Guidelines
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.
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.
Color palettes
Primary and new secondary colors — and how to use them
Graphic elements
Our Chant Rises trajectory, other new brand design elements
Jayhawks
How to use the Jayhawk, the Jayhawk head, historic Jayhawks
Our Chant Rises
How and when to use the Our Chant Rises mark
Photos
Choosing photos, where to get them, photo treatments
Signatures and logo
Rules and guidelines for the KU logo and signatures
Social guide
KU hashtags and how to use the university social calendar
Typography
Brand typefaces and philosophy
University seal
When you can use the KU seal
Video
How to translate the brand into your video
Web guide
How to reflect the new brand look and feel on your existing website
Writing guide
Getting the right brand voice and tone
THE UNIVERSITY OF KANSAS
The University of Kansas prohibits discrimination on the basis of race, color, ethnicity, religion, sex, national origin, age, ancestry, disability, status as a veteran, sexual orientation, marital status, parental status, gender identity, gender expression, and genetic information in the university’s programs and activities. Retaliation is also prohibited by university policy. The following persons have been designated to handle inquiries regarding the nondiscrimination policies and are the Title IX coordinators for their respective campuses: Executive Director of the Office of Institutional Opportunity & Access, IOA@ku.edu, 1246 West Campus Road, Room 153A, Lawrence, KS 66045, 785-864-6414, 711 TTY (for the Lawrence, Edwards, Parsons, Yoder, and Topeka campuses); Director, Equal Opportunity Office, Mail Stop 7004, 4330 Shawnee Mission Parkway, Fairway, KS 66205, 913-588-8011, 711 TTY (for the Wichita, Salina, and Kansas City, Kansas, medical center campuses).
