2. BRAND BASICS
Consistency is the Secret to Brand Success
“With enough repetition, people encode brand identity.
If you mess with the overall look and feel of the brand,
these linkages and associations are likely to break
down.”
– Derrick Daye & Brad Van Auken, brand strategists

3. BRAND BASICS
Ensure your brand is portrayed
consistently, clearly, and compellingly.
“If you intentionally or unintentionally send
mixed messages, it erodes trust and devalues
the brand.”
– Brand Periscope

4. BRAND BASICS
The more consistent the brand is
across all customer touch points...
“…then the more the brand will have a firm impression
on people and will be more easily recognizable.”
– Michael Tasner, Chief Marketing Officer for Guerrilla Marketing

5. BRAND BASICS
Consistency helps ensure that execution
remains aligned with business strategy.
While consistency can transform your brand,
it takes commitment.
“The single biggest reason businesses fail to
become exceptional brands is a lack of
commitment to respect the brand.”
– Matthew Schwartz, Five Benefits of Designing a Consistent Brand

6. BRAND BASICS
Create a Unified Brand Presence
1. Defragment messaging
2. Visual identity should convey “One Georgia Tech”

7. BRAND MESSAGING
The Georgia Tech Brand is a strategic asset
that helps communicate the Institute’s unique
value — while unifying us as “One Georgia
Tech.”
Content should support the Creating the Next
brand message to strengthen the clarity and
consistency of Tech communications.

8. BRAND MESSAGING
Creating the Next
Georgia Tech is in the business of creating the next —the
next idea, the next technology, and the next legion of agile
minds well-equipped to imagine and engineer our future.
Three brand messaging pillars support Creating the Next:
1. Inventive and Industrious
2. Unbound
3. Real-World Returns

9. BRAND MESSAGING
1. Inventive and Industrious
The brain power and will power to think it up,
map it out, and get it done. We are equal
parts smarts, creativity, and tenacity, with the
spark, fire, and vision to meet and surmount
any challenge.
Keyword / Phrases
Analytical, creative, critical thinkers, dedication,
determined, efficient, entrepreneurial, focused on grand
challenges, forward thinking, high-performing,
hardworking, ingenious, innovative, international,
rigorous, pathbreakers, thinkers and doers, trailblazers.

10. BRAND MESSAGING
2. Unbound
Unbound by limitations, expectations, or
stereotypes. This makes it easy to embrace
fresh thinking and perspectives, freeing us to
be bold and daring as we seek answers.
Keyword / Phrases
Bold, collaborative, connected, daring, groundbreakers,
gutsy, imaginative, inspired, interdisciplinary, open,
receptive, limitless, multifaceted, and global.

11. BRAND MESSAGING
3. Real-World Returns
Blazing a path for success by preparing
people to provide solutions that have
immediate application in the real world.
Keyword / Phrases
Effective, impact, international recognition, lifelong
fulfilment, making a difference, outstanding reputation,
prestige, solid investment, real-world application,
solving real life issues, premier public university,
thought leader.

12. VISUAL IDENTITY
A set of consistent standards about when and how to
use visual elements, graphically coordinated in such
a way that the public easily identifies Georgia Tech,
its units, and its activities.
Elements of a visual identity system include:
Logo
Colors
Typography

13. NOT INCLUDED IN VISUAL IDENTITY
Related items that play an important part of Georgia Tech’s brand,
but are not a part of our formal visual identity system include:
Spirit Marks (e.g. The Interlocking GT)
Mascots (e.g. Buzz)
The Institute Seal
These, along with names and logos are legally trademarked and
may not be used without permission.

14. EXAMPLES OF INCONSISTENCY

15. THE LOGO
Our logo puts a “face” on our communications
and signals that audiences are interacting with
Georgia Tech. It should therefore be prominent
on all our communications.
The Georgia
Institute of
Technology Logo
The
Georgia Tech
Logo ®
®

16. THE LOGO

17. COMBINATION LOGOS

18. COMBINATION LOGOS
Georgia Tech Logo
Registration Mark

19. COMBINATION LOGOS
Unit Identifier

20. COMBINATION LOGOS
Descriptor Line
(optional)

21. BRAND COLORS
We can increase brand recognition by
using the institute’s official colors.
Colors aid in the immediate
recognition of a brand. Georgia Tech
Pantone colors should be used when
printing communications and must be
used on all identity materials such as
business cards and letterhead.
When Pantone colors are not available,
CMYK or RGB conversions may be
used.

22. THE GEORGIA TECH SEAL
The Georgia Tech seal is the most formal of the Institute’s
marks and is reserved for use by the Office of the President.
No other Georgia Tech unit
is permitted to use the seal.
The seal is used on official
Institute documents, such as
diplomas and certificates.

23. GEORGIA TECH’S MASCOT & SPIRIT MARKS
Our mascot, Buzz, and our spirit marks are primarily
reserved for use as athletic marks and to
communicate school spirit.
The interlocking GT should never appear with or replace the Georgia Tech logo.
These marks may be used by officially chartered student organizations and alumni
groups when Georgia Tech pride is the primary message.
Georgia Tech’s mascot and spirit marks are licensed trademarks which
require prior approval from Georgia Tech Institute Communications before use.

