University of Georgia
University of Georgia Brand Style Guide

Visual Style

A visual identity is more than just a symbol, logo or icon. A well-crafted visual identity represents and reflects a university’s culture, missions and services. It is the sum of all the visual elements used to distinguish itself from competitors.

Color

Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive Georgia brand. Beyond our logo, color is the most recognizable aspect of our brand identity. The elements of our palette have been given names that reflect their inspiration. Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive Georgia brand.

Color Palette

Primary

Our primary colors represent Georgia at the highest level and should be used in all communications.
Arch Black
0/0/0/100 CMYK
0/0/0 RGB
000000 HEX
Black PANTONE
Bulldog Red
3/100/70/12 CMYK
186/12/47 RGB
BA0C2F HEX
200 PANTONE
Chapel Bell White
0/0/0/0 CMYK
255/255/255 RGB
FFFFFF HEX
White PANTONE
Limit the use of secondary colors to no more than 20% of overall design—these should complement the design, not overtake it.

Secondary

Vibrant
Our vibrant palette brings intensity and youthfulness to the visual brand. Use these colors sparingly. They should never be used for body text or headlines.
Glory Glory
0/93/79/0 CMYK
228/0/43 RGB
E4002B HEX
185 PANTONE
Lake Herrick
97/0/30/0 CMYK
0/163/173 RGB
00A3AD HEX
7467 PANTONE
Glory Glory is best used for borders on Bulldog Red. Its intensity brings a vigorous energy to a piece.
Rich
Our rich palette can add energy to communications. These colors may not be appropriate for text in some applications.
Hedges
35/12/100/0 CMYK
180/189/0 RGB
B4BD00 HEX
390 PANTONE
Olympic
100/12/21/44 CMYK
0/78/96 RGB
004E60 HEX
315 PANTONE
Dark
Our dark palette adds sophistication and contrast to communications.
Sanford
20/25/30/59 CMYK
85/79/71 RGB
554F47 HEX
404 PANTONE
Herty Field
32/39/87/74 CMYK
89/74/37 RGB
594A25 HEX
450 PANTONE
Athens
44/74/21/58 CMYK
102/67/90 RGB
66435A HEX
5195 PANTONE
Use tints of Sanford at 30% and 50% only when you need to expand the neutral palette.
Neutral
Our neutral palette adds balance and warmth to the larger Georgia palette. Use tints of these colors at 30%, 50% and 75% to further expand the neutral palette.
Stegeman
19/12/13/34 CMYK
158/162/162 RGB
9EA2A2 HEX
422 PANTONE
Creamery
3/4/14/8 CMYK
214/210/196 RGB
D6D2C4 HEX
7527 PANTONE
Odyssey
22/6/0/0 CMYK
200/216/235 RGB
C8D8EB HEX
657 PANTONE

Neutral colors may not be appropriate for text in some applications. For accessibility purposes on the web, do not use Creamery or Odyssey to set text on white.

Using Spot vs. Process Colors
When creating print materials, Bulldog Red should be specified as the spot color PANTONE® 200 C, whenever spot color printing is viable. When process printing is required, the CMYK values 3/100/70/12 are recommended as a starting point for the printing vendor. Printers should always aim to achieve a visual match to PANTONE® 200 C in the PANTONE PLUS SERIES – Coated swatch book.

Color Swatches

Implementation

When using the Georgia color palette, it is important to maintain a sense of hierarchy, balance and harmony. Our color system is extremely flexible, but some restraint is necessary. Unique and exciting color palettes can be created by adding as few as one or two secondary colors. This chart is a guide for the mood each color conveys within a communications piece. Colors can range from formal to casual and from subtle to bold. On each subsequent color palette, there is a miniature version of this guide. Use your judgment for how bold or subtle, formal or casual the piece is, and then choose or create a corresponding palette.
color map that plots colors on a grid with an x-axis ranging from subtle to bold and a y-axis ranging from casual to formal
Tips for Using Color
  • Our primary colors should be used in every communication; however, they are very bold—a little can go a long way.
  • Ensure that foreground and background color contrast passes accessibility standards, including text over images.
  • Appreciate the value of white space.
  • Remember that our communications must be created to be accessible to all.

