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e
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M
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(
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B
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B
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.,
B
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E
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J.D
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M
.A
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M
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c
.,
M
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.,
M
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M
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P
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P
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In
c
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t
:
M
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Jo
h
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P
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.
In
c
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:
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M
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Jo
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,
P
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C
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P
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e
E
n
t
o
m
o
lo
g
y
D
e
p
a
r
t
m
e
n
t
.
D
r
.
A
c
c
o
r
d
in
g
t
o
t
h
e
A
P
S
t
y
le
b
o
o
k
,
o
n
ly
d
o
c
t
o
r
s
o
f
d
e
n
t
a
l
s
u
r
g
e
r
y
,
m
e
d
ic
in
e
,
o
s
t
e
o
p
a
t
h
y
o
r
p
o
d
ia
t
r
ic
m
e
d
ic
in
e
s
h
o
u
ld
u
s
e
D
r
.
b
e
fo
r
e
t
h
e
n
a
m
e
.
T
h
e
t
it
le
,
h
o
w
e
v
e
r
,
c
a
n
b
e
u
s
e
d
in
q
u
o
t
e
s
w
h
e
n
a
p
p
lic
a
b
le
.
I
w
a
s
a
s
t
u
d
e
n
t
in
D
r
.
G
o
r
d
o
n
s
c
la
s
s
a
n
d
lo
v
e
d
it
,
t
h
e
s
t
u
d
e
n
t
s
a
id
.
W
h
e
n
n
e
c
e
s
s
a
r
y
t
o
n
o
t
e
t
h
e
s
o
u
r
c
e
s
a
c
a
d
e
m
ic
a
u
t
h
o
r
it
y
,
t
h
e
d
e
g
r
e
e
c
a
n
f
o
llo
w
t
h
e
n
a
m
e
.
Jo
h
n
S
m
it
h
,
D
.V
.M
.
o
r
t
h
e
p
r
e
f
e
r
r
e
d
s
t
y
le
is
t
o
e
x
p
la
in
,
e
.g
.
Jo
h
n
S
m
it
h
,
w
h
o
h
o
ld
s
a
d
o
c
t
o
r
a
t
e
in
m
o
le
c
u
la
r
b
io
lo
g
y
,
.
A
U
B
U
R
N
U
N
I V
E
R
S
I T
Y
S
T
Y
L
E
G
U
I D
E
&
I D
E
N
T
I F
I C
A
T
I O
N
S
T
A
N
D
A
R
D
S
M
A
N
U
A
L
L
o
g
o
s
a
n
d
A
p
p
r
o
v
e
d
G
r
a
p
h
ic
E
le
m
e
n
ts
P
a
ir
e
d
w
ith
th
e
W
o
r
d
m
a
r
k
T
he A
U
w
o
rdm
ark sho
uld be acco
m
panied by the interlo
cking A
U
,
preferably fo
r pro
m
o
tio
nal, info
rm
al, o
r athletic use, o
r the stylized
Sam
fo
rd H
all tow
er sym
bo
l, preferably fo
r use o
n academ
ic m
aterials,
co
llege/scho
o
l publicatio
ns, and o
ther no
n-athletic o
r fo
rm
al pro
m
o
tio
nal
m
aterials. T
he Sam
fo
rd H
all tow
er ico
n is intended to
visually sym
bo
lize
traditio
n, histo
ry, and academ
ic prestige.
B
o
th the interlo
cking A
U
and the Sam
fo
rd H
all tow
er ico
n m
ay appear
separately fro
m
the w
o
rdm
ark w
hen used as graphic suppo
rt in a pub-
licatio
n, provided that standards fo
r use o
f the w
o
rdm
ark are already
m
et in the design. A
lso
, the ico
ns m
ay be used w
itho
ut the w
o
rdm
ark
fo
r internal university co
m
m
unicatio
n, o
r co
m
m
unity pro
jects w
here the
audience is already highly fam
iliar w
ith the sym
bo
ls.
T
he A
U
and tow
er ico
ns m
ay no
t be paired w
ith o
ther type o
r graphics
to
create a design w
hich in any w
ay vio
lates the integrity o
f the ico
n o
r
the standards presented in this guide.
A
cceptable color com
binations for the interlocking A
U
.
A
cceptable color com
binations for the Sam
ford H
all tow
er icon.
