Applying the brand correctly

Applying the brand correctly – every time

Everything should be on brand – are there ever exemptions?

The Monash brand is strong and contributes and supports all areas and individuals of the University. Our brand and what it represents strongly informs:

why students choose Monash over other Universities
why government looks to Monash to partner, for guidance and to inform policy
why Monash is the recipient of many grants, funds and philanthropic contributions
why industry and other institutions chose to partner with us to research and commercialise
why our alumni remain engaged to continue their engagement and contributions
why great talent wants to work at Monash – and wants to stay at Monash

We all benefit by drawing on the Monash brand for a multitude of purposes. To ensure and grow the
legacy of the Monash brand, we are all obligated to ensure Monash's education, research, programs, government interactions, commercialisations, successes and progress are properly branded so that
all areas can be attributed to the brand, and the Monash community can leverage the brand to continue
to advance the University's, and their own ambitions.

Monash University brand guidelines should be applied in ALL instances. There are very few occasions where the guidelines are not applied. Exemptions make up less than 1% of all brand applications. The Monash brand is to be applied accurately and comprehensively. Applying only one aspect of the brand, colour, M device or font, does not constitute correct brand application, nor does the blending of the Monash brand with another brand.

* It should be noted that Monash branding includes use of the Monash brand guidelines and any websites are to be on monash.edu.

Exemption categories

- if the area/program is Monash funded (this includes majority funded). Fund sources may include, but not limited to, grants, philanthropy and government funding
- if the area/program is run by Monash staff. That means salaries are paid by Monash and / or have Monash email addresses
- if the area/program adheres to Monash data and governance policies
- if an area is developing a product or program that is likely to be commercialised, then the program or product name and logo can be considered for a brand exemption. Plans to commercialise must be outlined in the exemption request (see business case to understand what is required)
- if an exemption for the product or program name is granted, all marketing that supports the program or product must adhere to all Monash guidelines – including using the URL monash.edu
- a brand exemption must be sought prior to contracts being signed. These opportunities are considered on a case by case scenario
By definition these programs are not Monash programs. They are partner programs that have a host organisation. These are independently managed and branded. Monash marketing does not support these programs.
These programs are considered on a case by case basis. Using Monash branding should be the default position. If there is a case for an exemption, please submit a business case.
- contracts that build in any brand commitments are to be reviewed and discussed with UMAC before
  a commitment is made.
- if an existing contract is in place with specific branding clauses these should be brought to the attention
  of UMAC and recorded.
Clinical Registries have their own logo, however branding follows Monash University guidelines. Registries can apply their logo, but they must appear in a supporting role. The Monash University logo and the Registry logo should not be locked-up together.

Business case template for an exemption

If criteria is met, a business case may be developed. The following questions are to be addressed. The business case should not exceed two pages.

Provide a brief overview of the program/project including its ambitions
Which of the above exemption categories are you applying for?
Why is it detrimental to this project to be Monash branded?
Does the brand exemption request reflect the contractual or funding agreements that are in place?
For example, does the contract require branding that is not in line with existing Monash guidelines?
Please include the contract stating this request.
Will the branding exemption support the faculties / areas KPI’s to build reputation in identified areas?
If a brand exemption were to be granted:
a) what are the benefits for Monash?
b) how will Monash be recognised in the program/project?
c) how will the program/project contribute to building the overall brand reputation for Monash University?
d) how will Monash be publicly recognised and recalled by audiences, in 10-15 years time?

Business cases are reviewed by the Chief Marketing Officer and the Director, Planning, Engagement and Brand. Please allow up to six weeks for review.

Brand book