How do I use the Rutgers Visual Identity System in my communication material?
For printed materials, the Rutgers logotype must appear on the front of all printed communications. The preferred position is in the upper-left corner. As an alternative, the logotype can be placed in the lower-left corner.
On the web, the minimum identity requirement for a university website is to place the Rutgers logotype in the top left corner of the live content area on every webpage. Note that with the exception of navigation, content is not permitted in the immediate vicinity of the logotype.
See pages 2.11-2.12 of the
Visual Identity Manual [PDF–10MB] for detailed information on surrounding space restrictions.
How do I use the full name of the university in my communication material?
- In print, use the full name of the university in your opening text (e.g., Rutgers, The State University of New Jersey)
- In print, use the full name of the university in the return address
- On the web, use the full name of the university in the page footer
- Using the state university signature
- Using the Rutgers logotype with the informal university seal
(Not recommended for digital use)
What is a visual identity system?
A visual identity system is a set of professionally designed graphic marks that are approved for use when an institution's name is displayed in a variety of media and formats. The system includes word marks, logos, and symbols accompanied by policies and guidelines that define how the marks are to be used. The system is the foundation for other elements of an effective communications program.
Why does Rutgers need a visual identity system?
In addition to the university's logo, which has been in use for more than two decades, there were more than 150 uncoordinated marks in use to represent units of the university, contributing to Rutgers' familiar but vague and undifferentiated image in New Jersey. The new visual identity system strengthens the Rutgers identity and connects the university with its campuses and many units.
Why do we need to review and refine our messages?
Rutgers must change the way it presents itself to eliminate confusion and dilution. Too many current messages obscure the university's primary message: that Rutgers, New Jersey's sole comprehensive public research university, is in a "category of one" in the state. A communications strategy and supporting policies and procedures will guide the university and ensure the use of coherent and consistent messages to:
- Strengthen the positive but nonspecific public opinion that Rutgers is a world-class university; and
- Encourage personal associations with Rutgers so that New Jersey citizens feel they have a stake in the university's successes.
What is the university doing to improve communications in addition to implementing a visual identity system?
There are many additional components to our approach, among them developing a short-term and long-term communications strategy that includes reworking the university's websites to make them more dynamic tools for advancing Rutgers, increasing coordination among our communications offices universitywide, bettering our promotional practices to more aggressively engage our constituencies, and providing ongoing professional training. We will continue to pursue placement of academic and institutional accomplishments in state, regional, and national media, using all the tools at our disposal.
How will the university help units transition to the identity and messaging?
Resources and tools are available online, including downloadable images and guidelines and templates for creating printed and electronic communications. University Relations' staff will be available to answer questions and provide advice. Courses that focus on understanding and using the new identity, as well as related policies and procedures, are available as part of University Human Resources' professional development program. Mail and Document Services will incorporate the new identity in the materials they print, and University Procurement will assist in making sure that items purchased comply with the university's visual identity requirements.
Is the "Block R" part of the Rutgers Visual Identity System?
Yes. The "Block R" has been designated as the Rutgers spirit mark. As such, it can be used as an athletics mark or, more broadly, to communicate school spirit. The mark is friendly and casual, and is appropriate when a bolder, more informal look is desired, particularly by sports teams and student groups. The spirit mark is associated with the spirit and pride of the Rutgers collegiate experience. Guidelines for use of the "Block R" are included in the
Visual Identity Manual [PDF–10MB].
Who do I contact if I have a question?
Refer to the FAQs, use the site map, or contact the visual identity project manager.
