Brand Marks

DEFINITION OF TERMS

Our official logo (or primary mark, as it is referred to in this guide) is composed of three separate elements: our shield, our wordmark, and our tagline.

All three components may be combined or "locked up" in specific arrangements to form our primary mark, or variations on our primary mark. Only officially approved lockups as outlined in this guide may be used.

Each component may also be used on its own in appropriate situations and when given the proper context. Guides to such usage may be found on the following content below.

Download all official marks in the next chapter of this guide

 

PRIMARY MARK

Alfred University has established a set of identity marks to provide quick recognition of the institution —what we stand for and what sets us apart. It helps to ensure that all areas of the University’s complex organizational structure are appropriately and consistently identified through the use of an overarching institutional mark.

The University’s strong sense of tradition is reflected in the mark. The chosen typestyle is Caslon 540, a serif face based upon the type designs by the English engraver/type designer William Caslon in 1725. Caslon is considered the last of the “oldstyle” typefaces and is modeled after the classic Roman letterforms, which were carefully constructed to achieve a visual balance and harmony for optimum legibility and readability. Slight but distinctive modifications were made to the typeface to render it unique for Alfred University.

These marks should not be edited, re-created, or combined with other graphic or typographic elements. Always use official Alfred University supplied artwork.

Download all official marks in the next chapter of this guide

 

 

 

The horizontal mark is the preferred format for most applications. When space limitations or size of reproduction preclude the use of the primary mark, the alternate stacked mark may also be used. Any other configurations of the mark are not authorized for use.

The Alfred Purple is the preferred color treatment for the Alfred University wordmarks. (See the Athletic Mark Section below for the Alfred Purple color breakdowns.)

The marks may be placed over a background image or pattern only if there is sufficient contrast to distinguish them from outside elements.

 

SECONDARY MARK

In communication materials, Alfred University's mark can be used alone or in conjunction with the University tagline: Outside of Ordinary. 

The secondary mark/tagline lockups were developed to maintain consistent stylistic use of the logo with the tagline. The secondary mark and tagline should be used as the supplied lockup, as shown below, and not typeset.

A version of these lockups can be included in virtually all communications materials. It is best practice to use the logo with tagline once per communications piece.

 

Download all official marks in the next chapter of this guide

 

 

 

The Shield

Unique to Alfred University, our shield was created to differentiate our institution with a shorthand mark that is ownable, versatile and special to Alfred. 

The components of the shield include:

• - The outline of the shield itself is a signifier of our role as an institution of higher education.
  
  
• - A rendering of the Allen Steinheim Museum, Alfred's "castle", which houses our Career Development Center. Constructed in 1875-76 with more than 8,000 kinds of rock collected from ice age debris, the castle's architecture and history are emblematic of Alfred's own history and quirky atmosphere. (The fact that the castle breaks the outline of the shield itself is also a subtle nod to the "Outside of Ordinary" ethos.).
  
  
• - The sun from our college seal, which speaks to our motto Fiat Lux, or "Let there be light".
  
  
• - Our founding year, 1836. 
  
  
• - The sillhouette of a hill to signify the importance of our valley campus and location. 

 

 
The shield should not be edited, re-created or combined with other graphic or typographic elements. Always use the official Alfred University supplied artwork.

The shield may be used either on its own or locked up with the Alfred University wordmark. For approved lockups, see farther below. Any other configurations of the wordmark are not authorized for use. 

Alfred Purple is the preferred color for the Alfred University shield. Alfred Purple color breakdowns can be viewed in the Graphic Styles chapter. 

Through repeated and consistent use of this shield, Alfred University builds awareness and pride among our various audiences and establishes a visual shorthand for our identity.

Download all official marks in the next chapter of this guide

 

  

The WORDMARK

The University’s strong sense of tradition is reflected in the wordmark. The chosen typestyle is Caslon 540, a serif face based upon the type designs by the English engraver/type designer William Caslon in 1725. Caslon is considered the last of the “oldstyle” typefaces and is modeled after the classic Roman letterforms, which were carefully constructed to achieve a visual balance and harmony for optimum legibility and readability. Slight but distinctive modifications were made to the typeface to render it unique for Alfred University.

The wordmark should not be edited, re-created, or combined with other graphic or typographic elements. Always use official Alfred University wordmark supplied artwork.

Download all official marks in the next chapter of this guide

 

 

The horizontal wordmark is the preferred format for most applications. When space limitations or size of reproduction preclude the use of the primary wordmark, the alternate vertical wordmark may also be used. Any other configurations of the wordmark are not authorized for use.

Alfred Purple is the preferred color treatment for the Alfred University wordmarks. (See the Graphic Styles Chapter for Alfred Purple color breakdowns.)

