Design guidelines

Using the brand

We have provided detailed guidance on the use of all brand assets. These guidelines aim to clarify our marketing position, personality, our visual identity and our tone of voice help you understand how we want to communicate and how we keep our brand identity consistent.

Who are these guidelines for?

Anyone at the University of Dundee who communicates on the University’s behalf should find this manual a useful resource. For marketers it can be a useful starting point for developing campaign ideas and reaching out to audiences. Writers and content generators should refer to our tone of voice guide and general principles before crafting copy. Designers, in both the print and digital realms, can refer to typographic, colour and photography standards for consistency, and use the best practice examples as a launch pad for creativity.