University Signature, Logo, and Jayhawk


The university marks' primary purpose is identification, but they can also grant legitimacy and even evoke emotion. 

The university’s official marks are the KU signature, the KU logo, and the current Jayhawk. No other mark, including unit signatures, may be created by any unit of the University of Kansas other than Marketing Communications.

To ensure quality and consistency, mark usage is strictly managed by Marketing Communications and KU Athletics’ licensing director. 

 

Choosing the right mark

University signature featuring the blue KU logotype on top and grey text underneath it that reads "The University of Kansas"

University signature

Use the KU signature for academic or administrative communication, especially with audiences who may not be familiar with the university.
Blue KU logotype

Logo

Use the KU logo when a design clearly references the University of Kansas and where size affects legibility.
Jayhawk logo in color

Jayhawk

The Jayhawk may be used as an alternative to the KU logo.

Where should a mark be used?

An official mark should appear on all external university communications, including the front or back cover of all folded print materials. In most cases, a mark is meant only to identify, not to serve as a primary design element. Make marks only as large as necessary for legibility, and establish a clear visual hierarchy in placement and proportion.



Examples of official marks used to demonstrate University affiliation: envelopes, business cards, door labels, and official clothing

How to show affiliation with KU

Examples of official marks used in marketing materials: the KU common book, an Office of Admissions poster, and a Greek Life pamphlet

Marketing materials

Examples of official marks used on merchandise: scarves, a t-shirt, pencils, and enamel pins

Giveaways to the public and students




University signature

The Trajan font was customized for the logo and logotype, so no part of the KU signature should be reset or used independently. The university signature is the preferred mark for more formal situations and with audiences who may be unfamiliar with the university. It is available in vertical and horizontal orientations. Use the orientation that best fits the space you’re working with. 

Horizontal university signature featuring blue KU logotype on the left and grey text on the right it that reads "The University of Kansas"

Clear space
Clear space is the specified area of empty space surrounding official KU marks. No words, graphic elements, or other marks should be used in this space. Clear-space requirements must be observed in all circumstances.

The clear space is relative to the size of the signature and should be one-half the height of the KU logo (x) on all sides.

Diagram explaining the layout spacing bounds of the horizontal and vertical university signatures.

Minimum size
The height of x should not be less than three-eighths inch in print or 55 pixels in interactive uses.

Horizontal university signature

Two color
The two-color signature is always preferred. It should be used on a white or light background. Don’t use the signature on a background that provides insufficient contrast.

 

Horizontal University signature color alternatives: full-blue, full-grey, and full-black

One color
If used in one color, the signature should be printed in only black, KU blue (PMS 293), or KU gray (PMS 430).

 

Horizontal university signature in white on a blue background.

White
When using a solid-color background, the signature colors should be reversed (white).




Logo

The logo’s extended leg on the “K” — an alteration of the Trajan font — represents the Hill on the Lawrence campus. This mark resonates with an audience who is already familiar with the university. The KU logo is the preferred mark when space is limited or the the signature is too complex for production, such as small embroidery. 

The KU logo is a federally registered trademark, and the ® must always accompany the logo when used by itself. 

 

Blue KU logotype

Clear space
Clear space is the specified area of empty space surrounding official KU marks. No words, graphic elements, or other marks should be used in this space. Clear-space requirements must be observed in all circumstances.

The clear space is relative to the size of the logo and should be one-half the height (x) on all sides.

 

Diagram explaining the layout spacing bounds of the KU logotype.

 

Minimum size
The height of x should not be less than one-quarter inch in print or 55 pixels in interactive uses.

Examples of the approved color variants of the KU Logotype; blue, black, and white.

One-color logo
The KU logo should appear only in KU blue (PMS 293), black, or white.

 

Example of the red KU logo with a white outline on a blue background.

Outlined logo
A crimson (PMS 186) KU logo outlined in white is permissible only on a KU blue (PMS 293) background to show contrast — and only with approval from the director of Trademark Licensing.

Helpful links




Jayhawk

The Jayhawk often represents the university in place of or in addition to the KU logo and signature.

It can face either right or left. It is a federally registered trademark and must always be accompanied by a ®.

 

Full-color Jayhawk logo

Clear space
Clear space is the specified area of empty space surrounding official KU marks. No words, graphic elements, or other marks should be used in this space. Clear-space requirements must be observed in all circumstances.

