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Accessible graphics guidelines

Criteria & guidelines

Graphics must meet the following criteria to qualify as logos or established visual identities:

Consistency over time

  • Used across multiple instances of the same event or program (e.g., annual or recurring)
  • Maintains a recognizable and consistent visual system

Primary identifier

  • Serves as the main way audiences recognize the event or program
  • Functions similarly to a logo across communications
  • Does not include information such as dates, times, locations, calls to actions, instructions or key messages.
  • Critical event information should always be communicated through accompanying live text, not solely within the graphic.

System, not styling

  • Built as a designed visual system, not just styled text. A visual identity is not established simply because text has been styled. To qualify, it must function as a recurring identifier across communications rather than as the primary means of communicating event details, campaign messaging, or calls to action.
  • May include:

    • Typography system (beyond a single font choice)
    • Color palette
    • Layout or compositional structure
    • Supporting graphic elements

Repeated cross-channel use

  • Graphics should remain recognizable and functional across desktop, tablet and mobile experiences and used consistently across multiple platforms, such as:
    • Web
    • Email
    • Social media
    • Presentations or digital signage

Approved visual identity

  • A qualifying visual identity:

    • Has been reviewed and approved by University Marketing & Communications as an official recurring visual identity.
    • Meets the criteria outlined above.
    • Is intended for repeated use across multiple communications.
    • Demonstrates established audience recognition
    • Can be identified without additional context
  • These common-use logos meet the criteria for use:

    • University logos
    • Campus, school, college, unit or program logos
    • Partner or sponsor logos

All event visual identities intended to function as logo-equivalent assets are subject to review and approval by University Marketing & Communications to ensure alignment with these accessibility guidelines.

Applying alt text

Images of text alone are not fully accessible. Graphics containing text should always be supported by both descriptive alternative text and visible live text so that equivalent information is available to all users, regardless of how they access the content. These requirements apply to all digital use, including:

  • Webpages
  • Emails
  • Social media (when applicable)

All logos and approved visual identities must include descriptive alt text.

  • Alt text should describe the entity or the linked destination, not the design details

    • Example for an unlinked logo: “University of Washington logo” or, simply, “University of Washington”
  • Example for linked logo*: “University of Washington homepage” Use clear, consistent naming
  • Do not rely on the logo alone to communicate critical information

Format

If the logo or visual identity links to a webpage, the image becomes a functional image. Alt text for functional images describes the destination of the URL and should written to align with the content of the webpage linked to.

  • “[Event/Program Name] event logo”
  • “[Program Name] logo”

Examples

  • “Husky Giving Day event logo”
  • “University of Washington logo”

Applying visible text

Any text included within a graphic must also appear as live, readable text in the content.

  • The event or program name must also appear as live text.
  • This text should appear immediately before or after the graphic.
  • Users should not need to rely on the graphic itself to understand essential information.
  • Common placements include:

    • Headline
    • Subhead
    • First sentence

Incorrect usage (we will add visuals)

Graphics that do not meet the criteria for approved visual identities should not be treated as logo-equivalent assets.

The following treatments do not meet accessibility criteria:

  • One-off event graphics with no reuse
  • Event names styled in a decorative or script font without a system
  • Hero banners or campaign visuals that change frequently
  • Graphics that include key event details within the design

Do not use images in place of:

  • Headings
  • Body text
  • Buttons or navigation elements

Need assistance? If you’re unsure whether a graphic qualifies as an approved visual identity or meets these accessibility guidelines, submit it to uwbrand@uw.edu for review before publication. The Brand team can help ensure your graphics align with university accessibility standards and brand requirements.