Student with Benedictine University tote bag framed by BenU banner

Brand Architecture

Our brand architecture clearly communicates the identity of our campuses, colleges, academic and administrative departments, offices, centers, and other organizations while maintaining the integrity of the master BenU wordmark. It allows for deep layers of information while maintaining consistency from top to bottom.

Protecting Our Identity

Clear space and minimum size guidelines apply to all situations in which the BenU wordmark appears, including for entities at all levels of the brand architecture. Refer to the visual identity portion of these guidelines for more information. Always use the supplied artwork or templates when creating lockups. Never build a lockup from scratch.

Brand Architecture

Our brand architecture outlines the relationships between the University’s various entities, which include the master brand, brand extensions and sub-brands. Below are definitions for each category. Refer to the decision tree below to determine where your entity fits within the architecture, and how it locks up with the master brand logo.

Master Brand
Brand Extensions
Sub-Brands


This is the hierarchy of the brand architecture. The master brand leads, followed by the brand extension, and then sub-brand or campus clarifier.

Master Brand

The singular expression of the University’s mission, brand positioning and personality. Use the master brand logo on University-wide messaging to internal and external audiences.

Master Brand Logo

When to Use the Master Brand Logo

If the communications piece is going to external audiences and coming from the University as a whole, then use the master brand logo on the front. If the communications piece is going to external audiences but coming from a branch of the University (like Lisle, Mesa or Springfield), then use a campus-specific logo on the front.

Brand Extension

These core entities directly support and further the University’s mission and offer. Because they’re highly visible, they must always be directly and consistently tied to the master brand logo, to reinforce and elevate the strength of the brand. Use the appropriate lockup from one of the three categories below when messaging from Campuses, Colleges and Schools, or Administrative Offices and Units.

Use the Lisle, Mesa or Springfield campus brand extension lockup for communications to external audiences. Refer to the audience section in Brand Strategy. For example, if Mesa is making an admissions viewbook, the audience is external (traditional prospective students and their influencers); therefore, we would use the Mesa campus lockup.

Campuses

Examples:
Lisle
Mesa
Springfield

Campus names will either lock up with the master brand logo or stand as a clarifier for an Administrative Office that is tied to a campus.



Primary Lockup

Lisle Campus Brand Extension Primary Lockup Example

Master Brand Benedictine University
Brand Extension Campuses

* This construction is only used for campus brand extensions. Do not reformat or use this format elsewhere.

Download Primary Lockup Logo Files

File downloads are provided as ZIP compressed folders containing the logo files. To open a ZIP folder, right-click on the folder and select Extract All, then click Extract. EPS files can only be opened in graphic design software such as Adobe Illustrator. Provide EPS files to vendors who request a vector file, or direct them to this page.


Vertical and Horizontal Lockups

The vertical and horizontal lockups are designed for special applications. They should never replace the primary campus brand extension lockup, but should only be used when space restrictions require them.

Vertical Lockup

Lisle Campus Brand Extension Vertical Lockup Example

Horizontal Lockup



Lisle Campus Brand Extension Horizontal Lockup Example

 

For communications from a college or school, the lockup will feature the college or school’s name. For example, an academic brochure or advertisement about BenU’s academic programs to be used by the School of Graduate, Adult and Professional Education will use the school’s name in the brand extension position.

Colleges and Schools

Examples:
Daniel L. Goodwin College of Business
College of Education and Health Services
College of Liberal Arts
College of Science
School of Graduate, Adult and Professional Education**
** Also functions as an administrative office.



Example:

Daniel L. Goodwin College of Business Brand Extension lockup example

Master Brand Benedictine University
Brand Extension Colleges and Schools

For communications from an administrative office, the lockup will feature the office name. A campus name can stand as a clarifier if the entity is tied to a single campus. For example, for a brochure about admissions in Lisle, “Admissions, Marketing and Financial Aid” will appear in the brand extension position with a “Lisle” campus qualifier.

For communications from an administrative unit, the unit’s name will be used. For example, for a brochure about campus ministry on the Mesa campus, “Campus Ministry” will appear in the brand extension position with a “Mesa” campus clarifier.

Administrative Offices and Units
Note: This is not a comprehensive list.


These entities and programs directly support the University or the student experience, or they’re tied to a single administrative office that does.

Office Examples:
Academic Affairs
Admissions, Marketing and Financial Aid: Lisle Campus
Administration and Finance
President’s Office
Student Life: Lisle Campus
University Development

Unit Examples:
Library
Undergraduate Admissions
Auxiliary Enterprises
Community Relations
Campus Ministry
Alumni Relations

Campus name can stand as a clarifier for an administrative office tied to a campus



Example:

Campus Ministry Mesa Campus brand extension lockup example

Master Brand Benedictine University
Brand Extension Administrative Offices and Units
Clarifier or Sub-Brand Campus

Sub-Brand

These entities are directly connected to a brand extension that supports and reinforces the mission of the University while relying on the master brand. If a sub-brand is connected to a single entity, it must be strongly tied to the master brand and clearly supported by the brand extension. Use the appropriate lockup from one of the two categories below when messaging from Academic Departments and Centers or Programs, Clubs and Committees.

