ADVERTISING AND PROMOTION
Advertising and Sponsorship
Northeastern-sponsored advertising and media plans should be developed in consultation with university Marketing in External Affairs. All plans must be reviewed by university Marketing before the plan is finalized. Please submit advertising and media plans to firstname.lastname@example.org at least TK time prior to finalization.
And all creative must conform to the university’s standards for branding, design, and messaging and are subject to review. Please submit creative concepts to email@example.com at least TK time prior to the going into market.
As an institution of higher learning and a nonprofit, tax-exempt organization, we must carefully evaluate where the Northeastern brand appears. Advertising and media platforms—print, online, radio, and TV—should reflect the university’s values in terms of content. Should an advertising or media platform consistently promote content that contradicts or undermines the university’s core values as a diverse, inclusive community and a global knowledge brand, the Marketing team, in consultation with the Office of General Counsel, will determine whether the university will continue the relationship.
The Northeastern University sign shop creates a variety of signage located throughout the campus, from Braille number plates on offices to signs on Krentzman Quad to plaques identifying buildings. For information on the required format for campus signs, pricing, and ordering, please call 617.373.2725.
To order printed materials, Northeastern faculty and staff are required to seek bids from preferred vendors. For a list of preferred print vendors, please contact the purchasing department at 617.373.2135.
Northeastern University carefully evaluates the use of its name and visual identity. As a nonprofit, tax-exempt institution, the university cannot endorse—or appear to endorse—commercial products or enterprises.
- Press releases: Vendors and other organizations affiliated with Northeastern may distribute press releases that accurately describe their relationship with the university. Northeastern employees may not provide supporting quotes or testimonial comments in third-party press releases.
- Logos and marks: In some cases, the university’s visual logos or “marks” can be used to convey a relationship between Northeastern and another organization. These instances should be reviewed and approved by the Marketing and Communications Department in advance. Please contact firstname.lastname@example.org.
- University seal: The official Northeastern seal cannot be used by any organization other than Northeastern University.
Northeastern University requires vendors to obtain licenses for products featuring its name, logos, and other marks. This maintains the university’s brand and guarantees that products bearing Northeastern’s name are manufactured by socially and ethically responsible vendors that comply with fair labor standards, as defined by the Fair Labor Association (FLA) and the Workers Rights Consortium (WRC). Northeastern University is a member of both of these institutions.
Northeastern asserts ownership and all rights, titles, and interest in and to its indicia, including all trademarks, mascots, slogans, and any other identifying marks associated with or referring to the university.
Northeastern schools, colleges, departments, centers, institutes, registered student organizations, and other university organizations that use Northeastern marks are exempt from paying royalties if the merchandise is for internal use and not for resale. However, these groups must still use licensed vendors.
Northeastern prevents misrepresentation of its mission, goals, and reputation through careful monitoring of products carrying our marks. Every use of Northeastern-registered marks and logos—by external and internal groups—must be approved. Northeastern handles monitoring and licensing of its trademarks in partnership with the IMG College Licensing. To seek licensing approval or for more information, please contact email@example.com.
To ensure quality, consistency, and the appropriateness of a product’s design, purchases for marketing products featuring Northeastern branding must be made from licensed vendors, even when products are for internal use only. IMG maintains a searchable approved vendor list.
News@Northeastern is the university’s official source for news and feature stories about Northeastern students, faculty, staff, and alumni. In addition, Northeastern has a variety of experts that are available for media comment. To reach the right faculty or staff member for a story, please call 617.373.5471 or email firstname.lastname@example.org.
Members of the news media and external organizations are prohibited from taking photos, audio, video, or other recordings on our main campus or global locations without first receiving approval from the Office of Communications. Please call 617.373.5471 or email email@example.com.
In addition, media or external organizations that plan to photograph, film, or otherwise record members of the Northeastern community must first ask the subject(s) to sign a consent form. Download the consent form here.
Contracts and Consent to Photograph or Record
Departments and colleges that hire freelance photographers or videographers must coordinate with the Office of the General Counsel and complete a contract. The contract includes the language “work for hire,” which stipulates that Northeastern University is the owner of all material.
Before taking photos or videos of specific or identifiable individuals, photo/video professionals must obtain the subject’s permission to capture and use the image. Individuals can provide a broad scope of permission using this photo consent form.
According to the Office of the General Counsel, photo/video professionals must obtain signed consent forms to take photos, audio, or video in private settings, such as classrooms and other areas not open to the public. If the event is a gathering of many people, the photographer or videographer can post “Photographer/Videographer/Audio Recording in Area” signs at entrances in lieu of consent forms. Consent forms are not required for images captured outdoors or in other public spaces. However, please ask permission when possible.
For more information about contracts, copyright policies, and filming restrictions, please visit to the Office of General Counsel’s Contracts and Transactions page.
High-quality photography conveys professionalism, polish, and the power of Northeastern’s brand. For more information on Northeastern’s photography style, visit the Photography section of the Brand Elements.
For print – 300dpi (JPG, TIFF, CMYK mode)
For web – 72dpi (JPG, RGB mode)
For video – recommended minimum of 150 dpi
Internal and external audiences can find and use Northeastern-specific photos, including images of student and faculty, in the following databases.
Digital Repository Service
The Digital Repository Service is a comprehensive database of Northeastern photos that is accessible only to full-time Northeastern staff and faculty. Log in with your myNortheastern credentials, then, in top right corner, type words related to the image search (for example: spring campus) and choices will appear. View images in list or grid format, and sort by title, creator, relevance, date created, and date uploaded. You can change the number of images displayed per page to 10, 20, 50, or 100.
