Domains and web addresses standard

The web addresses standard governs all web addresses (domains) created by areas within or associated with UQ, whether for internal or external audiences, application or websites.

They describe the types of domains that may be created, and the content, audience, purpose and brand requirements for each, and fall under the overarching Digital Presence Procedure. 

General web address principles 

Alignment with Digital Presence Procedure 

UQ has committed to the One UQ Web Roadmap Program, aimed at creating a greatly improved user experience for everyone who interacts with our external web channel. 

Part of this means a consolidated information architecture and navigational structure, resulting in a significant reduction in the number of websites UQ presents. 

Under the new model, most content will already have an identified home, likely fitting under one of the 4 sites making up the One UQ Digital Presence: 

• Study 
• Research 
• Partners and Community 
• About. 

Before requesting a web address, consider how your proposed content or application aligns with the Digital Presence Procedure and Information Architecture Standard. Speak with your Digital Presence Coordinator before initiating project or procurement activities. 

See the list of Digital Presence Coordinators

Learn more about the One UQ Web Roadmap Program.

Domain name and web address standards 

In rare cases where stand-alone domains are needed, including websites, applications, and email systems, they must adhere to the following naming principles: 

Credibility (trust) 

• Be specific and descriptive, clearly indicating the organisation or service it represents. 
• Not be too similar to an existing subdomain. 
• Avoid using third-party names (e.g. @google.uq.edu.au).   

Coherence (clarity) 

• Consider full words first, then acronyms or abbreviations to reduce length. 
• Avoid being too generic, unless for a university-wide initiative (e.g. news.uq.edu.au). 
• Ensure the name is not overly restrictive if future use may broaden. 
• Keep it short and concise. 
• Make it easy to read, spell and remember. 

Consistency (uniform) 

• Use all lowercase letters. 
• Use hyphens to join words unless branding dictates otherwise (e.g., changemakers). 
• Avoid special characters and unnecessary punctuation. 
• Avoid simple joining words like ‘the’ and ‘and’. 
• Avoid repeating elements within the subdomain string (e.g., uq-example.uq.edu.au). 

Promotional (Short) URLs 

Promotional URLs may be approved when there is a demonstrated need for marketing purposes. They must: 

• follow labelling guidelines as described in the Information Architecture Standard 
• not conflict with or be too similar to Information Architecture navigational URLs 
• be as short as practical. 

In special circumstances, subdomains of uq.edu.au, (e.g. law.uq.edu.au) may be used to redirect to web touchpoints within the One UQ Digital Presence. See the Information Architecture Standard for more information. 

Non UQ domains 

Non-UQ domains include: 

• .com 
• .com.au 
• .org 
• .org.au 
• .edu (without uq.edu) 

These may be used in special circumstances, where any of the below apply: 

• There is a demonstrated marketing, commercial or audience need to make a site appear separate to the UQ brand. 
• Domains are bought and redirected to prevent scams or domain squatting. 
• For top level .edu domains, when an initiative meets the criteria set out at www.domainname.edu.au 

Non-UQ domains must be registered and managed by ITS. 

Technical requirements and limitations 

When selecting technology solutions for digital touchpoints, consideration should be given to whether the solution has appropriate web addresses. For some digital touchpoints and platforms, there may be technical requirements or limitations on what web addresses can be used. In these circumstances, an exception to the Web address standard should be obtained. 

Domains and web addresses for technical purposes 

Some domains and web addresses are needed for technical purposes and are not visible to UQ stakeholders. For consistency and supportability, they must still follow this standard where feasible and be requested by the same process.  

Domains and web addresses used for technical purposes should not be made visible to UQ stakeholders without appropriate approvals for a new or redeveloped digital touchpoint. 

Legacy Domain Naming Standard 

With UQ transitioning to the new One UQ Digital Presence model, only certain types of sub-domain are being approved. The below is listed to show the existing state. Some of these types of domain may be retained to be used as short URLs for content within the One UQ Digital Presence. 

Domain retirement criteria 

Unmaintained domains may be retired. See the Digital Presence Procedure and Managing Systems Procedure. 

Requesting a website domain name 

Before requesting a website domain, please speak to your Digital Presence Coordinator. 

See the list of Digital Presence Coordinators

If this is for new content, see Request a new website.