Guidelines for Using Rutgers Visual Identity System

The Rutgers Visual Identity System provides specific guidelines and standards for using Rutgers' marks, signatures, and other identity elements in all university communications and on university-authorized products. If you're working with outside vendors, be sure they follow the guidelines provided, as well. If you need further assistance, contact the visual identity project manager.

Rutgers Visual Identity ManualThe Rutgers Visual Identity Manual is the comprehensive source for complete guidelines on using the system. Highlights from the manual are provided here for your convenience.

Key Elements

Terms of Use

Permission is granted solely to university units, faculty, staff, student groups, and approved vendors for the use of the Rutgers Visual Identity System.

The Rutgers logos are federally protected trademarks. The university reserves all rights therein. No university trademark may be used without permission and prior approval. Contact the visual identity project manager for assistance.

The individual unit signatures are designed for special purposes and are available for download in Logos and Templates. For questions, contact the visual identity project manager.

Individual alumni are not permitted to use the university's marks. Alumni groups may use the Rutgers Visual Identity System with approval of Trademark Licensing.

Colors

The Rutgers logotype may only be reproduced in red, black, or white. The signature text (words below the Rutgers logotype) can appear in red, black, gray, or white. Please do not make your own marks. Many are available in Logos and Templates with the approved color variations.

Primary Colors

Rutgers' official school color is scarlet—red(Pantone® 186) and website Hex# cc0033. Scarlet is often used with coordinating colors gray (Pantone® 431), black, and white. Graphics are available in different color variations to accommodate one-color, two-color, three-color, and four-color printing.For two-color printing, use 70% black instead of PANTONE® 431.

  PRINT
Pantone Matching System		 PRINT
Four-Color Process		 DIGITAL
Web/Video Usage
  PANTONE® 186 C0 M100 Y81 K4 R204 G0 B51
HTML# cc0033
  PANTONE® 431 C11 M0 Y0 K64 R95 G106 B114
HTML# 5f6a72
  Black BLACK: K100 R0 G0 B0
HTML# 000000

Supplemental Colors

A supplementary set of colors has been selected to complement the primary color palette. Refer to the Rutgers Visual Identity Manual (Section 3.0) for detailed information on this color palette.

Fonts

The Formata BQ and ITC Giovanni font families are the primary typefaces for university communications and are available for both Mac and Windows platforms.

Substitute Fonts: Arial is the recommended substitute for Formata BQ and is the preferred font for websites. Palatino is the preferred substitute for ITC Giovanni. Both fonts are usually available on computer systems.

Using Rutgers Primary Typefaces

Formata BQ and ITC Giovanni allow for flexibility and creative expression in text and display. The font families below have been purchased for use by Rutgers employees. Any outside creative services firm working with Rutgers must purchase these fonts for their own use.

You are not required to use these fonts in your marketing and communications materials, but you may do so. You do not need these typefaces installed on your computer in order to use the Rutgers visual identity marks, which are provided in a variety of ready-to-place graphic file formats from Logos and Templates. Contact the visual identity project manager to request these fonts.

If you would like to purchase these typefaces independently, you may do so from—among others—the following sources:

Formata font
Giovanni font

Using our Logos and Identity Elements Correctly

It is extremely important for brand success that you display the Rutgers logos and other visual identity elements correctly. This includes always using the correct typefaces and the correct relative positioning and size of all elements. Refer to the Rutgers Visual Identity Manual (section 2.0) for more detailed information. If you need further assistance, contact the visual identity project manager.

Listed below are unacceptable treatments for using the logotype, signatures, and shield and should not be used.

  • Do not alter, change the font of, distort, crop, tilt, rotate any portion of the logotype/signature.
  • Do not make the Rutgers logotype or signatures any other colors but the official colors.
  • Do not add an outline to the logotype or signature.
  • Do not violate the minimum surrounding clear space requirements by attaching type or graphics to the logotype.
  • Do not separate the “R” from the Rutgers logotype and use it as a freestanding graphic or mark.
  • Do not make the shield any other color than the approved options.
  • Do not rotate, crop, tint, apply a gradient, or colored background to the shield.

Using the Block R Correctly

Anyone wishing to use the Block R mark must first request permission from the Office of Trademark Licensing. Only University Communications and Marketing may provide and/or must approve all artwork containing this mark.

The Block R (spirit mark) MAY be used:

  • in informal contexts, such as athletics, alumni materials, school spirit activities, recruiting events, and on apparel and promotional items;

  • as a graphic within academic departments to promote spirit and social events, as well as in recruitment and on various promotional materials;

  • limited to Rutgers intercollegiate athletics stationery.

The spirit mark MAY NOT be used:

  • in conjunction with or in place of the Rutgers logotype, for official Rutgers communications, such as official notification letters of admission, letters for hire, contracts, and grant proposals;
  • combined with the Rutgers logotype and/or signatures;
  • for formal business purposes.

For information and permission to use the Block R, contact the Office of Trademark Licensing.

Colors

The spirit mark may only be reproduced in red (Pantone® 186) or white. The outline of the spirit mark may only be reproduced in red (Pantone® 186), black, or white.

For more information, download the Rutgers Visual Identity Manual (section 8.0).

Using the Appropriate Rutgers Name

The appropriate Rutgers name (i.e., Rutgers, The State University of New Jersey; Rutgers University–New Brunswick; Rutgers University–Newark; Rutgers University–Camden; Rutgers Biomedical and Health Sciences) must appear somewhere on all Rutgers communications. This includes all websites, print materials (brochures, flyers, etc.), and stationery items. Several ways to satisfy this requirement in print include:

  • using the appropriate Rutgers name in your opening text
  • using the appropriate Rutgers name in a return address
  • with the appropriate Rutgers signature

For more information, visit Logos and Templates and Rutgers Editorial Style Guide.

