The master logo is the common thread throughout university communications. It should be your starting point in the creation of all marketing materials. Deliberate, consistent placement of the logo will establish the university’s name and institutional credence without distraction from your message. There are very specific guidelines regarding the use of the master logo.
The logo must be present on all university communications
As the primary graphic identity for the institution, the master logo must appear on all communications, including brochures, stationery, business cards, and the university website.
The logo should be used sparingly
While the logo is important on all communications it is just as important to not overuse it. Repeating the master logo on one piece of communication can diminish its importance and lessen its strength and clarity.
Treat the logo as artwork, not as typography
The master logo is the university’s single most important visual element and should be treated as a graphic icon.
Never manipulate the logo in any way
This rule includes but is not restricted to type, rules, surrounding boxes, shadows, outlines, and embellishments. Do not create secondary (sub) logos to represent a school, college, center, or institute, as this is confusing to audiences and dilutes our goal of creating a common, mutually reinforcing image.
Give the logo its own space
Balance is an essential feature of good design. Graphics, imagery, and text must all be balanced on the page so that each is able to speak clearly. Placing any element too close to the master logo diminishes its importance.
The logo must appear on front cover
Place the master logo on the front cover of all printed promotional materials intended for external audiences (alumni, prospective students, parents, etc.) in the lower right corner. For all printed materials intended for internal audiences, place the master logo on the front cover or the back cover.
Black and Reverse Logos
If reproduction constraints prevent the use of color, use one of the optional black-and-white versions of the logo: all-black or reverse (reverse logo should be used infrequently and must be obtained through University Marketing).