The clear space is relative to the size of the Jayhawk and should be one-sixth the height (x) on all sides.

Diagram explaining the layout spacing bounds of the Jayhawk logo

Minimum size
The height of x should not be less than one-quarter inch in print or 55 pixels in interactive uses.

Examples of the full-color Jayhawk both with and without a white outline.

Three-color Jayhawk
The three-color Jayhawk is always preferred.

  • If it’s placed against a dark background, use the version of the Jayhawk with a white outline.
  • In print, when possible, use the CMYK and KU blue (PMS 293) version.
  • When screen printing use PMS colors KU blue (PMS 293), crimson (PMS 186), and yellow (PMS 116).
  • When the Jayhawk will only be viewed on a screen, choose the RGB version.

 

Examples of the one-color Jayhawk in both blue and black. There is one example that shows a white outline.

One-color Jayhawk
The Jayhawk may also be printed in one-color black or KU blue (PMS 293). When used on a dark background, the Jayhawk should have a white outline to provide contrast. In any one-color application, the body should always be dark.

 

 

Example of the inverted monochrome Jayhawk.

Reversed Jayhawk
In cases where using the one-color Jayhawk will result in the body being lighter than the head, such as in engraving on glass or when screen printing in white on a dark shirt, use the reversed Jayhawk. This file must be requested from Marketing Communications with an explanation of how it will be used.

Examples of the Jayhawk head logo and the Beak 'Em Hawk logo

The Jayhawk head and Beak 'em Hawk are official KU marks, though our greatest brand equity lies within the complete Jayhawk logo. Use these marks sparingly. Request Jayhawk head or Beak 'em Hawk artwork.Permission for use must be granted by Marketing Communications and Trademark & Licensing.

 

How to use the official university marks

Invalid example showing the logo signature rotated, stretched and part of it has been made red.

Don’t stretch, distort, spin, or change the color of any element.

Use only the approved color variations and always resize the marks proportionally.
Valid example of a black and white KU logo signature on a gray background.

Make sure there is adequate contrast.

Choose the best option for your background from the approved color variants of each mark.
Invalid example showing with the KU removed from the university signature.

Don't remove or otherwise alter elements of the marks.

All of our marks have been crafted to be used as provided.
Invalid example shows part of the Jayhawk being cropped out of the display

Do not crop or otherwise obscure any of our marks.

Cropping a mark decreases accessibility and could render it unrecognizable.

More examples of how to use the official university marks

Invalid example of the KU logo repeated and flipped to make a pattern.

Don’t create a decorative pattern with KU marks.

The result is often inaccessibility, confusion, and illegibility.
Invalid example of KU logo with a heavy dropshadow.

Don’t use heavy drop shadows or other background effects.

Use a very subtle drop shadow to enhance legibility when needed.
Valid example of the KU logo being used separate from a headline.

Spell out KU or the university in your headlines and headers.

It is best not to attempt to integrate the KU logo or other marks into your copy. Use the mark elsewhere on the piece.
Invalid example of a logo that has been created using the Jayhawk.

Don’t create a new logo using a KU mark as an element.

Official KU marks may be created only by Marketing Communications.



Historic Jayhawks

Historic Jayhawks carry specific associations about the university’s history and longstanding tradition of our mascot. For that reason, we nearly always use the historic Jayhawks together, to convey continuity through change. We rarely use historic Jayhawks individually, and we strongly advise against using them to represent your group, program, or campus unit. If you wish to feature a Jayhawk for marketing or branding purposes, use the current Jayhawk.

The Jayhawks shown below are the only historic Jayhawks for the Lawrence and Kansas City Medical Center campuses. Anyone wishing to use these historic Jayhawks must request permission from the marketing communications offices on those campuses.

Permission for use must be granted by Marketing Communications on the Lawrence campus.

Lineup of historic Jayhawks from 1912, 1920, 1923, 1929, 1941 and 1946.

 

While it is an official historic Jayhawk, JayDoc is not typically part of the lineup of historic Jayhawks. It is only used by the KU Medical Center.

Permission for use of JayDoc must be granted by the Office of Communications at the KU Medical Center.

"JayDoc" Jayhawk from 1954