A successful brand is much more than a logo or a color scheme; it also includes everything we say about ourselves, the images we use, even how we treat each student. How we present ourselves and how we communicate to our audience is very important in the public's perception of our integrity. Our audience forms and modifies their opinion of who we are every time they view something that carries our image or they have an experience with us. In their mind, we either "have it together" or we don't. If we are uniform and consistent in our communication and our visual identity, and our actions match what we say, ASU's integrity and standing will continue to grow.
Arizona State University's brand is built upon, and directly reflects, the university's New American University vision. This guide is a resource for the university community with the intent of unifying our communication. The success of the ASU brand depends on all of us communicating with consistency and effectiveness.
Importance of the ASU brand
All Arizona State University branded communications should follow the ASU Graphic Standards. In addition to meeting these standards, using the recommended ASU fonts, colors, and logo signatures is the best way to give all ASU communication efforts a successful, timeless brand identity. Most importantly, it maintains a consistency across all ASU communications that fosters a sense of familiarity and confidence in its diverse audience. The ASU brand name should be managed with the view that its integrity be maintained and strengthened.
The graphic identity of an organization embodies its goals and objectives. Since our graphic identity is the cornerstone of all communication efforts, it is essential that its integrity is protected. Use of the graphic identity carries with it the responsibility to uphold the ideals of our mission. It benefits everyone involved when the identity is applied consistently to convey one clear message.
Approval to use ASU trademarks
Arizona State University, ASU, Sun Devil, the official university seal, the university's logo and the image of our mascot Sparky are federally registered trademarks. All representation of these trademarks on merchandise must be approved by Fernando Morales fernando.morales@asu.edu (Trademark Licensing for more information.) University units may use ASU trademarks for official university purposes on web pages, publications and advertising, as long as those uses conform to the requirements detailed in this Communication Guide. Requests for non-standard use or exceptions for non-merchandise use of ASU trademarks should be directed to Steven Harper in the Office of Public Affairs.
Graphic Standards
ASU comprehensive graphic standards