The wordmark may be placed over a background image or pattern only if there is sufficient contrast to distinguish the wordmark from outside elements.

 

TAGLINE LOCKUP

When using the University tagline apart from the wordmark, the horizontal tagline lockup is the preferred format for most applications. When space limitations or size of reproduction preclude the use of the primary tagline lockup, the alternate vertical tagline lockup may also be used. Any other configurations of the tagline MUST be approved through the Marketing Office before usage. (Please see the bottom of the homepage on this guide for contact information on approvals.)

 

ALTERNATE TAGLINE TREATMENTS

As “Outside of Ordinary” implies, the usage of alternate visual treatments are open to individual intreptation–but should be used in this way only when appropriate.

All alternative tagline treatments MUST be approved through the Marketing Office before usage. (Please see the bottom of the guide for contact information on approvals)

 

Alternate LOCKUPs

Though the previous lockups of the mark are preferred, several other lockups are available and approved for usage in cases where space or orientation would be better served by a different arrangement of elements.

Download all official marks in the next chapter of this guide

 

 

PRIMARY MARK REVERSE VERSIONS

If the logo must be placed on a dark background, you may use a reverse (knock out) version of the primary mark.

 

Download all official marks in the next chapter of this guide

 

Secondary MARK REVERSE VERSIONS

If the logo must be placed on a dark background, you may use a reverse (knock out) version of the wordmark.

 

Download all official marks in the next chapter of this guide

 

 

The Shield - Reversed Version

If the shield must be placed on a dark background, you may use a reverse (knock out) version of the wordmark.

 

Download all official marks in the next chapter of this guide

 

 

 

PRIMARY MARK MINIMUM SAFE AREA

To maintain legibility and quality, maintain a minimum clearance (safe area) as indicated here between any part of the Alfred University primary mark and other elements.

It must be surrounded on all sides by an adequate safe area—a space equal in size to the cap height of the wordmark (the capital “A” in Alfred).

 

PRIMARY MARK MINIMUM SIZE REQUIREMENTS

For visibility and impact, the Alfred University primary mark should appear no smaller than 1.25 inches wide for the horizontal mark and no smaller than .75 inches wide for the vertical mark.

Do not break apart the logo to fit into a space, as the integrity of the logo and legibility will be compromised.

 

 

 

WORDMARK MINIMUM SAFE AREA

To maintain legibility and quality, maintain a minimum clearance (safe area) as indicated here between any part of the Alfred University primary wordmark and other elements.

It must be surrounded on all sides by an adequate safe area—a space equal in size to the cap height of the wordmark (the capital “A” in Alfred).

 

WORDMARK MINIMUM SIZE REQUIREMENTS

For visibility and impact, the Alfred University wordmark should appear no smaller than 1.25 inches wide for the horizontal mark and no smaller 1.25” than .75 inches w .75” ide for the vertical mark.

Do not break apart the logo to fit into a space, as the integrity of the logo and legibility will be compromised.

 

 

SHIELD MINIMUM SAFE AREA

To maintain legibility and quality, maintain a minimum clearance (safe area) as indicated here between any part of the Alfred University shield and other elements.

It must be surrounded on all sides by an adequate safe area—a space equal in size to the height of the shield.

 

 

SHIELD MINIMUM SIZE REQUIREMENTS

For visibility and impact, the Alfred University shield should appear no smaller than .5 inches wide.

Do not break apart the shield to fit into a space, as the integrity of the shield and legibility will be compromised.

 

 

SOCIAL MEDIA WORDMARK

The minimum size requirements of our primary and secondary marks often make them unusable on social media. In such cases when a smaller mark is required to meet digital platform requirements, this social media version of the wordmark may be used. This version should only be utilized on social media and is not appropriate for other brand applications.

To maintain legibility and quality, maintain a minimum clearance (safe area) as indicated here between any part of the Alfred University social media wordmark and other elements.

It must be surrounded on all sides by an adequate safe area—a space equal in size to the cap height of the wordmark (the capital “A” in Alfred).

 

 

SOCIAL MEDIA WORDMARK MINIMUM SIZE REQUIREMENTS

For visibility and impact, the Alfred University social media wordmark should appear no smaller than 45 pixels.

 

 

FAVICON

The favicon version of our shield has been optimized for display at small size in web browser tabs, taskbars, or as a desktop icon. It should never be used larger than 96 pixels in height, and never smaller than 16 pixels in height.

 

 

SOCIAL MEDIA SHIELD MINIMUM SIZE REQUIREMENTS

For visibility and impact, the Alfred University social media shield should appear no smaller than 30 pixels.

