The sunburst logo (shown at right) was introduced in 1995, replacing all pre-existing logos for the university. The logo is made up of a sun icon that is incorporated into the three letter forms (A, S and U) and provides a strong and recognizable graphic image of ASU’s mission and purpose.
University Word Mark
The word mark (shown at right) is a unique typographic element displaying the full name of Arizona State University in a customized typeface based on Perpetua Titling Regular. The word mark may be used on its own or in combination with the logo (see “University Signature” below.)
The sunburst logo combined with the university word mark is called the ASU signature. The examples to the right show two versions of the signature: the one on the left is landscape-oriented and the other is centered.
The university logo and word mark:
- are federally registered trademarks and may not be altered or embellished in any way
- may not be used as part of a larger mark, title or graphic
- may not be used as a word
- must include the ® designation whenever they are used
Using the marks as design elements
ASU now allows its marks to be used as design elements in the specific treatments listed below. However, using the marks in these applications does not satisfy the requirement of an official logo or signature on all communications of the university. Uses of the logo and Sparky as a design element, water mark or in a screen tint as described below, must be approved by Steven Harper at ASU Creative Services.
As design elements: Portions of the ASU sunburst logo, signature and the Sparky mascot may be used as design elements, but only as portions of the whole mark. For example, Sparky’s head may be used, but not removed from his body. The sunburst may be used, but not without the adjacent letter shapes.
As water marks and in screen tints: The sunburst logo, the word mark and Sparky may be used as watermarks in appropriate uses. These marks may also be used in screen tints when used as a design element. All of the marks used in this manner must follow the applicable color standards for that mark.
Who may use the logo, word mark and signature
The ASU logo, word mark and signature may be used only by faculty, staff and units of the university when conducting university business. Voluntary faculty and staff organizations may not use these marks.
Most student organizations may not use these marks. However, paraprofessional student organizations may use the university’s marks when representing the university. Paraprofessional student organizations are groups registered with the Student Organization Resource Center (SORC) whose primary purpose is to support Arizona State University in a particular area, such as admissions, community outreach or student government. Paraprofessional organizations include ASASU, Devil’s Advocates, START and REACH, among others. It is expected that these groups will use a separate graphic identity from the university; however, because the students represent the university in their roles, it is also expected that the ASU sunburst logo will be included on the sleeve of shirts used for identification purposes.
Any individual, organization or entity external to the university interested in using any of the university trademarks must contact ASU Trademark Management at 480-727-7848 or 480-965-5499. Anyone internally of ASU must contact Steven Harper at ASU Creative Services: firstname.lastname@example.org.
The Minimum Reproduction
The minimum print reproduction size is 5/16”.
The minimum digital reproduction size is 47 pixels wide (to accommodate mobile app icons).
Area of Isolation for the Logo, Word Mark and Signature
The protected area around the logo, word mark or signature is called the “area of isolation”. No graphic elements, titles, text, background color changes or other design elements may occur in this protected space. The area of isolation is an area equal to half the height of the logo and extending out on all four sides of the logo. In the example below, X equals the height of the logo, and 1/2 X on each side is considered the area of isolation.
However, the area of isolation may be reduced to 1/4 X for Web applications of the logo, word mark and signatures. For example, if the logo used is 64 pixels high, the VSPACE and HSPACE attribute of the image should be no less than 16 pixels. When the signature is used, the area of isolation is still based on the height of the logo but surrounds the entire signature (see the examples below). When using the word mark, the area of isolation is based on the height of the capital A in Arizona.
Secondary type, as is used in return address blocks with the signature (as shown at right), is the only exception to the area of isolation.
ASU logo showing where to place secondary type
How to access the logo, word mark and signature
The graphics download library of the Communication Guide contains all official versions of the logo and signature in several digital formats. Use of the downloads requires agreement to abide by the university standards within the Communication Guide.
Approved usage of university colors for ASU logo/word mark/signature
The logo and signature should be reproduced in the official university colors only. Below are the only approved color and usage combinations. No other combinations should ever be used. The logo and signature may not be used in gold metallic or PMS 123 gold.
The logo and signatures must never appear in screen tints.
The signature does not always have to accompany the ASU logo when used for marketing to a local audience. However, it must accompany the logo when marketing to areas outside of the Phoenix area.
Differences in ink color may occur depending on the quality of paper or product material used. The final product must match the official PMS colors shown below.
ASU Letters - PMS 208 Maroon
Sun - PMS 123 Gold
Word Mark - PMS 208 Maroon
ASU Letters - PMS 208 Maroon
Sun - Surface
Word Mark - PMS 208 Maroon
ASU Letters - PMS 431 Grey
Sun - Surface
Word Mark - PMS 431 Grey
ASU Letters - Black
Sun - Surface
Word Mark - Black
Surface - Any solid color background that does not exceed a color value of 50% Black
Rules for using reversed ASU logo
ASU logo: Must be reversed to white or ivory only.
Signatures: Must be reversed to white or ivory only.
Sun and surface: The sun should not be filled with any color.
It can be used on any background that doesn’t distort the readability of the logo,on any solid color background that exceeds a color value of 50% Black.
Embossing, foil stamping, metallic inks
Things to consider:
• Blind embossing is preferred over foil-stamping because of the difficulty in matching foil colors.
• Take extra care in matching foil colors to the approved color palette.
• Matte foil colors are recommended over gloss foils.
Unacceptable color use of the marks
Using screen tints of the official university colors in any combination is unacceptable.
Mixing the official university colors in any combination other than the approved usage is unacceptable.
For one color applications, using screen tints in the sun icon is unacceptable.
Avoid using color digital files when outputting to a black and white laser printer. This will render the official colors of maroon and gold in screens of black and is unacceptable.
Mixing the official university colors in any reversed combination other than the approved usage is unacceptable.
All applications of the logo or signature in reverse should use the same color for the sun icon as the background.
Using other typefaces in place of the official word mark is unacceptable.
Altering the word mark in any way (such as eliminating the word “University”) is unacceptable.
Rearrange the logo and word mark configurations in any way is unacceptable.
Do not angle or rotate the logo or signature. Do not add a shadow, dimension or distort the logo or signature.
Changing the spacing between letters or spacing between the word mark and logo is unacceptable.
Use the signature configurations as distributed.
Using low-quality graphics is unacceptable.
Consider the final outcome of the project when selecting your graphics. Use the original, high-quality graphic files. Do not scan or recreate the logo or signatures. Do not use bitmapped images such as Tiff or Pict file formats for offset printed materials because of their poor reproduction quality. The EPS file format is scalable and provides better reproduction for offset printing.
Acceptable over four color photo
When using the configurations over a four color photograph, the logo or signature must be either maroon and gold or reversed to white. The placement of the logo or signature should be in an area of the photograph where there are no distracting patterns or elements. When using the white logo or signature, the photograph should be seen through the sun area.
Acceptable over one color photo
When using the logo or signature over a one color photograph, the logo or signature must be either black or reversed to white. In both cases, the photograph should be seen through the sun area. The placement of the logo or signature should be in an area of the photograph where there are no distracting patterns or elements.
Unacceptable usage over four color photo
When using the logo or signature over a four color photograph, it is unacceptable to place the logo over an area of the photograph where there are distracting patterns or elements. It is unacceptable to use the black logo with a white sunin any 4-color application.
Unacceptable one color
When using the logo or signature over a one color photograph, it is unacceptable to place it over an area of the photograph where there are distracting patterns or elements. It is unacceptable to use the white logo over an area that is of similar lightness.