WHARTON BRAND STANDARDS
WHARTON HOME Advertising
The Wharton School has a strong interest in managing all advertising — from print and e-mail outreach to guerilla marketing. The advertising must align with the Wharton brand and marketing objectives.
In This Section
- Getting Permission to Run Advertising
- Advertising with Other Entities
- Advertising on Wharton Products
- Wharton Advertising Design Guidelines
Getting Permission to Run Advertising/External Marketing
All external marketing/advertising must be reviewed before it is placed. The outreach will be reviewed for use of the Wharton logo and brand messaging. Only Wharton programs and initiatives can place advertisements. In some circumstances, Wharton may sponsor events — see specific guidelines for alumni, students, and external groups.
Please send your advertising for review to the appropriate individuals below:
- Executive Education: Marty Hackett
- Human Resources: Anna Loh
- MBA Student Events and Outreach: Kembrel Jones
- All other Marketing Advertising: Karuna Krishna
Advertising With Other Entities
The Wharton School protects the use of its name. The decision as to whether Wharton will enter into a joint advertising arrangement or agree to sponsor an event or product (including student events) will be based on the following criteria.
- The relationship and initiative must be consistent with the Wharton mission and marketing objectives and reinforce Wharton's brand (and must not take away from it).
- The advertising does not imply an endorsement of the other company or product.
- In the advertisement the Wharton logo is clearly separated from the logo/brand of the other entity, and the Wharton role is clearly defined.
- Any advertising (e-mail, online, or print), must be authorized by the appropriate division. This includes any outreach that has the Wharton name, whether or not it carries the Wharton logo.
- Do not use another logo next to the Wharton name. For example, if it is the "Wharton Private Equity Conference," the logo of the club or any other group should be carried elsewhere on the page.
- When the Wharton logo is authorized for use, it must be displayed as a sponsorship logo with the appropriate disclaimer text if the relationship to the event/initiative is not clear.
| An online ad for Wharton MBA for Executives |  |
| A print ad for Wharton Executive Education |  |
Advertising on Wharton Products
Wharton programs and initiatives occasionally accept sponsorship of their events or conferences by companies and/or individuals. For advertising, the following guidelines should be followed:
- Wharton official products/entities cannot accept advertising, however, a specific event, when advertised, may accept sponsorship.
- The relationship must reinforce the Wharton brand, and must fit within the School's mission statement and market objectives.
- The advertising does not imply an endorsement of the external company or product by Wharton.
- In the advertisement the Wharton logo should be separated from the logo/brand of the other entity, and the Wharton product/role defined clearly.
Wharton Advertising Design Guidelines
Logo Use
- Any advertising for an official Wharton event, product, or service must have the Wharton logo prominently displayed.
- The Wharton logo must not be smaller than 1.5 inches.
- For a full-color ad, the Wharton logo must be in full color.
- The Wharton logo should have a protection zone of .25 inches on either side (i.e., separated from any other logo or text).
- When used with other organizations logos/marks, it must be clear who actually is responsible for the outreach and what the relationship of the entity is with Wharton. (See also Joint-Venture / Partnership Logos / Nomenclature.)
Text
- The text must contain a reference to "the Wharton School."
- Reference to the academic division/initiative should be secondary, after "the Wharton School" and only used if necessary. For example: "The Wharton School offers one of the world's leading MBA programs", not "The Wharton School's graduate division offers one of the world's leading MBA programs" .
- Cite Wharton first when promoting key programs, e.g., use "The Wharton MBA" instead of "The MBA program of the Wharton School" .
Additional instructions for newsletters and online advertising
- Ensure that there is a text link to the Wharton School.
- In addition, the Wharton logo should always link back to the home page of the Wharton School.
- All e-mail outreach from Wharton must have opt-out capability and a privacy policy.
- The e-mail must provide a physical mailing address and link to contact information.
- The department/division that is sending out the e-mail must be clearly identified (e.g., Executive Education, The Wharton School).
- "The Wharton School" text should be linked to Wharton's main home page (www.wharton.upenn.edu).
For additional information, concerns, or support, please contact the Publications Office..
My Guidelines