11
A
U
B
U
R
N
U
N
I
V
E
R
S
I
T
Y
S
T
Y
L
E
G
U
I
D
E
&
I
D
E
N
T
I
F
I
C
A
T
I
O
N
S
T
A
N
D
A
R
D
S
M
A
N
U
A
L
S
iz
e
a
n
d
A
p
p
e
a
r
a
n
c
e
:
A
t
m
in
im
u
m
, t
h
e
w
o
r
d
m
a
r
k
s
h
o
u
ld
a
p
p
e
a
r
n
o
s
m
a
lle
r
t
h
a
n
o
n
e
-
h
a
lf a
n
in
c
h
h
ig
h
o
n
a
s
t
a
n
d
a
r
d
4
" x
9
" b
r
o
c
h
u
r
e
, a
n
d
la
r
g
e
r
o
n
la
r
g
e
r
p
u
b
lic
a
t
io
n
s
. In
b
u
s
y
o
r
c
o
m
p
le
x
d
e
s
ig
n
s
, it
s
h
o
u
ld
b
e
s
u
r
r
o
u
n
d
e
d
b
y
a
p
p
r
o
p
r
ia
t
e
w
h
it
e
s
p
a
c
e
t
o
s
e
t
it
a
p
a
r
t
. It
s
h
o
u
ld
b
e
c
o
m
b
in
e
d
w
it
h
a
g
r
a
p
h
ic
e
le
m
e
n
t
(
s
e
e
n
e
x
t
s
e
c
t
io
n
)
t
o
c
o
n
s
t
it
u
t
e
a
u
n
iv
e
r
s
it
y
lo
g
o
, e
x
c
e
p
t
in
s
p
e
c
ifie
d
s
it
u
a
t
io
n
s
.
T
h
e
w
o
r
d
m
a
r
k
m
u
s
t
a
p
p
e
a
r
in
a
n
o
ff
ic
ia
l A
U
c
o
lo
r
(
s
e
e
p
a
g
e
1
6
)
; n
o
o
t
h
e
r
c
o
lo
r
is
a
c
c
e
p
t
a
b
le
, w
it
h
t
h
e
e
x
c
e
p
t
io
n
o
f s
o
lid
b
la
c
k
fo
r
u
s
e
in
m
a
t
e
r
ia
ls
r
e
p
r
o
d
u
c
e
d
in
b
la
c
k
a
n
d
w
h
it
e
(
in
c
lu
d
in
g
fa
c
s
im
ile
c
o
v
e
r
p
a
g
e
s
,
m
e
m
o
r
a
n
d
u
m
s
, n
e
w
s
le
t
te
r
s
, o
r
n
e
w
s
p
a
p
e
r
s
)
o
r
a
ll w
h
ite
fo
r
r
e
v
e
r
s
e
s
o
n
a
d
a
r
k
b
a
c
k
g
r
o
u
n
d
. In
s
p
e
c
ia
l c
ir
c
u
m
s
ta
n
c
e
s
, if a
p
r
in
te
d
p
ie
c
e
is
tw
o
-
c
o
lo
r
b
u
t
n
o
t
o
r
a
n
g
e
a
n
d
b
lu
e
, a
n
a
lt
e
r
n
a
t
e
c
o
lo
r
m
a
y
b
e
u
s
e
d
.
D
o
w
n
lo
a
d
w
o
r
d
m
a
r
k
s
a
n
d
v
is
u
a
l
e
le
m
e
n
t
s
a
t
:
w
w
w
.o
c
m
.a
u
b
u
r
n
.e
d
u
/s
t
y
le
g
u
id
e
.
A
n
y
o
n
e
r
e
c
e
iv
in
g
d
o
w
n
lo
a
d
s
m
u
s
t
r
e
a
d
a
n
d
a
c
c
e
p
t
t
h
e
t
r
a
d
e
m
a
r
k
g
u
id
e
lin
e
s
.
5
/16
in
c
h
m
in
im
u
m
h
e
ig
h
t
x
x
x
x
x
N
o
o
th
e
r
g
r
a
p
h
ic
m
a
y
e
n
c
ro
a
c
h
w
ith
in
a
u
n
it o
f x
o
n
th
e
to
p
, s
id
e
s
a
n
d
b
o
tto
m
o
f th
e
w
o
rd
m
a
r
k
.