 

 

 

IMPROPER USAGE

Always use official Alfred University Primary Mark supplied artwork.

It should not be edited, recreated, or combined with other graphic or typographic elements. These are some examples of improper usage.

 

IMPROPER USAGE

Always use official Alfred University wordmark supplied artwork.

It should not be edited, recreated, or combined with other graphic or typographic elements. These are some examples of improper usage.

 

IMPROPER USAGE

Always use official Alfred University Shield supplied artwork.

It should not be edited, recreated, or combined with other graphic or typographic elements. These are some examples of improper usage.

 

SUB-BRAND PRIMARY MARKS

Priority in the primary mark for each school/college is given intentionally to the overall Alfred University brand. This is to not only promote the greater brand, but also to remove any ambiguity in differentiating the school/college.

The sub-brand primary mark should be used whenever possible as the preferred lockup. When size or context precludes the usage of the sub-brand primary mark, the sub-brand wordmark (as outlined in the following section below) may be used instead.

 

 

 

 

 

 

SUB-BRAND WORDMARKS

Priority in the wordmark for each school/ college is given intentionally to the overall Alfred brand. This is to not only promote the greater brand, but also to remove any ambiguity in differentiating the school/college.

 

 

 

 

 

 

 

ATHLETIC MARK

Alfred University athletic teams are called the Saxons, named after the tribes that occupied England prior to, and during, the reign of King Alfred the Great. The original name “Saxon” is derived from the name of one of their primary weapons: the “seax,” which means knife or cutting tool. Therefore, the Alfred University athletic logo, which was developed in 2008, is based upon a stylized representation of a blade, or seax, and is integrated into a dominant “AU” typographic element.

The color scheme for this mark follows the Alfred University brand palette: Pantone 267 (purple) and Pantone 130 (yellow) in print and Hex #550D8A (purple) and #F5AA01 (yellow) for web applications.

Our colors are Pantone 7680 (purple) and 124 (gold), so please try to make sure the fabric choices are as close to those as possible. The logo can be single color on a color field (purple on gold and vice versa).

Also, if if the words “Alfred University” are going to be included somewhere, it should be not right next to the logo in a way that could misconstrue that the athletic logo is the overall university logo.

The word “saxons” can be used on its own, provided the “AU” is used somewhere in close proximity.

All alternative tagline treatments MUST be approved through the Marketing Office before usage. (Please see the bottom of the homepage on this guide for contact information on approvals)

 

AU Saxon Marks can be downloaded in the Next Chapter of this Brand Guide. 

 

PRIMARY AND ATHLETIC LOCKUPS

On occasions that call for using both the primary and athletic lockups together, please refer to the approved arrangements here. The athletic lockup is secondary to the primary Alfred University lockup, but both are given enough space to stand out.

 

 

 

Contact Jodi Bailey in the MarCom Office, 607-871-2103 to request the appropriate lockup image format you need. 

 

SECONDARY AND ATHLETIC LOCKUPS

On occasions that call for using both the Alfred University secondary and athletic lockups together, please refer to the approved arrangements here. The athletic lockup is secondary to the secondary Alfred University lockup, but both are given enough space to stand out.

 

 

 

 

Contact Jodi Bailey in the MarCom Office, 607-871-2103 to request the appropriate image format you need. 

 

APEX ACADEMIC MARK

This mark denotes our unique Applied and Experiential Learning (APEX) opportunities and relationships. These pivotal, hands-on experiences not only add value to students’ educational journeys but transform their view of themselves, the world and others.

 

COMMON GROUND ACADEMIC MARK

This mark denotes an Alfred experience for all students new to Alfred University. The Common Ground program: a series of discussions among small groups consisting of first-year and transfer students facilitated by members of the university administration, faculty and staff.

Common Ground, as its name implies, provides true common ground between students regardless of their academic interests, and complements our other first-year experience programs which are unique to their respective colleges and schools.

Download all official marks in the next chapter of this guide

 

UNIVERSITY SEAL

The University seal represents the authority of the administration of Alfred University. It is used for scholarly, ceremonial, presidential, and board-related functions of the University and is appropriately used on diplomas and certificates or documents originating from the President’s Office, Officers of the University, or the Board of Trustees.

 

INTERNAL & EXTRANEOUS MARK USAGE

When creating logos and wordmarks, the same rules should apply with Alfred University or Alfred U taking the lead and the differentiator text coming second. For instance, The Alfred University Biomaterials Chapter or Alfred U Biomaterials Chapter.

AU as an abbreviation and word mark/logo is reserved exclusively for athletic use.

SAMPLE APPROVED INTERNAL MARKS :