Oznaczenia indywidualizujące uczelnię – zasady ochrony i korzystania

Abstract

Modern universities are aware of the advertising and financial potential of their branding, such coats of arms, logos, and other signs accompanying the promotion of their individual initiatives. Increasingly, they take formal and legal steps to protect them, register trademarks, and adopt rules controlling the use of their symbols. Currently, many institutions start to rebrand, i.e. change their visual identification to refresh their presence in public space. In addition to traditional symbols referring to history, new ones are being introduced to appeal to the contemporary viewer or consumer. The Jagiellonian University was the first Polish university to establish the rules of using their trademarks. They can provide guidance for other universities, including the University of Bialystok. This article presents their principles and explains the legitimacy of establishing a university branding management policy.