Communications and Branding

Policy 10.5

Related Policies

I. Reason for Policy

This policy and its procedures set forth the University protocols implementing the SDBOR Communications and Branding Policy 1.7.6 that requires the University to set standards and expectations for University communications and directs the creation of brand management standards to preserve and protect a cohesive message and image.

This policy complies with University, state and federal laws, as well as South Dakota Board of Regents (SDBOR) policies and procedures.

II. Definitions

1. Branding: The marketing process by which the University builds an image, identity, and reputation to differentiate itself from competitors.
2. Student Recognized Organization (SRO): Any student club or organization associated with the University that has been approved by the Senate and is eligible to receive funding from the General Activities Fund (GAF) through the club funding committee.
3. Branded Content: Content bearing institutional names, including names of institutional units, produced on behalf of an institution in communications channels that include, but are not limited to, advertising, printed and digital communications and marketing materials, promotional items, signage, web sites, video, and official institutional social media.
4. Graphical Marks: The logo, color schemes, stylized wordmarks, or symbols that visually represent an institution.
5. Institutional Unit: College, department, office, center, institution or other similar administrative unit within the University.
6. Official Communication: Information disseminated by an institution or a unit thereof, an institutional employee acting in their official capacity, or registered student organization utilizing any medium that has the capacity to include graphical marks of the institution in its presentation. Examples include, but are not limited to, printed communications such as letters, flyers, brochures, pamphlets, and posters; digital communications such as e-newsletters, email, digital presentations, web sites, apps, social media accounts, and video communication.
7. Stylized Wordmark: A word or phrase presented in a specific, consistently used typeface that is used as a visual identifier of the institution.

III. Statement of Policy

1. Brand Standard
   1. Marketing and Communications, or successor, shall establish, coordinate, maintain, publish, and enforce University and any approved unit brand standards through the University Brand Guide which shall, at a minimum, include designation and guidelines for use of the University’s graphical marks, motto, and typefaces. University and unit brand standards are subject to approval by the University President.
   2. Marketing and Communications shall ensure the registration, protection, control, licensing, distribution, and approval of use of the University’s name, image, and graphical marks (collectively “marks”), including but not limited to, trademark or copyright on behalf of the SDBOR.
   3. Marketing and Communications shall register trademarks, logos, wordmarks, symbols, and other Graphical Marks with the United States Patent and Trademark Office and with any other entities required by law on behalf of the SDBOR. Trademarks and other intellectual property rights are owned by the SDBOR on behalf of the University and its units.
      1. Intellectual property laws and regulations impose requirements for the SDBOR and University to actively safeguard registered trademarks from improper use to protect their legal ownership interest in them.
      2. Marketing and Communications  shall monitor infringement and receiving notifications of suspected infringement. If infringement is suspected, Marketing and Communications  shall take action to prevent infringement and seeking assistance of the BOR Office of General Counsel, and appropriate licensing enforcement partners assigned by the University, to initiate any appropriate legal action.
   4. Marketing and Communications  shall oversee the University’s trademark and licensing program in cooperation with the Business and Administrative Services as directed by the University President.
   5. Marketing and Communications shall manage and approve the use of marks in conformity with the University Brand Manual, and approval of products bearing University marks.
   6. The Office of Business and Administrative Services, or designee,  shall manage vendor transactions, related University trademark licensing agreements, and the collection, processing, appropriate distribution, and accounting for licensee payments. Marketing and Communications and the Office of Business and Administrative Services shall work cooperatively on the approval of vendors under the University trademarks and licensing program.
2. Use of Marks
   
   1. A Student Recognized Organization (SRO) in good standing is authorized to use branded content in accordance with the University’s Brand Manual, University Brand Toolbox, or subsequent University adopted branding and communications materials. RSOs using University branded content on any formal communications must identify that the student organization is an independent organization and comply with all applicable policies and procedures.
   2. The University President, or designee, may approve a third party’s use of the University’s Marks on the condition that the third party agrees to comply with all University brand standards set forth in the University Brand Manual, University Brand Toolbox, and the trademarks and licensing program as applicable.
      1. Third-party use of a university mark as the brand or message identifier of the third party is prohibited.
      2. Third-party use of marks must be authorized in writing.
   3. Marks of the University may not be used in product endorsements.
   4. The University President, or designee, may approve of co-branding with a third party for shared functions or activities. Shared functions or activities include, but are not limited to, the following:
      1. Acknowledgements, sponsorships, and promotions where the University is approved as one of multiple sponsors of an event or activity;
         1. Memberships where the University is a member of a professional association or athletic conference; or
         2. Approved collaborations or joint ventures between the University and a third party.
         3. Modifications or distortions to the University’s established brand standards are prohibited, absent prior written approval of the University President or designee.
   5. The University President, or designee, may, in limited circumstances, approve a Mark that does not contain University marks. Such approvals are limited to the following:
      1. Joint ventures where the University has entered into a legal joint venture agreement establishing a separate legal entity for which, by agreement of the parties, a distinct mark will be beneficial to all parties;
      2. An entity that is controlled by the University but has functions or activities separate from the University; or
      3. An entity that is controlled by the University and a distinct mark would improve the competitive capacity of the entity to market itself.
3. Official Communication Standards
   1. General Provisions
      1. Marketing and Communications shall be responsible for establishing, publishing, and enforcing the standards for the official communications in all mediums of the University, University units, and/or employees, including but not limited to, physical communications, University email, web sites, text messaging, and social media platforms.
      2. The University's Brand Manual and University Brand Toolbox set forth the requirements and standards for use of marks in communications.
         1. University employees, units, or authorized RSOs shall only use the designated University marks in official communications.
      3. Contact information for a University unit originating an official communication shall be clearly denoted in the communication (e.g. signature block, Contact Us pages, etc.). To maintain consistent branding and message standards across all forms of official communications, contact information as limited by SDBOR Policy 1.7.6 will include at a minimum:
         1. Name of originating unit;
         2. Email address for originating unit (as applicable);
         3. Physical address;
         4. Mailing address;
         5. Telephone number(s);
         6. Web links to official institutional website pages and official University social media platforms (if applicable); and
         7. Institutional logo(s) as set forth in the Brand Manual.
      4. Content shared from social media accounts (i.e., social media posts) is not required to denote contact information, provided that the social media account’s biography, profile, or linked “Contact Us” page contains the required contact details for the originating unit.
      5. Inclusion of information, graphics, or links not listed in this section is prohibited.
4. Employee Communication Standard
   
