Brand Owners
The TU Delft brand is a powerful, highly recognized brand that stands out among our target audiences and our environment; it exudes trust, inventiveness, and competence. As a brand owner, you contribute to the long-term sustainability of the organization. Brands with a loyal customer base and strong reputation are better equipped to withstand major societal changes and provide stability and growth opportunities. By being a brand owner, you are part of these core values and contribute to the strengthening of TU Delft.
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What is a brand owner?
A brand owner is a person or entity that owns the rights to a brand. They have exclusive access to the brand name, logo and other elements that represent TU Delft. As a brand owner, you are responsible for managing and protecting the brand, ensuring its integrity and leveraging its value. The brand owner plays a crucial role in building, promoting and safeguarding the reputation and identity of the TU Delft brand.
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- If your department/project/initiative is 100% TU Delft, then you are a brand owner. What is 100% TU Delft? If TU Delft is the only organization involved or if the individuals within the initiative all work at TU Delft and operate on behalf of TU Delft, or if TU Delft is the sender.
- If your department/project/initiative is a collaboration between different organizations, with TU Delft as spokesperson or lead partner, and the other collaborating partners agree that the communications bear the TU Delft brand.
In both cases, your department/project/initiative carries the TU Delft brand, utilizing:
- the TU Delft logo (with or without extension)
- the name TU Delft | ......
- the TU Delft house style
- the visual identity of TU Delft
- a URL within the domain www.tudelft.nl
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- If your department/project/initiative is a collaboration between different organizations, with TU Delft as spokesperson or lead partner, and the other collaborating partners do not agree that the communications bear the TU Delft brand but want to have their own logo and house style.
- If your department/project/initiative is a collaboration between different organizations, with TU Delft as partner or sponsor.
In both cases, you are not a brand owner, and your department/project/initiative does not carry the TU Delft brand (logo and house style). The TU Delft logo and accompanying flame are not used in your own department/project/initiative logo, and the name TU Delft is not included in the naming. However, the TU Delft logo may be used in communications where it is among other partner or sponsor logos and it is clear that TU Delft is not the sender.
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Brand owners are important because they:
- protect the brand identity of TU Delft and strengthen the reputation of our brand
- ensure brand consistency across different channels and means, reinforcing the image and values of TU Delft
- maintain quality standards: the TU Delft brand has a high level of quality, and being a brand owner contributes to trust and loyalty among our target audiences
- increase the visibility of TU Delft: this makes TU Delft as a university more visible and enhances the value of the TU Delft brand
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Being a brand owner has several important benefits:
- Brand Awareness: you have the right to use the TU Delft brand name, logo, house style, and URL, building brand awareness for your department/project/initiative and associating it with the values of the TU Delft brand, creating trust
- Differentiation: the reputation and values of the TU Delft brand can help you stand out
- Trust: as the TU Delft brand is a renowned brand that exudes trust, this also reflects on your department/project/initiative
- Collaboration: positive associations with the TU Delft brand facilitate the possibility of collaboration with other organizations
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As a brand owner, you have certain rights associated with the TU Delft brand:
- Exclusive use: as a brand owner, you have the right to exclusively use the TU Delft brand, logo (with or without extension), house style, representative images, and a URL within the domain www.tudelft.nl, for your department/project/initiative
- Brand recognition: by using the brand, you are associated with the brand values that TU Delft holds
- Brand expansion: by using the TU Delft brand, you can launch your own department/project/initiative
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- Using the TU Delft brand correctly: refer to rules regarding the use of logo, house style, visual identity, and URL
- Quality control: target audiences expect high quality from the TU Delft brand. This should be reflected in the brand's communications.
- Brand management: you are responsible for managing and protecting the reputation of the TU Delft brand.
- Ethical conduct: ensuring fair and truthful brand communications, respecting the intellectual property rights of others, and avoiding deceptive or misleading practices.