Click on the image thumbnail or the image title to view more details, including caption information, photographer credit, and usage restrictions. In both the single-image and list/grid views, you can download images at Small (600px wide), Large (1400px wide) or Master (full-resolution) sizes. You can also check the box next to the desired size and add an image to the download queue, which functions like a shopping cart and is accessible on the top right of the window. All images in the download queue can be saved as a compressed ZIP file. Please note that the download queue is cleared after logging out of the repository. Images may also be added to Sets (the option next to Master Image), which are customizable folders that provide fast access to frequently used images.
Please direct questions about the repository to Sarah Sweeney.
All photos, including those by freelancers and provided by Associated Press, Getty, iStock, and other stock houses, require a photo credit alongside the image, at the end of a caption, or in the case of print the publication’s masthead. For example:
All photos by Northeastern photographers must have the following photo credit:
Photo by Matthew Modoono/Northeastern University
Photo by Adam Glanzman/Northeastern University
Northeastern-produced videos must reflect Northeastern’s brand and be consistent with the style of other Northeastern products and publications. Below are design and content guidelines for Northeastern videos.
You can download all of the title slide templates from the downloads section.
Opening Title Slide
Include no opening title slide; simply start the video.
Ending Title Slide
Use the Northeastern logo, preferably against a white background.
If appropriate to the material, use the college, department, or campus lockup against a white background.
Don’t use the university seal anywhere other than the ending-title slide. Also, if the word “Northeastern” appears in the video, it must include “University.”
Lower Third of a Slide
- Use the lower third of a slide only to identify the subject.
- Identify the subject on his/her first speaking appearance. The name and title can appear on the left or right side, depending on the subject’s location.
- Identify each subject only once.
- If a subhead, such as a title or department name, is too long to fit on one line, reduce the point size and run it over two lines.
- Never let text extend beyond the right or left margin.
- Use the subject’s full first and last name.
- Add the subject’s middle name or initial upon the subject’s request.
- Use the subject’s full, formal title, but if it’s long, use your judgment to shorten or abbreviate it.
- If a staff person has more than one title, choose the title that is most pertinent to the story.
- For subjects that are alums, add the degree code and year of graduation next to his/her name. If the subject is an alum of a renamed college or school, use the degree code for the most current name of the college or school. Find degree codes here.
Text Font and Color
- Color: All text is white with small drop shadow
- Subject name: Helvetica Neue Bold Condensed
- Avid/Premiere Pro: size 38
- After Effects: size 75
- Subject title: Helvetica Neue
- Avid/Premiere Pro: size 26
- After Effects: size 47
- Northeastern red: Hex=CC0000; RGB=R204, G0, B0; CMYK=C 0%, M 100%, Y 90%, K 5%
Duration of Lower Third
- Start lower third 0.5 to 1 second after cut.
- We recommend that lower thirds not be extended across multiple shots. However, clip length may dictate an extension. Please ensure the lower third remains on screen long enough to read the name and title.
- Minimum/maximum total duration: 4 seconds/6 seconds.
- Cross-dissolve in and out, 10 frames, centered on cut.
- Do not cross-dissolve out lower third if the shot duration is 4 seconds or shorter. Allow lower third to end on the cut.
Ideal layout cross-dissolving in and cross-dissolving out over one video clip:
When a title is up for less than 6 seconds and touches a video edit, cut the title at the edit point with no cross-dissolve:
To export videos for external viewing, please follow these guidelines for resolution and audio.
Low-Res Output (approvals only)
MPEG-4, 360p at 5000 kbits/s, 48kHz audio
HD Upload for YouTube
H.264 .mov, 1080p at 16000 kbits/s, 2-pass VBR setting, 48kHz audio
H.264 .mov, 1080p at 16000 kbits/s, 2-pass VBR setting, 48kHz audio
MPEG-4, 1080p at 16000 kbits/s, 48kHz audio
To sustain Northeastern’s brand and offer a superior user experience, Northeastern websites should have a consistent visual language and be optimized for different devices. To learn our standards for web design, including elements such as logos, typography, headers/footers, please visit review our brand elements section on this site.
To request a WordPress account with customizable Northeastern themes installed, please visit the Web Hosting Services website.
Follow these guidelines to maximize your social media strategy, and be sure to consult the university’s social media use policy. See the Editorial Content guide for tips on language, tone, and best practices.
- Any Northeastern school, department, and office that wants to create a social media account must first seek approval from the university’s Communications Office. Please contact the social media manager at firstname.lastname@example.org.
- Users should report any suspected “fake” social media accounts to the university’s Communications Office and social media manager at email@example.com. Users should refrain from replying to or engaging with any suspected “fake” accounts.
- All social media passwords should follow the Policy on Enterprise Passwords from Information Technology Services. The university’s Communications Office recommends that passwords include longer phrases rather than university-related names, nicknames, or acronyms. Passwords should be updated at least quarterly, and again when a social media administrator leaves his/her position at Northeastern.
- Any employee with responsibility for and/or access to a university social media account should be removed as an administrator upon leaving the university. A direct supervisor of the employee must do so in a timely manner, and in accordance with the HRM Off-Boarding Toolkit.
- Please notify the university’s Communications Office of any new social media contact people.
- Evaluate Twitter performance using Twitter Analytics. Evaluate and monitor Facebook pages using Facebook Insights. For LinkedIn, sign up to receive email analytics reports from LinkedIn.
- If someone asks a question and you don’t know the answer, be honest and say you don’t know, but will find out or point them to someone who does. If negativity or other problems arise, take appropriately firm—but polite—action as necessary and according to your office’s social-media policy.
- While we want to promote free speech, it is acceptable to remove posts that are profane, in violation of privacy, or are otherwise inappropriate.
- Be wary of engaging with “fake” social media accounts. If you suspect that an account that is branded Northeastern University is not authentic, please contact the Communications Office’s social media manager at firstname.lastname@example.org.