Unit identity

The University of Kansas brand is intangible — an idea in the minds of the KU community — but the visual identity that reinforces and elevates that brand must be clearly defined, with rules that shape the use of colors, images, signatures, and typefaces. 

The use of the KU name holds the most important place within the brand standards, and our signature policy reflects this, strengthening the brand with judicious, limited eligibility for the signatures that pair university entities with the KU name. 

This is both brand-focused and practical — like many large universities and corporations, we must decide how far to extend our brand.

However, we recognize the significance that hundreds of offices and divisions place on an affiliation with the university’s name. In response, we have created guidelines that allow these units to create their own connection to the KU brand.

Establishing unit identity 

KU units derive their identity from their affiliation with the larger university. Therefore, creation of unit logos is not permitted. Their use isolates units, weakens their audience’s association with KU, and creates a sense of incompatibility or competition between the unit and university.

Designers should seek creativity within cohesion, and units should turn to the visual identity’s expressive range for a look, feel, and tone they can own without disavowing KU’s valuable brand.

Helpful Links

High energy collage of Orientation pieces

Capturing the excitement new students feel, Orientation pieces lean into the brightest KU colors. Textures from campus are in every layout. Rising form of layered collages creates unexpected combinations. Large, bold typography is primarily Gotham.

Refined collage of University Honors Program pieces

University Honors Program focuses on growth and achievement. The work uses a refined color palette of crimson and night with gradients moving from dark to bright. Overlapping elements hint at rising. Typography combines Gotham and Chronicle.

Unit signatures

The university signature is the preferred mark, but a few university entities are eligible for unit signatures, which formally link key divisions to the KU primary signature. 

When using a unit signature, use the KU primary signature with the university name in the primary area. This signature emphasizes the university, demonstrates a clear and direct association between the unit and the university, and is necessary when audiences may not be aware that the Trajan letterform "KU" represents the University of Kansas. This is particularly the case with international audiences or areas outside of the Midwest region.

College of Liberal Arts and Sciences KU primary signatures
The University of Kansas appears large and above the line in KU primary signatures.

Unit primary signatures should be used sparingly and are best for on-campus audiences and when communicating with alumni and current students.

College of Liberal Arts and Sciences Unit primary signatures
In unit primary signatures, the name of the unit appears larger and above the line. The type size of the unit name and the number of lines the name set on is dictated by the length of the name.

In this blog post, we break down our latest signature guidelines, signature eligibility, and guidance for units without signatures.

A small number of university entities are eligible for unit signatures, which formally link key divisions to the KU primary signature. The following units are eligible for unit signatures, created by Marketing Communications:

  • Lawrence campus.
  • Kansas City, Wichita, and Salina campuses.
  • Edwards Campus of Overland Park.
  • Chancellor’s office.
  • Provost’s office.
  • General counsel’s office.
  • Jayhawk Community Partners, the university’s corporate partnership and sponsorship development agency.
  • The College of Liberal Arts & Sciences and its two schools: School of the Arts and School of Public Affairs & Administration; School of Architecture & Design; School of Business; School of Education & Human Sciences; School of Engineering; School of Health Professions; William Allen White School of Journalism & Mass Communications; School of Law; School of Medicine; School of Music; School of Nursing; School of Pharmacy; School of Professional Studies; School of Social Welfare.
  • KU Libraries.
  • Admissions office, international admissions office, Center for Orientation & Transition Programs, Financial Aid & Scholarships, graduate studies.
  • KU Student Housing.
  • KU Public Safety.
  • Transportation Services.
  • Major research administrative units and KU’s 12 designated research centers. These are the Office of Research, KU Center for Research Inc., Achievement & Assessment Institute, Biodiversity Institute and Natural History Museum, Center for Environmentally Beneficial Catalysis, Center for Remote Sensing of Ice Sheets, Hall Center for the Humanities, Higuchi Biosciences Center, Information & Telecommunication Technology Center, Institute for Bioengineering Research, Institute for Policy & Social Research, Kansas Biological Survey & Center for Ecological Research, Kansas Geological Survey, and Life Span Institute.
  • KU Endowment, KU Alumni Association, Kansas Athletics, the Memorial Unions.
  • Dole Institute of Politics, Spencer Museum of Art, Hall Center for the Humanities, Lied Center, Biodiversity Institute & Natural History Museum, Wilcox Classical Museum, Spencer Research Library.

Third-level signatures

In rare instances, units will receive approval for tertiary, or third-level, signatures linking them to the university and to division to which they report.

One unit has approval for a tertiary signature:

  • Academic Accelerator Program, part of International Affairs

 

UPDATED July 27, 2021

Clear space
Clear space is the specified area 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.

Example of the College of Liberal Arts & Sciences signature with the amount of clearspace required around it.

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

"Example of the blue and gray unit 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.

 

"Examples of the approved 1-color variants; blue, gray and 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).

 

"Example of a white unit signature on a blue background"

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

Helpful links

HOW TO USE Unit signatures

Example of a unit signature that has been rotated, stretched, and made green. There is a red x and a red underline on the image to show this is an incorrect use of the mark.

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

Use only the approved color variations and always resize the marks proportionally.
Example of a black unit signature on a light gray background. A green checkmark and underline show indicate that this is an appropriate way to use the signature.

Maintain adequate contrast.

Choose the best option for your background from the approved color variants of each mark.
Example where the rule and the words "The University of Kansas" have been removed. There is a red x and a red underline on the image to show this is an incorrect use of the mark.

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

All parts of the mark are equally important and should remain as provided.
Example where the KU letters have been moved underneath everything else. There is a red x and a red underline on the image to show this is an incorrect use of the mark.

Don't rearrange elements.

All of our marks have been crafted to be used as provided.

HOW TO USE Unit signatures continued

Example of a unit signature being used in a repeating pattern. There is a red x and a red underline on the image to show this is an incorrect use of the mark.

Don’t create a decorative pattern with KU marks.

The result is often inaccessibility, confusion, and illegibility.
Example of a heavy drop shadow on a unit signature. There is a red x and a red underline on the image to show this is an incorrect use of the mark.

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

Use a very subtle drop shadow to enhance legibility when needed.
Example of a unit without a signature pairing it with a parent unit signature. A green checkmark and underline show indicate that this is an appropriate way to use the signature.

If your unit does not have a signature, use your parent unit's signature or the university signature.

Your unit name can then be used anywhere on the piece as long as you have observed the required clear space for the signature.
Example of an unapproved unit logo. There is a red x and a red underline on the image to show this is an incorrect use of the mark.

Do not create a logo for your unit.

KU unit signatures or logos may be created only by Marketing Communications.