Judson University Brand Guidelines
Revision Date: August 2013
Judson University is working to unify and strengthen its brand to better communicate the values and standards
found in all Judson programs and community events. In his book Building Brand Momentum: Strategies for
Achieving Critical Mass, Bob Sevier defines a brand “as a valued and differentiating promise that a college,
university or school makes to its most important audiences to meet a need or fulfill an expectation.”
At this time, Judson’s branding statement is that the university shapes lives that shape the world. Many
elements contribute to an institution’s brand. “More than a name, logo, and other outward symbols that would
distinguish a product or service from others in its category, a brand is an assortment of expectations established
by a seller that, once fulfilled, forms a covenant with its buyers,” states Lynn Upshaw in Building Brand Identity.
Currently, Judson’s core values and long-term strategies are being crafted through a campus-wide Strategic
Planning process. When that process is complete, the university will be positioned to build a robust brand
guideline that provides resources and assists departments, faculty and staff in communicating our brand
promise in everything we do.
Today, Judson is at the point where more attention and cultivation of our brand is needed to better unify our
community and realize that all elements of the university make up the Judson brand. The graphic identity of
Judson’s brand is one of the most powerful tools for communicating the unique educational opportunity found
at this institution and must be communicated at all levels consistently. The following guidelines outline some
changes needed to strengthen the use of Judson’s brand on all areas of the campus, while giving some areas the
opportunity to distinguish their program in a branded way.
If you have any questions about Judson’s brand, logos or social media, e-mail newsandevents@JudsonU.edu or
call the Communications Office at (847) 628-2089.
Visual Guidelines
Judson’s logo is one of the most important elements of the branding portfolio because it represents a consistent
image and communicates the values of what it means to be part of this university. Therefore, Judson’s logo
should be used consistently on all areas of campus and appear on all published material, whether web- or printbased. (This includes fliers, ads, correspondence, and program-produced documents such as newsletters, blogs
and social media platforms.)
Judson University has three logos to accommodate the many uses and spaces that require a Judson University
logo. Each of these logos can be used interchangeably on print, apparel, signs and banners. Each of these three
logos represents our “primary” brand.
All three versions utilize PMS Inks 655 blue and 8641 gold. Also, all three versions use the same typeface for the
words Judson and University. The typefaces are Minion Pro for “Judson” and Myriad Pro for “University.”
Here are the marks that fall within Judson’s Brand Family:
Below are the Visual Guidelines for utilizing graphical marks to represent Judson:
1. As of August 15, all of Judson University’s official Schools, Academic Programs, Departments
(academic and others) and Co-Curricular organizations must follow our brand guidelines and the new
brand architecture provided within this document. The brand architecture system has been added to
the university’s visual identity to emphasize specific schools and departments, while maintaining a
consistent university identity. In some cases, this may mean discontinuing marks previously used to
represent an event or program. In others, it means that creation of new visual marks is restricted in
favor of using the Judson brand.
The new brand architecture allows Schools, Departments and Co-Curricular organizations to
utilize any of the three primary logos with their school or department name as it is represented here.
The name appears alongside the mark using an approved font, size and proportion. Schools and
Departments can choose which of the three primary logos they would like to use and contact the
Marketing and Communications Department for the art files. Templates have been created for each
school. Since the School of Leadership and Business and School of Education serve as a unifying
department, their use of the sub-brand would not apply to departments, but would for graduate
programs.
This new policy will be implemented immediately for all products and uses. Existing supplies of
materials will be used and reorders will then utilize Judson’s primary or sub-brand marks as specified by
the department. All stationery and name badges will continue to use only primary Judson marks already
in use. Electronic signature lines may utilize the primary logos and sub-brands only. No other graphical
marks will be used to represent the university.
By School, then Department:
2. All website, blog or social media platforms representing a Judson School, Department, Co-curricular
group or service of Judson University, should utilize the social media graphics provided here and follow
the social media guidelines from the Marketing and Communications Office. Artwork for websites and
blogs should utilize our primary or sub-brands. All platforms should link back to the university’s main
website, www.JudsonU.edu
Two options for the Facebook profile picture are provided. The first option allows the group to
use a photo with white type and the JU shield over it. The second option uses a solid colored
background with white type and the JU shield. This color could vary as needed. Both options use Myriad
Pro text and the one color shield. This mark would also be used on Twitter as well.
For the Facebook cover picture, users can use any photo that is consistent with the program
offering and represents the group in appropriate ways without branding or using the branded choices
contained in the examples below.
For any other social media platform, please see Judson’s Social Media Manager to determine
and obtain artwork that is appropriately branded.
3. All university apparel items must include a primary Judson logo at the top of the artwork, on the sleeve
or on the back of the T-shirt. This should be a one-color logo that utilizes the official fonts and can be
colored to match the T-shirt or compliment the colors within the artwork.
4. The Judson Eagles logo was created to demonstrate the excitement and momentum of the Athletics
Program and foster school spirit. Like most colleges and universities, the Athletics Department has a
logo representing its mascot and is used in significant web, apparel and print promotions. All athletic
programs must utilize this logo on apparel, printed materials, website and social media.
Colors used for all athletic programs must use the Judson navy blue used in both the Judson and
the Athletics logos (match to the PMS 655 blue), white and gold as the accent. This change will move our
athletic program to match our Judson school colors. The change should take place with all new orders of
athletic gear beginning immediately.
5. If the logo is presented in multiple colors, it should use Judson’s official logo colors of PMS 655 blue
and PMS 8641 gold. The one-color version of the logo can be designated in a different color to
correspond with the end piece. Please use the one color version of the logo which may eliminate the
shaded areas behind the logo
6. Use of the shield alone is permitted. No text or graphical elements should cover the shield. It should be
presented as 100 percent opacity. The text that appears along with the shield should list Judson
University on first reference. The shield cannot be pulled apart or elements used create any new marks.
