Brand Architecture
The TMU brand architecture defines the relationships of entities within the university. This section outlines the brand classifications and provides tools to help you determine how you can strengthen your brand as well as the TMU brand.
Our goal is to create a clear framework and to unify communications across the diverse units so that TMU's voice can rise above the noise.
Please connect with University Relations to determine where you fit into the brand architecture. Contact tmubrand@torontomu.ca with requests.
Related Content
Brand Classifications
The university brand is the overarching identity of the university. It is the voice used in top-level communications and when the university is speaking as one unified entity.
Brand Impression: “This is Toronto Metropolitan University.”
Examples: Alumni, Human Resources
University branded communications consistently use all elements of the visual toolkit, except the tertiary palette.
Visual Toolkit Elements
- Lock-up System
University Brand Lock-up; Available to Use
- Typography & Type Style
Primary Typeface; Available to Use
Secondary Typeface; Available to Use
- Photography
Photography Style; Available to Use
- Colour
Primary Palette; Available to Use
Secondary Palette; Available to Use
Tertiary Palette; Used as Accents Only
- Primary Graphic Device
Use of Primary Graphic Device; Available to Use
This example illustrates how University Brands use the elements of the visual toolkit.
SRC/Academic brands are parts of the university that are most closely associated with its mission of learning and scholarly, research and creative activity.
Promotional materials created on behalf of a Faculty or Department for a lab, centre, institute, etc. should follow the SRC/Academic brand guidelines.
Materials created by faculty such as reports, courseware, public presentations etc. may follow TMU’s brand guidelines but they are not required to. When publishing a book you may use the name of the university but not the logo.
Brand Impression: “This is part of what TMU does as a university.”
Examples: Faculty of Engineering and Architectural Science, School of Fashion
Academic/SRC brands have more flexibility of the visual toolkit to differentiate their brand. The following elements are consistently used:
Visual Toolkit Elements
- Lock-up System
Academic/SRC Lock-up; Available to Use
- Typography & Type Style
Primary Typeface; Available to Use
Secondary Typeface; Available to Use
- Photography
Photography Style; Available to Use
- Colour
Primary Palette; Available to Use
Secondary Palette; Available to Use
Tertiary Palette; Used as Accents Only
- Primary Graphic Device
Use of Primary Graphic Device; Available to Use
If faculty or staff have questions, please contact your unit’s MarComm lead or tmubrand@torontomu.ca.
This example illustrates how Academic/SRC Brands use the elements of the visual toolkit.
Sub-brands are part of the university, but they revolve around activities beyond its mission of learning and scholarly, research and creative activity. They are managed by university administration.
Brand Impression: “This is connected to TMU, but different than its core learning function.”
Example: TMU Athletics
The use of the visual toolkit is flexible. The university photography style, graphics devices and tertiary colour palette are optional elements of a sub-brand’s visual language. A sub-brand may develop its own versions of these components.
Visual Toolkit Elements
- Lock-up System
Sub-Brand Lock-up; Available to Use
- Typography & Type Style
Primary Typeface; Available to Use
Secondary Typeface; Available to Use
- Photography
Photography Style; Available to Use
- Colour
Primary Palette; Available to Use
Secondary Palette; Available to Use
Tertiary Palette; Used as Accents Only
- Primary Graphic Device
Use of Primary Graphic Device; Available to Use
This example illustrates how Sub-Brands use the elements of the visual toolkit.
Independent brands are associated with the TMU community, but are independently managed by students or other external stakeholders. Examples include: student groups/associations and student-led initiatives, independent alumni-led initiatives that are not connected to an alumni association, community events, or companies started at the DMZ.
Brand Impression: “This is independent from Toronto Metropolitan University.”
Example: TMU Athletics
Independent brands should not use the TMU visual toolkit, including the University logo or brand marks. However, official student groups recognized by TMSU (external link) and/or TMU faculties may use the University name, in written form, to identify themselves.
Students who have brand questions should contact their respective Department or Faculty and ask to connect with their MarComm lead. For marketing requests regarding alumni-led initiatives please reach out to one of the University Advancement Faculty contacts.
Visual Toolkit Elements
- Lock-up System
Does not lock-up with the TMU Logo; Cannot Use
- Typography & Type Style
Primary Typeface; Cannot Use
Secondary Typeface; Cannot Use
- Photography
Photography Style; Cannot Use
- Colour
Primary Palette; Cannot Use
Secondary Palette; Cannot Use
Tertiary Palette; Cannot Use
- Primary Graphic Device
Use of Primary Graphic Device; Cannot Use
This example illustrates how Independent Brands use their own creative look and feel and do not need to adhere to the TMU brand.
Alumni associations that have been approved via University Advancement (UA) may request to use a TMU logo lock-up that identifies their association name. Requests should be sent to one of the University Advancement Faculty contacts. Alumni association materials that include the respective association's logo lock-up may be brand checked via the UA Faculty contact.