Unacceptable Executions

It is extremely important for brand success that the Rutgers logotype and signatures be displayed correctly. This includes always using the correct typefaces and the correct relative positioning and size of all elements.

Refer to the Rutgers Visual Identity Manual (section 2.0) for more detailed information about unacceptable executions of the logotype and signatures. If you need further assistance, contact the visual identity project manager.

These examples illustrate some of the incorrect uses of the logotype, signatures, and shield.

1. Do not distort any portion of the logotype/signature.
do not distort logotype or signature
2. Do not crop any portion of the logotype/signature.
3. Do not tilt the logotype/signature.
do not tilt logotype or signature
4. Do not rotate the logotype/signature. (An obvious exception would be a vertical street pole banner with "Rutgers" appearing as the primary element in a vertical position by necessity.)
do not rotate logotype or signature
5. Do not add an outline to the logotype.
6. Do not alter the alignment of any component of the signature.
7. Do not alter the relative size of the logotype and the signature.
8. Do not alter the typeface of the Rutgers logotype.
9. Do not alter the typeface of the signature.
do not alter the typeface
10. Do not alter the type style (e.g., from all caps to cap/lowercase) of the signature.
11. Do not combine the official university seal with the logotype.
12. Do not stack multiple signatures, such as placing a unit signature with a department name
13. Do not stack multiple signatures, such as placing a unit signature with a subunit name
14. Do not separate the “R” from the Rutgers logotype and use it as a freestanding graphic or mark. do not isolate the initial R
15. Do not violate the minimum surrounding clear space requirements by attaching type or graphics to the logotype.
16. Do not make the Rutgers logotype any color other than red (Pantone® 186), black, or white.
17. Do not make the Rutgers signature any color other than red (Pantone® 186), black, gray, or white.
18. Do not alter the relative size of the shield and logotype. Unacceptable size shield
19. Do not make the shield any other color than the approved options.
20. Do not apply a gradient to the shield.
21. Do not apply a tint to the shield.
22. Do not crop the shield. cropped shield
23. Do not add a colored background to the shield. colored shield
24. Do not change the orientation of the shield. tilted shield