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University MarksOfficial University SealThe university seal should never be substituted for theNorthern Arizona University logo.Full Color – NAU True Blue and Metallic GoldUse of the Northern Arizona University seal is limitedto official administrative offices: Office of the President Arizona Board of Regents–sponsored applicationsUse of the seal is limited to official university documents: diplomas certificates documents at the discretion of the university presidentContact University Marketing to inquire if your proposeduse of the seal is acceptable.NAU True BlueBlackSpecificationsMaximum size: 3.5" in diameterMinimum size: 1.75" in diameterNorthern Arizona University Brand Identity Guide2.8

University Marks2.9Institutional Logo Color VariationsPositive Color VariationsThese are the only acceptable color variations to be used over light backgrounds. See page 2.10 for guidance on using logosover dark backgrounds. These guidelines also apply to the horizontal and centered versions of the logo. The fields of colorbehind the logos represent a background and are not part of the logo.Preferred – Two-Color with True Blue TypeWhen feasible, use the preferred coloration of the logo, where the mountainelement is NAU Gold (Pantone 3514) and the rest of the logo is NAU True Blue(Pantone 281). This is the recommended coloration for use on the web, onstationery, when the logo is used small, and for most other applications.Use it over a background color or photo only when there is sufficient contrastto ensure legibility of the logo.Two-Color with Gold TypeTrue BlueBlackAs mentioned on page 2.4, this coloration of the logo is reserved solely for brandlevel usage and may not be applied to unit logos or address blocks. Use it over abackground color or photo only when there is sufficient contrast to ensure legibilityof the logo. It may not be used when the logo is small (see size guidelines on page2.14). It may not be used on the web due to web accessibility standards (gold typeon a white background does not have enough contrast).For limited use, such as on certainmerchandise items, and whenthe logo is used on an NAU Goldbackground.For documents that will be printed inblack and white on an office copier.Northern Arizona University Brand Identity Guide

University Marks2.10Institutional Logo Color Variations – ReversedReversed Color VariationsThese are the only acceptable color variations to be used over dark backgrounds. These guidelines apply to both thehorizontal and centered versions of the logo. (See page 2.11 for guidance on using wordmarks over dark backgrounds.)These may be used both on the web and in print.Reversed GoldReversed with Gold MountainReversed WhiteFor use over an NAU True Blue background or other dark colors that provideenough contrast for all elements of the logo to be legible and where thecolors do not vibrate against each other. Also for use over a very simple,dark portion of a photo that meets the aforementioned criteria.For use over dark colors or photobackgrounds when the type is morelegible in white than in gold. Thebackground must provide enoughcontrast for the logo to be legible.For limited use on one-color printjobs such as merchandise or onbackgrounds that do not provideenough contrast with, or vibrateagainst, the gold mountain.The fields of color behind the logos represent a background and are not part of the logo.Northern Arizona University Brand Identity Guide

University Marks2.11Wordmark Color VariationsPositive Color VariationsThese are the only acceptable color variations to be used over light backgrounds. These guidelines apply to both thehorizontal and centered versions of the wordmark. The fields of color behind the wordmarks represent a background andare not part of the wordmark. (Guidelines for using wordmarks are on page 2.15.)Preferred – One-Color True BlueTwo-Color with GoldOne-Color BlackThe one-color NAU True Blue version of the wordmarkis for use on a light background.Solely for university-level brand use. For use in printon a white or very light background.For documents that will be printed in black and whiteon an office copier.Reversed Color VariationsThese are the only acceptable color variations to be used over dark backgrounds.Preferred – Reversed GoldReversed WhiteFor use over an NAU True Blue background or other dark colors that provideenough contrast for all elements of the wordmark to be legible and where thecolors do not vibrate against each other.For use over dark colors that do not provide legibility with, or that vibrateagainst, the reversed gold version of the wordmark. The background mustprovide enough contrast for the wordmark to be legible.The fields of color behind the wordmarks represent a background and are not part of the logo.Northern Arizona University Brand Identity Guide

