COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 1
SECTION INTRODUCING THE RUTGERS VISUAL
IDENTITY SYSTEM
Why Do We Need a Visual Identity System? ..............3
It’s Policy .................................................................4
How to Use the System ............................................4
How to Get Help ....................................................... 4
Protecting the Marks ...............................................4
SECTION ELEMENTS OF THE RUTGERS
VISUAL IDENTITY SYSTEM
System Overview .....................................................6
The Rutgers R .......................................................7-8
The Rutgers R Institutional Signatures .....................9
The Rutgers R Chancellor-Level Signatures............. 10
The Rutgers R Horizontal Unit Signature Style .........11
Reserved Horizontal Unit Signature Style ............... 12
The Rutgers R Vertical Signature Style ................... 13
Unacceptable Treatments ...................................... 14
Rutgers Signature Generator .................................. 15
The Ocial University Seal .................................... 16
Scarlet Knight Logo ............................................... 17
Scarlet Raider Logo ................................................ 18
Scarlet Raptor Logos .............................................. 19
Primary Font ..........................................................20
System Colors ........................................................ 21
SECTION USING THE RUTGERS VISUAL
IDENTITY SYSTEM
Using the Rutgers R in Words ................................. 23
Using the Rutgers R on Merchandise ......................24
Electronic Business Collateral................................ 25
Digital Communications .................................... 26-28
Digital Badges .......................................................29
Printed Marketing Materials...................................30
Stationery Standards ............................................. 31
RESOURCES
Alumni ................................................................... 33
Branded Merchandise ............................................ 33
Building Signage ................................................... 33
Editorial Style Guide .............................................. 33
Graphic Design Support ......................................... 33
Photos ................................................................... 33
Stationery ............................................................. 33
Student Groups ..................................................... 33
Templates ..............................................................33
Vehicles .................................................................33
Glossary ................................................................34
Board of Governors Resolution .............................. 35
CONTENTS
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 3
Why Do We Need a Visual
Identity System?
The Rutgers name is recognized around the world.
As the eighth oldest institution of higher education
in the nation, Rutgers has built a prominent and
credible brand for over 250 years. We all play an
important role in maintaining and strengthening
that brand.
By using the common set of graphic elements,
colors, font styles, and symbols described in this
guide, you convey a consistent visual identity for all
of the campuses, divisions, schools, departments,
centers, units, organizations, and programs that
make up Rutgers. We all benefit from this collective
identity for the university.
The visual identity system helps everyone to quickly
recognize Rutgers and immediately associate the
stature of the university’s brand with its numerous
units, services, and programs. The purpose of
this User Guide is to help members of the Rutgers
community, as well as other authorized users,
understand how to correctly use the university’s
logos, colors, and other brand elements.
2004, Before the Rutgers Visual Identity System
2023, With the Rutgers Visual Identity System
INTRODUCING THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 4
It’s Policy
In 2006, the Rutgers Board of Governors mandated
a cohesive, recognizable visual identity system
for universitywide use across Rutgers. This policy
requires every member of the university community
to apply the guidelines and standards in this visual
identity user guide to all forms of internal and
external university communications and materials
that officially represent the university.
The policy requires that:
■ Rutgers brand elements, as described in this user
guide, are the only sanctioned marks that can be
used to officially represent the university
■ No other marks or symbols may be used or
created to officially represent the university and
its programs, people, or initiatives as a whole or
in part
How to Use the System
All communications, merchandise, and other
materials intended for use both internal and
external to the university should include Rutgers’
official marks.
For more information on the university’s visual
identity policy, please review university policy
80.1.5: University Visual Identity or contact the
Department of University Communications and
Marketing.
The Rutgers brand is an asset that can increase
or decrease in value. Deviations from the visual
identity system erode and devalue the Rutgers
brand, therefore, exceptions to this policy are
rarely justified or granted. A written appeal for an
exception must be submitted to, and approved by,
the Department of University Communications and
Marketing.
How to Get Help
The Rutgers Visual Identity System is maintained by
the Department of University Communications and
Marketing.
Visit our website at communications.rutgers.edu or
email contactus@ucm.rutgers.edu to:
■ Ask for brand elements that are part of the visual
identity system
■ Get answers about how to use elements of the
visual identity system
■ Discuss compliance, special permissions, and
exemptions
Protecting the Marks
The official logos and marks in this guide are
federally registered trademarks of the university.
Rutgers, like other major universities, maintains a
trademark program to protect its trademarks from
infringement and misuse. This protection is required
to maintain the federal registration, to avoid public
confusion and to ensure that logos and marks
federally registered by Rutgers are used for their
intended purpose.
When Rutgers marks (Rutgers R, mascot logos, etc.)
are placed on branded merchandise, including
apparel and headwear, they should always include
the appropriate registration mark. The application is
required regardless of whether an item is for sale or
to be given away as a promotional item. Application
of the registered trademark symbol ® or to
Rutgers marks is not required when Rutgers marks
and brand elements are used on printed materials,
stationery, marketing collateral, websites, or digital
communications.
Contact the Office of Trademark Licensing at
trademark@ucm.rutgers.edu or 848-932-0586/0558
to:
■Get guidance about how to let vendors, partners,
or sponsors use the Rutgers name and marks
■Find vendors who are licensed to make products
with Rutgers trademarks
INTRODUCING THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 5
SECTION ELEMENTS OF THE
Rutgers Visual
Identity System
6 System Overview
7-8 The Rutgers R
9 The Rutgers R Institutional Signatures
10 The Rutgers R Chancellor-Level Signatures
11 The Rutgers R Horizontal Unit Signature Style
12 Reserved Horizontal Unit Signature Style
13 The Rutgers R Vertical Signature Style
14 Unacceptable Treatments
15 Rutgers Signature Generator
16 The Ocial University Seal
17 Scarlet Knight Logo
18 Scarlet Raider Logo
19 Scarlet Raptor Logos
20 Primary Font
21 System Colors
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 6
System Overview
The Rutgers R is the official logo of the university
and the foundational mark of the visual identity
system. The elements of the visual identity system
are available for download or upon request. To
maintain brand consistency, don’t create the marks
or any combination of these components yourself.
To download electronic files of the visual identity
system, visit communications.rutgers.edu/identity.
For more information, email contactus@ucm.
rutgers.edu.