C
le
a
r
s
p
a
c
e
r
e
q
u
ir
e
d
A
b
s
o
lu
t
e
m
in
im
u
m
s
iz
e
:
(
B
u
s
in
e
s
s
c
a
r
d
s
a
m
p
le
)
M
in
im
u
m
s
iz
e
f
o
r
s
t
a
n
d
a
r
d
4
x
9
in
c
h
b
r
o
c
h
u
r
e
:
o
n
e
h
a
lf in
c
h
m
in
im
u
m
h
e
ig
h
t
1
0
R
e
v
e
r
s
e
B
la
c
k
a
n
d
w
h
it
e
S
in
g
le
c
o
lo
r
b
lu
e
S
in
g
le
c
o
lo
r
b
la
c
k
C
O
L
L
E
G
E
O
F
B
U
S
I
N
E
S
S
A
n
n
u
a
l
R
e
p
o
r
t
2
0
0
7
T
h
e
A
u
b
u
r
n
U
n
i
v
e
r
s
i
t
y
S
e
a
l
T
h
e
s
e
a
l
s
h
o
u
ld
b
e
u
s
e
d
o
n
ly
fo
r
o
f
f
ic
ia
l
o
r
c
e
r
e
m
o
n
ia
l
d
o
c
u
m
e
n
t
s
,
o
r
o
n
p
r
e
s
t
ig
io
u
s
g
if
t
it
e
m
s
.
A
n
y
o
t
h
e
r
u
s
a
g
e
m
u
s
t
b
e
a
p
p
r
o
v
e
d
b
y
O
C
M
o
r
t
h
e
O
f
f
ic
e
o
f
T
r
a
d
e
m
a
r
k
M
a
n
a
g
e
m
e
n
t
a
n
d
L
ic
e
n
s
in
g
.
W
h
e
n
r
e
p
r
o
d
u
c
e
d
in
c
o
lo
r
t
h
e
s
e
a
l
s
h
o
u
ld
a
lw
a
y
s
a
p
p
e
a
r
in
P
M
S
2
8
9
(
b
lu
e
)
o
n
ly
o
r
P
M
S
2
8
9
a
n
d
P
M
S
1
5
8
(
o
r
a
n
g
e
)
if
p
r
in
t
e
d
in
m
o
r
e
t
h
a
n
o
n
e
c
o
lo
r
.
B
la
c
k
is
a
c
c
e
p
t
-
a
b
le
if
c
o
lo
r
p
r
in
t
in
g
is
u
n
a
v
a
ila
b
le
.
A
n
y
m
a
n
ip
u
la
t
io
n
o
r
a
lt
e
r
a
t
io
n
t
o
t
h
e
s
e
a
l
is
s
t
r
ic
t
ly
p
r
o
h
ib
it
e
d
.
S
p
o
r
t
s
-
r
e
l
a
t
e
d
a
n
d
O
t
h
e
r
M
a
r
k
s
S
p
o
r
t
s
-
r
e
la
t
e
d
m
a
r
k
s
a
r
e
u
s
e
d
p
r
im
a
r
ily
b
y
s
t
u
d
e
n
t
a
n
d
s
p
o
r
t
s
o
r
g
a
n
iz
a
t
io
n
s
o
n
c
a
m
p
u
s
,
a
n
d
o
n
m
e
r
c
h
a
n
d
is
e
r
e
g
u
la
t
e
d
b
y
t
h
e
O
f
f
ic
e
o
f
T
r
a
d
e
m
a
r
k
M
a
n
a
g
e
m
e
n
t
a
n
d
L
ic
e
n
s
in
g
.
T
h
e
s
e
m
a
r
k
s
,
in
c
lu
d
in
g
T
ig
e
r
E
y
e
s
a
n
d
t
h
o
s
e
d
e
p
ic
t
in
g
t
h
e
u
n
iv
e
r
s
it
y
m
a
s
c
o
t
,
A
u
b
ie
,
a
r
e
n
o
t
a
p
p
r
o
p
r
ia
t
e
fo
r
a
c
a
d
e
m
ic
u
n
it
p
u
b
lic
a
t
io
n
s
o
r
W
e
b
s
it
e
s
.
T
y
p
e
f
a
c
e
s
a
n
d
F
o
n
t
s
A
p
p
r
o
v
e
d
t
y
p
e
s
t
y
le
s
a
r
e
in
t
e
g
r
a
l
t
o
a
c
o
n
s
is
t
e
n
t
id
e
n
t
it
y
s
t
a
n
d
a
r
d
.
T
h
e
A
u
b
u
r
n
U
n
iv
e
r
s
it
y
w
o
r
d
m
a
r
k
a
n
d
d
e
p
a
r
t
m
e
n
t
/
s
c
h
o
o
l/
c
o
lle
g
e
t
y
p
e
fa
c
e
fa
m
ily
is
G
a
llia
r
d
,
a
s
e
r
if
fo
n
t
s
e
le
c
t
e
d
fo
r
it
s
c
la
s
s
ic
a
l,
t
r
a
d
it
io
n
a
l
lo
o
k
,
t
o
c
o
m
p
le
m
e
n
t
t
h
e
m
o
r
e
c
o
n
t
e
m
p
o
r
a
r
y
t
r
e
a
t
m
e
n
t
o
f
t
h
e
g
r
a
p
h
ic
e
le
m
e
n
t
s
.