If you need further assistance, contact the visual identity project manager.

Where do you plan to use the brand?

Learn about minimum size, color, placement, and more requirements when using Rutgers visual identity elements.

Print

Review these identity standards for printed communication, as well as the Rutgers Visual Identity Manual. Files are available for download in Logos and Templates.

Logotype Placement

The Rutgers logotype must appear, with or without the shield or a signature, on the front of all printed communications. The preferred placement is in the upper-left corner on the front cover/panel. However, placement anywhere on the front cover/panel that is appropriate to the design is acceptable.

Size Requirements

The minimum size of the Rutgers logotype is 1 inch wide. The minimum size of the logotype with signature is 1.25 inches wide. The minimum size of the shield when combined with the Rutgers logotype is .5 inch wide.

print requirements sample

Clear Space Requirements

A set amount of empty space around the logotype, with or without a signature, should be maintained at all times. space requirements

To determine the amount of clear space around the logotype measure the height of the straight part of the capital R in Rutgers. The light blue area depicts the clear space that must be maintained above, below, and next to the logotype or signature. Once the clear space is determined, additional text may be added.

Websites, Website Banners, and Favicons

In order to have some uniformity in the look of the university webpages, the identity standards below should be followed. Every university webpage, including blog pages, must adhere to the University Web Policy.

Logotype Placement

The Rutgers logotype must appear, with or without the shield or a signature, in the top left corner on all Rutgers webpages, including blogs.

Copyright in Footer

The full university copyright, must appear in the footer of every webpage:

Copyright ©20XX, Rutgers, The State University of New Jersey, an equal opportunity, affirmative action institution. All rights reserved.

Size and Clear Space Requirements

The minimum size of the Rutgers logotype is 120 pixels wide, with a 20-pixels wide border of clear space around the logotype.

Rutgers logotype with state signature and clear space

The minimum width of the logotype with signature is 150 pixels wide, with a 28-pixels wide border of clear space around the logotype.

Rutgers logotype with state signature and clear space
 

Additional Website Resources

Ecommunications

Ecommunications include designed emails, such as enewsletters or broadcast emails. These digital communications must follow the same minimum identity requirements as websites.

  • Appropriate unit name identified: The Rutgers logotype must appear, with or without the shield or a signature, in the top section of the enewsletter. In addition, the appropriate Rutgers name (i.e., Rutgers, The State University of New Jersey; Rutgers University–New Brunswick; Rutgers University–Newark; Rutgers University–Camden; Rutgers Biomedical and Health Sciences) must appear somewhere in the enewsletter.
  • University copyright: The full university copyright, must appear in the communication:
    Copyright ©20XX, Rutgers, The State University of New Jersey, an equal opportunity, affirmative action institution.

For more information, see the Rutgers Visual Identity Manual (section 6.3).

Email Signature

There are no standard formats required for email signatures. Below is a suggested format, which can include a Rutgers signature. Visit Logos and Templates to download GIF files to use in your email signature.

Email signature with the optional Rutgers logotype or school signature

Name
Title
Department/Administrative Unit
School Name
Appropriate Rutgers Name
Street Address, Suite/Room Number
City, State Zip
p: 000-000-0000
c: 000-000-0000 (optional)
f: 000-000-0000 (optional)
edomain@rutgers.edu (optional)
URL

Rutgers

Video

The Rutgers logotype, with or without a signature, must appear prominently at or near the opening or closing of a Rutgers video. In addition, the appropriate Rutgers name (i.e., Rutgers, The State University of New Jersey; Rutgers University–New Brunswick; Rutgers University–Newark; Rutgers University–Camden; Rutgers Biomedical and Health Sciences) must appear visually or in the audio track somewhere in the course of the video.

The video standards apply to all forms of video including but not limited to television commercials, Jumbotrons, low-definition website videos, and high-definition documentaries.

For details, see the Rutgers Visual Identity Manual (section 6.8)

video sample

Clinical Attire

In order to have uniformity in the look of clinical attire, the identity placement standards for lab coats have been established. The university has contracted with Unitex to produce all lab coats. Work with University Procurement Services to order lab coats through the preferred vendor.

lab coat

Merchandise

Design approval is required from the Office of Trademark Licensing on all Rutgers-branded items, including promotional and fundraising items. Anyone wishing to use Rutgers’ name, the Rutgers logotype with or without a signature, or other Rutgers marks including the shield or intercollegiate athletics marks on merchandise must first contact Trademark Licensing (848-932-0586 or 0558).

In addition, in order to protect the Rutgers name and reputation and to avoid liability issues, it is university policy that all Rutgers-branded merchandise must be obtained from a vendor who has entered into a trademark license agreement with the university. Download the list of licensed vendors provided by Trademark Licensing.

Expanded Use of the Spirit Mark on Merchandise

With approval, the Block R may be combined with an academic discipline designation or appropriate service, outreach, or research group name for use exclusively on spirit merchandise, such as hats, shirts, and mugs.

When the spirit mark is combined with a discipline, service, outreach, or research group designation, the combination must follow the design standard established.

To request a mark, contact the visual identity project manager.

Signage

Full signage standards are managed by University Facilities and Capital Planning. Learn more about the process for requesting exterior or interior signage. For more information, download the Universitywide Wayfinding and Signage Manual.

Vehicle Signage

For information or requests related to branding university vehicles, contact Dave Haines at david.haines@rutgers.edu or 848-445-6760.

 

Related links
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