To keep the integrity of the Rutgers brand intact
and preserve its value, everyone must display the
Rutgers R, signatures, and athletics mascot logos
correctly. This includes using the correct fonts,
positioning, and size of all elements.
These standards and examples apply to all
communications materials and merchandise
produced by or on behalf of Rutgers University:
its units, programs, and departments or any other
group representing the university in an official
capacity.
Institutional Signatures
Chancellor-Level Signatures
Unit Signature Examples
Athletics Mascot Logos
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
University Logo
Scarlet Knights Scarlet Raptors Scarlet Raiders
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 7
The Rutgers R
The Rutgers R is the official logo of the university
and the foundational mark of the visual identity
system. To download electronic formats of the R,
visit communications.rutgers.edu/identity. For more
information, email contactus@ucm.rutgers.edu.
Do’s
■The Rutgers R must appear on all university
communications materials and merchandise
■A typographic element called a signature—the
Rutgers name, a chancellor-level or unit name
may also appear alongside the Rutgers R
■Place the Rutgers R, with or without a signature,
at the top of every webpage
■Include the name Rutgers, Rutgers University,
or Rutgers, The State University of New Jersey,
prominently in text if the Rutgers R mark being
used does not include the Rutgers name
■Include the appropriate registration mark next to
the logo if placed on merchandise, either for sale
or to be given away
■The Rutgers R may only be reproduced in red
(Pantone® 186) or white
■The Rutgers R always has a same or contrasting
color outline in red (Pantone® 186), black, or
white
■The footprint of the Rutgers R is always the same,
whether it has an outline or not
The Rutgers R is a custom-designed graphic and may not be altered in any way.
Don’ts
■Do not change the R in any way, or superimpose
anything on it
■Do not use the Rutgers R as a watermark. The
R logo must always appear in its full form and in
the correct colors
Colors
■The Rutgers R may only be reproduced in red
(Pantone® 186) or white
■The Rutgers R always has a same or contrasting
color outline in red (Pantone® 186), black, or
white
■The footprint of the Rutgers R is always the same,
whether it has an outline or not
Solid red R White R with red outline White R with black outline
Black box is not part of the logo.
Solid white R Red R with white ouline
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 8
Print– 3/8” (.375”)
Digital– 36 px
Size Requirements
The Rutgers R should always be clearly legible.
■In print, the Rutgers R, alone or in a signature,
should be at least 3/8” (.375”) tall
■In digital applications, alone or in a signature,
the Rutgers R should be at least 36 pixels tall
Clear Space Requirements
Clear space refers to the area around any element in
the visual identity system that must be free of other
graphics or text.
■There must be a minimum clear space around the
Rutgers R you are using that is equal to the half
the height of the Rutgers R
■The light blue areas in the diagrams are the
amount of space that must be included between
the Rutgers R and any other element, including
the edge of a page
■With permission, the Rutgers R size and clear
space requirements may be modified in very large
or very small formats
■The Rutgers R may be placed on top of a
background texture or photograph
Minimum size requirements for the Rutgers R
Print– 3/8” (.375”)
Digital– 36 px
Print– 3/8” (.375”)
Digital– 36 px
Print– 3/8” (.375”)
Digital– 36 px
The clear space around the Rutgers R with or without a signature, is half the height of the R on all sides.
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 9
The Rutgers R Institutional
Signatures
Signatures are an optional element of the visual
identity system. The Rutgers Visual Identity
System includes signatures for Rutgers, Rutgers
University, and Rutgers, The State University of New
Jersey. To access the Institutional Signatures, visit
communications.rutgers.edu/identity.
Do’s
■Include the appropriate registration mark next to
the signature if placed on merchandise, either for
sale or to be given away
Don’ts
■Create your own signature
■Use multiple signatures on any type of
communications
■Change the Rutgers R with signature in any way,
or superimpose anything on it
Colors
■The preferred color for the text of a signature is
black
■The preferred color for the Rutgers R is red
(Pantone® 186)
Size Requirements
■In print, the Rutgers R, alone or in a signature,
should be at least 3/8” (.375”) tall
■In digital applications, alone or in a signature,
the Rutgers R should be at least 36 pixels tall
The clear space is the blue
square equal to half the
height of the Rutgers R.
Clear Space Requirements
■There must be a minimum clear space around the
Rutgers R with a signature equal to half the height
of the Rutgers R
■The light blue areas shown in the diagrams are
the amount of space that must be included
between the Rutgers R with a signature and any
other element, including the edge of a page
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 10
The Rutgers R Chancellor-Level
Signature Styles
Signatures are an optional element of the visual
identity system. The Rutgers Visual Identity System
includes signatures for Rutgers–Camden, Rutgers–
Newark, Rutgers–New Brunswick, and Rutgers
Health (previously RBHS). To access the Chancellor-
Level Signatures, communications.rutgers.edu/
identity.
Do’s
■Include the appropriate registration mark next to
the signature if placed on merchandise, either for
sale or to be given away
Don’ts
■Create your own signature
■Use multiple signatures on any type of
communications
■Change the Rutgers R with signature in any way,
or superimpose anything on it
Colors
■The preferred color for the text of a signature is
black
■The preferred color for the Rutgers R is red
(Pantone® 186)
Size Requirements
■In print, the Rutgers R, alone or in a signature,
should be at least 3/8” (.375”) tall
■In digital applications, alone or in a signature,
the Rutgers R should be at least 36 pixels tall
Clear Space Requirements
■There must be a minimum clear space around the
Rutgers R with a signature equal to half the height
of the Rutgers R
■The light blue areas shown in the diagrams are
the amount of space that must be included
between the Rutgers R with a signature and any
other element, including the edge of a page
The clear space is the blue
square equal to half the
height of the Rutgers R.
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 11
The Rutgers R Horizontal Unit
Signature Style
Signatures are an optional element of the visual
identity system. However, if text is combined
directly with the Rutgers R, it must follow these
signature guidelines.
All unit signatures are created centrally and
provided to the units. To access existing signatures
or request a new signature, visit communications.
rutgers.edu/identity.
Do’s
■Include the appropriate registration mark next
to the Rutgers R logo in a signature if placed on
merchandise, either for sale or to be given away
■Use the following approach to creating a
horizontal signature for your unit:
• Select Rutgers University or one of the four
Chancellor-Level Units for the initial line. RBHS
units will select Rutgers Health
• Use the primary lines for the most prominent
information in your signature. This can be a unit,
school, department, or initiative name. Each line
can accommodate 35 characters
• Use the secondary lines for the supporting
information in the signature. Each line can
accommodate 60 characters.
