Apply the Brand

How do you use the brand and the tagline?
  • Make sure all uses of the CTE brand and CTE brand messaging are consistent with the CTE brand promise.
  • Always use all three components of the CTE brand image described in the User's Guide: the brand graphic, the brand positioning theme and the brand name.
  • Do not use the CTE brand image on items for sale.
  • Authorized use of the state-specific versions of the CTE brand image is limited to state agencies and educational institutions that offer CTE programs.
Communicate the Brand Clearly
It is important to engage all staff in using the CTE branding materials. Staff should get in the habit of using the logo at every opportunity and integrate the brand color schedme and messaging into their broader marketing plan. 
 
As a CTE advocate, you can help staff understand that using the brand logo, color scheme and messaging is a way to demonstrate that they are proud representatives of CTE. Remember, if staff are not consistently using the branding, then key audiences will experience mixed messaging, and the brand will have much less impact.
 
Each time the CTE: Learning that works for America® logo is used in conjunction with other logos, it is evidence that CTE works with other organizations and has strong, mutually beneficial partnerships. When you do use the CTE brand image in conjunction with other logos, please refrain from placing those logos in close proximity to the CTE brand image. See the User’s Guide for additional guidance and recommendations.
 
Best Practices
A number of states and school districts are faced with the choice between an existing branding campaign and the CTE: Learning that works for America campaign. Learn how one state successfully transitioned to the CTE brand.
 
State CTE offices and schools are often required to use specific logos on the resources they create. Learn how two states are co-branding resources with the required logo and the CTE logo.
 
Websites are a very visible form of communication, and they are also relatively inexpensive as a form of marketing. Learn how two states are using their departmental Websites to communicate the CTE brand.
 
Tools & Resources 
Find a variety of templates including a customizable PowerPoint presentation template, business cards and more to infuse the CTE brand across all of your internal and external materials. 
 
State examples: