Cambridge branding on Instagram displayed on mobile phone.

You should follow our branding guidelines when creating or managing social media accounts. They reassure people that they're accessing an official Cambridge channel.

Getting started

The identity of a social media account should represent Cambridge, as well as your department or area. You should:

  • use the stacked University logo as the profile image wherever possible; it is a globally recognised symbol of trust
  • include your departmental or unit name in your account name, handle, biography (bio) and cover photo

Naming official channels

Channel names and handles should reflect the University as well as the department or area. Examples include:

  • Philosophy at Cambridge
  • Cambridge Art History
  • University of Cambridge Computer Science and Engineering
  • Economics at University of Cambridge

Add a full description of the department or unit to the account bio.

Social media profiles

Profile icons

Some social media channels require a circular profile image, while others require a square. We offer templates for both scenarios.

In most scenarios, you should use the stacked University logo for your profile image. This works best for small spaces and authenticates the channel at a glance. You can then personalise your cover photo and other account elements to promote your department or area.

Example of a round social media profile image, showing the stacked University of Cambridge logo on a blue background.
Example of a square social media profile image, showing the stacked University of Cambridge logo on a blue background.

Using a custom logo

If you have a custom logo which is accessibility-compliant and has been approved via the University’s Brand Plenary Group, this logo can be placed within the profile shape as an alternative.

Cover photo best practice

A mockup of the University of Cambridge LinkedIn account, showing profile and cover photos displaying the correct branding.

This is the main image that appears at the top of your channel page, so it needs to represent your subject area, be impactful and of high quality.

Because the channel will be branded by use of the Cambridge stacked logo in the profile icon, there is no need to add the Cambridge logo to the cover photo.

It’s important to bear in mind that different social media platforms use different dimensions for their cover photos. This means the composition of your existing photos won’t automatically work for social, as images get auto-cropped to work responsively when viewed on various screen sizes.

To manage this effectively, make sure that the chosen image has a central focus in it, so the middle of shot, with lots of dead space top, bottom, left and right. If you put anything at the edges of your photo, it’s likely to get cut off depending on what device you’re using so make sure all important-information is centered.

General considerations

Using our fonts

Any text you use on social media should follow the points in the typography section.

All promotional materials should use our Cambridge fonts - Feijoa or Open Sans.

You can download our fonts if you are producing professionally designed material on your work computer to post on social media. If these fonts are not available to you, use our default font Arial.

No other fonts should be used in any University communication on social.

Rather than create posts directly within channels, instead, overlay your image with text/caption first and then upload this image on to your feed.

Layout

Generally we favour text ranged left, but right-aligned or centred text is also acceptable if your post will be compromised.

Do not underline text in titles.

Consistent style

Your imagery and graphics should be visually consistent. They don’t need to all look the same but over time your followers should recognise your posts by just looking at the image. You can achieve this by using the same fonts, colour schemes, logo and graphic elements.

How to write for the University of Cambridge on social media

Writing for social media is a fun and creative activity. It requires a different writing style to writing a press release, internal memo, or email.

Here are ten golden rules for writing for the University of Cambridge on social media:

  1. Write for your audience's needs.
  2. Write in plain English.
  3. Start a conversation.
  4. Include an inspiring call to action.
  5. Create accessible social media posts.
  6. Tailor your words and tone for each platform.
  7. Try a new copywriting technique if you get stuck.
  8. Use data and evidence.
  9. Check your spelling, grammar and punctuation with the University style guide.
  10. Get your work checked by another team member.

See the full golden rules for writing for the University on social media