Brand guidelines for affiliated accounts
University of Stirling brand
Go to the University of Stirling brand bank to learn about the University brand and download the various brand elements for your use, such as our logo, fonts and colours.
The Brand Bank includes a toolkit, which provides a range of templates to help you communicate consistently. You will also find marketing guidelines to assist in bringing the University brand to life in a clear and engaging way.
Social media accounts that represent the University in any way should use the most up to date brand assets such as social media avatars.
Avatar variants
Primary avatar
Partnership avatar
Alternative avatar
Download instructions
Click on the ‘Download arrow’ button and choose your preferred format (JPEG or PNG). PNG has a smaller file size and may be more suitable for slower internet connections.
After selecting your format of choice, the avatar will open in a new window. Right click on the image and select ‘save image as’ and save this to a location on your computer.
The avatar has been sized to work across all social media channels. The social media channel will resize to the appropriate dimensions, you should not resize, edit or distort the master artwork in anyway.
Our primary avatar colours are heritage and white, this variant is for use across all primary University of Stirling social media accounts.
Co-branding avatar colours are white and heritage, this should only be used when a real partnership/collaboration can be demonstrated between the University of Stirling and an external organisation.
An alternative variant has also been created using colours heritage and energy, this should be used by all other affiliated social media accounts associated with the University (faculties, groups, clubs and societies etc.)
You should always use the master artwork when reproducing the avatar.
Tone of voice
Our voice is a crucial part of who we are and how we connect with people. It comprises our tone of voice, style and stories. The language and tone that we use conveys our brand personality and values, bringing our brand to life in a distinctive yet human way.
Our tone of voice falls under the following:
Conversational
By nature, we're a very grounded university; it's one of our greatest selling points. Everyone at the University is seen as an equal, and lecturers and staff are approachable and friendly. So when we speak, we want to reflect that.
We sound like people speaking to people.
What we mean: Approachable, down to earth, human.
What we don’t mean: Intimidating, patronising.
Confident
We're proud of our graduates' successes, our world-class research, and our high-quality teaching. But we aren't arrogant about it.
We are sure of ourselves without being over-confident.
What we mean: Self-assured, assertive, positive, informed.
What we don’t mean: Arrogant, bragging, lamenting on successes.
Inspiring
We’re an educational institution, offering prospective students, staff and partners a wealth of opportunities. We offer the chance to be part of a University that is known for the quality of its thinking; a University that drives change; a University that finds solutions to problems and makes a global impact.
We sound forward thinking, progressive and excited about our future and the future of our students and the communities we serve.
What we mean: Exciting, forward-thinking, rousing.
What we don’t mean: Over excited or childlike, false, far fetched.
Expert
Academia has to be careful not to sound dusty and old. We are thinkers, learners and doers. We’re active and we have a desire to innovate. Our expertise will shine through our work and results so we don’t need to fluff our own feathers.
We sound intelligent, informed, up-to-date and with a thirst to know even more.
What we mean: Intelligent, up-to-date, sharp.
What we don’t mean: Jargon, terminology, boring.
See our guidance on our voice, writing tips and style guide.