VISUAL
IDENTITY
PROGRAM
Spring 2013
VISUAL IDENTITY
DESCRIBING
AMERICAN UNIVERSITY
OVERARCHING RATIONALE
American University is a distinctive institution in Washington, DC. It is a forward thinking university where students
are connected to expert faculty and world leaders to provide the knowledge, opportunities, and experiences that
cannot be found elsewhere. American exemplifies the concept of ideas into action, and action into service. American
University graduates are empowered with the knowledge
and context that have enabled them to be alumni who
transform their ideals into action and lead lives that effect
meaningful change. The overarching American brand has
been established to communicate and inspire American’s
continued growth and recognition into the future.
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VISUAL IDENTITY
BENEFITS OF A STANDARD
VISUAL IDENTITY
USING ELEMENTS OF AU’S VISUAL IDENTITY PROGRAM
The university name, mark, logotypes, seal, mascot, and
“Clawed” are solely owned as the intellectual property of
American University and cannot be used without the fomal
consent of the university officers. Therefore, it is important to establish clear guidelines for their general use.
Thes mark, logotypes, and seal in this manual are the only
ones approved for the web, publications, and printed materials. Requests for exceptions to this policy should be directed to University Publications; those requests will then
be reviewed by the assistant vice president for creative
services and the vice president for communication.
Primary Signature/University logotype
QUESTIONS
The division of University Communications and Marketing
is responsible for administering the university branding,
visual identity program and editorial style guidelines as
they relate to publications, printed materials, and websites. Any questions about the program or requests for
exceptions should be directed to University Publications,
202-885-5970.
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VISUAL IDENTITY
UNIVERSITY NAME
UNIVERSITY NAME
The official name of the institution is The American
University. For general use, it will be referred to in all
university presentations, publications, and online as
American University. This usage is consistent with
American University’s history and reflects its stature
as a major university.
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VISUAL IDENTITY
GENERAL LOGO USAGE
PRIMARY SIGNATURE/LOGOTYPE
American’s primary logotype signature is composed of the
AU mark and the words American University and Washington, DC, separated by a horizontal rule. Type for American
University is modified Garamond; for Washington, DC,
modified Helvetica. The words in the logotype are in AU
blue, and the rule is in AU red. The primary signature
(shown on right) should be used whenever possible.
There are three approved signatures that represent
American in various formats. Each is designed to accommodate a specific stylistic or functional requirement,
allowing for flexibility while retaining the integrity of
American’s identity.
Primary Signature/University logotype
Use of logotype
The logotype should be used conspicuously on all publications and printed materials, preferably on the
front cover. For all publications that represent the university and are intended for external audiences,
the logotype must appear on the front or back cover. Whether on a cover or inside page, no other logo
or seal may appear with the university logotype on the same page.
The logotype must be used as shown in its entirety, not separated into component parts, altered in
proportion, printed in color combinations other than those outlined in this manual, or modified in any
other way. The logotype and mark must be reproduced from official digital files originating from
University Publications. The type in the logotype may not be used without the mark; the mark,
however, may be used by itself.
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VISUAL IDENTITY
GENERAL LOGO USAGE
ALTERNATE LOGOTYPES
A second logotype, the stacked logotype, may be used to
fit brochure-style publications. This version consists of the
AU mark, which can be as long as the rule used, the words,
American University stacked on two lines, a horizontal rule
below the word University, and the words Washington, DC
located below the rule. The words in the logotype are in
AU blue, and the rule is in AU red.
A third logotype, the horizontal logotype, is typically used
on american.edu global headers, but may be used to fit
brochure-style publications. This version consists of the
AU mark, which is positioned to the left of the words,
American University displayed on one line, a horizontal
rule between the word American University, and the words
Washington, DC. The words in the logotype are in AU blue,
and the rule is in AU blue.
Stacked Signature
Horizontal Signature
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VISUAL IDENTITY
GENERAL LOGO USAGE
LOGO ISOLATION
Space should be left around the signature; at a minimum, the space should be equal to
5 the width (width = x) of the shield at any given size. This applies to the primary,
horizontal and formal signatures.
1/2
x
1/2
x
1/2
x
x
x
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x
VISUAL IDENTITY
GENERAL LOGO USAGE
SIGNATURE COLOR VARIATIONS - TWO-COLOR
SIGNATURE COLOR VARIATIONS - ONE-COLOR
It is best to use the signatures in full-color whenever possible. When full-color
signatures print on a dark background, a white rule is added around the mark to
hold the edge. The rule and wordmark should always match to maintain continuity of the signature.
When printing with one color, the signature appears in black or AU blue. When the
one-color signature is placed on a field of color the type, rule, and letters A and U
of the mark must always be white. For engraving, etching, embossing, there is an
option with no color background in the mark. Acceptable colors include AU blue,
AU red, black, gold, or silver. The logotype also may be reversed out of a darkcolored background and appears in white.
Two-color
Two-color Reverse
One-color AU blue
One-color Gold for Formal Invitations
One-color Black
One-color Reverse on Black
One-color for Engraving/Embossing
One-color Reverse
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VISUAL IDENTITY
GENERAL LOGO USAGE
BACKGROUND IMAGE
BACKGROUND COLOR
The full-color signature can only appear on a background image if the image
is subtle in color and detail. If the image is vivid in color, use the black and
white signature. If the image is highly detailed or contains a strong pattern,
do not place the signature over it because the signature will not be legible.
