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Brand and communications

We know that having a strong and consistent brand will encourage graduates to engage with the survey and help providers to promote it.

To support this, we will be developing brand materials and guidelines over the coming months. We already have some initial guidance about how to refer to the Graduate Outcomes record.

Update (29 August 2017) - Survey on brand and communications closed

As part of our development of a Graduate Outcomes brand, we've run a short survey to informally gather views from the sector about what sort of resources you would find useful. The survey closed on 25 August, and we have published the results.


The name is Graduate Outcomes. When referring to the record, the survey or the data collected by the record, capitalise Graduate Outcomes. If you are referring to general data, use lower case. For example:

  • Graduate Outcomes is HESA’s newest record.
  • The Graduate Outcomes survey collects information on the activities and perspectives of graduates.
  • The first Graduate Outcomes collection will be C17071.
  • The first Graduate Outcomes data will be published in January 2020.
  • HESA publishes data about students, staff and graduate outcomes.

Arolwg Hynt Graddedigion is the Welsh version. We are doing further work on how we will write about the survey in Welsh materials.


We do not foresee a need to shorten Graduate Outcomes, and so we are not going to introduce a new acronym.

Where a shortening is absolutely necessary, it should be sufficient to use just ‘the record’, ‘the ‘survey’, or ‘the data’. If clarity is needed, use ‘outcomes’. For instance:

  • Graduate Outcomes data will be published in January 2020. The data will be released on…
  • The Graduate Outcomes record captures details of graduates’ activities 15 months after completing their studies. The record comprises a survey and the return of contact details.
  • We return data to the Student, Staff and Graduate Outcomes streams. The outcomes data is returned four times a year...

We may allow the use of ‘the GO survey’ to brand and promote the survey to graduates if we feel this will enhance engagement. But this is the only scenario in which the ‘GO’ acronym should be used.

Record reference

The first collection will be C17071 – Graduate Outcomes 2017/18.


The social media hashtag is #GraduateOutcomes (capital ‘G’, capital ‘O’, no other punctuation).


To encourage high response rates, the Graduate Outcomes survey will have its own brand. This brand will be designed for use on a dedicated Graduate Outcomes website, as well as on social media channels and digital (and, potentially, print) promotional materials. The brand will include, at a minimum, a colour palette and tone of voice guidelines.

The brand will be designed to be neutral enough to allow for co-branding with providers. We will work with providers to understand their requirements from co-branding, and the extent to which they would like template materials.

The Graduate Outcomes collection and data will always be presented under the HESA brand. These are closely aligned to HESA’s wider brand identity

Co-branding of the survey

The sector has a significant stake in the survey, and we permit and encourage co-branding. Co-branding should help to promote high levels of engagement with the survey. In writing, this can take the form:

  • Poppleton University's Graduate Outcomes survey
  • The Poppleton Graduate Outcomes survey.

Where a provider does not want to co-brand, they should refer to ‘the Graduate Outcomes survey’, rather than HESA’s Graduate Outcomes survey.

While the survey will be co-branded, the record guidance and the data outputs will appear under the HESA brand.

Promotional collateral

We are working to produce digital collateral to support providers in promoting the survey. We aim to produce two types of collateral: complete material that providers can use as is, and templates that providers can edit to add their own logo, additional text, and other customisations.

This digital collateral will be available in both English and Welsh.

We will also be publishing brand guidelines to support providers who wish to create their own bespoke promotional materials.