For communications from an academic department or center, the lockup will feature the entity it aligns with in the brand extension position, and the academic department or center in the sub-brand position. For example, for a brochure from the Center for Values-Driven Leadership about its programs, “Daniel L. Goodwin College of Business” will appear in the brand extension position and “Center for Values-Driven Leadership” in the sub-brand position.

Academic Departments and Centers
Note: This is not a comprehensive list.

These entities are aligned with a single college or school.

Examples:
School of Education***
School of Health Services***
Department of Nursing and Health
Department of Nutrition
Department of Public Health
Department of Art
Department of Communication Arts
Department of History, Philosophy and Religious Studies
Department of Languages and Literature
Department of Music
Department of Political Science

Department of Psychology, Sociology and Criminal Justice
Biological Science Department
Mathematical and Computational Science Department
Physical Sciences Department
The Center for Civic Leadership
Center for Values-Driven Leadership

*** Functions as an academic department.



Example:

Center for Values-Driven Leadership sub-brand lockup example

Master Brand Benedictine University
Brand Extension Colleges and Schools
Sub-Brand Academic Departments and Centers

For communications from a program, club or committee, the lockup will feature the entity it aligns with in the brand extension position, and the program, club, or committee in the sub-brand position. For example, if the Pre-Professional and Allied Health Programs create a piece about its programs, “College of Science” will appear in the brand extension position and “Pre-Professional and Allied Health Programs” in the sub-brand position.

Programs, Clubs and Committees
Note: This is not a comprehensive list.

Examples:
Accounting Club
Investment Club
Marketing Club
Pre-Professional and Allied Health Programs
Health Sciences Recommendations Committee
Natural Science Summer Research Program (NSSRP)
Benedictine Educating STEM Teachers Program (BEST)
STEP Program



Example:

Pre-Professional and Allied Health Programs sub-brand lockup example

Master Brand Benedictine University
Brand Extension Colleges and Schools
Sub-Brand Programs, Clubs and Committees

Lockup Construction 

This lockup construction is used for all brand extensions (Colleges and Schools and Administrative Offices and Units) and sub-brands (Academic Departments and Centers and Programs, Clubs and Committees) or campus clarifiers (Lisle, Mesa and Springfield). This is the only acceptable template for constructing lockups. Do not reformat. The only exception is the Brand Extension Campus category. All lockups are constructed by the Office of Marketing and Communications.


diagram of lockup construction

Request a Lockup

Decision Flow Chart

Use this flow chart to determine which lockup to use for your entity. You’ll use the master brand if you are communicating on behalf of the entire University. You’ll use this flow chart to determine when to use a brand extension or sub-brand lockup. If you are unsure, please contact Marketing and Communications.

Master Brand
Brand Extensions
Sub-Brands


This is the hierarchy of the brand architecture. The master brand leads, followed by the brand extension, and then sub-brand or campus clarifier.

I am a College, a School or an Administrative Office or Unit

You Are a Brand Extension

You directly support and further the University’s mission and offer, or you’re directly tied to a single administrative office that does.

Zone One will always display the University name and Zone Two will always display your brand extension.

Daniel L. Goodwin College of Business Brand Extension lockup example

Does This Brand Extension Exist on Multiple Campuses?

If yes, then you must indicate this by using the campus clarifier in this lockup construction.

Zone One will always display the University name, Zone Two will always display your brand extension and Zone Three will always display the campus name. The college, school or administrative office or unit takes priority over the campus location.

Campus Ministry Mesa Campus brand extension lockup example

I am an Academic Department or Center

You Are a Sub-Brand

You are directly connected to a brand extension that supports and reinforces the mission of the University while relying on the master brand.

Zone One will always display the University name, Zone Two will always display the brand extension and Zone Three will always display the sub-brand or campus clarifier.

Center for Values-Driven Leadership sub-brand lockup example

I am a Program, Club or Committee

You Are a Sub-Brand

You are directly connected to a brand extension that supports and reinforces the mission of the University while relying on the master brand.

Zone One will always display the University name, Zone Two will always display the brand extension and Zone Three will display the sub-brand or campus clarifier.

Pre-Professional and Allied Health Programs sub-brand lockup example

Does your Program, Club or Committee have its own logo?

If so, it must be placed in the new endorsed brand lockup. An endorsed brand logo may have its own equity or serve additional audiences outside the University. A clear tie to the master brand is required to add credibility and enhance the University’s reputation. However, it is not required to include the brand extension name.


Examples of co-brand lockups