A
U
a
llo
w
s
c
r
e
a
t
iv
e
f
le
x
ib
ilit
y
in
s
e
le
c
t
io
n
o
f
b
o
d
y
t
e
x
t
/
b
o
d
y
c
o
p
y
fo
n
t
s
fo
r
p
u
b
lic
a
t
io
n
s
,
a
lt
h
o
u
g
h
s
e
le
c
t
io
n
s
s
h
o
u
ld
b
e
e
a
s
y
t
o
r
e
a
d
a
n
d
c
o
m
p
le
m
e
n
t
t
h
e
o
f
f
ic
ia
l
fo
n
t
.
A
U
B
U
R
N
U
N
I
V
E
R
S
I
T
Y
S
T
Y
L
E
G
U
I
D
E
&
I
D
E
N
T
I
F
I
C
A
T
I
O
N
S
T
A
N
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www.ocm.auburn.edu/styleguide
AUBURN UNI VERSI TY STYLE GUI DE & I DENTI FI CATI ON STANDARDS MANUAL
Table of Contents
5 From the President
6 Introduction
Why We Have Identity Standards
7 How to Use the Manual
7 Publication Planning and Compliance
Planning a Printed Piece
To Print or Not to Print?
Compliance Monitoring
Minimal Design Standards for Publications
9 Graphic and Visual Elements
Overview
What is a Trademark?
Auburn University Name, Wordmark, and Other Identity Marks
Logos and Approved Graphic Elements Paired with the Wordmark
For Schools, Colleges, and Departments
The Auburn University Seal
Sports-related and Other Marks
Typefaces and Fonts
Official Colors
Downloadable Logo Files
16 Stationery
Official Letterhead, Notecards, and Envelopes
Business Cards
Facsimile Cover Sheets and Memorandums
How to Order Business Cards/Letterhead/Stationery Items
21 Samples of Publications and Other Promotional Materials
Campus Signage
Vehicles
24 Editorial Style
26 News Releases
27 Merchandise and Promotional Items: Working With
Trademark Management and Licensing
31 Examples of What Not to Do
32 Electronic Media
Web Guidelines
Guidelines Applicable for All Web Pages
Policies Applicable to Official University Web Pages
Web Colors
Management of Auburn University Web Pages
Available Web Resources
Presentation Templates
Video/DVD/CD Production
34 Printing Procedures
35 Contacts for Assistance
AUBURN UNI VERSI TY STYLE GUI DE & I DENTI FI CATI ON STANDARDS MANUAL
AUBURN UNI VERSI TY STYLE GUI DE & I DENTI FI CATI ON STANDARDS MANUAL
From the President
September 2008
To the Auburn University campus community:
The Auburn University Style Guide & Identification Standards Manual has
paved the way for this institution to promote its many outstanding programs
and assets with a unified, visual voice. Since its official publication a few years
ago, Auburn has more effectively communicated our core values and strengths
to our audiences.
On the following pages, you will find updated standards that will continue to
support Auburns reputation long into the future. Use these guidelines in your
communications efforts for the benefit of your area and Auburn University.
By ensuring that all dollars spent on materials that promote our university
result in a coordinated visual look, we are a better steward of those dollars
and of the visual representation of our image.
A new strategic plan will help crystallize the university's aspirations and mission
and determine our priorities. Identification standards such as those established
in this guide will serve to complement our efforts, offering a strong foundation
from which to advance the university.
You, the campus community, have been responsible in large part for the
success of our hard work to promote and protect the Auburn University
name. Thank you for your support and continued adherence to our united
and consistent visual image.
Sincerely,
Jay Gogue
President
5
Conversely, research shows that a visual identity used consistently over
time paves the way to an enhanced image, instant recognition, and higher
recall among prospective students. It also provides more inclusion among
the choice set of institutions from which students choose their higher
education provider.
Getting inside that choice set is not just important an institutions
long-term success depends on it. There are nearly 4,000 colleges and uni-
versities in the United States; differentiating, therefore, is challenging not
only because of the sheer number of institutions competing for
students, but because of shrinking budgets that make it difficult to reach
mass audiences. Hence, every message, and every dollar, that reinforces
an institutional identity counts.
Finally, consistency in visual identity protects the institutions patents,
licenses, and trademarks, and increases the value of its identity over the
long term.
