Visual Standards

Maintaining a cohesive visual look is key to keeping our brand clear in the eyes of our various stakeholders. There are several elements to our visual brand, and by incorporating these elements into your communications, you contribute to our organization’s success.

Logos

The UTIA family of logos is the cornerstone of our visual brand. The UT icon, established in 1986, is a stylized treatment incorporating the shape of Tennessee’s state into the letters. Our logo family builds upon this iconic mark and puts visual emphasis on the touchpoints for our clientele––our units.

A broad suite of logos has been established for counties, centers, departments, and offices using identifiers with these logos. Entities that span multiple units use the UTIA logo as their base.

In 2018, the Herbert College of Agriculture became the third named college in the University of Tennessee’s history and only the second land-grant agricultural college in the nation to be named from a philanthropic gift. This special naming designation is reflected in the College’s logo, which is visually consistent with the University’s named colleges. Visit brand.utk.edu to learn more about named college logos.

If there is a compelling need for your unit to produce a unique logo, you must contact UTIA’s Office of Marketing and Communications to discuss your needs. All custom logos must meet a few basic design and usage standards and must be either created or approved by the Office of Marketing and Communications before implementation.

UTIA Colors

Unit Colors

Brand Promise

A brand promise speaks to the heart and purpose of the organization. At UTIA our brand promise is Real. Life. Solutions. which speaks to the mission our faculty, staff, and students carry out every day.

Typography

Brand typography is key to the message being delivered. The Gotham font family is UTIA’s primary font. It’s a clean and modern sans-serif typeface that works well for display copy, body text, and everything in between. A limited number of licenses are available for distribution to campus communicators and designers creating high-visibility communications, marketing, and brand impact pieces. Licenses are not given to faculty or students. To request the font, send an email to utiamarketing@tennessee.edu.

For daily use, internal communications, and for those without access to Gotham, the fonts Montserrat or Arial may be used as an alternative.

Georgia is an acceptable font for body copy in long-form print publications such as magazines or annual reports. It may be used when the primary fonts are unavailable but should not be used for display copy.

Help Us Protect Our Brand

The logos and brand promise marks are visual representations of our brand protected by trademark and licensing. They may not be altered in any way.

Out logos should also have space around them to keep them separate and distinct from other logos. This is sometimes referred to as the “clear space rule.” For our logos, the clear space should never be less than the height of the UT icon.

In order to maintain legibility, the minimum size our logos should appear will have the UT icon no smaller than .25″ or 36 pixels in height.