Note: Central administrative units and school
communicators will approve their respective
signatures
Don’ts
■Create your own signature
■Use multiple signatures on any type of
communications
■Change the Rutgers R with signature in any way,
or superimpose anything on it
Colors
■The preferred color for the primary and secondary
lines of a signature is black
■The text can also appear in red (Pantone® 186) or
white
Size Requirements
■In print, the Rutgers R, alone or in a signature,
should be at least 3/8” (.375”) tall
■In digital applications, alone or in a signature,
the Rutgers R should be at least 36 pixels tall
Clear Space Requirements
■There must be a minimum clear space around the
Rutgers R with a signature equal to half the height
of the Rutgers R
■The light blue areas shown in the diagrams are
the amount of space that must be included
between the Rutgers R with a signature and any
other element, including the edge of a page
The clear space is the blue
square equal to half the
height of the Rutgers R.
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 12
Reserved Horizontal Unit
Signature Style
This reserved style is used for signatures that
include the word “Rutgers” as the first word in the
primary line, or if there is not a single clear choice
for the initial line, as shown on the previous page.
Examples could include Rutgers Law School or
Rutgers Business School.
All unit signatures are created centrally and
provided to the units. To access existing signatures
or request a new signature, visit communications.
rutgers.edu/identity.
Do’s
■Include the appropriate registration mark next
to the logotype in a signature if placed on
merchandise, either for sale or to be given away
■Use the following approach to creating a
horizontal signature for your unit:
• Use the primary lines for the most prominent
information in your signature. This can be a unit,
school, department, or initiative name. Each line
can accommodate 35 characters
• Use the secondary lines for the supporting
information in the signature. Each line can
accommodate 60 characters.
Note: Central administrative units and school
communicators will approve their respective
signatures
Don’ts
■Create your own signature
■Use multiple signatures on any type of
communications
■Change the Rutgers R with signature in any way,
or superimpose anything on it
Colors
■The preferred color for the primary and secondary
lines of a signature is black
■The text can also appear in red (Pantone® 186) or
white
Size Requirements
■In print, the Rutgers R, alone or in a signature,
should be at least 3/8” (.375”) tall
■In digital applications, alone or in a signature,
the Rutgers R should be at least 36 pixels tall
Clear Space Requirements
■There must be a minimum clear space around the
Rutgers R with a signature equal to half the height
of the Rutgers R
■The light blue areas shown in the diagrams are
the amount of space that must be included
between the Rutgers R with a signature and any
other element, including the edge of a page
The clear space is the
blue square equal to
half the height of the
Rutgers R.
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 13
The Rutgers R Vertical
Signature Style
Signatures are an optional element of the visual
identity system. However, if text is combined
directly with the Rutgers R, it must follow these
signature guidelines.
The signature styles have been developed to allow
flexibility and to give university units a tool for
unique identification.
All signatures are created centrally and provided to
the units. To access existing signatures or request a
new signature, visit communications.rutgers.edu/
identity.
Do’s
■Include the appropriate registration mark next
to the logotype in a signature if placed on
merchandise, either for sale or to be given away
■The template is designed for applications that
have 15 characters or less per line including
spaces. Enter up to two lines of text.
Note: Central administrative units and school
communicators will approve their respective
signatures
Don’ts
■Create your own signature
■Use multiple signatures on any type of
communications
■Change the Rutgers R with signature in any way,
or superimpose anything on it
Colors
■The preferred color for the text in a signature is
black
■The text can also appear in red (Pantone® 186)
or white
Size Requirements
■In print, the Rutgers R, alone or in a signature,
should be at least 3/8” (.375”) tall
■In digital applications, alone or in a signature,
the Rutgers R should be at least 36 pixels tall
Clear Space Requirements
■There must be a minimum clear space around the
Rutgers R with a signature equal to half the height
of the Rutgers R
■The light blue areas shown in the diagrams are
the amount of space that must be included
between the Rutgers R with a signature and any
other element, including the edge of a page
The clear space is the blue square equal to half the height of the Rutgers R.
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 14
Unacceptable Treatments
To clarify how to use our brand elements, we’ve
created some examples of how the marks should
NOT be used or changed. Although we are providing
a range of Don’ts in this section, it is not exhaustive;
other unacceptable treatments and special cases
of exemptions certainly exist. If you have questions
about what can and cannot be done within the
parameters of the visual identity system, please
contact identity@ucm.rtgers.edu.
Don’ts
1. Do not use double lines around the Rutgers R
2. Do not crop any portion of the Rutgers R
3. Do not put anything—text, graphics, or symbols—
inside the Rutgers R.
4. Do not place text or a graphic over the Rutgers R
5. Do not use the Rutgers R as a gradient or
watermark
6. Do not distort or resize any portion of the
Rutgers R or signature
7. Do not manipulate a signature in any way
8. Do not make the signature any color other than
red, black, or white
1. 2. 3.
4. 5.
7.
8.
6.
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 15
Rutgers Signature Generator
The signature generator is an online tool developed
to allow Rutgers faculty and staff to download
existing signatures or create a new signature for a
school or unit. You can download or create Rutgers
R horizontal and vertical signatures using the the
application. A Rutgers NetID is required to access
the system at signaturegenerator.rutgers.edu.
Horizontal and vertical signatures are created
separately by the generator. Users are asked to
input unit information to fit the specifications for
each signature style. Central administrative and
school communicators will approve their respective
signatures.
Once a signature is approved, the generator will
create color combinations and file types for a
signature’s package. Each set of files contains
allowed color variations and standard file formats
for print and digital applications and a README.pdf
that serves as a key to the files. See the examples
on the right.