University Marks2.12Unit Logo Color VariationsThese are the only acceptable color variations for the unit logos. These guidelines apply to both thehorizontal and centered versions of the logo as well.Positive Color VariationsReversed Color VariationsThese are the only acceptable color variations to be used over light backgrounds.(Guidelines for using unit logos are on page 2.7.)For use over NAU True Blue or other dark colors as long asthey provide enough contrast for all elements of the logo to belegible. On the web, consider using the institutional logo andtreating the unit name as a headline.The fields of color behind the logos represent a background andare not part of the logo.Preferred — Two-Colorwith True Blue TypeThis is the primary colorationfor unit logos.True BlueBlackFor use at a small size,where the background colorlacks contrast with the goldmountain graphic, or wherethe colors vibrate against eachother. Also for one-color logosused on gold merchandise.For documents that will beprinted in black and white onan office copier.Reversed with GoldMountainFor use over NAU True Blueor other dark colors as longas they provide enoughcontrast for all elements ofthe logo to be legible.Reversed WhiteFor limited use on onecolor print jobs suchas merchandise or onbackgrounds that do notprovide enough contrastwith, or vibrate against, thegold mountain.The logos on this page are shown smaller than their acceptable minimum size.Northern Arizona University Brand Identity Guide

University MarksClear SpaceA specific minimum amount of clear space should be maintained around the logo (as shown below) and betweenthe logo and any other elements, including any text, graphic, or image, or the edge of a page. Large-formatapplications (such as pole banners and billboards) may require less space and should be addressed case by case.Contact University Marketing at marketing@nau.edu for guidance. height of ligatureNorthern Arizona University Brand Identity Guide2.13

University MarksSize Restrictions – Institutional LogosInstitutional LogosThe Northern Arizona University logo should be reproduced at a reasonable size to maintain legibility and clarity. Below are theminimum sizes required for the institutional logos except when used as a social media profile image or an avatar.Preferred and All Other Colorations(Except Two-Color with Gold Type)Two-Color with Gold Typewidth ofNORTHERNwidth ofNORTHERNminimum .75"minimum 185 pxminimum 1"minimum 246 pxNorthern Arizona University Brand Identity Guide2.14

University MarksSize Restrictions – Unit Logos and WordmarksUnit Logos and WordmarksThe Northern Arizona University wordmarks and unit logos should be reproduced at a reasonable size to maintain legibilityand clarity. Below are the minimum sizes required.Unit Logos – Primarywidth ofNORTHERNminimum 1.375"minimum 325 pxWordmarksPreferred – One-Color True Blue(and any coloration except Two-Colorwith Gold Type)Two-Color with Gold Typewidth ofNORTHERNwidth ofNORTHERNminimum .75"minimum 185 pxminimum 1"minimum 246 pxUnit Logos – Secondary Horizontalwidth ofNAU ligatureminimum 1.125"minimum 276 pxNorthern Arizona University Brand Identity Guide2.15

University MarksCross-BrandingThe NAU logo can only appear with the logo of another entity when there is an official partnership between the entities. The NAU logo should always be placed onthe left or in the most dominant position of the layout in relation to the partner logo, following the specifications illustrated below.Logo Color, Position, and Size RequirementsCross-Branding on NAU Stationery1. Use the primary configuration of the NAU logo,two-color with NAU True Blue type.1. Business card: an NAU partner’s logo may be placed on the back of the university businesscard. A request for this layout exception needs to be submitted throughPrinting Services’ online ordering system (nau.edu/order), in order to be reviewed andapproved by University Marketing.2. Follow the NAU clear space guidelines shownhere to place a partner’s logo next to NAU’s.3. The university partner’s logo should not dominatethe overall look and feel of the NAU logo.4. The text in the partner’s logo should not be largerthan the NAU wordmark.2. Letterhead: a partner’s logo may be placed in the bottom right corner of the NAU letterhead,following the same size requirements indicated at left.3. Envelope: a partner’s logo may not be placed on an NAU envelope.Horizontal LayoutVertical Layout height of ligatureNorthern Arizona University Brand Identity Guide2.16

