A graphic identity represents the image and aspirations of an institution. It is the cornerstone of all communication efforts and must be applied consistently to connect with our stakeholders. Arizona State University's brand is built upon our New American University mission. Our graphic identity allows us to express our brand through the five elements of brand language: voice, color, photography, graphics and typography.
The graphic standards that are outlined in this Communications Guide provide guidance and direction for the proper use of our identity. Everyone at ASU is responsible for representing the university's identity in a way that is consistent with the letter and intent of these guidelines. Any exceptions to the requirements of the graphic standards must be approved in advance by the ASU Marketing Council.