By following these standards, we build not only consistency, but protect
our most valuable asset the Auburn University name.
Introduction
Why We Have Identity Standards
Auburn University is known and recognized throughout the United States
and the world. Therefore, it is critical that the visual elements that repre-
sent the institution and its image do so consistently and with integrity.
Institutions nationally have begun recognizing the importance of image
consistency, implementing cohesive standards to protect their images,
enhance the value of their names, and build a foundation for successful
branding. Successful branding occurs when an entity presents itself consis-
tently over time, creating an emotional connection with desired audiences.
A proliferation of independent, decentralized identities and symbols
creates confusion in the minds of audiences whose support we seek:
students, prospective students, parents, alumni, and supporters. While
logos and symbols are not the sole elements of an institutional brand,
they are its visual representation and extension. When that visual repre-
sentation is disconnected or inconsistent, it follows that the perception of
the institution can also become disconnected or inconsistent.
AUBURN UNI VERSI TY STYLE GUI DE & I DENTI FI CATI ON STANDARDS MANUAL
6
AUBURN UNI VERSI TY STYLE GUI DE & I DENTI FI CATI ON STANDARDS MANUAL
How to Use This Manual
Each area of the university has different needs and applications for print,
Web, and other types of media. This manual includes sections addressing
the use of visual elements and styles across various types of mediums. It
also contains examples of commonly used materials, appropriate colors,
logos and marks, and fonts, plus examples of inappropriate visual elements
and information about accessing the logos and marks.
While comprehensiveness was a goal in developing this manual, questions
will arise. Please call the Office of Communications and Marketing or the
Office of Trademark Management and Licensing. Contact information is
in the final section of this manual. Those offices can provide approvals,
resources, and answers to any questions not specifically outlined in the
guidelines.
This manual is also available online, where any updates between
print editions will also be included. The Web address is:
www.ocm.auburn.edu/styleguide.
Publication Planning and Compliance
Planning a Printed Piece
For the benefit of the university and all campus areas, print materials
should:
Be needed and necessary
Adhere to a consistent style
Clearly reflect that they are part of the Auburn University
family of publications
Carefully consider your departments needs and:
Avoid producing too large a quantity
Avoid having too many publications by combining materials
when possible
Adhere to a consistent standard of design instead of
producing multiple types of materials that seem disconnected
from each other
Follow the minimal design standards in this manual to help ensure
smooth, efficient approval processes for your materials
Answers to the following questions will aid you in effectively and efficiently
reaching your goal for a publication. By establishing targets and appropriate
messages, communications become more effective. Ask:
Is there a better way to reach our audience?
What is the available budget?
How many people do we need to reach (quantity)?
Who is or who are my target audience(s)?
What is the most important thing I want our audience to know
after reviewing my publication?
What response or action do I want from the audience?
When you work with OCM in publication production, a step-by-step
process begins with your completion of a Project Overview Form and
an initial meeting to determine the best way to meet your needs and
goals. When you produce a publication interdepartmentally, a similar
procedure is strongly recommended. Forms are available online at
www.ocm.auburn.edu/creativeservices.
To Print or Not to Print?
Increasingly, with the advent of electronic communications, alternative
solutions are available to traditional print publications. Auburn is obligated
by its status as a public university to curtail such costs whenever possible.
To ensure the best stewardship of university funds, the following questions
should always be asked prior to designing and printing a publication:
Is this publication absolutely necessary?
Is there an alternative to a print publication?
As a general rule of thumb, interdepartmental communications and
messages delivered to a small audience (less than 1,000 people), should
be done via electronic means. OCM can assist in producing electronic
newsletters or in creating Web publications promoted by links sent to an
email database.
There may be other alternatives to printing; again, OCM can assist in
helping you determine your best communications solutions. OCM also
produces resources for use by the entire campus, such as pocket folders,
general Auburn informational brochures and videos, templates for presen-
tations, Web pages, publications, and other materials that can reduce the
time involved and the costs associated with communications materials.
Compliance Monitoring
This manual outlines the procedures for approval of all promotional and
printed material. Approval of marks and logos for merchandise or retail
sale is issued by the Office of Trademark Management and Licensing;
use of logos and marks on any publication and electronic materials must
have the approval of the Office of Communications and Marketing.
Auburn-related printed materials that will be made available for sale, such
as calendars and cookbooks, must comply with OCMs printing policies, but
must also comply with trademark licensing policies which require the printer
of these materials to be licensed through the universitys licensing agent.