Read me file for the horizontal use
of the signatures included in each
package download
Read me file for the vertical use
of the signatures included in each
package download
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
(WHITE and BLACK)
[UnitID]_H_WHITE_BLACK_CMYK.eps
[UnitID]_H_WHITE_BLACK_RGB.png
[UnitID]_H_WHITE_BLACK.svg
(RED and BLACK)
[UnitID]_H_RED_BLACK_CMYK.eps
[UnitID]_H_RED_BLACK_RGB.png
[UnitID]_H_RED_BLACK.svg
(RED)
[UnitID]_H_RED_CMYK.eps
[UnitID]_H_RED_RGB.png
[UnitID]_H_RED.svg
(WHITE)
[UnitID]_H_WHITE.eps
[UnitID]_H_WHITE.png
[UnitID]_H_WHITE.svg
(Black box is not part of the logo)
(RED and WHITE)
[UnitID]_H_RED_WHITE_CMYK.eps
[UnitID]_H_RED_WHITE_RGB.png
[UnitID]_H_RED_WHITE.svg
(Black box is not part of the logo)
Your package includes four folders containing
le formats for print and digital applications in
the identity system’s allowed color variations.
Do not alter the signature les in any way.
EPS Folder: for professional printing and
branded merchandise
The folder contains EPS (Encapsulated
PostScript) les in CMYK (cyan, magenta,
yellow, black) color values. A vector-based le
format, the EPS is used by professional graphic
designers, commercial printers, and licensed
vendors. The le is intended to be inserted,
placed, or imported into a design le. An EPS
le can be used at any size without aecting
its quality.
ESIGNATURE folder
The folder contains a Rutgers red SVG le sized
for use in your email client.
PNG Folder: for digital communications
The folder contains PNG (Portable Network
Graphic) les in RGB (red, green, blue) color
values. PNG is a graphics format used to display
images in digital forms or in les that require
transparency.
The PNG cannot be enlarged without losing the
correct image resolution but can be reduced in
size without losing clarity. Use this le format for
desktop publishing applications, PowerPoint or
Keynote presentations, social media graphics,
video graphics, and digital communications
such as evites and enewsletters.
SVG Folder: for websites, web-based
applications, and desktop applications
The folder contains SVG (Scalable Network
Graphic) les in RGB (red, green, blue)
color values. The SVG format is used to
display two-dimensional graphics, illustrations,
and charts on websites and web-based
applications. As a vector le, it can be scaled up
or down without losing any of its resolution. Use
this le format for websites, email signatures,
and in the identity system’s eletterhead les.
Merchandise Standards
Design approval is required from the Oce of
Trademark Licensing on all Rutgers-branded
merchandise including promotional and
fundraising items, vinyl banners, and awards
and plaques. Anyone wishing to use the
Rutgers name, the Rutgers R (with or without
a signature), or any other Rutgers logo on
merchandise must use the Swag Portal or
another approved vendor. If using an approved
vendor outside the Swag Portal, rst complete
and submit a Branded Merchandise Artwork
Review form. For more information, email
Links to More Information
• Rutgers Visual Identity System
• Oce of Trademark Licensing
• Stationery and Templates
• Visual Identity System User Guide
• Visual Identity Quick Guide
Have a question?
Send an email to contactus@ucm.rutgers.edu.
Rutgers R Horizontal Unit Signature
Key to le names and signature color variations
See page 11 in the Visual Identity System User Guide to view the
complete family of Rutgers R Horizontal Unit Signatures.
Rutgers R Vertical Signature
LINE ONE
LINE TWO
(WHITE and BLACK)
[UnitID]_V_WHITE_BLACK_CMYK.eps
[UnitID]_V_WHITE_BLACK_RGB.png
[UnitID]_V_WHITE_BLACK.svg
(RED and BLACK)
[UnitID]_V_RED_BLACK_CMYK.eps
[UnitID]_V_RED_BLACK_RGB.png
[UnitID]_V_RED_BLACK.svg
(RED)
[UnitID]_V_RED_CMYK.eps
[UnitID]_V_RED_RGB.png
[UnitID]_V_RED.svg
(WHITE)
[UnitID]_V_WHITE.eps
[UnitID]_V_WHITE.png
[UnitID]_V_WHITE.svg
(Black box is not part of the logo)
(RED and WHITE)
[UnitID]_V_RED_WHITE_CMYK.eps
[UnitID]_V_RED_WHITE_RGB.png
[UnitID]_V_RED_WHITE.svg
(Black box is not part of the logo)
Key to le names and logo color variations
Your package includes four folders containing
le formats for print and digital applications in
the identity system’s allowed color variations.
Do not alter the signature les in any way.
EPS Folder: for professional printing and
branded merchandise
The folder contains EPS (Encapsulated
PostScript) les in CMYK (cyan, magenta,
yellow, black) color values. A vector-based le
format, the EPS is used by professional graphic
designers, commercial printers, and licensed
vendors. The le is intended to be inserted,
placed, or imported into a design le. An EPS
le can be used at any size without aecting
its quality.
PNG Folder: for digital communications
The folder contains PNG (Portable Network
Graphic) les in RGB (red, green, blue) color
values. PNG is a graphics format used to display
images in digital forms or in les that require
transparency.
The PNG cannot be enlarged without losing the
correct image resolution but can be reduced in
size without losing clarity. Use this le format for
desktop publishing applications, PowerPoint or
Keynote presentations, social media graphics,
video graphics, and digital communications
such as evites and enewsletters.
SVG Folder: for websites, web-based
applications, and desktop applications
The folder contains SVG (Scalable Network
Graphic) les in RGB (red, green, blue)
color values. The SVG format is used to
display two-dimensional graphics, illustrations,
and charts on websites and web-based
applications. As a vector le, it can be scaled up
or down without losing any of its resolution.
Merchandise Standards
Design approval is required from the Oce of
Trademark Licensing on all Rutgers-branded
merchandise including promotional and
fundraising items, vinyl banners, and awards
and plaques. Anyone wishing to use the
Rutgers name, the Rutgers R (with or without
a signature), or any other Rutgers logo on
merchandise must use the Swag Portal or
another approved vendor. If using an approved
vendor outside the Swag Portal, rst complete
and submit a Branded Merchandise Artwork
Review form. For more information, email
Links to More Information
• Rutgers Visual Identity System
• Oce of Trademark Licensing
• Stationery and Templates
• Visual Identity System User Guide
• Visual Identity Quick Guide
Have a question?
Send an email to contactus@ucm.rutgers.edu.
See page 13 in the Visual Identity System User Guide to view the
complete family of Rutgers R Vertical Signatures.
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 16
The Official University Seal
The official university seal is a stand-alone mark of
the university. The outer ring contains the name of
the university. The inner ring includes the date of
Rutgers’ founding, 1766, as Queen’s College, the
eighth institution of higher learning established
in the American colonies. The university’s motto,
“Sun of righteousness, shine upon the West also,”
appears in Latin in the inner ring, surrounding
a stylized sunburst. It is today interpreted as a
request for the enlightenment of learning to shine
equally upon the New World.
