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.
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.
- Having a call to action (phone, URL)
- When the lettermark is used as a graphic or design element (please refer to guideline item 4).
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.