University ialMediaIdentityDependingDependingon theon theuniversityuniversityunitunita sociala and andits mainits mainaudience,audience,choosechoosefromthe thefollowingfollowingoptionsoptionsforsocialfor socialmediamediaavatarsavatarsand andDependingonthe universityunita socialmediaaccountrepresentsandits gly.avatars anddisplayiconssparingly.1. To1.communicateTo ,audiences,alwaysalwaysuse usethe theinstitutionalinstitutionallogologoto reinforceto reinforcethe y.identity.1. To communicatewith to reinforcetheuniversity’svisualidentity.The stackedprimarylogois requiredforany stackedprimaryprimarylogologois requiredis requiredfor anyfor edstackedlogologoThe UforNAUmay be used only for ocial accounts and all ts.university-level accounts.2. stand-aloneUse2. Usethe ArizonaUniversity”spelledisasspelledoutas theas nametheaccountaccountnameand andis displayedis displayednearby.nearby.2. Use nameis displayednearby.For3. departmentForan NAUan NAUdepartmentdepartmentto communicateto nces,suchsuchascurrentas ingandstaff,staff,the optionsthefollowingfollowingoptionsoptionsmaymaybe used:be used:3. For an 3.NAUcommunicatingwith internalaudiences,suchas alVisualIdentityIdentityGuideGuideNorthern ArizonaUniversityBrandIdentityGuide

University Marks2.18Unacceptable Logo TreatmentsThe Northern Arizona University logos may not bealtered. The following examples demonstrate logosthat are NOT in compliance with the university’sBrand Identity Guide. These unacceptable logosshould not be used in any applications.Do notDo notuse the version of the logo with gold type less than 1” widefor print or at any size on the web.crop logo elements. Elements should stay in live area.Do notDo notDo notdistort the logo.rearrange elements of the logo (even in correct proportion).vignette the logo.Do notDo notDo notdelete any element of the logo.tint or screen back the logo.rotate the logo.Northern Arizona University Brand Identity Guide

University Marks2.19Unacceptable Logo Color TreatmentsThe color treatments of the Northern ArizonaUniversity logos may not be altered. Only the officialcolor treatments can be used. Always choose thecolor that ensures the maximum legibility againstthe background.College/Campus/Division/DepartmentDo not use a two-color positive logo over a backgroundDo not reproduce unit logos in any colors other thanwhere there is not enough contrast for all elements ofthe logo to be legible and where the colors vibrate againsteach other.those shown on pages 2.12. Gold type is not acceptable forunit logos.Do not reproduce in any colors or color combinations other than those shown on pages 2.9–2.12.Do not use a logo with a gold component over a goldbackground.Do not use the gold reversed logo over a backgroundDo not use a logo over a busy portion of a photo. The partwhere there is not enough contrast for all elements ofthe logo to be legible or where the colors vibrate againsteach other.of the photo behind the logo must contrast with the logo.(For positive logos it must be light, and for reversed logos itmust be dark.)Northern Arizona University Brand Identity Guide

Color 3.1Institutional Palette3.2Secondary PaletteNorthern Arizona University Brand Identity Guide3

Color3.1Institutional PaletteThe official colors for Northern Arizona University are Pantone 281 NAU True Blue andPantone 3514 NAU Gold. True Blue is our signature color and should appear as the dominantcolor in all university communications.Formulas for 4-color process, RGB, and hex colors are provided here. Use only these approvedformulas for all print and digital applications.NAU TRUE BLUEPantone 281 CC100 M72 Y0 K32R0 G51 B102HEX 003466NAU GOLDPantone 3514 CC0 M27 Y100 K0R241 G179 B0HEX F1B300Northern Arizona University Brand Identity Guide

