In 2018, we named the umbrella organization, which had existed for years but never been named, and united the entities under it. At the time, the entities included were Tech Licensing (est. 1985 and formerly known as UF Office of Technology License or UF OTL), Sid Martin Biotech (est. 1995), The Hub (est. 2011), and Ventures (which was planned but not established until 2019, when Ventures Director Jackson Streeter joined our team).
The UF Innovate and University of Florida brands are incredibly powerful. In 2020, the George W. Bush Institute and Opus Faveo named UF the nation’s No. 1 large university for innovation impact, recognizing its unparalleled ability to turn research funding into new companies, jobs, and ideas. By 2022, Heartland Forward ranked UF second in the country—and first among public universities—for its excellence in tech transfer. Similarly, the Milken Institute placed UF third in the nation for tech transfer in 2017. To maintain this legacy of success and continue fostering the growth of startups and research breakthroughs, it’s crucial to adhering to our brand guidelines. Doing so will ensure we keep expanding our impact and driving positive change in the world.
In 2021, Pathways joined the UF Innovate family, and — under the direction of Karl LaPan — the two business incubators united under their sub-umbrella, Accelerate. At that time, we changed the four divisions appearing in the official logo to show Tech Licensing, Ventures, Accelerate, and Pathways.
As we anticipated the name changes in 2018 (which coincided with the open house celebration of the second phase of The Hub), we worked with UF Research — and then UF Strategic Communications and Marketing — to develop our brand and branding guidelines, which included a departure from the official UF logo, business card template, and letterhead, as well as our shade of orange and blue.
At the time, this privilege was called a “significant exception,” one not permitted with any other unit, but because we sought input and approval from UF, we were allowed to move forward with the brand. However, we must adhere to the strict guidelines of the brand to retain this privilege, hence these guidelines.
Because UF leadership and communications staff change from time to time and newcomers don’t know our history, our UF Innovate brand often gets a second look because it is different. Therefore, we develop our marketing and communications materials with strict adherence to our guidelines and UF’s guidelines wherever applicable. Deviation from the standard could cause us to lose our privilege. Thank you for protecting the brand.
Mostly branding guidelines, the following links are provided to keep you aligned with the UF Innovate Brand.
If you’re part of the UF Innovate family, this form will get you what you need!
Tech Licensing: (352) 392-8929
Ventures: (352) 392-8929
Pathways: (352) 392-2577
The Hub: (352) 294-0885
747 SW 2nd Avenue
Gainesville, FL 32601
Sid Martin Biotech: (386) 462-0880
12085 Research Drive
Alachua, FL 32615
