Brand hierarchy

Classification

The brand standards guide comprises three classifications into which all constituents fall:

Master brand – All VCU entities

Co-brand – VCU Health

Sub-brand – Special services, programs and/or initiatives that have a need for marketability to the VCU community (subject to approval by University Relations)

 

Level

Applied nomenclature based on organizational hierarchy

Enterprise – All VCU entities

Primary unit – Schools, divisions, departments, offices and programs

Secondary unit – The second level within schools, divisions, departments, offices and programs

Tertiary unit – Sub-level of a secondary unit

 

MASTER BRAND:  VCU

PRIMARY UNIT (example): College of Humanities and Sciences

SECONDARY UNIT (example): Department of Psychology

TERTIARY UNIT (example): Center for Psychological Services and Development

PRIMARY,SECONDARY,TERTIARY example [View Image]
PRIMARY,SECONDARY,TERTIARY example [View Image]
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