Policy Number: 15-002

Brand and User Experience Policy for Digital Properties

Category: Information Technology Strategic Communications and Marketing

Responsible Executive: Vice President for Communications & Marketing and Vice President & Chief Information Officer

Responsible Office: Office of Strategic Communications & Marketing and UF Information Technology

1. Purpose

The purpose of the Brand and User Experience Policy for Digital Properties is to ensure consistent representation and alignment of the University of Florida (UF) brand across all Digital Properties. All entities representing UF and publishing on a Digital Property or through other official UF digital channels must comply with this Policy.

By following this Policy, individuals managing UF-branded Digital Properties will protect UF’s reputation, present a unified brand image, and ensure compliance with federal accessibility laws. Implementation of the UF Brand Center’s guides and digital guidelines establishes standardized methods to manage, secure, optimize, and track web data, while supporting conformance with Web Content Accessibility Guidelines (WCAG) 2.1 AA accessibility standards.

References

2. Applicability

This Policy applies to UF, its Direct Support Organizations (DSOs), and affiliated legal entities that utilize a Digital Property to communicate or showcase programs, projects, initiatives, or services performed on behalf of UF. This Policy will be strictly enforced for Web properties with a .ufl.edu subdomain and all Digital Properties used to conduct Official UF Business.

Exemptions:

  • University of Florida Athletic Association (UAA): The UAA (floridagators.com) is a separate legal entity and does not use the .ufl.edu domain. For questions about UAA brand guidelines, contact the Assistant Athletics Director of Creative Media and Branding. UAA staff information can be found in the UAA staff directory.
  • Public cloud service domains: Services such as Canvas, Google Drive, Microsoft Teams, Dropbox, etc.
  • Joint or collaborative properties: Digital Properties that feature programs, initiatives, projects, or services in which UF is a participant but not the primary owner of the program, initiative, project, or service.

3. Definitions

3.1 Digital Property means any digital asset that is used to represent UF. Types of Digital Properties covered in this Policy include websites, web and/or landing pages, learning management systems, microsites, blogs, web apps, social media profiles, podcasts, emails and/or e-newsletters, and digital ads.

3.2 Official UF Business means any programs, projects, initiatives or services that are owned and executed by a UF college, department or unit, or that are funded by UF and/or exist because of their affiliation with UF.

3.3 Official UF Web Templates means the set of pre-designed page layouts and/or Components that have been produced by SCM and UFIT to create brand cohesion and meet accessibility standards. The use of these templates ensures a consistent look and user experience across different websites, web and/or landing pages. The templates are flexible and modular; adopters of the templates will be able to arrange Components within the templates as needed but shall not modify these Components outside of the confines of the official UF Template Documentation with the intent of positioning these as Official UF Web Templates or for distribution.

3.4 Components, also known as content types or blocks, means individual features of a webpage that serve a specific purpose or functionality. For example, a calendar Component can be added to a webpage to be able to feature a calendar on a page.

3.5 Template Documentation means documentation that outlines how templates can be installed, what things can and cannot be modified within the templates and Components, and best practices for each Component.

3.6 UF Policy means an official UF directive that establishes standards of organizational and individual conduct in compliance with applicable laws and regulations and is deemed necessary or appropriate by UF leadership. UF Policies have broad applicability enterprise-wide or across more than one college, department, or unit (as opposed to individual college/unit Policies), and all faculty, staff, students, volunteers, vendors, and visitors must comply with all applicable UF Policies. A UF Policy may expand on, but may not conflict with, a UF Regulation.

4. Policy Specifics

4.1 Ownership.

The UF Brand and User Experience Policy for Digital Properties is owned jointly by the Office of Strategic Communications & Marketing (SCM) and UF Information Technology (UFIT).

4.2 Alignment.

All UF Digital Properties must abide by the standards and guidelines set forth by SCM as reflected in the UF Brand Center to ensure proper representation of the UF brand across all websites, web and/or landing pages, microsites, mobile apps, and other digital properties.

