Guidelines

Our call to
Greatness

One of KU’s most beloved and recognizable traditions is the Rock Chalk Chant. That unforgettable call inspires and infuses our brand platform, Our Chant Rises.

The platform keeps familiar elements — the Jayhawk, the signature, and the colors crimson and blue — while taking the brand in new directions.

Our Chant Rises
 

The following guidelines will help you successfully put Our Chant Rises into practice.

Tip: Use the tagline as a guide. Each word represents ideas to keep in mind while creating branded work: “Our” stands for community and inclusivity; “Chant,” energy and tradition; and “Rises,” excellence and greatness.

Confetti
Our Chant Rises
Our Chant Rises
Our Chant Rises
 
 
Color

Color palettes

Primary and new secondary colors — and how to use them

Color palettes
Graphic Elements

Graphic elements

Our Chant Rises trajectory, other new brand design elements

Graphic Elements
Jayhawks

Jayhawks

How to use the Jayhawk, the Jayhawk head, historic Jayhawks

Jayhawks
Tagline

Our Chant Rises

How and when to use the Our Chant Rises mark

Our Chant Rises
Photo

Photos

Choosing photos, where to get them, photo treatments

Photos
Logos and Signatures

Signatures and logo

Rules and guidelines for the KU logo and signatures

Signatures and Logo
Social

Social guide

KU hashtags and how to use the university social calendar

Social guide
Typography

Typography

Brand typefaces and philosophy

Typography
Seal

University seal

When you can use the KU seal

University seal
Video

Video

How to translate the brand into your video

Video
Web

Web guide

How to reflect the new brand look and feel on your existing website

Web Guide
Writing Guidelines

Writing guide

Getting the right brand voice and tone

Writing Guide