It is strongly recommended that academic and administrative departments (and their divisions) use the approved Department Lockups to maintain brand perception and stream communications for the external audience (the customer).

For example, Human Resources does not need its own brand, nor does it need a unique logo. The mission of that department, as with all departments, is to advance the South Dakota Mines brand through the excellent service and experience it provides.

When a department or division differentiates itself from the university’s brand, it dilutes the effectiveness of the established brand equity and creates confusion. From an external perspective, all departments and divisions should be perceived as part of the overarching university brand system.