Use is limited to official university documents and
commencement-related items. The primary color
for the seal is black with an alternate color in red
(Pantone® 186).
Do’s
■Use the seal on official university documents,
such as contracts and deeds
■Use the seal on commencement-related items,
such as academic diplomas and program
certificates, as well as convocation and diploma
covers
■Request prior approval from the Office of
Trademark Licensing to use the seal
Don’ts
■Combine the Rutgers seal with the Rutgers R
■Modify the Rutgers seal in any way, or
superimpose anything on it
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 17
Scarlet Knight Logo
The athletics teams’ mascot for Rutgers University–
New Brunswick is the Scarlet Knight, graphically
represented by the Scarlet Knight logo. You must
obtain permission from the Office of Trademark
Licensing to use this mark.
Do’s
■The Scarlet Knight logo is primarily used by
Rutgers–New Brunswick Athletics
■On occasion, it may be used for other
applications, with permission from the Office of
Trademark Licensing
■Include appropriate regiraon mark next to
the Scarlet Knight logo if placed on merchandise,
either for sale or to be given away
■Always refer to the mascot as the Scarlet Knight—
the word “Scarlet” must be included
Don’ts
■Modify the Scarlet Knight logo in any way, or
superimpose anything on it
Colors
■The primary color for the Scarlet Knight logo is
red (Pantone® 186) and black with a white plume
outlined in black. On a black background, a white
outline is added
■When printing a one-color logo, the background
can only be red, black, or gray
Black box is not part of the logo.
Size Requirements
■There are no minimum size requirements for the
Scarlet Knight logo, but the logo must be legible
Clear Space
■Leave ample clear space around the Scarlet
Knight logo so other design elements do not
compete with it
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 18
Scarlet Raider Logo
The athletics teams’ mascot for Rutgers University–
Newark is the Scarlet Raider, graphically
represented by the Scarlet Raider logo. You must
obtain permission from the Office of Trademark
Licensing to use this mark.
Do’s
■ Use the Scarlet Raider logo for spirit
communications such as athletics, alumni
materials, school spirit activities and events, and
recruiting events
■ Include an appropriate registration mark next to
the Scarlet Raider logo if placed on merchandise,
either for sale or to be given away
■ Always refer to the mascot as the Scarlet Raider—
the word “Scarlet” must be included
Don’ts
■ Modify the Scarlet Raider logo in any way, or
superimpose anything on them
Colors
■ The Scarlet Raider logo is a combination of
several blended colors, which include:
• Red (Pantone® 186)
• Rutgers–Newark dark red
• Gray (Pantone® 431)
• Black
Size Requirements
■ There are no minimum size requirements for the
Scarlet Raiders logo, but the logo must be legible
Clear Space
■ Leave ample clear space around the Scarlet
Raider logo so other design elements do not
compete with it
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 19
Scarlet Raptor Logos
The athletics teams’ mascot for Rutgers University–
Camden is the Scarlet Raptor, graphically
represented by the Scarlet Raptor logos. You must
obtain permission from the Office of Trademark
Licensing to use these marks.
Do’s
■Use the Scarlet Raptor logos for spirit
communications such as athletics, alumni
materials, school spirit activities and events, and
recruiting events
■Include an appropriate registration mark
next to the Scarlet Raptor logos if placed on
merchandise, either for sale or to be given away
■Always refer to the mascot as the Scarlet Raptor—
the word “Scarlet” must be included
Don’ts
■Modify the Scarlet Raptor logos in any way, or
superimpose anything on it
Colors
■The Scarlet Raptor logos are a combination of
several blended colors, which include:
• Red (Pantone® 186)
• Dark red (Pantone® 1807)
• Light gray (Pantone® 877)
• Black
• White
Size Requirements
■There are no minimum size requirements for the
Scarlet Raptor logos, but they must be legible
Scarlet Raptor Shield
■The Scarlet Raptor head is also used inside a
shield as shown above
■Do not alter this mark in any way or superimpose
anything on it
Clear Space
■Leave ample clear space around the Scarlet
Raptor logo so other design elements do not
compete with it
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 20
Primary Font
The FF Meta Pro font family makes up the elements
of the Rutgers signature text. This sans serif font
family comprises over 60 fonts. Select fonts
from Meta Pro are used in the Rutgers R identity
signatures.The font is not required for any other use
at Rutgers.
Do’s
■The identity font is not required for any
applications other than the Rutgers signature
text. However, you may choose to use the font in
your communications and marketing materials
if you like the cohesive style it can lend to your
designs.
Don’ts
■Attempt to create a signature with the font
Resources for Accessing Fonts
■Rutgers employees can access FF Meta Pro from
Adobe Fonts.
■Alumni groups, student groups, and outside
vendors who do not have access to Adobe
Creative Cloud, may purchase FF Meta Pro from
MyFonts.
FF Meta Pro
Select Fonts
Normal
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Normal Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Medium Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 21
System Colors
The visual identity system has a required (primary)
color palette and a recommended (supporting) color
palette.
Primary Color Palette
The primary colors for the elements within the
Rutgers Visual Identity System are:
■Red (Pantone® 186)
■Black
■White
Supporting Color Palette
These colors are meant to complement the primary
color palette of the Rutgers Visual Identity System.
These are recommended but not required.
