At a Glance
What: Alumni Brand
Who: Alumni (new graduates, young alumni and established alumni).
Why: UGA fosters lifelong relationships with our alumni, because we are committed to the growth, success and connection of the Bulldog family.
Key Messaging: Never Bark Alone. Bringing Bulldogs together year-round, worldwide and lifelong.
Priority: Engagement: create meaningful connections and experiences for UGA students, alumni, parents and friends.
Overview
The Alumni Brand provides a distinctive look, feel and voice that our alumni audience will immediately recognize as the University of Georgia. This promo toolkit will help you stay true to the University of Georgia story.
The primary goals for the Alumni Brand are to inspire pride among our alumni, strengthen awareness of the opportunities we offer and gain support for advancing UGA and creating opportunities for students.
The toolkit provides language, graphics, and other marketing resources to help the UGA community promote this campaign together.
How you can help
- Use the provided marketing toolkit to help promote the Alumni Brand on your school/college/unit and personal accounts.
- Share content from the Alumni Association’s social media handles.
- Include new resources like videos or graphics in your alumni newsletters/listservs if you have emails going out.
- Spread the word at virtual events and through personal networking.
- BE CREATIVE AND HAVE FUN!
Personality Traits
Defining our brand personality creates tangible attributes as well as a starting point for how we write, speak, respond and communicate on behalf of the university. The following personality traits will drive the voice for all University of Georgia communications.
COMMITTED
We are deeply invested, and our conviction–to our students, our state and our world–is unwavering.
FOCUSED
We are intentional and doggedly determined, guided by a love of learning and clarity of purpose.
AMBITIOUS
We are curious and innovative, tenaciously searching for better answers and more impactful solutions.
NURTURING
We are a loyal, inclusive and a bonded family committed to respect for each other and our world.
SPIRITED
We are hopeful and enthusiastic about the opportunity to help make a better future possible.
ENDURING
We demonstrate integrity and excellence in everything, committed to creating a lasting impact through time-honored tradition.
Messaging
Our message includes so much more than what we say; it is also how we say it. Through the words we choose and how we choose to employ them, we can maintain a consistent voice and contextually relevant tone to craft a story that feels personal and real.
Brand Narrative
Tagline: Never Bark Alone
Every Bulldog’s journey is unique, but our landmarks are the same: North Campus, Tate, Milledge Avenue, Snelling. These are the homes of illuminating experiences and enduring friendships. They empower us as students, guide us as graduates, and unite us as UGA Alumni.
We are a globe-spanning family—centuries old and 350,000-strong—built with a tenacious spirit and bold ambitions, and we are at our best when we come together. And that’s our mission: to bring Bulldogs together year-round, worldwide and lifelong.
We make sure that your UGA experience isn’t just a memory, but a moment that comes to life again and again: finding a G in a new co-worker’s office; meeting old friends on College Avenue; or Calling the Dawgs anywhere on the planet.
We unite, forging connections that improve lives and spark innovation. We achieve, reaching higher and doing more through our shared commitment. And we celebrate—whether we’re winning championships or welcoming the next generation of Bulldogs into our red-and-black family.
When the world calls, Bulldogs answer. Because we know what UGA can do; because we are committed to empowering the next members of our Bulldog family; and because we know what it means to Never Bark Alone.
Headlines & Power Phrases
“NEVER BARK ALONE.”
“YEAR-ROUND. WORLDWIDE. LIFELONG.”
“MORE THAN A MEMORY. MORE THAN A DEGREE.”
“YOU COMMIT TO GEORGIA. WE COMMIT TO YOU.”
Promo Mark
The promotional mark will serve as the primary visual identifier for [Campaign Name]. The mark may not replace an official University of Georgia logo to ensure brand equity. Consistent presentation is vital in strengthening the brand’s recognizability and impact. Any modification to the mark is therefore prohibited.
Typography
When it is used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what we communicate. Georgia’s typography communicates clearly and cleanly, and is flexible for a wide range of situations.
Primary Sans-Serif
Oswald is our primary sans-serif family and works best for headlines, subheads, and infographics.
Styles
Primary Serif
For more sophisticated situations, Merriweather, our serif font family, is available. It works best for headlines and body copy.
Styles
Secondary Sans-Serif
Merriweather Sans, our secondary sans-serif, performs well at small sizes and in longer-form text
Styles
Secondary Sans-Serif
Georgia, our secondary serif, is an excellent font for body copy, documents, and dense text blocks.
Styles
Color Palette
Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive Georgia brand. Beyond our logo, color is the most recognizable aspect of our brand identity. The elements of our palette have been given names that reflect their inspiration.
Primary Colors
Bulldog Red
C3 M100 Y70 K12
R186 G12 B47
#BA0C2F
Pantone: 200
Arch Black
C0 M0 Y0 K100
R0 G0 B0
#000000
Pantone: Black
Chapel White
C0 M0 Y0 K0
R255 G255 B255
#FFFFF
Pantone: White
Vibrant Colors
Glory Glory
C0 M93 Y79 K0
R228 G0 B43
#E4002B
Pantone 185
Lake Herrick
C97 M0 Y30 K0
R0 G163 B173
#00A3AD
Pantone 7467
Rich Colors
Hedges
C35 M12 Y100 K0
R180 G189 B0
#B4BD00
Pantone 390
Olympic
C100 M12 Y21 K44
R0 G78 B96
#004E60
Pantone 315
Dark Colors
Sanford
C20 M25 Y30 K59
R85 G79 B71
#554F47
Pantone 404
Herty Field
C3 M100 Y70 K12
R186 G12 B47
#BA0C2F
Pantone 450
Athens
C44 M74 Y21 K58
R102 G67 B90
#66435A
Pantone 5195
Neutral Colors
Stegeman
C19 M12 Y13 K34
R158 G162 B162
#9EA2A2
Pantone 422
Creamery
C3 M4 Y14 K8
R214 G210 B196
#D6D2C4
Pantone 7527
Odyssey
C22 M6 Y0 K0
R200 G216 B235
#C8D8EB
Pantone 657
DIGITAL GRAPHICS
We’ve provided several digital graphics and a social media marketing plan you can use to help promote this campaign. In some instances, messaging should be further customized to your school/college/chapter. Please include the [campaign link] in all social media posts.
For any marketing questions, reach out to [Communication Coordinator] in DARCOMM.
Email Schedule
The centralized [campaign name] email plan is organized by date, time, messaging, signatory and SWAG components.
This email plan is still evolving, so please check back for updates.
Photography
We’ve gathered several photographs of campus scenes, students and more for you to use in creating your own [campaign name] content.
Videos
We’ve provided videos to help promote [campaign name]. Help spread the hype on your channels as well.