Also, special effects (3D, glows) are to be used sparingly and only with the approval of the Marketing
and Communications Department.
7. Please allow an appropriate amount of white space around the logo. See examples.
8. Attempt to match Judson’s official colors in digital uses of the logo as much as possible.
9. The University Seal is to be used to certify official documents or proceedings, such as diplomas and
commencement, and is not considered a design element to be used in materials for any other area on
campus. The seal should not be used on merchandise. Also, the seal is reserved for use by the
president’s office as the final representative of Judson’s mission for all areas of the university.
10. Use of Judson’s logo in a publication (printed or digital) that is not published officially by Judson
University (i.e. book covers or promotions) must be approved by Judson’s Marketing and
Communications Office.
Common Mistakes to Avoid
1. Changing the color: Use of colors other than those in the prepared logos and seal is prohibited, as is the
turning of a color image into grayscale.
2. Altering proportions: It is critical that the proportions of the shield and text remain constant. If you
need to change the size of the logo, be sure to do it by clicking and dragging on one of the four corners
of the artwork, not by the border only.
3. Rotating or manipulating the shield: Reversing the logo (white lettering on a dark background) requires
a specific logo -- it is NOT achieved by applying white to the standard logo.
4. Overprinting: No type or graphic elements should overprint the logo.
5. Combining with other graphics: The logo should not be combined with other graphics to create another
logo or mark.
6. Using with Photos: The placement of the logo or shield should be in an area of the photograph where
there are no distracting patterns or elements.
Descriptions
FACTS:
Shape Your Life to Shape the World: Your college years are a time to shape yourself and to be shaped – to
become the person you’ve always known you could be – the person you were created to become. It begins with
you, but it doesn’t end with you. At Judson University, we equip students to make a difference in a world that
needs their creativity, passion and leadership.
History: Judson University is a fully accredited, private Christian university of the liberal arts, sciences and
professions. The university began as part of Northern Baptist Seminary before moving to its Elgin campus in
1963 as Judson College.
Anniversary: In 2013, Judson University will celebrate its Golden Centennial. Beginning in April 2013, Judson will
have been established in Elgin, Ill., for 50 years. The university first began as part of Northern Baptist Seminary,
which was founded in 1913.
Location: Located in a beautiful pastoral setting, Judson’s 90-acre main campus is nestled along the Fox River in
Elgin, Ill., a city of 100,000+. Tyler Creek runs through the middle of campus and a wilderness preserve is within
walking distance of campus. Situated at the Northwestern edge of Chicago, the campus is only a 40-mile drive or
train ride to Chicago. With its parks, architecture, professional sports teams, performing and visual arts, Chicago
provides many entertainment and cultural options, as well as a whole world of internship and student-teaching
opportunities.
Enrollment: Judson serves more than 1,100 traditional, adult and graduate students on its two campuses.
Judson offers a Bachelor of Arts degree for more than 50 majors/minors, 10 pre-professional programs and
three master’s programs in Architecture, Education in Literacy and Organizational Leadership. In 2013, the
university opened the Doctor of Education in Literacy.
Academic Environment: Judson’s faculty-to-student ratio is 7:1. Seventy-three percent of the classes at Judson
have less than 20 students in them.
Internships: 90 percent of recent graduates participated in an internship, practicum or field experience.
Highly Qualified Faculty: Eighty-one percent of Judson’s faculty hold the appropriate terminal degree. All
courses are taught by appropriately credentialed faculty, not graduate teaching assistants.
Accreditation: In 2008, Judson University took part in a site visit that resulted in the Higher Learning
Commission’s awarding full accreditation to the University for the next 10 years without any conditions.
According to the Higher Learning Commission Site Team, the Judson community’s “faith and commitment to its
mission may well be unprecedented in the experiences of members of the site visit team.” Judson also has
passed visits from the National Architecture Accrediting Board and the Teacher Education Accreditation visit.
Sustainability: In 2007, the university opened a new Adult Education Facility in Rockford, Ill. Judson’s newest
building, the Harm A. Weber Academic Center, employs innovative “green” technology and is the most energy
efficient academic building in the United States. The center achieved a LEED Gold rating from the U.S. Green
Building Council for its energy efficiencies and sustainability measures.
World Leaders Forum: Judson’s commitment to real-world leadership prompted us to establish the annual
World Leaders Forum, which hosted 43rd U.S. President George W. Bush in 2011, Nobel Laureate and Former
Soviet President Mikhail Gorbachev in 2012 and Former British Prime Minister Tony Blair in 2013. Judson
students benefitted from these opportunities to hear from global leaders who have significantly shaped our
world.
Global Opportunity: Judson offers more than 25 different options for spending a semester studying abroad,
including such places as England, China, Japan, Russia, Egypt, Uganda, Germany, The Netherlands, Austria,
Australia, Costa Rica and Spain. Moreover, nearly 4 percent of our traditional student body are international
students.
Standings: Judson University was listed in the Top Tier of Baccalaureate schools in the Midwest in the U.S. News
and World Report’s Best College’s Report and the 2013 Military Friendly Schools in Illinois.
Common PR Closing: Judson University is a fully accredited, private Christian university of the liberal arts,
sciences and professions. Judson offers degrees in more than 50 different majors/minors for traditional,
graduate, and adult students. Located in Elgin, Ill., Judson is a Top-Tier College in the Midwest, according to U.S.
News and World Report. With an academically challenging environment and encouraging spiritual community,
Judson shapes lives that will shape the world.