Primary color palette
Supporting color palette
Pantone 186
CMYK 0/100/81/4
RGB 204/0/51
Hex # CC0033
CMYK 0/0/0/0
RGB 255/255/255
Hex # FFFFFF
CMYK 0/0/0/100
RGB 0/0/0
Hex # 000000
CMYK 72/66/64/72
RGB 34/34/34
Hex # 222222
CMYK 27/100/100/29
RGB 142/13/24
Hex # 8E0D18
CMYK 91/47/47/20
RGB 0/98/109
Hex # 00626D
CMYK 9/28/100/0
RGB 235/182/0
Hex # EBB600
CMYK 86/41/17/1
RGB 0/127/172
Hex # 007FAC
CMYK 60/51/51/20
RGB 102/102/102
Hex # 666666
CMYK 68/20/33/0
RGB 82/162/169
Hex # 52A2A9
CMYK 4/15/70/0
RGB 245/211/106
Hex # F5D36A
CMYK 49/9/11/0
RGB 125/191/214
Hex # 7DBFD6
CMYK 14/11/11/0
RGB 216/216/216
Hex # D8D8D8
CMYK 47/6/27/0
RGB 135/195/190
Hex # 87C3BE
CMYK 12/8/55/0
RGB 252/228/139
Hex # FCE48B
CMYK 40/0/10/0
RGB 146/214/227
Hex # 92D6E3
CMYK 5/3/3/0
RGB 239/239/239
Hex # EFEFEF
CMYK 10/0/6/0
RGB 227/243/239
Hex # E3F3EF
CMYK 0/2/19/0
RGB 255/246/212
Hex # FFF6D4
CMYK 11/1/1/0
RGB 222/240/249
Hex # DEF0F9
Dark GrayDark Red Teal Blue Yellow
Mid Gray Mid Teal Mid Blue Mid Yellow
Gray Pale Teal Pale Blue Pale Yellow
Light Gray Light Teal Light Blue Light Yellow
Rutgers Red
Black White
ELEMENTS OF THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 22
23 Using the Rutgers R in Words
24 Using the Rutgers R on Merchandise
25 Electronic Business Collateral
26-28 Digital Communications
29 Digital Badges
30 Printed Marketing Materials
31 Stationery Standards
SECTION USING THE
Rutgers Visual
Identity System
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 23
Using the Rutgers R in Words
The Rutgers R can be combined with other letters
of the same font on marketing and merchandise
applications. The Rutgers R must appear in clear
contrast to the other letters in the word or phrase.
The contrast could be achieved by varying the color
of the other letters or by choosing a Rutgers R with
an outline. The Rutgers R must always be used in
a color/outline combination that aligns with the
system colors depicted on page 21.
This application is reserved for brand enhancing
words and phrases. Access to the font that aligns
with the Rutgers R is managed by University
Communications and Marketing.
Reach out to contactus@ucm.rutgers.edu if your
team is interested in using the Rutgers R in a word
or phrase. Words and applications for using the
Rutgers R in words is subject to approval from
University Communications and Marketing.
If you have questions about what can and cannot
be done within the parameters of the visual identity
system, please email contactus@ucm.rutgers.edu.
Examples of allowable treatments
Example of non-allowable treatment
T ASH
USING THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 24
Using the Rutgers R on
Merchandise
Visual identity standards apply to all forms of
university-branded promotional items including
display materials, awards, apparel, or any other
products or merchandise. All approved logos are
pre-loaded into the swag.rutgers.edu site for easy
shopping and streamlined approvals of branded
merchandise.
Do’s
■Use the Rutgers name, including the logo with or
without a signature, on branded merchandise
■Include the registraon mark with the Rutgers R
mark if placed on merchandise, either for sale or
to be given away
■Receive approval from the Office of Trademark
Licensing before ordering any Rutgers-branded
items
■Obtain all Rutgers-branded merchandise from a
vendor who has a trademark licensing agreement
with the university
Don’ts
■Create the marks yourself
■Alter the colors of the Rutgers R or signature text
■ Use a vendor that is not licensed to produce
Rutgers-branded merchandise
NOTE: Many examples are not depicted at actual
size. On the original versions, minimum size
requirements are met.
Vertical use of the
chancellor-level signature
with ® after the Rutgers R
Horizontal use of
the chancellor-level
signature with ® in
front of Rutgers R
Horizontal signatures on
merchandise must have ®
in front of the Rutgers R
Vertical signatures on
merchandise must have ®
after the Rutgers R
USING THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 25
Electronic Business Collateral
Visual identity standards apply to all forms of
internal communication materials including but not
limited to flyers, forms, presentations, electronic
letterhead, and email.
NOTE: Many examples are not depicted at actual
size. On the original versions, minimum size
requirements are met.
Branded PowerPoint templates available to download
Branded email signatures
Branded desktop
letterhead using the
approved primary logo
Branded page numbers
USING THE RUTGERS VISUAL IDENTITY SYSTEM
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 26
Digital Communications
Electronic Communications: Visual identity
standards apply to all forms of electronic
communications including designed emails, digital
ads, enewsletters or broadcast emails, blogs, wikis,
and all other forms of electronic marketing or digital
communications.
■A broadcast email must include the Rutgers R
logo, with or without a signature
■Digital ads must include the appropriate Rutgers
unit or program name
USING THE RUTGERS VISUAL IDENTITY SYSTEM
BROOKLYN RAIL
WEB ADS
DESKTOP 1000X100
MOBILE 640X200
Enewsletter using the
institutional signature
Use of the all-white chancellor-level
signature with appropriate clear space
Broadcast email using the approved primary
logo color of the chancellor-level signature
Digital ad with clear Rutgers branding
Digital ad using the approved alternate
variation of the chancellor-level signature
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 27
Use of the all-white chancellor-level signature as the
main branding for the Rutgers –Newark website.
USING THE RUTGERS VISUAL IDENTITY SYSTEM
Use of the approved primary logo color
for the chancellor-level signature.
The primary logo with ample
space for the unit name.
Digital Communications
Websites
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 28
Digital Communications
Video: The Rutgers R logo, with or without a
signature, must appear prominently at or near the
opening or closing of a Rutgers video.
The appropriate Rutgers unit name must also
appear somewhere during the video.
Social Media: All Rutgers-affiliated social media
accounts should follow these guidelines when using
the Rutgers R in their profile image:
■Use the red Rutgers R on a white or black
background
■Use an approved vertical signature, no acronyms
■Spell out the full name of the account when
naming the page since abbreviations are not
widely understood. This will appear as the
account title and is what influences the platform’s
search result when users are trying to find your
page/account
Clear branding of the approved
primary vertical Rutgers R on
the video thumbnail
Horizontal use of the
Rutgers R with signature
Clear branding in video background
USING THE RUTGERS VISUAL IDENTITY SYSTEM
Use of an approved vertical
signature on a white background
as a profile image on Facebook
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 29
Digital Badges
Visual identity standards apply to all forms of digital
badging, digital micro-credentialing, and online
coursework offered by the university.
Rutgers has developed the following criteria
for digital badges that are easy to implement
using Microsoft PowerPoint or Adobe Illustrator
templates provided by University Communications
and Marketing. These templates can be found at
communications.rutgers.edu/services-resources/
digital-credentials.