The one-color signature may be placed on a background color either by
overprinting or reversing. Be careful to use the appropriate version of the
signature to achieve the best contrast on colored backgrounds. Do not
attempt to place the signature on a background that is too dark or creates
too much color dissonance.
Light Background Image
Dark Background Image
Black Signature on Light Color
White Signature on Medium Color
Light Background Image
Wild Background Image
White Signature on Light Color
White Signature on Dark Color
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VISUAL IDENTITY
GENERAL LOGO USAGE
UNVERSITY MARK
The mark contains the letters AU, connected and encased in a square. Type for the
letters is modified Garamond and reverses out of the square, half AU blue on the
left half and half AU red on the right half. The mark also can be shown in one color
(black or AU blue). For engraving, etching, embossing, there is an option with no
color background in the mark. Acceptable colors include AU blue, AU red, black,
gold, or silver. The logotype also may be reversed out of a dark-colored background
and appears in white.
The mark must always be in AU red and AU blue. When printing on a dark-colored
background, a white border equal in thickness to the thickest line in the A encloses
the mark.
Two-color
Two-color on Dark Background
One-color AU blue
One-color Gold
One-color Black
One-color on Black Background
One-color for Engraving/Embossing
One-color for Engraving Reversed
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VISUAL IDENTITY
OVERARCHING
TYPOGRAPHY
ADOBE GARAMOND
Adobe Garamond is the primary serif identification
typeface for American University. When used in conjunction with the university logotype, it reinforces the visual
identity system.
GARAMOND
GARAMOND REGULAR
21 PT
21 PT
Garamond’s letterforms convey a sense of fluidity and
consistency. Garamond is considered to be among the
most legible and readable serif typefaces for use in print
applications. It has also been noted to be one of the most
eco-friendly major fonts when it comes to ink usage.
For online applications, Trebuchet is the preferred font for
body copy.
GARAMOND ITALIC
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnop
qrstuvwxyz
21 PT
GARAMOND SEMIBOLD
1234567890
!@#$%^&*()_+{};;””?
21 PT
GARAMOND SEMIBOLD ITALIC
21 PT
GARAMOND BOLD
21 PT
GARAMOND BOLD ITALIC
21 PT
GARAMOND
GARAMOND
GARAMOND
BOOK/100 PT
G
21 PT GARAMOND
BOLD/100 PT
GARAMOND REGULAR/BOOK/10 PT
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VISUAL IDENTITY
OVERARCHING
TYPOGRAPHY
HELVETICA
Helvetica is the primary sans serif identification typeface
for American University. When used in conjunction with
the university logotype, it reinforces the visual identity
system.
HELVETICA NEUE
HELVETICA NEUE LIGHT
18 PT
18 PT
Helvetica may be used on printed materials, alone or
in combination with Garamond.
For online applications, Arial or Trebuchet are the
preferred fonts for body copy. For display heads,
Gotham is the preferred font, though Google Montserrat
is currently under review.
HELVETICA NEUE LIGHT ITALIC
NOPQRSTUVWXYZ
abcdefghijklmnop
qrstuvwxyz
18 PT
HELVETICA NEUE REGULAR
1234567890
!@#$%^&*()_+{};;””?
18 PT
HELVETICA NEUE REGULAR ITALIC
HELVETICA NEUE
REGULAR/100 PT
18 PT
For institutional branding, Interstate is the preferred font
for display type. A style guide for the university brand
campaign is in development.
ABCDEFGHIJKLM
HELVETICA NEUE BOLD
18 PT
HELVETICA NEUE BOLD ITALIC
21 PT
GARAMOND
GARAMOND
G
21 PT HELVETICA NEUE
BOLD/100 PT
HELVETICA NEUE/REGULAR/9 PT
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VISUAL IDENTITY
OFFICIAL COLORS
OFFICIAL UNIVERSITY COLORS
American University has a palette of five colors. These colors play a critical
role in defining American’s visual identity. From this palette, AU Blue (PMS 072)
and AU Red (PMS 186) are the spirit colors for American. For embossing/engraving,
other palette colors are black, gold (PMS 873), and silver (PMS 877).
When printing four-color process, be sure to specify the four-color builds listed
here. Most of the color builds are the default PANTONE color builds. But some are
adjusted slightly to better match the spot colors. These adjusted color builds are
coded into the supplied art files for one-color, CMYK and RGB.
American’s official colors should be printed as spot colors whenever possible.
AU Blue PMS 072
C100 M88 Y0 K5
AU Red PMS 186
C0 M100 Y75 K4
PMS 873
C0 M23 Y100 K27
PMS 877
C0 M0 Y0 K40
R0 G79 B163
R237 G26 B59
R197 G169 B1
R167 G169 B172
BLACK
C0 M0 Y0 K100
R35 G31 B32
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VISUAL IDENTITY
UNIVERSITY SEAL
UNIVERSITY SEAL
The American University seal will be used to authenticate the highest official
university documents (e.g., diplomas and legal documents). It may be used on
other materials only at the discretion of the president or the Board of Trustees.
The seal must be reproduced from authorized digital files, and cannot be redrawn,
separated into component parts, or modified in any way. The seal should be
reproduced in AU blue, black, white, or gold (Pantone 873). The seal should
not be used with the logotype
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