7
AUBURN UNI VERSI TY STYLE GUI DE & I DENTI FI CATI ON STANDARDS MANUAL
www.auburn.edu
8
Minimal Design Standards for Publications
*
This Auburn University Style Guide and Identification Standards Manual
contains examples and further descriptions of these standards:
1. The Auburn University logo should appear clearly and prominently
on the front and back (see #5, right) of publications to advance the
image of Auburn, create an element of consistency and unity, establish a
connection between areas and the university, and identify the publication
as official, sanctioned Auburn information. Examples of varying ways
it might appear are outlined in the Style Guide. It can appear alone or
in combination with the name of the area or department, also used
in appropriate logo format. As a general rule of thumb, the wordmark
portion of the logo should be no smaller than one half an inch high
on a standard 4 x 9 brochure, and proportionately larger for bigger
publications.
2. To protect trademark licensing agreements and promote a consistent
visual identity, Auburn University logos and marks may vary in size, but
cannot be altered, tampered with, modified, or overprinted, as described
in further detail in this manual. No independent or conflicting logos
should be used.
3. In a four-color publication, the full color version of the Auburn logos/
marks/symbols is preferable, in official, approved Auburn orange and
blue colors (see section on color in the Style Guide). In one- or two-
color publications, only approved two-color or single-color orange,
blue, black, or reverse white should be used. OCM can help answer
questions regarding alternatives.
4. The university seal should be used for formal or ceremonial documents
only, and only in approved single-or full-color versions. It should not
be used in marketing or promotional publications or on promotional
merchandise (except for high-end merchandise approved by the Office
of Trademark Management and Licensing).
5. The back of publications should contain:
an Auburn University logo combined appropriately with the college,
school, or area name (OCM can prepare varying formats of
approved logos for your area for maximum flexibility)
the equal opportunity statement: Auburn University is an equal
opportunity educational institution/employer. On occasion,
the equal opportunity statement is utilized inside a publication rather
than on the back cover
the university website (www.auburn.edu) and other applicable
websites
the name of the department designing the publication and date
(month/year) in small print, for archival and accuracy purposes
6. In textual content, the Auburn University name must be used in full on
first reference, and can be shortened to Auburn on second reference;
the use of the university name is preferred in academic material, rather
than the informal AU initials.
7. Appropriate printing procedures must be followed, and can be found
in the printing procedures section of the Style Guide. Procedures include
a printing approval form or exemption from OCM before a piece can be
printed. Procurement and Payment Services will not pay for items printed
without this form. In most cases, OCM strives to approve items meeting
minimum design standards the same day they are received, although up
to three business days may be needed in certain situations.
8. For more information about appropriate use of Auburns federally
registered trademarks, visit http://www.auburn.edu/trademarks
* While these minimum standards apply for the vast majority of campus publications and materials, due to wide ranging needs and methods of
communicating that are constantly changing, special circumstances or new types of concepts allow exceptions. Examples of exceptions are rare but may
include sponsorship or contractual partner accommodation, teaser or reveal creative concepts, items of reference for faculty/staff or smaller internal
audiences, hardcover books for re-sale or publishing, or items with images and design iconic to or strongly associated with Auburn, or formal invitations
following external protocol. When questions arise, please contact OCM at 4-9999 and we will work with you to meet your needs.
AUBURN UNI VERSI TY STYLE GUI DE & I DENTI FI CATI ON STANDARDS MANUAL
Graphic and Visual Elements
Overview
This section deals with basic identity elements: the wordmark, logos, seal,
university colors, and typefaces that are the foundation of visual identity.
The universitys name, wordmark, logos, and seal are trademarks and
property of Auburn University. These elements may only be used by
authorized units of Auburn University, or through approval for external use.
When in doubt about which mark to use for different types of mediums,
please contact OCM.
What is a Trademark?
A trademark (or mark) is any logo, image, symbol, name, nickname,
letter(s), word, slogan, or derivative used by an organization, company,
or institution to identify its goods/services and distinguish the institution
from other entities or competitors. It is owned by the organization and
cannot be legally used outside of the organization without permission.
The name Auburn University, for example, is a trademark, and can be
used on promotional materials or merchandise only with permission;
Samford Hall visual icons, and numerous other symbols and icons are
also protected trademarks. When a product makes reference to Auburn
(as the university), such reference requires approval. Auburn is a federally
registered trademark.
Auburn University Name, Wordmark,
and Other Identity Marks
Our name is the primary means by which we are recognized; therefore,
the Auburn name, in the appropriate font that constitutes our wordmark,
must appear on the front and back of all forms of communication. Only
approved visual elements or icons (see page 11) may be paired with the
wordmark to form the logo. The wordmark may not be visually altered,
overprinted, paired with unapproved images, bordered, changed propor-
tionally, or otherwise tampered with in any way. For examples of inappro-
priate use, see page 31.
