The most commonly discussed element of a brand identity is a mark, or logo. It communicates the brand even when it stands alone. However, the logo is not the key to a strong brand. Ensuring that all of the brand elements consistently work together — experience, brand story, visual identity, marks — builds the brand. A clear and consistent identity system is vital to building and maintaining a national reputation.
Smart brands build their reputations on their uniqueness and distinctiveness. The name “UNT” sets us apart as we are the only university in the nation that has this acronym, and as such it is our primary name and the UNT lettermark is our primary brand symbol. It must appear on every communication.
However, the UNT lettermark on its own is not our only brand mark. To ensure that the strength of the UNT brand embodies all of the unique parts of the institution, UNT uses logo lockups for our colleges, schools and divisions as well as our units and departments. These lockups are known as secondary and tertiary lettermarks.
In addition, UNT also uses our full name, University of North Texas, as a wordmark. The university’s full name must be linked to UNT in some way. Use of the wordmark is preferred, but in instances where the full name plays a lead role in the communication, the wordmark is not required.
There are clear guidelines for the use of the university seal as well.
The UNT lettermark
The university wordmark
Basic guidelines when using our marks:
- Use the UNT lettermark clearly on the front of every communication. This includes communications that are funded by outside sources.
- For example, if the university helps to sponsor an event on campus, the lettermark should be included on a sponsor listing page.
- If printing is funded by an outside entity but the communication is about UNT, it must still comply with the branding guidelines.
- The preferred location for the UNT lettermark in printed communications is the lower right corner, but this can vary by medium.
- Use the name “University of North Texas” in your opening text or as a prominent part of a headline, or use the university wordmark elsewhere on the publication. For external audiences beyond the North Texas region, combining the lettermark with the wordmark will help teach people what “UNT” means.
- The UNT lettermark and wordmark must always appear in our UNT green (PMS 356), on UNT green or with the brand campaign theme art. Exceptions to this rule are below:
One color executions in which the marks must appear in black or white. Executions where the UNT lettermark is used as a graphic or design element. Any such execution must also include an unaltered UNT lettermark on the front of the piece and UBSC must approve all communications prior to use via our standard approval process.
- Provide an area of clear space surrounding the wordmark or lettermark to allow visual impact and maintain legibility. No other graphic elements, such as typography, rules, pictures, etc., or even the edge of the document, should infringe upon this space. Avoid having text or competing graphics to the immediate left or right of the UNT mark. Exceptions to this rule are below:
- Having a call to action (phone, URL)
- When the lettermark is used as a graphic or design element (please refer to guideline item 4).
- Do not rotate, stretch, rearrange or alter the mark in any way other than proportional scaling and appropriate use of color. The UNT lettermark may be rotated vertically for use as a design element when appropriate (in use on banners, etc) however it must also appear in its original, unaltered form and must adhere to guideline item 4.
- No other items may touch or be superimposed on the UNT logos, and the UNT logos may not have an opacity less than 100%. However, if the UNT lettermark is used as a graphic or design element, the lettermark may be presented in transparency or with elements within. As in guideline items 5 and 6, the UNT lettermark must also be presented in its original, unaltered form and UBSC must approve all communications prior to use via our standard approval process.
The lettermark and wordmark may also be used together in the combinations shown below.
The wordmark may be used in a preset combination shown above or separately in one line as shown below.