Branding and Editorial Guidelines

I. Scope of Policy
II. Use of University Nameplate
III. Creation of Separate Identity or Logo
IV. Use of Images and Photography
V. Content on University Website

Scope of Policy

All publications, electronic newsletters, Web pages and promotional materials must get the approval of the Office of Communications prior to usage in any media. These includes:

•    Brochures, flyers, posters, banners among other publications that are used for on or off campus events or for any other promotional purpose

•    Promotional material or documents or images that are uploaded on the Web site

•    Promotional material or documents or images that are used in social media pages

•    Advertising on behalf of the University or any of its units, offices, programs, schools,
departments or affiliated centers

•    Any promotional materials that contain the University nameplate

The Office of Communications reserves the right to reject any publication, unlink any document or image from the Web site or report to the respective dean, director or area head, if unapproved material is used on printed or e-publications, on the Web site and on social media pages.

AUC’s Branding and Visual Identity Manual, including official colors and fonts, regulations on images and appropriate uses of the University nameplate and visual identity can be found at online at

AUC’s Editorial Style Guide may be found online at

Use of University Nameplate

The University nameplate is defined as the star icon followed by The American University in Cairo and all of its derivatives. The University is the owner of the nameplate and all of the registered marks that are associated with its identity. All materials produced on behalf of the University should clearly show its nameplate in a manner consistent with its branding manual. The AUC nameplate or logo must not be used on any personal materials, including personal Web pages, facebook pages, social media pages and as the personal avatar of any individual.

All requests to use the nameplate, logo, seal or photographs of the university in any advertising or marketing materials, press releases, movies or television programs must be directed to the Office of Communications.

The use of the trademarked AUC nameplate, logo, identity or photographs in any form of media by any entity outside of the University is not permitted without express written permission from the Office of Communications. The following are general guidelines:

•    AUC does not endorse products or services

•    In general, the use of the University nameplate and marks are not permitted in promotional materials for commercial entities, vendors or service providers

•    Accurate statements describing the use of a particular vendor by a particular office or department maybe permitted with advance permission

•    Photographs, videos or images that represent the University and could imply an endorsement of a product or service are not permitted

Creation of Separate Identity or Logo

Logos are only permitted for schools and for some non-academic, revenue-generating centers. No office, academic department, center or unit is permitted to have a logo without the approval of the president. Any permissible logos must either be designed or approved by the Office of Communications. Any modification to the logo should be done through the Office of Communications.

Use of Images and Photography

The University prohibits the use of stock images of people or facilities to represent its campus or students. All images used that depict students, faculty, campus life for facilities must be authentic pictures taken on campus with actual members of the AUC community. The Office of Communications is responsible for creating and updating policies related to the use of photography, clip art and other imagery in print or online. Details and examples can be found in the Branding and Visual Identity Manual at

Content on University Website

The Office of Communications is responsible for the first-level pages of the University’s institutional Web site ( All other sub-sites and Web pages are updated by the various schools, centers, departments and offices that are responsible for maintaining the content of those pages. As the custodian of the Web site, the communications office is responsible for the approval of content before it is updated through the content management system. As such, the communications office has the right to make editorial changes and reject content that is not in accordance with the University’s Editorial Style Guide or Branding and Visual Identity Manual.

•    The communications office has the right to add, change, delete or update materials on the Web site. All pages should be constantly updated by the AUC entity responsible for that page. In the event that content is not updated for more than one year, a notification email will be sent to the designated page administrator asking him or her to ensure the content is current. In the event the page is not updated within one month of the notice, it may be removed.

•    Non-institutional, academic Web sites or Web-based applications (e.g. Web sites for conferences, academic journals, personal faculty Web sites, database applications) are not administered or monitored by the communications office. Such sites are administered through University Academic Computing Technologies unit.

•    New institutional Web sites must be created through the Office of Communications, which will choose the location of the newly created site in accordance with the Web site map and will assign the appropriate URL.

•    The communications office is responsible for rejecting or removing from any Web sites or Web pages any information or materials that are outdated, erroneous or misleading, illegal, unethical or detrimental to the mission and operations of AUC.

•    The Office of Communications reserves the right to refuse to offer a link to an external Web site on an official Web page or to remove a link without notice, if it is not consistent with the University’s values or educational and research mission.

•    The AUC Web site contains links that allow visitors to access other Web sites that are not controlled by AUC. Such links are provided as a convenience and do not imply endorsement by the University.  AUC assumes no responsibility or liability for any material on these links, and expressly disclaims any responsibility for the contents of any linked site.

•    No permanent redirects on the root Web site are permitted. All short-term redirects should be agreed upon with the Office of Communications and should be defined by a time limit, after which the redirect is cancelled.