Primary treatment of wordmark
9
AUBURN UNI VERSI TY STYLE GUI DE & I DENTI FI CATI ON STANDARDS MANUAL
Size and Appearance: At minimum, the wordmark should appear no
smaller than one-half an inch high on a standard 4" x 9" brochure, and
larger on larger publications. In busy or complex designs, it should be
surrounded by appropriate white space to set it apart. It should be
combined with a graphic element (see next section) to constitute a
university logo, except in specified situations.
The wordmark should appear in an official Auburn color (see page
15). Solid black can be used in materials reproduced in black and
white (including facsimile cover pages, memorandums, newsletters,
or newspapers) or all white for reverses on a dark background. In special
circumstances, if a printed piece is two-color but not orange and blue, an
alternate color may be used.
Download wordmarks and visual elements at:
www.ocm.auburn.edu/styleguide. Anyone receiving downloads must
read and accept the trademark guidelines.
5/16 inch
minimum height
x
x
x
x
x
No other graphic may encroach within a unit of x
on the top, sides and bottom of the wordmark.
Clear space required
Absolute minimum size:
(Business card sample)
Minimum size for standard
4x9 inch brochure:
one half inch
minimum height
10
Reverse Black and white
Single color blue Single color black
AUBURN UNI VERSI TY STYLE GUI DE & I DENTI FI CATI ON STANDARDS MANUAL
Logos and Approved Graphic Elements
Paired with the Wordmark
The Auburn wordmark should be accompanied by the interlocking AU,
preferably for promotional, informal, or athletic use, or the stylized
Samford Hall tower symbol, preferably for use on academic materials,
college/school publications, and other non-athletic or formal promotional
materials. The Samford Hall tower icon is intended to visually symbolize
tradition, history, and academic prestige.
Both the interlocking AU and the Samford Hall tower icon may appear
separately from the wordmark when used as graphic support in a pub-
lication, provided that standards for use of the wordmark are already
met in the design. Also, the icons may be used without the wordmark
for internal university communication, or community projects where the
audience is already highly familiar with the symbols.
The AU and tower icons may not be paired with other type or graphics
to create a design which in any way violates the integrity of the icon or
the standards presented in this guide.
Acceptable color combinations for the interlocking AU. Acceptable color combinations for the Samford Hall tower icon.
11
AUBURN UNI VERSI TY STYLE GUI DE & I DENTI FI CATI ON STANDARDS MANUAL
12
Compliments of the Office of the President
Example of gift card with lithographic visual.
For materials that need more graphic or visual emphasis, such as invita-
tions or note cards, the lithographic Samford Hall image can be used.
This image, while a protected university symbol, is not a logo, but a visual
element that can add more graphic appeal for designs lacking in images.
Visual elements paired with the wordmark cannot be altered, printed only
partially, or otherwise tampered with in any way.
When in doubt about appropriate use of the wordmark or graphic
elements, please contact OCM for assistance.
For Schools, Colleges, and Departments
Independent logos for university-supported units, departments, colleges
and schools are not approved for publication or merchandise use. (See
page 27 for merchandise.) Symbols representing professional affiliation or
vision/mission of an area may be used, but separately from the university,
school or college, or department name, which should be aligned with the
Auburn name whenever possible.
Colleges and schools should align their areas to the university visually.
OCM can offer assistance with publications and materials that are
graphically complex, but by simply aligning the appropriate university
name and icon with the college name in the correct university typeface,
colleges will be able to visually show the relationship between the two
entities.
To integrate university units, departments, and schools/colleges with the
university more effectively, the university wordmark (with graphic ele-
ment in most situations) should appear prominently on all college and
departmental communications, even when it is necessary to separate the
unit name from the university logo.
Also, for a simpler, more compact logo effect, the school or college name
can replace University in the wordmark; this effect works better with
shorter college or school names. Longer names fit well when the words
Auburn and University go above the orange line.
One option for placing the name of an academic area.
Example with University deleted for a more compact design.
Samford Hall image used on front of note card.
Important note for designers:
Use caps and small caps when the school name is separate from the
wordmark (see above), and use all caps when the name is incorporated
into the wordmark (see below). Also, when working with the option
below, make sure that the space above the orange line to the bottom of
the word AUBURN and the space below the orange line to the top of
the type underneath is equal.
AUBURN UNI VERSI TY STYLE GUI DE & I DENTI FI CATI ON STANDARDS MANUAL
13
Health and Human Performance
Landscape Architecture
Health and Human Performance
College/school
name examples.
