Sub-Brands

Departments, programs, centers and other entities as outlined below are directly connected to one or more brand extensions and should never stand alone.

Please consider:

  • If the sub-brand is connected to a single entity or two equal-partner entities, it must be tied to the master brand and visibly supported by the brand extension(s).
  • If the sub-brand is connected to more than two brand extensions, it must be tied only to the university’s master brand.

Within the university visual identity system, such units may only have one lockup (“logo”), which is created and maintained by University Communications. Lockups are the only permissible way to represent these groups with official trademarks. No other graphic, logo or designed permutations of the name that deviate from this construction may be used.

The unit may represent itself in plain type and rely on the university master brand mark to show affiliation. If more than one brand extension or sub-brand lockup is represented, please use the university master brand lockup and recognize the units in plain type. If the sub-brand lockups derive from the same unit, the brand extension may be leveraged and sub-brand units should be reflected in plain text.

Additionally, a sub-brand may choose to remove the brand extension and affiliate with the university by displaying the masterbrand mark and the unit or department in plain type only. With this arrangement, the brand extension unit should be clear and it must be pre-approved by the senior communicator.

New lockup creation must be coordinated through the unit's senior communicator, in collaboration with University Communications.

University Communications is responsible for creating and managing all of UB’s lockups. Always use the provided artwork without modification. Do not add, remove or adjust text, or alter the elements in any way.
 
You can review rules for usage here, and contact University Communications with questions.

There are three categories of Sub-Brands:

Academic Departments and Programs

Some examples include:

Department of Architecture

Biological Sciences

Psychology

Oral and Maxillofacial Surgery

Pediatrics

Pharmacy Practice

Community Health and Health Behavior

Academies

Zoom image: Brand Extension Examples for Departments and Programs Brand Extension Examples for Departments and Programs.

Offices, Programs and Units

Some examples include:

Oscar A. Silverman Library

Polish Room

Office of Vice President for Finance and Administration

Campus Living

Parking and Transportation Services

University Police

Sustainability

Electronic Research Administration

Office of Science, Technology Transfer and Economic Outreach

Zoom image: Sub-brand for University at Buffalo Sub-brand for University at Buffalo.

Centers, Institutes and Clinics

Many multidisciplinary sub-brands serve as a hub of collaboration between multiple brand extensions or other sub-brands across the university.

Some examples include:

Center for Geohazard Studies

Baldy Center for Law and Social Policy

Technē Institute for Arts and Emerging Technologies

Early Childhood Research Center

Center for 21st Century Music

The Institute for Lasers, Photonics and Biophotonics

Gender Institute

Institute for the Strategic Enhancement of Educational Diversity (iSEED)

Zoom image: Brand Extension Examples for Centers, Institutes and Clinics Brand Extension Examples for Centers, Institutes and Clinics.
Zoom image: Brand Extension for Research and Education in eNergy, Environment and Water Brand Extension for Research and Education in eNergy, Environment and Water.

Usage note: In general, the use of acronyms in lockups and external communications is discouraged. However, when the acronym has established equity and reputation, it may be included in parentheses as a point of reference for the entity.

Related Resources