Communication Central - Your Virtual Communicatons and Classroom Assistant

What is a Brand?

A brand is everything we do and say as well as how we present materials. A brand is an opinion that is formed through experiences. A brand is a reputation. A brand is not a logo. A logo is a symbol of a brand. The key to building a brand is consistency in value, service and messaging over time.

The College

The College of Veterinary Medicine & Biomedical Sciences is comprised of three entities and many sub-entities. The three entities are:

• Colorado State University College of Veterinary Medicine & Biomedical Sciences
• Colorado State University Veterinary Teaching Hospital
• Colorado State University Veterinary Diagnostic Laboratories

The table below describes the basic unique focus for each entity and the target audiences for each entity.

While the CSU Diagnostic Lab and the CSU VTH are both part of the College, the College as an entity is branded as the academic and research portion of the whole. The CSU VTH and D-Lab will be branded as unique sub-entities with a specific focus on their target audience(s) and do not need to bear the College name on all materials.

Our communication and representations will be focused on these alignments and provide clear distinct, but related, sub-brands for each of these entities. Every sub-organization within the CVMBS will have a primary alignment with one of these organizational and brand identities.

The Names

The official names for use in all publications, websites and articles for the three entities are:

• Colorado State University College of Veterinary Medicine & Biomedical Sciences
• Colorado State University Veterinary Teaching Hospital
• Colorado State University Veterinary Diagnostic Laboratories

James L. Voss Veterinary Teaching Hospital refers to the physical building that houses the Colorado State University Veterinary Teaching Hospital and the Animal Cancer Center.

Diagnostic Medicine Center refers to the physical building that houses the Colorado State University Veterinary Diagnostic Laboratories, the Veterinary Teaching Hospital Clinical Pathology Service and the Animal Population Health Institute (APHI).

The name “Veterinary Medical Center” will not be used at this time.

Use of Logos

All materials must include an official Colorado State University logo available at CSU Graphic Standards. The official Colorado State University College of Veterinary Medicine & Biomedical Sciences logo is also available at this location.

The CVMBS version of the caduceus is the only approved visual element that should be used for all visual branding within the College. Over time, every effort should be made to replace other visual images and marks with the CVMBS caduceus. There is only one approved caduceus image for use anywhere or for any application in the College.

CSU Creative Services has officially approved the two marks below for the Veterinary Teaching Hospital and the Veterinary Diagnostic Laboratories. All approved College, Veterinary Teaching Hospital, Veterinary Diagnostic Laboratories and caduceus marks are available at www.cvmbs.colostate.edu/communications/logos

The short answer is no.

Individuals placing photos, videos or other content on Flickr are free to choose the level of legal protection applied to their work. Some post their work with “All Rights Reserved”. Using this work without expressed written permission is no different than plagiarizing from any other source. Other Flickr users post their work “Attribution (by)” meaning that you may copy, distribute, display, and perform the copyrighted work – and derivative works based upon it – as long as you give credit to the author in the manner requested.

Copyright protection ranges from full copyright (all rights reserved) to the public domain (no rights reserved). Creative Commons allows the creator to grant some rights to the public while retaining other rights. en.wikipedia.org/wiki/Creative_Commons

Here are the most common examples of Creative Commons rights:

	Let others copy, distribute, display, and perform your copyrighted work—and derivative works based upon it—but only if they give credit the way you request.
	Allow others to distribute derivative works only under a license identical to the license that governs your work.
	Let others copy, distribute, display, and perform only verbatim copies of your work, not derivative works based upon it.
	Let others copy, distribute, display, and perform your work—and derivative works based upon it—but for noncommercial purposes only.

There are many types of Creative Commons licenses but any of these four will grant you permission to use the referenced material. Be aware  that the symbol with the equals sign does not allow you to alter the material or edit the photo before using.   

So what about Flickr?

It is easy to determine with which Creative Commons licenses a photo on Flickr has been posted, and to easily search for photos that have been posted with rights allowing for both modifications and open use. Follow the presentation at Creative Commons presentation, ACE/NETC 2009, Deb Coates, Iowa State Extension to learn exactly how to use only those photos with appropriate licensing.

For more information regarding Creative Commons go to: 

• creativecommons.org
• en.wikipedia.org/wiki/Creative_Commons
• Code of Best Practices in Fair Use for Media Literacy Education
  http://mediaeducationlab.com/sites/mediaeducationlab.com/files/CodeofBestPracticesinFairUse.pdf

Visit the U.S. Fish & Wildlife Service's National Digital Library for public domain images. No permission for use is necessary, just give credit where credit is due by listing the photographer and the U.S. Fish and Wildlife Service in a format similar to the example shown here.

In addition to photos, there are also publications, video and audio clips in the public domain. All these items are grouped into categories such as "Birds and Bird Management" and "Environmental Sciences". A keyword search is also available.

Studying uranium mine samples
Credit: Pedro Ramirez, Jr./USFWS