24. LICENSING AND TRADEMARKS PROGRAM
Purpose
• To increase royalties from the use of Georgia Tech’s
marks through promotions and marketing, which are
allocated for student scholarships, internships, and
special student programming.
• To raise external brand awareness of Georgia Tech
through recognition of the marks.
• To monitor Georgia Tech marks and maintain the
integrity of their use as it relates to the image of the
Institute.

25. LICENSING AND TRADEMARKS PROGRAM
• The names and marks identified with Georgia Tech
are registered with ownership by the Board of
Regents, with management of the program assigned
to the Georgia Tech Foundation.
• The Georgia Tech Foundation grants day-to-day
management of the licensing program to Institute
Communications.
• Marks are registered with the U.S. Patent and
Trademark Office, and the Office of the Secretary of
State of Georgia.

26. ROYALTIES
• Generated from the sale of Georgia Tech
merchandise and promotions, and deposited into the
licensing royalty account named “The Buzz Fund.”
• Revenue to The Buzz Fund is distributed in
allocations to be used for student scholarships,
internships, and special student programming.
• Allocations from the Buzz Fund are distributed
annually to the Alumni Association, Athletic
Association, Campus Services, and a campus event
(Sting Break).

27. LICENSING AGENTS
• Domestic – The Collegiate Licensing Company (CLC)
– Since 1984
– Royalty rate – 12%
• International – The Collegiate Licensing Company International – (CLCI)
– Since 2004
– Royalty rate – 8%
• More than 400 licensees
• FY 15-16 royalties - $839,475
• Since 1982, the program has generated more than $16.2 million in gross royalties.

28. LICENSING PROGRAM MANAGEMENT
• Design Review and Approval
• Brand Protection
• Brand Development
• Retail Marketing Initiatives
• Promotional Licensing
• Buzz Fund Management

29. AGENCY APPROVALS
• More than 400 licensees
• Artwork submitted online
• Finished samples submitted for approval
• Licensees have access to artwork, photos, and facts
• List of licensees can be found on Licensing web page
– www.licensing.gatech.edu

30. KEEP IN MIND…
• Trademarks are not to be used in conjunction with alcohol, tobacco, recreational
drugs, gambling products, national flags, political symbols, and/or religious
symbols.
• Trademarks cannot be printed in red or used on red items.
• The letters G and T cannot appear side-by-side on products. They must be
interlocking.
• Trademarks are not to be used in conjunction with other brands, names, or
trademarks in a way that might appear as an endorsement by the Institute.
• Designs using the trademarks must be approved prior to printing or manufacturing.
• All items and materials bearing the trademarks must be printed, produced, and
manufactured by an official licensee.
• A registered trademark symbol, either ® or TM, is to be used next to every
trademarked logo. The symbol should appear near the bottom right of the
trademarked logo.

31. BUZZ COLORS

32. STUDENT ORGANIZATION APPROVALS
• Student organization logos must have the words
“Student Organization,” “Student Club,” or “Student
Chapter” in the logo design.
• Club sports logos must include the word “Club” in
the logo design.

33. CAMPUS DEPARTMENT APPROVALS
• Departments are not allowed to use the official Institute logo
or department logos in conjunction with the spirit marks.

34. • Georgia Tech’s name cannot be incorporated as a part of the
name of an independent enterprise.
• Georgia Tech cannot endorse private groups.
• All advertisements bearing Georgia Tech marks must be
submitted for approval.
• Approval must be granted for cakes and memorial markers.
• Licenses are issued to more than 400 K-12 schools and little
leagues.
• Campus recruiters must submit artwork for approval.
COMMUNITY APPROVALS

35. BRAND PROTECTION
• Registrations
All logos and trademarks are registered with the U.S.
Trademark Office of the United States, and the Office of the
Secretary of State of Georgia.
• Infringement
– Cease and Desist letters
– Counterfeit merchandise
– Audits (recovered more than $129,000)
– Contract compliance
– Game day enforcement
**

36. BRAND DEVELOPMENT
• Work with CLC and licensees to identify new trends within the
collegiate marketplace and create demand for Georgia Tech
merchandise.
– College Vault Program
– College Colors Day
– I Love College Hoops

37. RETAIL MARKETING INITIATIVES
• Grow our presence within the local marketplace to elevate and
promote the Georgia Tech brand.
– Buzz appearances
– Coach appearances
– Enter-to-win tickets
– Internal incentives
– I Want My GT

38. PROMOTIONAL LICENSING
• Grow our presence within the national marketplace to elevate
and promote the Georgia Tech brand.
– Lowe’s Home Improvement
– Kraft Foods
– Nissan
– Coca-Cola

39. WE ARE NOT ALONE
• Major corporations use licensing to enhance their marketing
and brand recognition by allowing other companies to use
their trademarks on merchandise.
• Companies understand the value that their trademark/brand
has in the minds of their consumers.

40. WHY DO I HAVE TO USE A LICENSEE?
• Helps to ensure proper use and consistency in the use of
Georgia Tech’s name, logos, and trademarks.
• Contributes to the Buzz Fund, which is allocated for student
scholarships, internships, and special student programming.
• Ensures Georgia Tech is compliant with the Fair Labor
Association’s Workplace Code of Conduct and the Fair Labor
Standards Act.

41. QUESTIONS?
Contact your Institute Communications Client Manager
or
For more information about the Georgia Tech brand go to
comm.gatech.edu/brand
or
You may contact Steve Bollinger directly at
stephen.bollinger@comm.gatech.edu.
or
Aimee Anderson, Licensing Manager
404.385.0015
www.licensing.gatech.edu