Introduction to the Visual Identity
Visual identity is the overall impression of an organisation which is projected internally and externally through letterhead, brochures, newsletters, advertising, signposting, vehicle livery, buildings, reception areas etc. A logotype often forms an important part of a visual identity, but it is only a part.
Visual identity is not optional, it is something every organisation has. What is optional is whether it is neglected, to the detriment of the organisation, or managed and developed so as to become an asset.
A professionally managed visual identity: supports and projects institutional cohesion and efficiency; differentiates from other organisations; facilitates the building of reputation through the association of achievements and values to the organisation; and facilitates consistency in key areas of design.
Cardiff University’s visual identity management system, characterised by the range of choice and discretion permitted within it, has been adopted by the University on the authority of Council. The system is managed from the Student Recruitment and Web Division of the Strategic Development Directorate. Matters relating to the interpretation or policy underpinning this system should be directed to the Public Relations and Communications Division in the first instance.