References:

Notes:

  • UF Health and the colleges in the Academic Health Center have a unique set of corresponding brand identity standards they must follow.
  • UF/IFAS units will use header and footer outlined in the UF/IFAS Graphics and Identity guidelines.
  • If a unit decides to adopt the Official UF Web Templates or header and footer, they must use their official unit logos. Units that do not have an official logo cannot make up a logo – instead, they can leverage the header and footer solution already available in the template or request an official logo from SCM.

4.3 General.

The Digital Property complies with all UF policies and regulations.

References:

4.4 Use of Official UF Web Templates and Components.

The use of the Official UF Web Templates is optional, but those who opt out of using the Official UF Web Templates are required to meet UF brand, accessibility, and Web Performance Optimization (WPO) standards. Replicating the look of the main UF homepage is prohibited. This includes the use of the header gradient, the News Columns, and the Impact Showcase Components. Modifying the look of the Official UF Web Templates or Components with the intent of positioning them as Official UF Web Templates or distributing them is prohibited. Templates or Components cannot be modified in a way that misrepresents the UF brand identity or violates the UF Electronic Information Technology and Communication Accessibility (EITCA) Policy. Agencies or vendors assisting any unit with setting up their Official UF Web Template are prohibited from using Copyright or Designed By [Vendor’s Name] language on the site or claiming the design as theirs in their portfolios. UF web templates may only be used by official UF colleges, departments and units using the ufl.edu domain.

4.5 Web Performance Optimization.

Web Performance Optimization (WPO) is a best practice. Improving a website’s time to load revolves around the critical elements of website design, such as how images are displayed, CSS, and JavaScript. Technical managers are encouraged to use web performance testing tools, including striving for performance scores of 75% or better.

Technical users may contact UFIT Web Services for assistance with improving performance of their website.

References:

4.6 Accessibility.

Digital Properties must follow Web Content Accessibility Guidelines (WCAG) Version 2.1, and Level AA standards developed by The World Wide Web Consortium (W3C) and outlined in UF’s Electronic Information Technology and Communication Accessibility (EITCA) Policy. All digital content (including links, hashtags, conventional documents – including PDF documents, audio and video content) must be accessible by all audiences, regardless of visual, auditory, motor or cognitive ability.

References:

4.7 User Data Collection.

If a web property is using third-party cookies to collect user data, the Online/Internet Privacy Statement must be linked in that web property’s footer. All web forms collecting user information must have descriptive text indicating how the collected information will be used.

References:

4.8 Resources.

UF-wide resources should be accessible through the website’s footer. The footer must, at a minimum, include a link to UF Accessibility.

4.9 Domain.

Any website conducting Official UF Business must use approved ufl.edu domain names. All ufl.edu websites are required to be run on UF infrastructure and be registered and approved domains as per the UF Domain Name Policy. Any websites approved under the Domain Name Policy for non-ufl.edu addresses are also required to be run on UF infrastructure. Registration of domains through commercial domain registration providers is prohibited.

4.10 Security.

All data collection must comply with UF privacy policies. Any potential web security breaches will be addressed by the domain’s administrative contact. Website administrators are required to update and continuously maintain WordPress plugins and/or themes associated with third-party content management systems. Logins to Digital Properties such as social media accounts should be stored in a secured location and shared via encrypted methods. The use of two-factor authentication for these accounts is highly encouraged.

References:

4.11 Review and Adjudication.

SCM will review Digital Properties as appropriate to ensure adherence to this Policy.
UF units and affiliates are required to meet the standards set forth in this Policy for all Digital Properties. Web and digital content out of compliance are in violation of this Policy. Websites out of compliance will be removed from the A-Z website listing. The administrative contact within the department deemed out of compliance is obligated to address any issues to comply with policy standards.

References:

Exemptions:

Where compliance may require extraordinary measures due to the nature and the intent of this Policy, a request for exemption may be made. Units seeking an exemption from this Policy must submit a written request to SCM and UFIT outlining why compliance is not feasible without extraordinary measures and how the unit will take steps toward gradual remediation.

4.12 Policy Violations.

Disciplinary actions may include reporting the infraction to appropriate overseeing executive office (example: Vice President or Dean of the Department or College) and for websites, the domain will be deactivated until it is in compliance.

5. References and Related Information

History

History: New 11-20-2025.