Accessibility

Our digital properties and communications must adhere to Section 508 accessibility guidelines. Color overlays, including text on backgrounds, must provide sufficient contrast to be accessible for users with visual impairments. Tools like WebAIM provides a contrast checker to compute contrast ratios defined in WCAG 2.0.

Background Color Text Color
White Black
Arch Black Yes No
Bulldog Red Yes No
Chapel Bell White No Yes
Glory Glory Yes No
Hedges No Yes
Lake Herrick No Yes
Olympic Yes No
Sanford Yes No
Herty Field Yes No
Athens Yes No
Stegeman Yes Yes
Creamery No Yes
Odyssey No Yes

Sample Color Schemes

The following examples draw from the entire palette to show how color combinations can be developed successfully. Each is different but retains the character and emotion of the Georgia brand. Use the vertical banding as a guide to the ratios of each color. This is not meant to be a precise mathematical system but is intended to give an idea of relative use. Arch Black and Bulldog Red should dominate the ratio of colors used on any communications piece.
sample bold-formal color scheme showing various colors and their names
Bold-Formal
sample subtle color scheme showing various colors and their names
Subtle
sample bold-casual color scheme showing various colors and their names
Bold-Casual
sample subtle-casual color scheme showing various colors and their names
Subtle-Casual

Typography

When it is used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what we communicate. Georgia’s typography communicates clearly and cleanly, and is flexible for a wide range of situations.

Fonts

Primary Sans-Serif

Oswald example textOswald is our primary sans-serif family and works best for headlines, subheads, and infographics.

Styles

Trade Gothic weight samples

Primary Serif

Merriweather example text

For more sophisticated situations, Merriweather, our serif font family, is available. It works best for headlines and body copy.

Styles

Merriweather weight samples

Secondary Sans-Serif

Merriweather Sans example text

Merriweather Sans, our secondary sans-serif, performs well at small sizes and in longer-form text.

Styles

Merriweather Sans weight samples

Secondary Serif

Georgia example text

Georgia, our secondary serif, is an excellent font for body copy, documents, and dense text blocks.

Styles

Georgia weight samples

Oswald, Merriweather, and Merriweather Sans are available for free download from Google Fonts. Georgia is a core font already installed in most applications.

If you previously purchased Trade Gothic, you may continue to use that font for printed materials. However, Oswald is still preferable for digital use.

Usage

Using type thoughtfully is crucial to making our designs look professional. Follow these tips to make sure our typography is consistent.

Letter and Line Spacing

Leading
Line spacing, called leading, is critical to setting professional-looking type that is easy to read. Leading should be set tight but not too tight. With our typefaces, text generally looks best with leading set slightly looser than the default.
text leading examples
Tracking
Correct letter spacing, called tracking, also makes the type easy to read. Outside of headlines, text should always be tracked slightly tighter than the default setting, and optical kerning should be used when it is available.
text tracking examples

Sample Font Pairings and Configurations

Use the specifications shown in this section as a starting point when setting type in a new layout. These proportions are designed for print, but they apply to digital and environmental applications as well. Since our three typefaces pair so well, keep in mind that it is possible to substitute one for the other to create layouts that feel more formal or more casual.

sample font pairings using Trade Gothic and Merriweather Sans
Example 1
sample font pairings using Trade Gothic and Merriweather Sans
Example 2
sample font pairings using Trade Gothic, Merriweather, and Merriweather Sans
Example 3
“Commit To” Headlines
Always set “Commit to” headlines in Merriweather Bold and Trade Gothic.

Graphic Elements

Our brand has a number of graphic tools that work together to distinguish us from our peers and create a look that is instantly recognizable. When they are used consistently, these elements create continuity within our family of materials, across a variety of media.