Shapes
(Used to indicate the category for the digital badge)
■Shield: Academic Program badges
■Circle: Student Life Program badges
■Hexagon: Professional Development badges
■Square: Standalone or other badge types
Rutgers Logos
■The Rutgers R primary signature should be used
on Academic Program, Professional Development,
and Standalone badge types in the top third of the
badge
■The Rutgers R logo should be used by itself on
Student Life and Athletics badges only
Colors
The tops of the badge designs are limited to colors
from the Rutgers visual identity primary color
palette—red, white, and black—combined with the
logotype.
The bottom third of the badges may use a color from
the primary or supporting visual identity color palette.
Program Name
All badges use a center ribbon for a one-to-two
line program name. Character count and fonts
are specified in the templates and are chosen for
maximum readability.
Sponsoring Unit
The lower third of the badge design can be used
for the name of the sponsoring school or unit, a
subject-related icon, or a badge-level indicator. Font
and character limits in this section of the badge
design are specified in the templates.
Badge Level
Use a corner or bottom area of the badge to indicate
the level—recommend that levels correspond across
all categories.
1 - novice
2 - intermediate
3 - expert
The Rutgers R alone is
limited to Student Life
or Athletics badges
The name of the
sponsoring school or unit
can be included in the
lower third of the design
Shape is used to
identify program type
Badges levels
can be indicated
USING THE RUTGERS VISUAL IDENTITY SYSTEM
Icons are
allowed in
predetermined
colors to
indicate badge
content
The ribbon should be
used for the program
name
Colors follow the
visual identity color
palette
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 30
Printed Marketing Materials
Visual identity standards apply to all forms of
printed marketing and communications materials
including but not limited to flyers, brochures,
advertisements, posters, etc.
NOTE: Many examples are not depicted at actual
size. On the original versions, minimum size
requirements are met.
■The Rutgers R logo must appear, with or
without a signature, on the front of all printed
communications
■The appropriate Rutgers unit name must also
appear somewhere on the printed piece
■Any background color is acceptable as long as the
logo appears in one of the three allowed colors:
red (Pantone® 186), black, or white
■Graphic elements can be used to accent the
visual identity system and help lend a unique
look to your unit’s marketing materials. Graphic
elements are defined as a shape, style, texture, or
pattern without adjacent words or text
■The Rutgers R logo, with or without a signature,
and the unit address should appear on the back
of multipage publications
■The appropriate name for the university should
also be used in the address block
ANALYTICS FOR PREVENTION
There is a proven solution for making communities safer by diagnosing
high crime areas, and it was developed at Rutgers. Risk terrain modeling
uses data and technology to help the public and police work together to analyze
crime patterns, prioritize responses, and take action. The results are decisive:
a 30% reduction in crime.
Crime Locations
excellence is earned
USING DATA TO COMBAT CRIME
Using the red and white version of the
institutional logo with ample space
around it.
Good use of the primary color palette.
The white and black signature
option works nicely on the red
background.
Display materials must be bought
through a licensed vendor.
USING THE RUTGERS VISUAL IDENTITY SYSTEM
Use actual Rutgers students,
staff or faculty.
A good example of a unit
using the Rutgers R without a
signature. Also a good use of
a patterned background.
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 31
Stationery Standards
The stationery standards provided are to be used by
all units within the university.
You can order stationery products through Dupli
Envelope & Graphics, the university’s preferred
stationery vendor. See the Resources section for
ordering details.
To download electronic letterhead, visit
communications.rutgers.edu/help-stationery-and-
templates.
NOTE: Examples may not be depicted at actual
size. On the original versions, minimum size
requirements are met.
Letterhead
Institutional signature using
the primary colors
#10 envelope
USING THE RUTGERS VISUAL IDENTITY SYSTEM
Department/Division/Center
Building Name or School/Unit Name
Appropriate Rutgers Name
Street Address
City Name, NJ
webaddress.edu
p.
f.
Department
School/Administrative Unit
Appropriate Rutgers Name
Street Address
City Name, NJ
Business card
John/Jane Doe
Title Line 1
Title Line 2
Title Line 3
Department/Division
Building Name, Room or Suite Number
Appropriate Rutgers Name
Street Address, City Name, NJ
p. c. f.
[email protected] unit.rutgers.edu
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 32
RESOURCES
Rutgers Visual
Identity System
33 Alumni
33 Branded Merchandise
33 Building Signage
33 Editorial Style Guide
33 Graphic Design Support
33 Photos
33 Stationery
33 Student Groups
33 Templates
33 Vehicles
34 Glossary
35 Board of Governors Resolution
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 33
Alumni
Alumni groups can direct their questions about
using the Rutgers Visual Identity System to
the Rutgers University Foundation and Alumni
Association’s Director of Visual Identity at
anthony.colella@ruf.rutgers.edu or 848-932-2260.
Branded Merchandise
Get the list of vendors licensed to produce branded
merchandise.
Shop swag.rutgers.edu for branded merchandise.
All approved signatures and logos are loaded into
this site, and trademark approvals are streamlined.
For any other questions, contact trademark@ucm.
rutgers.edu.
Submit Branded Merchandise Artwork Review form
for review and approval.
Building Signage
Get information to get started with exterior or
interior signage.
For information on building signage, contact
Dave Haines at david.haines@rutgers.edu or
848-445-6760.
Editorial Style Guide
Editorial guidelines have been developed in order
to lend consistency and clarity to text and web
communications.
Download the Rutgers Editorial Style Guide.
Graphic Design Support
The Rutgers ACE program includes a list of graphic
designers and graphic design firms that have master
service agreements in place with the university and
can get to work quickly.
Learn more about the ACE program and access the
suppliers list.
Photos
Browse thousands of Rutgers-related and
general images approved for use in Rutgers
communications. Rutgers faculty and staff can
access the Rutgers Digital Asset Library using a
NetID.
Stationery
Dupli Envelope & Graphics is the university’s
preferred vendor for stationery products.
Anyone may order stationery products through the
Dupli punch-out in Marketplace.
For assistance ordering stationery items, contact
Maria Homer at mhomer@duplionline.com or
800-724-2477, ext. 7252.
Download desktop letterhead.
Student Groups
Student groups may use the visual identity system
of the university.
If a student group chooses to use the brand
elements, it must follow the guidelines in this
manual.
