Using Descriptive Text

Within higher education, it can be difficult to develop a truly unique statement that avoids clichés. Descriptive text and/or taglines can also detract from the master brand and sub-brands, adding a supplemental message without adding value. Thus, in general, these types of statements used repetitively with the unit's identity are not permitted.

Permissible Uses

New York's Flagship

The phrase "New York's Flagship" has been used to describe UB's status and is a point of pride. It is not considered a tagline, but can be used in plain type with a logo or lockup separated by at least one interlocking UB of space.

Short-Term Taglines

Occasionally, there may be a business case for using celebratory or campaign-specific taglines, such as “Our place. Our way. Our future.” (Boldly Buffalo campaign) or “50 Years of CSE” (Department of Computer Science and Engineering’s anniversary celebration). These short-term taglines must be approved by University Communications. Furthermore, they must never be used in close conjunction with the interlocking UB, the master brand lockup or unit-specific lockups. Taglines should instead be treated as a separate element.

Example:

Zoom image: Visualization of print page with Master brand or unit-specific brand at top and tagline at bottom. Visualization of print page with Master brand or unit-specific brand at top and tagline at bottom.
鈥淗ere is how鈥� is not a tagline.

“Here is how” should never be used as a tagline. Nor should it be used on its own as a sentence, except in key pieces developed by or in consultation with University Communications.