Marketing, Communications, and Branding Policy

I. PREAMBLE

The image of Atlas University is a covenant, not a commodity.
Every word, image, and emblem that bears the University’s name must reflect truth, excellence, and reverence.
Marketing is therefore the art of testimony—the public witness of a sacred institution dedicated to the glorification of God through all disciplines.

II. PURPOSE

This Policy establishes the standards for marketing, public communication, and brand usage at Atlas University.
Its objectives are to:

  1. Protect the University’s reputation, intellectual property, and legal rights.

  2. Ensure accuracy, dignity, and theological consistency in all communications.

  3. Coordinate internal and external messaging.

  4. Comply with state, federal, and accrediting regulations governing advertising and consumer disclosure.

III. ADMINISTRATIVE AUTHORITY

  • PresidentOversees all external communications and authorizes official statements.

  • Director of Communications and Global Partnerships (DCGP)Leads marketing, media relations, branding, and digital strategy.

  • Chief Financial Officer (CFO)Ensures financial accuracy in promotional materials.

  • Legal CounselReviews contracts, trademarks, and public claims for compliance.

  • Marketing and Publications Committee (MPC)Advisory body including representatives from Academies and Admissions.

IV. BRAND IDENTITY

1. Name

The full legal name of the institution is Atlas University, Inc.
Acceptable forms: Atlas University or Atlas.
Abbreviations or modifications (e.g., “AU,” “Atlas U”) are not permitted in formal publications without authorization.

2. Motto

Glorificatio Dei per Omnes Disciplinas
(“The Glorification of God through All Disciplines”)

The motto must appear in Latin or approved translation when used in official seal or ceremonial materials.

3. Seal and Logo

  • The official seal depicts the Alpha and Omega entwined, surrounded by the motto.

  • The seal is reserved for diplomas, official documents, and Board-approved materials.

  • The simplified Atlas “AΩ” logo may be used for general branding, digital, and apparel applications with written permission from the Communications Office.

  • Any alteration, distortion, or derivative use is prohibited.

4. Colors and Typography

  • Primary Colors: Deep gold (PMS 1245) and stone grey (PMS Cool Gray 10).

  • Supporting Colors: Ivory white and black for contrast.

  • Typography: Serif family for formal communications; sans-serif for digital readability.
    Brand guidelines specify proportions, spacing, and placement.

V. PUBLIC COMMUNICATIONS

1. Official Statements

Only the President or designated spokesperson may issue statements on behalf of Atlas University.
Faculty and staff must distinguish personal opinions from official University positions.

2. Media Relations

  • All media inquiries directed to the Communications Office.

  • Press releases reviewed for accuracy and approved by the President prior to distribution.

  • Media interviews or op-eds representing the University require prior authorization.

3. Crisis Communication

In emergencies, all public messaging is centralized under the President and Chief Safety Officer per the Campus Safety Policy.

VI. ADVERTISING AND PROMOTIONS

  1. Truth and Accuracy: All advertisements must present truthful, non-deceptive information in compliance with FTC truth-in-advertising standards and Florida Statute §817.567.

  2. Visual Integrity: Imagery and messaging must reflect the dignity of the institution—no sensationalism, vulgarity, or partisanship.

  3. Accreditation References:

    • Statements regarding accreditation or state authorization must be factual and current.

    • Misrepresentation of status is prohibited.

  4. Recruitment Materials: Admissions brochures, digital campaigns, and promotional videos reviewed by the Marketing and Publications Committee for factual accuracy.

VII. DIGITAL AND SOCIAL MEDIA POLICY

  1. Official Accounts: Managed by the Communications Office; login credentials secured under IT Policy.

  2. Content Standards: Posts must be truthful, respectful, and mission-aligned.

  3. Personal Accounts: Faculty, staff, and students expressing opinions online must clarify they speak personally, not officially for Atlas University.

  4. Prohibited Content:

    • Hate speech or defamatory remarks.

    • Unauthorized use of University marks.

    • Endorsements of political candidates or commercial products.

VIII. PUBLICATIONS AND PRINT MATERIALS

  1. All printed or digital publications (catalogs, newsletters, brochures) must:

    • Use approved logo and typography.

    • Include accurate contact and accreditation information.

    • Be reviewed by Communications Office before distribution.

  2. Atlas University Press and Klesia Press publications follow this standard while retaining academic editorial independence.

IX. BRAND LICENSING AND MERCHANDISING

  1. The name, seal, and logo are trademarks of Atlas University, Inc. under U.S. Lanham Act protection.

  2. Use for merchandise, apparel, or third-party production requires a Brand Licensing Agreement (Form BL-01)and royalty schedule approved by the CFO.

  3. Vendors must comply with ethical manufacturing standards and environmental regulations.

X. INTERNAL COMMUNICATIONS

  1. Internal announcements, newsletters, and bulletins coordinated through the Communications Office to maintain consistency.

  2. Email campaigns to all students or faculty require approval from the Office of Communications.

XI. PHOTOGRAPHY, VIDEO, AND CREATIVE CONTENT

  1. Photographs or videos depicting identifiable individuals require written consent (Photo Release Form PR-01).

  2. Creative works produced for University marketing are property of Atlas University.

  3. Archival and stock footage stored in the Digital Media Repository under Communications custody.

XII. INTERNATIONAL AND INTER-INSTITUTIONAL REPRESENTATION

  1. All global partnerships, exchanges, and international advertisements must be approved by the President and Office of Global Partnerships.

  2. Translations of official documents into other languages require verification by the Communications Office to preserve theological accuracy and tone.

XIII. ETHICAL STANDARDS

Communications must embody integrity, humility, and excellence.
No exaggeration of rankings, employment statistics, or outcomes is permitted.
All marketing materials should communicate the University’s character as an institution of truth and holiness.

XIV. BRAND VIOLATIONS AND ENFORCEMENT

  1. Unauthorized use or misrepresentation of University marks will result in immediate cease-and-desist notice and potential legal action.

  2. Employees or contractors violating this policy may face disciplinary measures, including termination.

XV. REVIEW AND AMENDMENT

This Policy is reviewed annually by the Director of Communications, approved by the President, and ratified by the Board of Trustees.