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The University Logo

The logo is the foundation upon which the University’s identity program is built. The logo consists of two elements: the leaf symbol and the name "Indiana State University."

The logo is designed to be used as one unit, as shown. The symbol and the typography should be used together as an institutional identifier. The leaf symbol may be used separately in print publications as long as the University is prominently identified by the entire logo. Additionally, there may be occasions where the leaf symbol only is used because space does not permit using the entire logo, such as on small specialty items.

All materials, print and electronic, published by the University will prominently (but not necessarily dominantly) display the University logo. Exception: campus units defined as sub-brands, brand extensions, or independent brands have their own (but related) identifying marks. Units defined as sub-brands display identifying marks that show their unit more prominently.

The University logo cannot be redrawn or altered in any way. The individual elements of the logo cannot be rearranged, rotated, animated, shadowed, or rendered in three-dimensional form. The logo cannot be combined with other symbols into one graphic. The logo cannot be incorporated in other symbols, logos, or shapes. In order to preserve the integrity of the Indiana State logo, it must be reproduced in a large enough size to be clear. It must be surrounded on all sides by clear space of at least one-half the width of the leaf symbol.

It is preferred that the logo be reproduced in two ink colors: PMS 293 (blue) and black. The logo may also be reproduced in reverse (white on a dark background), all black, and all blue (PMS 293).

If the logo is reversed out of a solid color or a photographic image or overprinted on a light solid color or light photographic image, care must be taken to ensure that enough contrast exists to provide sufficient clarity.

The logo is unique to Indiana State University; therefore, units should always reproduce it from authorized digital files.

Brand Architecture

Core Brand:
Consistent expression of the core brand promise and brand components. All University print and electronic publications will display this mark prominently. The mark should will not be used as the main design element of a publication. It is an identifier and only one element of branding components. Exceptions to this policy will be considered for publications which are communicating a negative message, such as parking tickets, billing statements, and conduct situations; and specialty items and Web links where size is an issue. The University logo, without the curved rule and without the tagline, would be used for these exceptions.
logo-unit-copy.png Unit Identifiers:
The identifier for offices, departments, and work groups that serve and support the core mission and primary target audiences of the University is not part of the core signature and is kept separate and subservient.
Brand Extension:
Major, high profile divisions of the core brand that directly support and deliver primary services to primary offices. The name of the division is integrated directly into the signature in a consistent and subservient manner, and the tag line is eliminated.
Sub-brand Sub-brand:
A sub-brand is a unit with its own mission but is prominently linked to the core brand for strategic reasons. A sub-brand requires differentiation because it provides services significantly different than the core brand or it supports distinct or different audience segments. Reference to Indiana State University should be clear but not dominant. Sub-brands dilute the core brand and should be used sparingly.
Independent Brand:
An independent brand is a complete departure from the core brand. Autonomous units that offer distinctly different services for different audiences require differentiation because they represent partnerships with other entities; they cannot effectively fulfill their missions under the core; they would dilute and weaken the core brand position; and audiences would be confused if the independent brand were aligned with the core. An independent brand should not use the core identity at all, though it can indicate itself as a division of the core. It is very costly to support independent brands, which dilute the core brand and should be used sparingly.
The University Seal

The University seal is to be reserved for official documents that require authentication, such as diplomas, legal documents, certificates, and resolutions. Attempts to use the seal as an identifying symbol are rarely successful because of its detail. When the seal is used on official documents, it cannot be altered in any way.