Borders

Borders can be a sophisticated graphic element; using them thoughtfully can add elegance to any piece.
example of .5pt border
.5pt minimum line width
example of 2pt border
2pt maximum line width

Intended Uses

example of breaking a framed border
Breaking the Framed Border
example of using a border to frame important information
Framing Important Information
example of using a border to frame photography
Framing Photography

Banners

Banners can function as an indicator for messaging or as a container for typography. Our banner element contains text and points the reader to important information.
banner example

Usage

Text Container
Use the banner as a container for headlines or other important information.
banner text container example
Indicator
The banner can also be used as an indicator to highlight important text or imagery.
banner indicator example

Rotation

Banners may only be horizontal, pointing to the left or right. Do not rotate the banners to any other orientation.
examples of incorrectly rotated banner element

Resizing

The pointed end of the banner should always maintain the same angle.

  1. To scale the banner proportionally, hold down SHIFT and drag in Adobe Illustrator.
  2. To shorten or lengthen the banner without changing the angle of the pointed end, drag the two anchor points on the flat end of the banner with the Direct Selection Tool (A).
banner element resizing instructions

Shield

The shield is derived from the arch-shield icon. Because it is directly tied to the logo, the shield is the most unique graphic element for the university.
shield example

Usage

Graphic Element
Use the shield to add visual interest to a communication piece, as a background element or as a highlighter or separator of information.
example of using the shield element as a graphic indicator
Container
Position the shield on top of an image. Select both the shield and image, right-click, and select “make clipping mask” (CMD + 7).
Use images that will have enough contrast with the background when placed inside the shield.
example of using the shield element as a photo container

Rotation

The shield is derived from our logo. Never rotate it.
examples of incorrectly rotated shield element

Scaling

The bottom portion of the shield should always maintain the same curvature.

  1. To scale the shield proportionally, hold down SHIFT and drag in Adobe Illustrator.
  2. To shorten or lengthen the shield without changing the curvature of the bottom portion, drag the two anchor points on the top end with the Direct Selection Tool (A).
shield element proportional resizing example
shield element elongated resizing example

Expanding Columns

The expanding column alludes to the pillars of the university’s iconic Arch. Add energy to a piece by placing it between blocks of text or underneath important phrases for emphasis.
expanding columns element example

Scaling

Make sure to maintain the proportions of the column head and base.

  1. Scale proportionally (SHIFT + drag in Adobe Illustrator) to the desired column thickness.
  2. Use the Direct Selection Tool (A) to select only the anchor points at one end of the column. Hold SHIFT and drag to desired length. (Holding SHIFT keeps the column straight.)
column element resizing instructions

Rotation

The column should only be used in a vertical or horizontal orientation.
example of prohibited column rotation

Overlay

Keeping the column and their background the same color, apply the Multiply effect on the columns in Adobe Illustrator. If there is not enough contrast, adjust the tint slider.
example of using expanding columns element on a red background

Expanding for Text

Use the columns like the ends of a scroll, revealing text as they separate. Make sure to add equal amounts of space between the column, the text box and additional columns.
example of using expanding columns with text

Underlining for Emphasis

Place a single horizontal column beneath a word or phrase for emphasis.
example of using column element as an underline

Graphic Elements

Photography

Photography is a compelling tool for portraying the diverse and dynamic nature of our community. Our photography captures the Georgia experience and connects with people in ways that words cannot. What we say can describe what we are doing to challenge convention and shape the future. But it is our photography that actually shows it.

University Digital Asset Library Public

Style

Our photography style is often driven by academics, but it should also feel lighthearted, confident and natural. Images can be broken down into four categories: portraiture, slice of life, detailed and historical.

Portraiture

Portrait photos should have an authenticity that comes from real emotion. Ensure that these shots always feel natural and not staged. Portraits can be shot in the subject’s environment or in front of a backdrop. Our portraiture can range from lighthearted and warm to serious and heroic. It is important to maintain this balance in communications: Confidence can be depicted both with a smile and with more neutral expressions.
In many cases, our portraits should represent people who signify greatness, whether that is through our researchers or our students and their work. Crop in the image to make the subjects feel larger than life.

Slice of Life

People also play a key role in our cultural and academic photography. This is how we show our students, both inside and outside the classroom.“Slice-of-life” images document peer-to-peer collaborations, along with faculty and student interaction. Balance these group shots with individuals who are engaged in their activity or area of study. Georgia students should be captured learning and developing their skills, being mentored by faculty and becoming leaders. And remember, it is important to show a diverse mix of students in an accepting and supportive environment.