Example of longer college or school name with Auburn and
University placed above the orange line.
Example of longer college or school name with logo and
department beneath, if needed.
Departmental names with vertical logo treatment. Departmental names with horizontal logo treatment.
Horizontal and vertical treatment samples on blue background.
A horizontal option for
combining Auburn logo
with academic unit.
AUBURN UNI VERSI TY STYLE GUI DE & I DENTI FI CATI ON STANDARDS MANUAL
14
Program and annual report cover examples with
college name separated from university logo.
Demonstration of a special exception of the
wordmark without an icon. In this case, the busy
cover design would diminish the icon. The full
logo with icon must be used on the back.
The Auburn University Seal
The seal should be used only for official or ceremonial documents, or on
prestigious gift items. Any other usage must be approved by OCM or the
Office of Trademark Management and Licensing. When reproduced in
color, the seal should always appear in PMS 289 (blue) only or PMS 289
and PMS 158 (orange), if printed in more than one color. Black is accept-
able if color printing is unavailable. Any manipulation or alteration to the
seal is strictly prohibited.
Full-color seal. One-color seal.
C O L L E G E O F B U S I N E S S
Annual
Report
2 0 0 8
Scholarship & Awards
B A N Q U E T
Sports-related and Other Marks
Sports-related marks are used primarily by student and sports organizations
on campus, and on merchandise regulated by the Office of Trademark
Management and Licensing. These marks, including Tiger Eyes and those
depicting the university mascot, Aubie, are not appropriate for academic
unit publications or Web sites.
Typefaces and Fonts
Approved typestyles are integral to a consistent identity standard. The
Auburn University wordmark and department/school/college typeface
family is Galliard, a serif font selected for its classical, traditional look, to
complement the more contemporary treatment of the graphic elements.
Auburn allows creative flexibility in selection of body text/body copy
fonts for publications, although selections should be easy to read and
complement the official font.
AUBURN UNI VERSI TY STYLE GUI DE & I DENTI FI CATI ON STANDARDS MANUAL AUBURN UNI VERSI TY STYLE GUI DE & I DENTI FI CATI ON STANDARDS MANUAL
15
Wordmark Typography
The typeface used in the wordmark is Galliard Roman. Galliard Italic is
used for department names when they are included in an official identity
element. (See page 13.)
It is not necessary nor recommended to use a Galliard font
for supporting type and body copy. In many cases, it is preferable
to use contrasting styles. Choose compatible typefaces which complement
the wordmark. OCM can assist you in selecting complementary fonts.
The ITC Galliard font family is available in OpenType, TrueType, and
Postscript formats for both Mac and Windows platforms. It can be
purchased online at many major type companies, such as Linotype and
FontHaus, at a reasonable price. Each department is responsible for
securing licensed versions of needed fonts.
Official Colors
Color is as significant to a graphic identity as images, symbols, and marks.
The official colors of Auburn University are orange and blue.
As most designers know, precise color matching can be difficult depend-
ing on the medium, art, or special effects being used. OCM recommends
the following PMS colors for their proven versatility, long history of use,
and quality consistency across multiple mediums:
Auburn Orange
For printing on paper, PMS 158 is recommended for Auburn orange.
Because of its higher concentration of yellow, it is less intense and slightly
more burnt in appearance than the often-used PMS 172. PMS 158 holds
to a burnt orange better when it is screened in various tints, and the
slightly muted color offers a more academic feel to print pieces than the
brighter PMS 172, which also has a history of use at Auburn. PMS 172
tends to appear with a pink cast when screened (see example at right).
PMS 158 is also recommended for use in the university seal.
PMS 172 has been used in recent years, and is still recommended for
color matching of materials used in merchandise such as fabrics and
plastics and the printing of color on these items.
Auburn Blue
The accepted blue for Auburn is PMS 289.
When printing spot color, these PMS colors should be used. If printing in
process color, use the CMYK values shown at right. A color match prior
to printing of any kind should be obtained and viewed in advance when-
ever possible. When in doubt, please consult with OCM.
PMS 289 PMS 158 PMS 172
Pantone
spot colors
Process color
match for
PMS 289
CMYK values:
Cyan 100%
Magenta 64%
Black 60%
Process color
match for
PMS 158
CMYK values:
Magenta 61%
Yellow 97%
Process color
match for
PMS 172
CMYK values:
Magenta 66%
Yellow 88%
Recommended process color (CMYK) matches
80% screen
20% screen
Special Note to Designers and Printers
In their latest color guides, Pantone