Brand Stewardship Procedures

Related Documents: Brand Stewardship Policy, Brand Standards Guide, Commercial Activities Policy, Naming Policy, Naming Procedures, University Accounts Social Media Policy, University Accounts Social Media Procedures
Unit or Role Responsible: University Relations
Owner: Assistant Vice-President, University Relations
Date of Issue: September, 2025
Review and Revision Dates:

I. Purpose

These Procedures assist in the interpretation and application of the Brand Stewardship Policy (the “Policy”), and set out the process applicable to the creation and maintenance of Brand Properties.

II. Definitions

All capitalized terms not otherwise defined in these Procedures have the meanings set out in the Policy.

“MarComm” means marketing or communications.

III. Procedures

Updating or Creating Brand Properties
Approval for the request of the creation, use, or revision of a Brand Property must be obtained from University Relations as set out in the process below:
1. General
  1. Individuals seeking to create or revise a Brand Property should first familiarize themself with the Brand Toolkit set out by the University to understand how a project/initiative fits within the University’s brand architecture.
  2. Functional Units who are proposing to create or update a Brand Property should discuss the Brand Property first with their unit’s MarComm lead. Functional Units who do not have an internal MarComm lead should email their request to tmubrand@torontomu.ca.
  3. Brand Properties that have been developed prior to the Policy, may need to be updated to align with guidelines. Please email tmubrand@torontomu.ca to discuss options with University Relations. University Relations may also reach out to units that are non-brand compliant to discuss possible updates to align with the brand.
2. Standard Brand Properties:
  The following process applies to the creation or updating of the standard Brand Properties set out below:
  1. Identity and logo development
  2. Graphics and design
  3. Advertisements including print, digital
  4. Campaign asset development
  5. Brand positioning
  6. Branded signage including building signage, hoarding, departmental graphics, vehicle wraps, banners including hydro pole and building banners
  The MarComm lead (identified in Section 1.a.ii above) will connect with University Relations who will review the request and recommend an approach including, but not limited to questions, feedback, and proposed alternatives. The recommended approach will be detailed in an email to said parties. Other parties or units (i.e. General Counsel) may be included in the conversations based on the nature of the project or the initiative.
3. Specific Brand Properties: The following process applies to the creation or updating of the standard Brand Properties set out below:
  1. Signage
    1. Wayfinding: Please refer to the Signage requests website for requests of this nature and connect with FMD for any wayfinding signage that is outside of this scope.
  2. Social Media
    1. For the creation of new social media icons for primary social channels (Faculties, Offices & Administration Units, Departments), please follow the Social Guidelines for standard brand properties.
    2. For the creation of accounts, please refer to the University Accounts Social Media Policy for requests of this nature.
  3. Naming
    1. For naming initiatives including descriptive, creative or placemaking please follow the process for standard brand properties. For example, new names for Centres, Institutes, Campus Eateries, Zones, Campus Spaces.
    2. For commemorative or benefactor naming, please refer to Naming Policy and Naming Procedures.
  4. Student-led initiatives and groups
    1. Subject to 2. below, student-led initiatives and groups are considered Independent Brands. As such, they should not be using the University logo or brand marks.
    2. All officially recognized student groups may use the University name, in written form, to identify themselves.
    3. Students who have brand questions should contact their respective Department or Faculty and ask to connect with their MarComm lead.
  5. Alumni associations and alumni-led initiatives
    1. Alumni associations
      1. Alumni associations that have been approved via University Advancement (UA) may request to use a TMU logo lock-up that identifies their association name. Logo lock-up requests should be sent to one of the UA Faculty contacts listed here, who will then connect with the Functional Unit MarComm lead.
      2. Alumni association materials that include the respective association's logo lock-up may be brand checked via the UA Faculty contact.
    2. Alumni-led initiatives
      1. Initiatives led by TMU alumni that are not connected with an alumni association are independent in nature and should not align with the TMU brand.
      2. For marketing requests regarding alumni-led initiatives please reach out to one of the UA Faculty contacts listed here.
  6. Professor/Instructor materials