Color3.2Secondary PaletteThe secondary palette consists of accent colors used to support NAU Gold and True Blue.These colors should never dominate the primary institutional colors, instead they should beused sparingly to add vibrancy or visual interest. Where the NAU Gold and True Blue are wellestablished, it’s permissible to introduce colors from the secondary palette. Consider an80/20 balance favoring the primary institutional colors.MONSOONPantone 436 CC24 M24 Y26 K0R195 G184 B178HEX C3B8B2FALL ASPENPantone 116 CC0 M16 Y100 K0R255 G210 B0HEX FFD200RED ROCKSUPAIPantone 173 CC11 M87 Y100 K2R213 G68 B28HEX E86D1FPantone 7467 CC95 M0 Y35 K0R0 G172 B165HEX 00ADB5SUNSETPantone 158 CC0 M66 Y99 K0R244 G119 B34HEX F47722SKY*Pantone 299 CC85 M19 Y0 K0R0 G157 B220HEX 009DDCSUMMERSHADEPantone 356 CC95 M0 Y100 K27R0 G133 B63HEX 00853FTWILIGHTPantone 300 CC100 M60 Y0 K0R0 G102 B179HEX 0066B2Please be sure to use thespecific color conversionnumbers for these Pantoneselections.*Sky blue should be usedsparingly to ensure the visualimpression of the NAU brandremains dark blue — NAUTrue Blue.Northern Arizona University Brand Identity Guide

Typography 4.1Primary Institutional Fonts4.2Supplementary Fonts– General Communication4.3Web FontNorthern Arizona University Brand Identity Guide4

TypographyPrimary Institutional FontsUnivers (regular, not condensed) is the university-wide institutional sans serif font. It should be usedas the primary font for all university-wide marketing and communications when available. It may beused in a broad range of applications, including word processing and as body copy in printedmaterials. One exception to this is on the website, where Acumin should be used (see page 4.3).Arial should be used for all internal and externalapplications when Univers is not available.Northern Arizona University Brand Identity Guide4.1

TypographySupplementary FontsGeneral Communication FontsCalibriThis serif font should be used sparingly—for formal documents andcommunications with sophisticated audiences.Adobe Caslon Pro RegularAdobe Caslon Pro Regular stuvwxyz opqrstuvwxyz 0123456789Adobe Caslon Pro SemiboldAdobe Caslon Pro Semibold stuvwxyz opqrstuvwxyz 0123456789Calibri should be used for correspondence where Univers is not available.It is an acceptable replacement primarily used for email communications,and in composing and addressing letters and envelopes.Northern Arizona University Brand Identity Guide4.2

TypographyWeb FontAcuminAcumin should always be used as the font for NAU web pages. While Acumin has a variety of weights, we are limitingusage to the three listed below. Using different weights helps create separation between headlines and body copywhile making the hierarchy of information clear for the reader.Acumin vwxyz 0123456789Acumin Pro pqrstuvwxyz 0123456789Acumin Pro Extra pqrstuvwxyz 0123456789Northern Arizona University Brand Identity Guide4.3

Stationery System All stationery items must adhere to theidentity guidelines and must be orderedthrough NAU Printing Services atnau.edu/order.5.1Paper Specifications5.2Standard Business Card5.3Standard Letterhead5.4Letterhead – Column Format5.5Letterhead Formatting Guidelines5.6Letterhead – Impact Option5.7Address Block Layout – Preferred5.8Address Block Layout – Alternate5.9Standard #10 Envelope5.10 Large Envelope5.11 Business Reply Envelope5.12 Envelope – Flap Options5.13 Mailing Label5.14 Fax Cover Sheet5.15 News Release Form5.16 Email SignatureNorthern Arizona

Northern Arizona University Brand Identity Guide The Brand Identity Guide contains approved standard graphic elements of the university’s visual identity system. This Adobe Acrobat PDF file can be viewed on Windows and Macintosh platforms. In addition, the complete file or its individual pa