   1. University email accounts, letterhead, and other communication materials  shall be used in accordance with the business of the SDBOR or the University and for purposes directly related to an employee’s position and/or job functions, and not for conducting personal business.
   2. The provisions of this section do not apply to email accounts assigned to students who are also employed by the University but are not assigned a University employment email account. If a student-employee’s job function requires regular use of email as a function of the student-employee’s assigned job duties, the University shall provide an employee email account for the student-employee that is subject to the requirements of this section.
   3. Incidental personal use of an employee email account may be permitted at the discretion of an employee’s supervisor, subject to applicable sections of Section 4 (Human Resources) and Section 7 (Technology) of the SDBOR Policy Manual, and other applicable policies.
   4. Contact information for an employee originating an official communication shall be clearly denoted in the communication. To maintain consistent branding and message standards across all forms of official communications, contact information as limited by SDBOR Policy 1.7.6 shall include at a minimum:
      1. Name of originating employee (may include educational credentials or degrees earned as applicable to the employee’s position duties);
      2. Job title of originating employee;
      3. Name of unit;
      4. Email address for originating employee or unit (as applicable);
      5. Physical address or Mailing address;
      6. Telephone number(s);
      7. Web links to official institutional website pages and official University social media platforms;
      8. Primary institutional logo as set forth in the Brand Manual; and
      9. Professional disclosures relevant to advising a communications recipient about disclosure requirements or recognized legal privileges associated with the communication, provided such disclosures are within the scope of the originating employee’s employment.
   5. Inclusion of information, graphics, or links not listed in this section is prohibited.
   6. When communicating via formats other than letterhead or email, including but not limited to, telephone, social media, or video communications platforms, employees shall take reasonable steps to ensure that it is clear when they are speaking in their capacity as a private citizen and when they are speaking in their capacity as a University employee.
5. Websites, Social Media, and other Electronic Communications
   1. The provisions found in all other applicable policies including, but not limited, to all University and SDBOR policies applicable to internal web portals and IT resources, text messaging, and social media on behalf of the University are applicable.
6. Compliance
   1. Failure of an employee, unit, Student Recognized Organization, or third-party entity to adhere to the requirements of this policy may result in the removal or revocation of authorization or license to utilize University marks.
   2. Failure of a University employee to adhere to the requirements of this policy and provisions incorporated herein may result in discipline of the employee pursuant to Section 4 (Personnel) of the SDBOR Policy Manual.
   3. The requirements of this policy are subject to all other applicable SDBOR and University policies. Nothing in this policy is intended to abrogate the requirements of any other SDBOR or University policy.

Exclusions

This policy does not govern personal communications.

Exceptions

Any exceptions to this policy are rare and only granted by the University President.

IV. Procedures (Major)

1. Use of University Marks and Branded Content
   
   1. University employees or units seeking to use or have University or unit marks adopted and registered or branded content shall contact Marketing and Communications through the Project Request Form or other communication channels.
   2. Units or employees shall develop the concept project consulting the University’s Brand Manual, University Brand Toolbox, and related materials. Questions, clarifications, or support with marks or branded content should be directed to Marketing and Communications.
   3. The proposed project shall be submitted to Marketing and Communications for review, processing, approval, or denial prior to publication.
2. Co-branding, Modification, and Non-University Marks
   
   1. Requests to co-brand with third parties, modify University marks, or approve co-use of marks that do not contain University marks must be submitted prior to use to Marketing and Communications.
   2. Within thirty (30) days of receiving the proposal Marketing and Communications will review the proposal to determine its compliance with University standards and the University’s missions.
   3. If Marketing and Communications recommends approval, it shall forward the proposal to the University President with a justification for the recommendation.
   4. If the proposal is rejected by Marketing and Communications, the requester shall receive a written notice stating the reasons for denial, which is not appealable.
   5. Upon receipt of a proposal recommended for approval by Marketing and Communications, the University President, or designee, shall review the recommended proposal and approve, modify or deny the request. Determinations of the President are not appealable.

V. Related Documents, Forms, and Tools

• DSU Brand Manual
• Marketing Project Request Form
• Marketing@dsu.edu

VI. Policy History

Adopted: 08/06/1996

Revised: 09/22/2008

Revised: 01/12/2026