Consistent use of the full name, "Valparaiso University" plays a critical role in achieving brand identification. Shortened identifiers are allowable and recommended as follows:

First Reference - Valparaiso University (preferred)

Second Reference - Valpo

Third Reference - the University

When used in copy, the complete name "Valparaiso University" should be used upon first mention.  Thereafter, "Valpo" or "the University" may be used.

Our identity hinges on the words "Valparaiso University."  Do not use the acronym "VU" when communicating to mixed or outside audiences. Beyond our community of "insiders," this acronym is not well or universally recognized and may be confused with other institutions. 

There are some audiences for whom "VU" has been successfully branded over time.  For these audiences, primarily select alumni populations and Valparaiso University employees, it is acceptable and sometimes preferred to use "VU."

The formal name of the university must be included in all legal documents as well as university publications.

When employed in a graphic context, the wordmark for the university should be used.