In a large and diverse university like Iowa, clear naming supports effective communication and engagement. Names serve as the first point of contact and play a crucial role in shaping perceptions and understanding.
Guiding principles
The following considerations are here to inspire ideas and assist you in developing names that are descriptive, relevant, and easy to recognize. No matter what you’re naming — from initiatives and events to digital resources — these tools can help you create names that align with our university brand identity and are easy for your audience to find and understand.
To effectively implement these principles, we encourage you to partner with your unit brand manager. They can provide valuable insights and support to ensure the name aligns well with the goals and strategy for your unit.
Policy and process for naming facilities and programs
Before naming any facilities or programs, please review Chapter 42 of the policy manual. Proposals for academic units and major facilities must be submitted through the appropriate deans, directors, or vice presidents. Final approval is granted by the Joint Development Committee and may also include the Campus Planning Committee.
Ask yourself whether it needs a unique name
Giving something a unique name suggests that it is separate and distinct, adding complexity and creating distance from the broader experience, program, or unit it is associated with. Before naming your offering, consider whether plain text can clarify its purpose. If a unique name is unavoidable, ensure that it aligns with our broader strategy by following these guidelines.
Adopt a digital-first approach
Prioritize how names will be encountered and searched online. Use relevant keywords to improve search engine optimization (SEO) and ensure names are easily discoverable and accessible. Avoid using special characters such as @, #, $, %, &, *, etc., to maintain readability and accessibility across various platforms.
Example: “Community Engagement Program” instead of “Engagement@Iowa”
Differentiate from similar offerings
Review existing names on campus to ensure new names are distinct. Incorporate unique descriptors that clarify your offering's function or focus and include specific location details for entities located in multiple campus locations. This makes it easier for your audience to navigate and find what they need.
Example: “Engineering Student Support Services” instead of “Student Support Services”
Example: “West Campus Parking Ramp” instead of “Parking Ramp”
Be descriptive and relevant
Quickly convey the purpose or main function of what’s being named. Think about your audience’s expectations and what they are likely looking for, ensuring that your name aligns with their needs. A descriptive, relevant name provides clarity and helps them immediately recognize the value offered.
Example: “Campus Recreation and Wellness Center” instead of “Campus Community Center”
Choose clarity over creativity
Prioritize simplicity in naming with clear language that doesn’t need extra explanation. Avoid clever or complex terms, including acronyms, that might leave your audience uncertain about what you’re offering. While creative names may sound appealing, they often hide the meaning and can cause frustration or disinterest.
Example: “Achievement and Excellence Award” instead of “High Achievement and Work Excellence (H.A.W.K) Award”
Identify the category
Determine the category or genre of the effort being named. This helps in setting the right tone and context. For example, a formal academic conference might require a more professional name, while a student-led initiative could have a more casual and engaging name.
Example: “Undergraduate Research Forum” for a formal event, versus “Undergraduate Innovation Workshop” for a casual, creative event
Use a positive tone
Use positive and inspiring language that is respectful of all individuals and groups. This promotes a welcoming and encouraging atmosphere.
Example: “Student Success Program” instead of “Student Improvement Program”
Don’t incorporate trademarks
Avoid using any university trademarks in official names, including “Iowa,” “University of Iowa,” “Hawk,” or “Hawkeye.” These trademarks represent the entire institution and do not help differentiate individual offerings. Keep in mind that association with the University of Iowa is established through the required use of the block IOWA logo and other branding elements. While the university name can precede other names in written text, it should not be included in the official name. This avoids redundancy with the logo and the temptation to appropriate the block IOWA logo or display "IOWA" in another styled typeface when creating unique event and retail graphics.
Example: “Interdisciplinary Research Council” instead of “Iowa Research Council”
Example: “Emerging Student Leaders Seminar” instead of “Hawkeye Leaders Seminar”
In some cases, the use of a trademark as part of an official name may be approved for offerings that span or serve the entire institution, are of significant importance, and closely align with the university’s core mission and values.