For questions, email contactus@ucm.rutgers.edu.
Templates
Email signatures, electronic letterhead, and
PowerPoint templates can be found here.
Vehicles
For information on branding university vehicles,
contact Dave Haines at david.haines@rutgers.edu
or 848-445-6760.
RESOURCES
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 34
Glossary
Clear Space: Clear space is the area immediately
surrounding a logo and is specifically designated
to be free of any text or graphics. This space gives
breathing room to the logo and shows the design
in the best possible light.
CMYK: Stands for Cyan, Magenta, Yellow, Black
and are the four basic colors used for printing color
images.
EPS File: Encapsulated PostScript; a file extension
for a graphics file format used in vector-based
images in Adobe Illustrator.
Graphic Element: A shape, style, texture, or pattern
without adjacent words or text used to enhance
communications materials or marketing pieces, but
not compete with Rutgers main brand elements or
violate clear space requirements.
Hex Color: A color hex code is a way of specifying
color using hexadecimal values. The code itself is a
hex triplet, which represents three separate values
that specify the levels of the component colors. The
code starts with a pound sign (#) and is followed by
six hex values or three hex value pairs (for example,
#AFD645).
Licensee: A third party allowed to make Rutgers
branded products under a licensor’s trademark
agreement. Vendors without this agreement in place
cannot legally reproduce products with any of the
Rutgers trademarks–including the Rutgers name.
Logo: Stylized text or text combined with a graphic
element that is used to represent a product,
department, organization, project, or initiative.
Marks that are considered to be a logo outside the
approved Rutgers Visual Identity System are not
permitted.
Pantone: A system for matching colors, used in
specifying printing inks.
PNG File: Portable Network Graphics; a patent-free
file format for image compression, commonly used
for images.
RGB: Red, Green, Blue; sets color values for images
on a computer screen.
Signature: The combination of the Rutgers R with
an additional, more specific identifier. Rutgers
signatures are created with specific fonts and
spacing requirements and can only be created by
University Communications and Marketing.
Template: A pre-designed master file used to help
you implement the brand correctly. Templates are
available for PowerPoint presentations, electronic
letterhead, and email signatures.
Trademark: A symbol, word, or words legally
registered or established by first use as representing
a company or product. Federally registered
trademarks are indicated with the appropriate
symbol ® in the first instance of use to protect legal
ownership. TM is used when a symbol or word is not
yet federally registered.
Unit: In this user guide, “unit” is used to refer to a
type of Rutgers organizational division; department,
school, office, center, division, etc. may all be
referred to as a unit.
RESOURCES
COMMUNICATIONS.RUTGERS.EDU/IDENTITY
VISUAL IDENTITY SYSTEM USER GUIDE 35
Resolution Approving the Rutgers
Visual Identity System
December 8, 2006
Meeting of the Board of Governors
Rutgers, The State University of New Jersey
WHEREAS, Rutgers, The State University of New Jersey
(“Rutgers”), at the direction of the Committee on University
Relations and Honorary Degrees, has conducted extensive
research into the public perceptions of the university among
key constituencies in New Jersey; and
WHEREAS, the research indicated that general awareness
of Rutgers is high among all New Jersey constituencies, but
identified a clear need to clarify and demonstrate Rutgers’
value to the state of New Jersey and its citizens; and
WHEREAS, the research indicated that Rutgers must
differentiate itself from the other publicly funded schools in
New Jersey; must sharpen its messages by better coordinating
university communications; must manage and preserve
the integrity of its brand, paying particular attention to the
proliferation of logos and other visual representation of the
university and its units and programs; and must leverage and
mobilize the strong brand equity that Rutgers has among state
residents, executives, and alumni; and
WHEREAS, the Rutgers name and visual identity are
substantial institutional assets and, therefore, their usage is
under the purview of the Board of Governors; and
WHEREAS, a strong Rutgers identity has far-reaching benefits,
enhancing the university’s ability to recruit faculty, students,
and staff; generate revenue; garner grants; engage alumni;
and attract external support; and
WHEREAS, effective and efficient communication between the
university and its many audiences requires (i) a clear graphic
architecture and nomenclature that build equity in the Rutgers
name, clarify organizational relationships, and maintain unit
distinctiveness; (ii) a communications strategy that ensures
the use of coherent and consistent messages about Rutgers’
unique attributes and assets; (iii) an administrative office
that is the central point for managing and enhancing the
university’s identity and messaging; and
WHEREAS, the Rutgers name and visual identity should be
recognized and embraced by the university community as
important assets deserving oversight and management,
requiring (i) policies that empower a central administrative
office with authority to manage and enforce the proper use
of the university’s name and a unified visual identity system;
(ii) clear guidelines, policies, and tools that support campus
and unit communicators as they express their campus’s or
unit’s relationship to the university, as well as their campus’s
or unit’s distinct programs and purpose; (iii) policies and
procedures that clarify how and when other entities may use
the university’s name and/or marks; and (iv) policies and
procedures regarding how and when new university marks will
be approved and/or protected under federal and state law,
and ensuring protection of existing marks; and
WHEREAS, transition to a unified visual identity system must
be accomplished according to a reasonable timetable based
on the analysis of financial and physical considerations;
NOW, THEREFORE, BE IT RESOLVED that the Board of
Governors of Rutgers, The State University of New Jersey,
requires that all university units will use the Rutgers name
and the unified visual identity system, including a set of
approved marks, as outlined in policies and guidelines; and
BE IT FURTHER RESOLVED that all university officers will
support the proper use of the Rutgers name and a unified
visual identity system by ensuring that units and personnel in
their areas adhere to established policies and guidelines; and
BE IT FURTHER RESOLVED that the Vice President for University
Relations will create, distribute, and enforce policies,
procedures, and guidelines necessary for the proper use of
the Rutgers name and the implementation of a unified visual
identity system; and
BE IT FURTHER RESOLVED that the Vice President for University
Relations will develop tools, training, and other incentives
that facilitate the proper use of the Rutgers name and the
implementation of a unified visual identity system by all units
of the university; and
BE IT FURTHER RESOLVED that the Vice President for University
Relations will establish oversight and advisory bodies
that facilitate the proper use of the Rutgers name and the
implementation of a unified visual identity system; and
BE IT FURTHER RESOLVED that this Resolution will take effect
immediately.
RESOURCES
Department of University Communications and Marketing
RU-2324-0027
