Introduction
The University of Alabama’s web presence is the premiere tool for interacting with the University’s key stakeholders and representing its brand, mission, and values to the world. The website is also indispensable to the University’s delivery of instruction and core services. These Web Branding Guidelines will equip you with the knowledge and resources to create a compelling University of Alabama web experience for all devices and users.
The Basics
Web Policy
The University of Alabama World Wide Web Policy governs all Web sites representing the University. It is essential that all employees who build and manage websites read and follow the requirements of this policy.
Brand Compliance
All official UA web resources must align themselves with the University’s digital visual identity standards.
All University of Alabama websites must be accessible
The University of Alabama is committed to providing a web presence that is accessible to all users. All UA resources must comply with the Web Resources Accessibility Policy.
Web Developer Guidelines
The more technical aspects of developing a successful web initiative at The University of Alabama can be found on the Web Hub.
Design with all screen sizes in mind.
Users expect a great experience on devices of all types. UA web resources should follow industry best practices for responsive design.
UA’s Web Framework
Strategic Communications and OIT work together to provide institution-wide web solutions from hosting to content management systems.
Getting Started
Am I eligible for a University website?
University of Alabama websites can be created by and for (but not limited to):
- Colleges, schools, and their subordinate organizations
- Administrative offices and their subordinate organizations
- Institutes, Labs and Centers
- University business organizations
- Official events, campaigns and conferences.
Hosting
The Office of Information Technology (OIT) provides hosting for academic and informational websites as part of its core services. Units are allowed to procure outside hosting services for web needs on a case-by-case basis.
Brand Compliance
Review the Visual Identity section of this page for more information on brand compliance
Ua.edu URL name assignment
The University of Alabama owns the ua.edu Internet domain and assigns subdomain addresses to benefit initiatives and organizations that advance its interests and missions of teaching, research and service. Ua.edu subdomains confer a core affiliation with the University. Subdomain requests are subject to approval from the Division of Strategic Communications. Please see the guidelines for name assignment for more details.
Start a Conversation with Web Strategy
The Department of Web Strategy can help you get connected with the right resources, training and best-practices guides to begin your new website project.
The University of Alabama’s Web Framework
The University of Alabama Web Framework is developed, maintained and curated by The Division of Strategic Communications in partnership with The Office of Information Technology. The UA Web Framework serves to establish a universal underlying foundation for the University’s web presence that ensures compliance with government regulations and University policies governing the web and projects a core affiliation with UA. The Division of Strategic Communications works with the campus web community to improve and advance the framework through the Web Forum, and other UA Communities of Practice.
The UA Web Framework is currently composed of the following group of technologies & tools:
Content Management
WordPress
The UA WordPress Theme integrates directly with other UA Web Framework systems. The theme are designed to be easy to use for technical or non-technical users, and tie-in directly to other UA Web Framework systems. The Division of Strategic Communications supports a University branded WordPress theme for official University websites, UA WordPress Theme 3.
New website builds should use UA WordPress Theme 3.
UA’s official WordPress themes are intended for use on official UA websites that represent an academic or business unit.
More information and downloads are available at: https://web.ua.edu/theme/
CampusPress
CampusPress is a simple purpose-build WordPress setup provided by the Center for Instructional Technology. CampusPress is intended for use on the following types of websites:
- Faculty professional sites.
- Faculty labs.
The UA Campus Calendar
The Campus Calendar is powered by the Localist platform and makes sharing and promoting your organization’s events quick and easy. Student organization events should be submitted through The Source.
Minverva – The UA Web System of Design
Information on UA’s web system of design, Minerva is available at: https://web.ua.edu/framework/
Shorthand
Shorthand is a digital storytelling platform for rich-media web experiences. It is useful for feature articles, digital magazines, proposals, internal comms, and annual reports. Contact web@ua.edu to be added to our enterprise Shorthand account.
Visual Identity
The University of Alabama comprises many academic, research and service units, each of which plays an important part in shaping the University’s reputation as an internationally recognized institution. In turn, each unit’s reputation and identity is shaped by its association with the University. The visual identity projected by our many units to our many audiences should reflect the strength that results from our collective association as The University of Alabama. It is essential that the user experience of the UA web presence be consistent and reflect our shared connection and strategic goals. The easiest way to achieve compliance with visual identity standards is to use the UA WordPress Theme or UA Web System of Design Templates.
Required Branding Elements
Brand Bar
The UA Brand Bar must be present at the top of all official University websites. It is designed to confer direct association with the University, and provide access to central UA web services. The University wordmark must always link to UA’s homepage.
No changes in color, content, or function are to be made by site developers or authorizers. No content is to appear above the brand bar, with the exception of skip navigation links for accessibility.
UA Cookie Consent Banner
The UA Cookie Consent Banner is a required element for all University websites. Solutions for integrating the cookie banner are below.
UA Cookie Consent Banner WordPress Plugin
UA Cookie Consent Banner Raw Code (for non-Wordpress setups)
Universal Footer
The UA Universal Footer must be placed at the bottom of all official University websites. In concert with the brand bar, it connects users to vital compliance information and other services.
No changes in color, content, or function are to be made by site developers or authorizers. A local footer is available in our WordPress themes.
Color
Below are the colors approved by Strategic Communications for use on the web. All structural and accent elements (Interactive features, icons, etc.) featured on an official University website are required to use the approved University brand colors. Keep in mind that a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text must be met to comply with accessibility guidelines.
The UA web color palette is available at https://web.ua.edu/design/color/
Typography
Gibson – Gibson is used for very large headings. Where necessary, Gibson may be used to recreate the “Where Legends Are Made” wordmark in text readable by a screenreader.
Proxima Nova and Proxima Nova Condensed are used for body copy and smaller headings.
More information on UA web typography is available at: https://web.ua.edu/design/typography/
Icons
Content Standards
Copywriting
UA web content should be presented using editorial standards appropriate for an institute of higher learning. While the level of formality may vary depending on the focus and audience of your site, proper spelling, punctuation, and style, make our sites more credible and more meaningful to our users.
The University of Alabama uses The Associated Press Stylebook as a guide for copywriting. An Editorial Style Guide is published by The Division of Strategic Communications that addresses items specific to the University and higher education.
Web copy should also align with the Brand Personality Messaging Guide where appropriate.
Timeliness and Content Life Cycles
Visitors expect and deserve valid, up-to-date information on our web pages. That expectation now extends beyond the page itself. Search engines and AI assistants increasingly answer questions directly, summarizing or quoting university content without sending anyone to the site. When our pages are current, well structured and clearly dated, they become the source those systems draw from. When they are stale, the outdated figure or retired program name is what gets repeated back to prospective students, families, media and legislators, with UA’s name attached and no page visit required.
Treat every page as a source document:
Retire, redirect or archive content that has outlived its purpose. Unmaintained pages keep getting crawled and quoted long after people stop visiting them.
Assign an owner and a review cadence. Any page carrying figures, rankings, tuition, deadlines, dates or personnel needs a defined refresh time.
Date the content where appropriate. Publish and last-reviewed dates help both users and machines judge whether the information is still good.
Source your statistics. Cite where each number came from and pull from a single authoritative source rather than restating figures unit by unit.
Write self-contained copy when possible. Assume any paragraph may be read on its own, stripped of surrounding navigation, headings and context.
Other Resources
Updated August 6, 2026.