Detailed

Object-based photography plays a significant role in our communications and in our photo library. These images serve as a window into our areas of study and the tools of our trades. Interesting and unexpected perspectives should be employed to make the images dynamic. Framing can vary from macro to wide-angle and everything in between—whatever helps to showcase the object in the best way.

Historical and Campus

The historical and campus category includes both historical and modern image assets. While we have wonderful historical photos, they are not appropriate for heavy use in most communications. However, they can prove extremely useful when talking about Georgia’s history, heritage and traditions, as well as when communicating with alumni.
Images of campus like our Chapel Bell, the Arch, our architecture and special spots on our campuses are ideal for wide use in our collateral. Photos like these are incredibly important in distinguishing Georgia from other universities and developing a close relationship with all our audiences.

Usage

Layering Type and Graphic Elements

Text and graphic elements should never be placed over faces. Make sure that the text is legible over a photo.

Incorrect Usage

Photography Tips
  • Try to use natural sources of light whenever possible.
  • For in-studio portraits, lighting can help make the subject seem more confident.
  • To avoid unnatural angles, never rotate the camera to an angle other than 90 degrees.

Stationery

The university logo is used on letterhead, envelopes, mailing labels and business cards. Departments and units should be inserted in the designated areas for each option. Small note cards and note pads intended for personalized, hand-written correspondence may use top-level or department-level logos.

Letterhead

Option A
Option B
Option C
Stock Color Finish
Neenah 24 lb. Classic Crest® Avon Brilliant White Smooth
Eggshell
Digital Letterhead Templates

Digital versions of the letterhead templates can be customized and printed as needed. Type should be set in 9 pt. Georgia Regular at 14 pt. leading.

Digital Letterhead

 

Mail

Envelope
Stock Color Finish
Neenah 24 lb. Classic Crest® Avon Brilliant White Eggshell
Neenah 24 lb., 70 lb. Classic Crest® Avon Brilliant White Smooth
Neenah 24 lb., 70 lb. ENVIRONMENT® PC100 White Smooth

 

 

Mailing Label

In order to maintain the university’s nonprofit mailing indicia from the United States Postal Service, a consistent return address style must be used. The distance between the logo and the return address is equal to the height of the logo’s wordmark. Any serif font may be used.

mailing label
Stock Color Size
‘Crack and Peel’ Label White 5″ × 4″ or 4 × 3.25″

 

 

Business Card

business card option A
Option A
business card option B
Option B
business card option C
Option C
business card option D
Option D
Letterhead, envelopes, labels and business cards can be ordered from Bulldog Print + Design or Tate Print and Copy.

Signage

Clear Backgrounds

When installing vinyl signs on clear, translucent, or opaque backgrounds, the White (W) or Reversed Color + White (CW) logos should be used.
Color White (CW)
White (1C)
When using the Georgia Top Shield (GTV) configuration, the white holding shape extends to encase the Georgia wordmark.
Georgia Top Shield (GTV); White (W)
When engraving, make sure the white holding shape is engraved, not the interior shield elements. This also applies when using frosted glass vinyl intended to resemble engraving.

Vehicles

To maintain a unified presence across campus, the university logo is used on vehicles. Departments and units should be identified separately in the bottom area of the driver and passenger’s door panels.
vehicle decal example
Specifications

Logo

Configuration: University Formal Full Color (GEORGIA-FS-FC) for white vehicles, University Formal Reversed Color + White (GEORGIA-FS-CW) for non-white vehicles
Size: 21.75″ W
Placement: Centered in top door panel area above side molding, driver and passenger sides

Vehicle ID

Font: Trade Gothic Bold No. 2
Letter Height: 2.5″
Placement: Centered in bottom door panel area below side molding, driver and passenger sides

Department Name

Font: Trade Gothic Bold No. 2; all caps
Letter Height: 1″ – 2″
Kerning: No less than −25
Placement: Centered under vehicle ID

Contacts
Carol Vansant
Graphics Supervisor, Grounds Department Sign Shop
(706) 542-7549
cvansant@uga.edu
Brett Ganas
Director, Grounds Department
(706) 542-3684
wbganas@uga.edu