Standards: Guides
Identity Marks
Replace the historical use of "design elements" at Utah State University.
Identity Mark – a mark or feature that shows who someone is or what something is.
All identity marks require coordination with and pre-approval from the University Marketing and Communications, Trademark Licensing office prior to use.
Guidelines
Use identity marks in combination with the university formal mark, never in its place.
- Identity marks must be used in conjunction with an official logo on all items. The identity mark and official logo may not be combined.
- Identity marks can be use used on websites. However, an official web logo must also be present on the site. Identity marks cannot replace an official logo in the web header or footer.
- When using an identity mark on swag, a U State mark, formal mark, or merchandise mark, must be used in conjunction with the identity mark on all swag goods. If the swag goods are (lapel pins, stickers, etc.) then Utah State verbiage can be used in place of the U State or formal mark (see t-shirt example below).
- Identity marks cannot include the official/formal name of a department, division, college, office, program, unit, entity, or service.
- If an acronym is used, it must be spelled out clearly in a separate location. It cannot be spelled out within or as part of the identity mark (see SNAC example below).
- Identity marks can include text and an icon, however, the combination of the two, cannot be presented as, or replace your official logo.
- Choose colors that complement the university’s primary color palette.
- Fonts can be assigned to identity marks, however, you must ensure that the font is a standard-free font, or you will need to obtain a commercial license for the font.
- When using icons to create identity marks, ensure that the icon is allowed for commercial use. If not, a commercial license for the icon will need to be purchased.
Examples
The "identity mark" is the SNAC acronym with the heart and silverware icon. Student Nutrition Access Center is spelled out at the bottom, clearly separated from the identity mark.
The "identity mark" is the "bike repair" text with the bike graphic.
The "identity mark" on this t-shirt design is the "Aggie Scientist" text with the science graphics.
The "identity mark" is the "aerospace engineering icon." This is a sticker design that requires the university name. However, the university name and college name have not been incorporated into the identity mark.