Campus and Unit Branding
The VSU system is a large organization spanning five physical campuses and hundreds of sub units. Campus and unit branding aims to make communication about and wayfinding across VSU’s units clear and recognizable.
This chapter has two main parts:
Naming Conventions is about how offices and designated positions ought to be written in text, mentioned by word, or presented visually.
The Wayfinding Guidelines llay down the basic principles on how physical signages can help everyone navigate their way around the university campus.
The basis of these naming conventions are the units, offices, and designated positions as laid out in the approved VSU organizational structure and previous structures and traditions in nomenclature.
In this chapter, a “Brand” is a way a designated position or an office is written, said, or even visualized for public-facing documents and materials. The full office name shall be used when dogmatically required. But whenever it is optional, we can choose a simpler way.
Harvard University brands itself simply as “Harvard” and Harvard Law School as just “Harvard Law”, or the United States Military Academy as “West Point”. Recognizability is the name of the game.
Glossary of Terms
Designated Position - the job title held by a certain VSU employee as appointed by the President or the VSU Board of Regents
Office / Unit - the organizational affiliation and physical location of a group of VSU employees performing clerical and specific professional duties
Acronym - the condensed yet recognizable version of an office/unit name, usually for brevity and repetition in documents
Code - the condensed version of an office/unit name, for use in the quality management system and other internal information systems; letters only in ALL CAPS, maximum of 8 characters
Brand - the way designated positions and office/unit names are written or said for public-facing documents and materials
A QMS Guideline shall spell out brand names of offices and designated positions, as well as their acronyms and codes for both internal and external use.
Naming of Offices
While definitely not comprehensive, the following principles shall guide the university in presenting its units, designated positions, and office brands:
In more formal contexts especially on paper, the full office name or title shall be preferred. This includes, legal documents, memoranda, and the like.
In promotional materials and in speech, the office brand and the position’s simpler version is preferred. This more understandable route should be chosen when the non-use of formal names and titles are not consequential.
Office acronyms, especially the less understandable or more confusing ones, should be avoided especially when non-university stakeholders are the audience of such materials and events. Instead, the office/unit’s brand names should be used.
When the office name contains the designated position, only one should be retained in mentions and signatures to avoid repetition. For example, it would be redundant to say, “Vice President, OVPAA”. Instead, we may say, “Vice President for Academic Affairs”, “Vice President” or “VP for Academic Affairs”.
VITA Component Colleges
Official Component Campus Names:
Visayas State University Villaba, VSU Villaba, or VSUV
Visayas State University Isabel, VSU Isabel, or VSUI
Visayas State University Tolosa, VSU Tolosa, or VSUT
Visayas State University Alangalang, VSU Alangalang, or VSUA
Such reference shall not use hyphens (like VSU-A or VSU Alangalang), nor add “Campus” at the end (like VSU Isabel Campus). Its old college names (CEAT, etc.) and its logos are no longer useable as well.
When referring or citing any component college aside from its formal name, either say “Component College” (recommended) or “Campus”. Do not use “Satellite Campus” or “External Campus”; the latter sounds like an inferior reference.
The university’s main campus in Baybay shall remain to be referred to as “VSU Main Campus” or just “VSU”, although the term “VSU Baybay” is also an accepted style to elevate the VITA when all five (5) campuses are mentioned together in communication materials.
VITA Campus Logos
A pill design with the campus location is added below the VSU Text Logo in lieu of the standard VSU seal/brand logo + text logo combination as follows:
In a campus as big as VSU in Baybay, proper wayfinding materials should be found in buildings, office, and in strategic places. The Brand Book lays down standard signages for wayfinding, which may be improvised as the need arises.
Monolith signs shall be erected in a conspicuous location in front of a university building or location facing the road for the benefit of passing vehicles or walkways commonly used by pedestrians. The sign shall list the offices on each floor of the building and other important landmarks or features in the area for the guidance of the people.
Suspended signs shall hang from the ceiling near offices, rooms, and other areas or in strategic locations in hallways to guide people navigating their way inside specific buildings.
Directory Panel and Signage
Offices and departments may feature directory panels and signages to guide people to specific rooms and features in their unit. They may be placed on walls at eye level in strategic locations where people need directional guidance.
Office signages may also be found plastered on top of office doors or at the side, or projected to guide people towards the room.