Co-branding

Definitions and Credit

Contributors

• A contributor is a recognized person, governmental agency, or educational institution that is providing content, funding, or expertise for a Penn State–led or –owned initiative, product, or service.
• Credit: The college or extension mark should be the only mark.

Partners  

• A partner is a recognized person, governmental agency, or educational institution that is an equal owner with the college or extension on a publication, product, event, service, or initiative.  Equal owners share staffing, administration, content production and delivery, promotion, decision-making, and associated costs. 
• Credit: If the project or event is equally owned, the Penn State Extension mark should be displayed with the identity marks of other owners, preferably in alphabetical order. Designers will use their discretion in choosing the form, size, and placement of this credit.  If space or function allows only one brand mark, a Penn State mark will be used with partners recognized in text.

Contributor Recognition

Penn State Extension frequently collaborates with organizations, agencies, and institutions to advance shared goals. We deeply value these contributions, but our visual identity must always remain clear, consistent, and unmistakably Penn State.

To uphold that clarity, we recognize contributors in text—rather than with logos.
This keeps our communications cohesive, more accessible, and aligned with the Penn State brand while reducing confusion and protecting the integrity of our visual identity. To clarify further, this approach:

• Protects Brand Clarity and Attribution
  Including multiple logos can blur message ownership. Research on brand alliances and co-branding shows that when several marks appear together, audiences often misattribute the message or transfer perceptions between brands.
• Reduces Visual Clutter and Improves Focus
  Each additional logo adds visual complexity and draws attention away from the primary message. Eye-tracking and information-processing studies show that cluttered layouts reduce focus, comprehension, and recall. Clean, simplified designs are easier to process and more engaging for readers.
• Aligns with Higher-Education Brand Standards
  Universities across the country protect the prominence of their master brand and limit external marks. Recognizing partners in text follows these established norms
• Upholds Penn State Brand Stewardship
  The Penn State Brand Book and University Brand Review (UBR) process emphasize clarity, consistency, and disciplined use of marks. Text-based partner recognition upholds these principles, maintaining a unified visual voice and reinforcing Penn State’s credibility.
• Minimizes Legal and Licensing Complexity
  Using partner logos often requires approvals, licensing permissions, or design revisions that can delay projects and create inconsistencies.
• Ensures Equity, Consistency, and Scalability
  Displaying some partner logos but not others can create perceptions of favoritism or imbalance. Recognizing partners in text provides an equitable, scalable solution that treats all collaborators consistently and ensures every communication reflects the same professional standard.
• Allows for Exceptions When Required
  When a formal agreement or sponsorship contract mandates logo placement, approved co-brand layouts may be used. Research shows that the balance of visual prominence between brands directly shapes audience perception. Therefore, any logo use must follow identity guidelines that preserve Penn State's prominence, clearly define partner roles, and maintain accessibility and visual harmony.

Application of Penn State Extension Recognition on External Materials

If the project or event is not a Penn State Extension initiative, and the institution or organization leading the initiative requires primary visual emphasis, the Penn State Extension mark should be displayed with primary or secondary visual emphasis, based on the contribution level of the project. Application should be in accordance with the art direction of the leading institution or organization and/or in the same manner as other institutions or organizations that may have a similar role as a partner/sponsor/contributor. 

Grant-funded Project Requirements

Work with your marketing strategy specialist to determine adequate timelines for the production of supporting materials to ensure delivery requirements can be met.  

Grant seekers should not sign a funding agreement containing logo or credit stipulations without first checking with their marketing strategist. Grant recipients with such stipulations in their approved agreements will be asked to communicate the college's standards to their funders with a goal of consistent adherence to those standards across our publications/products.