The university and its many colleges, schools, departments, offices and institutes issue hundreds of publications every year. Brochures, bulletins, posters, newsletters, magazines, websites, video and other forms of communication should create a favorable, long-lasting impression, generating interest and support for the university. Individually and collectively, these publications create an impression. An effective publication – whether printed or electronic — is one that is written clearly, well designed and produced with an attention to quality. To provide a consistent visual image, it is important that each publication appear as a member of a family, sharing common graphic elements. The identity and graphics standards have been developed to provide this visual consistency while also allowing designers creative freedom.
- An approved university signature must be clearly and prominently displayed on the front cover of all university publications.
- No other logo or icon affiliated with the University of Florida may appear on the cover of primary publications. Some exceptions to this standard may be allowed for secondary publications targeting limited and/or internal audiences.
- Units of the university that have long-standing graphic identifiers can use such marks only on inside pages or the back cover of printed materials. No secondary logos are allowed on the front cover of publications or in the proximity of the University of Florida signature. In the case of one-sided printed materials, the secondary logo can be used if necessary, but must be reserved to the lower third of the page.
- In magazines, the signature, wordmark or monogram must also appear in the masthead and on the back cover. When and where appropriate, the words “University of Florida” are to be used in page folios.
- The signature, wordmark and monogram may be printed over a photograph, texture or other image, provided they remain a prominent visual element.
- Likewise, all licensed or promotional products displaying established college or department logos or icons are acceptable providing they are not used in conjunction with the university signature, wordmark, monogram or seal.
- Logos of non-UF partner institutions, such as funding or research partners, may be included on covers with the University of Florida signature, as long as sufficient separation is maintained and the UF signature remains dominant.
- UF is committed to diversity of people, thought and opinion, inclusiveness and equal opportunity. Campus communicators are encouraged to reflect diversity in imagery and in text by using gender-neutral language and picturing the broadest possible diversity of age, racial and ethnic groups, gender and ability.
UF is committed to diversity of people, thought and opinion, inclusiveness and equal opportunity. Campus communicators are encouraged to reflect diversity in imagery and in text by using gender-neutral language and picturing the broadest possible diversity of age, racial and ethnic groups, gender and ability.
Print Color Palette
The University of Florida color palette (PMS, CMYK, Web) should be used whenever possible. The traditional orange and blue will remain a dominant design element enhanced by a palette of complementary and accent colors
Primary Color Palette
- Pantone 172
- Pantone 287
- Pantone 49-1
C-0, M-70, Y-100, K-0
- Pantone 205-1
C-100, M-60, Y-0, K-20
To assist designers with color decisions, the below secondary color palette is offered. This palette is meant to be a guide for publications and products and to complement the primary palette.
Neutral Color Palette
- Pantone 30-6
C-10, M-20, Y-40, K-10
- Pantone 292-9
C-10, M-0, Y-15, K-10
- Pantone 18-8
C-0, M-5, Y-20, K-0
- 35% Black
Bright Color Palette
- Pantone 293-2
C-50, M-0, Y-85, K-35
- Pantone 175-2
C-60, M-80, Y-0, K-35
- Pantone 18-1
C-0, M-35, Y-100, K-0
- Pantone 87-1
C-0, M-100, Y-90, K-10
Muted Color Palette
- Pantone 216-5
C-50, M-20, Y-0, K-15
- Pantone 46-3
C-10, M-50, Y-85, K-0
Business Documents: Fliers, Announcements, Advertisements, Posters, Banners, etc.
Print advertising and other collateral materials may vary greatly in design, but accurate application of the identity standards will ensure a consistent representation of the UF image.
The UF signature must be used in all advertising and appear prominently in the layout. When used with a partner logo, the second logo should appear at a bottom corner.
Occasionally, there will be opportunities to display the UF signature that are not described. When appropriate, the UF signature should be used only in the university’s colors and typeface. These applications may include banners, exhibits, displays, plaques, clothing and specialty items. Do not use the UF signature in conjunction with other logos without permission from the Office of University Relations. 352-846-3903 or firstname.lastname@example.org