Rutgers Visual Identity System - Overview and Elements

A core element of any visual identity system is the logo. A logo is a unique graphic symbol, display of a name, or a combination of both that is used to represent a product, company, organization, or entity. At Rutgers, we have developed a logotype, signatures, and marks to represent our brand. The visual identity system is comprised of the following elements:

	Logotype and Signatures – Primary element of the visual identity system that must appear on all Rutgers communications

	University Seals – Both informal and formal, designed to use when an additional graphic is needed

	The full name of the university must appear somewhere on all Rutgers communications

	Spirit Mark – An informal graphic with limited use as an athletics mark, or to communicate school spirit Note: Permission to use the spirit mark must be given by Trademark Licensing.

	Athletics Marks – Athletic logos for the Camden, Newark, and New Brunswick campuses Note: Permission to use the athletic marks must be given by Trademark Licensing.

	University Flag – Official Rutgers flag is to be flown at the entranceways of university buildings or at special, officially sanctioned university events such as commencement

	Web Elements – Website components such as banners, favicons, and templates can be used to add the visual identity to a website

	Fonts – The Formata BQ and Giovanni fonts—to be used in the Rutgers Visual Identity System—are available by request from University Relations

Pantone® 186	Colors – The primary colors for the Rutgers Visual Identity System are given

Using the Visual Identity System on Merchandise
To use the Rutgers logotype/signatures on merchandise, you must use a university licensed vendor/manufacturer. For more information, call Trademark Licensing at 732-445-3710, ext. 6301 or 6310.

Don't Forget to Use the Full Name of the University
Keep in mind that the full name of the university—Rutgers, The State University of New Jersey—must appear somewhere on all Rutgers communications. Several ways to satisfy this requirement include:

In print, using the full name of the university in your opening text
In print, using the full name of the university in a return address
On the web, using 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)

For usage guidelines regarding the university name, see the Rutgers Editorial Style Guide. Also see the Terms of Use for the visual identity system.

Need More Help?
Refer to the FAQs, use the site map, or contact the visual identity project manager.

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