    1. When creating any promotional materials on behalf of the Faculty or Department for a lab, centre, institute, etc. you should adhere to the SRC/Academic brand guidelines.
    2. Materials such as reports, courseware, public presentations etc. may follow TMU’s brand guidelines should a faculty member want, but are not required to.
    3. When publishing a book you may use the name of the university but not the logo.
    4. If faculty have questions, please contact your unit’s MarComm lead. If you don’t have a lead, then contact tmubrand@torontomu.ca.
  7. Branded merchandise and promotional items
    1. University-branded merchandise
      1. All merchandise that features the University name, associated acronyms, or branding of the University, must follow the TMU brand guidelines.
      2. University branded merchandise created for sale by TMU’s Campus Store must adhere to Campus Store brand guidelines. Proposed merchandise that does not meet these guidelines must be brand checked via University Relations.
      3. TMU Bold branded merchandise created for sale by Athletics & Recreation and the Campus Store must adhere to the TMU Bold brand guidelines. Proposed merchandise that does not meet the guidelines must be brand checked via University Relations.
      4. Outside of the Campus Store and Athletics & Recreation (TMU Bold), no one is permitted to sell University branded merchandise. Please refer to the University’s Commercial Activities Policy.
    2. University-branded promotional items, swag, and giveaways
      1. All promotional items, swag, and giveaways that feature the University name, associated acronyms, or branding of the University, must follow the TMU brand guidelines. For brand questions or to request a brand check, email University Relations at tmubrand@torontomu.ca.
      2. For production support, departments are encouraged to connect with their Functional Unit’s MarComm lead who may recommend connecting with the Campus Store or University Relations.
4. Third-party Logo Usage
  1. Partnerships/sponsorships
    1. Requests for permission for third parties to use the TMU logo for partnerships or sponsorships must be shared with a Functional Unit’s MarComm lead for review. For instances where the unit’s MarComm lead is not available, please connect with tmubrand@torontomu.ca.
    2. If the logo request is approved by the MarComm lead and relates to a significant partnership/sponsorship (e.g., a pan-university initiative), then the MarComm lead must share a description of the intended use via tmubrand@torontomu.ca for review and approval.
    3. All partnership and sponsorship agreements, including those which request third-party usage of logos, must also be reviewed by the Office of the General Counsel and Board Secretariat (GCBS) via gcbs@torontomu.ca. The Functional Unit is responsible for securing approval from GCBS.
    4. Third-party logo requests for partnerships and sponsorships may be approved, declined, or further information may be requested.
  2. Other
    1. At no time may the use of the university’s name(s) or symbol(s) imply or state endorsement of any products or services. The university does not permit institutional endorsements of any kind through the use of its names, identities, logos or images.
    2. For questions related to third-party logo use outside of partnership and sponsorship requests please contact gcbs@torontomu.ca and tmubrand@torontomu.ca.
5. Stationery
  1. Refer to the stationery ordering portal for more information.
  2. For requests that are specialized or fall outside of this scope please contact tmubrand@torontomu.ca.
Procedures Regarding use of the University Crest and Seal
1. The University crest and seal are reserved exclusively for use in official documents such as: degree and certificate parchments, transcripts, and other documents required to be under the corporate seal of the University. No other usage of the University seal is permitted.
2. All requests to display the University crest must be submitted to the University Events and Ceremonies and University Relations teams for review and approval via ceremonials@torontomu.ca and tmubrand@torontomu.ca.
Procedures for Brand Checks
Brand checks help to ensure that brand standards are being met and help to protect the reputation of the university.

Not every creative item or property can be checked by University Relations. The most important items to be brand-checked are:
1. Rollout of new identities, graphic design, campaigns, etc.
2. Signage
3. Initiatives that have institution-wide reputational impact ie. Convocation, Open House, United Way, institution-wide events, etc.
4. Campus Store merchandise

Functional Unit MarComm leads may complete brand checks and give approvals for

a. Sponsorship materials

b. Designed materials that are based off of existing UR approved brands

c. Social media materials that are aligned with the Functional Unit brand

d. Promotional items and giveaways

To request a brand check please connect with tmubrand@torontomu.ca.