visual identity.

Requests that proceed without required approval may be subject to redesign, removal, replacement, or non-reimbursement.

Authority and Exceptions

Marketing and Communications serves as the official steward of ECC’s brand and is responsible for establishing and maintaining visual identity standards.

No ECC department, employee, or external party may modify or use the College’s visual identity outside of established standards or for non-official or personal use without prior written approval.

Co-branding or the combined use of ECC's visual identity with the name, logo, or branding of another organization is not permitted unless approved by the appropriate Cabinet member as part of a contractual or institutional partnership. All approved co-branded artwork must be coordinated through Marketing and Communications and approved by the Senior Director of Content and Creative Services.

ECC's visual identity may not be used in a manner that implies endorsement of any political candidate, political campaign, ballot initiative, or position inconsistent with College policy unless expressly authorized by the College.

Requests for exceptions must be submitted to Marketing and Communications. Exceptions may be granted when justified by a legitimate business need and when brand integrity is not compromised.

Final authority for interpretation and exceptions rests with the Chief Marketing and Communications Officer or their designee.

Pre-approved Branded Templates

The College provides pre-approved templates and branded assets to support consistent use of the ECC brand, including:

  • Letterhead.
  • PowerPoint templates.
  • Flyers and posters.
  • Digital communication templates.
  • Social media templates and graphics.
  • Other resources available through official College platforms.

Use of approved templates without modification does not require additional review for brand compliance. Any modification, customization, or deviation from approved templates is subject to this procedure. Marketing and Communications maintains and updates approved assets to ensure alignment with College brand standards.

This policy was last reviewed on 07/01/2026.

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