University Brand Review (UBR) Process

• Marketing and communications materials need to be reviewed and assigned a UBR number to certify they are in compliance with Penn State’s policies, most notably accessibility and brand guidelines.
• UBR numbers indicate content has been reviewed and approved to be in compliance with Penn State policies and guidelines.
• The UBR number includes a code that identifies the unit, followed by a two-part numbering system. The first part of the number designates the current calendar year. The second part is the next sequential number assigned by the unit producing the piece. Each year on Jan. 1, the numbering for each unit starts over with the new calendar year number followed by the number 1. For example, the College of Earth and Mineral Sciences (EMS) UBR number for the first approval in January 2024 would be UBR EMS 24-01.

Materials that need to be reviewed and have assigned UBR number displayed:

• Campaign emails (including, but not limited to, Admissions, Alumni, New Student Orientation)
• Brochures
• Flyers and postcards
• Posters (these do not include faculty and student research posters)
• Catalogs and handbooks
• Schedules of events
• Booklets and view books
• Programs
• Annual reports, newsletters, and magazines
• And other similar materials (when in doubt, have the material reviewed)

Materials that need to be reviewed but do not need to have assigned UBR number displayed:

• Paid Advertising (both external and internal)
  • Newspaper/ magazine
  • Billboards
  • Internal Penn State resources (e.g., banners, stall stories, Parents & Families Guide)
• Websites representing official Penn State units
• Digital signage
• Videos
• Invitations
• Temporary signage

What materials do not need to be reviewed?

• Classroom instructional materials
• Scholarly journals
• Faculty papers and reports
• Internal memorandum
• Forms
• Non-Penn State promotional material

NOTE: Social media, promotional merchandise (t-shirts, stickers, swag, etc.), and news releases do not need to be reviewed as part of the UBR process but still must comply with other appropriate Penn State policies and guidelines.

• All written content should adhere to the Chicago Manual of Style, Penn State's Editorial Standards, or AP style guidelines before submitting for review. The University follows separate standards for marketing and news materials:
  • Online and print marketing materials follow The Chicago Manual of Style, which is available at no charge through Penn State University Libraries.
  • Penn State’s Editorial Standards detail styles that are specific to the University.
  • News releases and stories intended for Penn State News follow Associated Press (AP) style, with a few exceptions that can be found in the University Public Relations Style Guide.

Please make sure that your design follows brand guidance as outlined on Penn State’s Design Essentials and observes the Visual Identity Standards. Best practices outlined include:

• Guidance on proper use of the University mark and shield
• Information on signature blue and accent palette brand colors
• Brand photography and resources available for download
• Fonts specified for print, web, digital and PowerPoint use - brand fonts are readily available through Adobe Fonts and can be activated through your Adobe Creative Cloud account.

Please make sure that your design also follows required accessibility standards in alignment with University guidance.

• Web sites at Penn State are expected to adhere to the highest levels of quality, properly reflecting Penn State's image and stature, and to abide by the minimal guidelines contained in Policy AD54.
• All official University web pages will adhere to the accessibility standards spelled out in Policy AD69, Accessibility of Electronic and Information Technology.

• Only manufacturers that are licensed by the University are authorized to produce Penn State merchandise like t-shirts, stickers, and other swag. All designs for merchandise must be approved prior to manufacture. The manufacturer who holds the license to produce Penn State merchandise will submit the design to the Office of Licensing Programs for review. For more information about producing Penn State merchandise, contact the Office of Licensing Programs.

• Model releases must be obtained in order to legally use a person’s image and likeness in marketing materials. When in doubt, always secure a model release; this is a good practice to help us safeguard our use of individuals in our marketing materials.
  • Exception: When photographing or filming public events (e.g., commencement, THON, public banquets, etc.) or in public areas, individual model releases may not be needed. One line of differentiation is when a shot generally composes a crowd or group versus a shot that generally focuses on one individual. When a person is the clear focus of a shot, even when in a public setting, a model release should be obtained from the individual.
    
    For photographing or filming public events, signs should be posted at all main entryways to the venue or area stating: "By entering this venue, you are consenting to be photographed or filmed for use in Penn State marketing materials."
• For children and youths under the age of 18, a model release must be obtained and should be filled out by the individual's parent or guardian regardless of setting or event (including admissions events).