Policy and Guidelines for the Use of the University's Name and Visual Identity

(PDF version)

(Version 1.0, Approved by Management Board in May 2007. Updated in September 2010 as a result of the name change for some of the departments and their respective heads mentioned in Section F. )

Table of Content

A. Preamble
B. Definitions
C. Application
D. Basic Principles for the Use of the University’s Name and Visual Identity
E. Additional Consideration
F. Authority
G. Special Cases
H. Standards Manuals and Reference Documents

 

A.  Preamble

1. City University of Hong Kong is a leading university in the Asia-Pacific region. Its name and visual identity are recognized as symbols of excellence in education, applied research and consultancy services and are important assets of the University that shall be protected.
    
2. The University’s Policy on Intellectual Property (hereafter "Policy") states that:

"The ownership of various logos, marks, designs, etc as used by the University including but not limited to "City University of Hong Kong", "CityU" and the University logo shall vest with the University. These marks (collectively referred to as the "Marks") are the property of the University. The University has the sole and exclusive right to use the Marks and license their use for commercial purposes on various forms of merchandise. The University also uses and licenses the use of the Marks as service marks in connection with various business enterprises and in the promotion of the University and its activities.

The Marks are extremely important to the University. Their importance is increasing as the University engages in more commercial and external activities. These Marks are therefore a commercial asset with increasing value." [1]

3. This document elaborates on the Policy and provides guidelines for the use of the University’s Name and Visual Identity, which form parts of the Marks, in accordance with the Policy.

B.  Definitions

The following are the definitions of the terms used in these guidelines.

C.  Application

The principles and guidelines shall apply to:

(a)   University Departments;

(b)   University Members;

(c)   Alumni bodies;

(d)   Individuals or organizations, who through direct or indirect participation and engagement in University Activities, have become involved in the use of the University’s Name and Visual Identity;

(e)   Print materials such as publications, stationery, business cards; exhibits and signs; souvenir items; television, video and motion picture; the Internet, websites; and all other forms of media and devices.

D.  Basic principles for the use of the University’s Name and Visual Identity

1. The Name and Visual Identity of the University shall be used in an appropriate manner up to the standards and expectation of the University.
    
2. The Name and Visual Identity of the University shall not be used in a derogatory manner causing any dilution of the University’s reputation.
    
3. All University Departments and Members shall have the obligation to uphold the corporate identity of the University.
    
4. Subject to the University's overall control of the use of the Name and Visual Identity as stated in this document, the use of the University's Name and Visual Identity by University Departments and Members for University Activities is permitted provided that the University’s Name and Visual Identity are not used in any derogatory, deceptive, scandalous or distorted manner.
    
5. Subject to the University's overall control of the use of the Name and Visual Identity as stated in this document, University Members and alumni are permitted to use the University's Name, but not the University's Visual Identity, in true and accurate statements of their affiliation or relationship with the University in stating their qualifications or experience for academic and professional credit.

E.  Additional Consideration

1. The use of the University's Name and Visual Identity is, in general, limited to official University Activities; and not for support or endorsement, or appears to be for support or endorsement, of non-CityU activities, products, or services.
    
2. Staff engaging in outside practice may not use the University's Name and Visual Identity to promote that practice.
    
3. University Members and alumni may not use the University's Name and Visual Identity or their affiliation with the University in any manner which implies or suggests University support for, endorsement of, association with or opposition to any activities, products, or services.

F.   Authority

1. The authority to approve the use of the University's Name and Visual Identity ultimately belongs to the President, who may delegate such authority to departments/persons as appropriate.
    
2. The President has delegated the authority to the following persons to approve the use of the University’s Name and Visual Identity in general, provided that such use is for non-commercial purposes.

(a)   Heads of University Departments
For staff of the department to use the University's Name and Visual Identity on letterheads; name cards; printed matters such as publications and reports; advertisements for departmental events; souvenir items which are given away free of charge; publicity materials such as posters, banners and exhibits; electronic communications such as websites, emails provided that such uses are limited to conducting University Activities.

(b)   Director of Student Development Services
For registered student bodies to use the University's Name and Visual Identity in  student related activities and matters.

(c)   Associate Vice-President for Alumni Relations
For alumni bodies recognized by the University to use the University's Name and Visual Identity in alumni-related activities.

3. The President has delegated the authority to the following persons to approve the use of the University's Name and Visual Identity with respect to their areas of responsibilities.

(a)   Director of Admissions Office
For marketing and promotion of, including advertisements for, university programmes and courses of study administered through the Admissions Office.

(b)   Dean of Graduate Studies
For marketing and promotion of, including advertisements for, university programmes and courses of study administered though the School of Graduate Studies.

(c)   Director of Human Resources
For staffing related matters including advertisements for staff recruitment.

(d)   Director of Communications and Public Relations
For materials intended for media communications such as press releases and advertisements for University events.

(e)   Associate Vice-President for Mainland and External Affairs
For marketing and promotion of the University outside Hong Kong.

(f)   Director of Computing Services
For domain name and web sites, including the allocation of internal domain names and the registration of external domain names for departments.

(g)   Director of Campus Development and Facilities
For signage on buildings and other facilities.

(h)   Director of Finance
For licensing arrangements such as those related to commercial products or services; and for the production of clothing, badges, stationery etc. bearing the Name and Visual Identity of the University which are intended for sale or commercial purposes.

G.   Special Cases

1. For any other use of the University Name and Visual Identity, including but not limited to the following:

(a)   use in connection with an outside organization/institution,

(b)   use in connection with commercial enterprises or trade associations representing commercial enterprises,

(c)   the use may carry a potential for financial, legal or reputational risk to the University,

prior written permission must be obtained from the President or his delegated authority. [2]

H.  Standards Manuals and Reference Documents

1. City University of Hong Kong Corporate Identity: Graphic Standards Manual which lays down graphics standards for the logo, marks and designs approved by the University. It can be viewed and downloaded at here.
    
2. Domain Name System Policy and Guidelines which spells out the rules and regulations for the use of all internal and external University domain names. It can be viewed and downloaded at here.
    
3. University Intellectual Property Policy which details the University's policy on the ownership of intellectual property. The University Intellectual Property Policy relates to three aspects of intellectual property, namely, (i) Copyright, (ii) Patents, Registered Designs, Circuit Layout and Plant Variety Rights, and (iii) Trade & Service Marks. It can be viewed and downloaded at here.

[1] City University of Hong Kong, Policy on Intellectual Property: Trade and Service Marks, section 12 paragraphs 12.2 and 12.3. The University has established Policy on Intellectual Property in relation to three aspects of intellectual property, namely, (i) Copyright, (ii) Patent, Registered Designs, Circuit Layout and Plant Variety Rights, and (iii) Trade & Service Marks.

[2] The President has delegated the authority to the Task Group for Corporate Identity to grant the necessary approval for cases covered under this section. For further details, please contact Mr Patrick Kwong , secretary of the Task Group, in the first instance.