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UNIVERSITY OF COLORADO COLORADO SPRINGSBrand Identity Standards11Campaign Theme/PlatformReach higher/Reaching higherAt the University of Colorado Colorado Springs, ourstudents, faculty and staff constantly strive to learn anddo better. That is why our current marketing campaigntheme is “Reach Higher.”When using the “Reach Higher” theme in yourcommunications, remember that it is more than a taglinethat gets dropped in. It is the theme on which yourcommunications should be based and it should have avisible place in your design.If you choose to use the option that allows you tocustomize part of the “Reach Higher” message, havethe phrase say something special about your college,department or program, or the audience you’re trying toinfluence.As you see, the theme is used a couple of different ways.We use “Reach Higher” when we are talking to potentialstudents and existing students about what they canaccomplish at UCCS if they try. We also use “ReachingHigher” when we want the audience to understand thatwe are constantly trying to do better and offer thembetter opportunities to learn and grow.The typefaces used are Helvetica Neue and Journal.Again, if you have questions or would like help developinga theme statement, contact University Marketing.Standard taglineReach higherReaching higherStandard tagline custom messageReach higherReaching higherBoxed tagline custom messageto make the world better for others.in ColoradoProduced by University Communications and Media Relations. For more information, resources, and downloads, visit www.uccs.edu/brand

UNIVERSITY OF COLORADO COLORADO SPRINGSBrand Identity Standards12Color SpecificationsColor is an important part of our visual system. Tomaintain consistency in our visual identity system, it isessential to reproduce our colors accurately.This scale is an example of how much each color shouldappear in proportion to other colors; primarily black andgold, with dark and light grays secondary.CU Black CU GoldCU Dark GrayCU Light GrayCU BlackAlways follow the CMYK, RGB, and web/hex valuesshown on this page.FOR PRINTPANTONE BlackCMYK: 0, 0, 0, 100FOR WEBHEX: #000000RGB: 0, 0, 0CU BlackCU GoldFOR PRINTPANTONE 4525CCMYK: 0, 10, 48, 22FOR WEBHEX: #CFB87CRGB: 207, 184, 124CU GoldCU Dark GrayFOR PRINTPANTONE 425CCMYK: 38, 28, 21, 63FOR WEBHEX: #565A5CRGB: 86, 90, 92CU Dark GrayCU Light GrayFOR PRINTPANTONE 422CCMYK: 16, 11, 11, 29FOR WEBHEX: #A2A4A3RGB: 162, 164, 163CU Light GrayProduced by University Communications and Media Relations. For more information, resources, and downloads, visit www.uccs.edu/brand

UNIVERSITY OF COLORADO COLORADO SPRINGSBrand Identity StandardsTypographyTypography is an essential part of our personality. It helpsunify our materials and promotes familiarity with ourmessaging.Our typeface is Helvetica Neue, (pronounced “noy-a”or “new”). It is a classic sans serif face: simple, modern,and elegant. The openness and geometry of its formmake it highly legible. It works equally well for displaytype and body copy. Helvetica Neue is recommended foruse as the featured typeface in all University of Coloradocommunications.When Helvetica Neue is not available, Helvetica and Arialare suitable substitutes.Contact University Communications and MediaRelations about obtaining a license for theHelvetica Neue typeface family.Helvetica Neue specimen examplesAaBbHelvetica Neue TUVWXYZ 1234567890AaBbHelvetica Neue TUVWXYZ 1234567890AaBbHelvetica Neue UVWXYZ 1234567890Produced by University Communications and Media Relations. For more information, resources, and downloads, visit www.uccs.edu/brand13

UNIVERSITY OF COLORADO COLORADO SPRINGSBrand Identity Standards14Business CollateralA unified stationery system establishes a common style andhelps us communicate effectively and consistently.LetterheadFor UCCS Business Stationary, use the official UCCS logosignature. Unit-specific signature extensions cannot be usedin place of the UCCS logo signature on business stationary.Letterhead and EnvelopesThe letterhead and envelopes feature a logo signatureand clean presentation of contact information. Use of aconsistent layout supports our unified image and builds brandrecognition.Business Collateral is available from the UCCS Copy Center.Visit www.uccs.edu/copycenter for more information.Business CardsBusiness cards feature a clean layout with logo signature attop left, cardowner’s name, title and affiliation at bottom left,and contact information at bottom right.Business Cards are available from the UCCS Copy Center.Visit www.uccs.edu/copycenter for more information.Business collateral should contain only essential informationas articulated in system and campus identity standardsmanuals. Business cards and stationery should not haveextraneous information such as taglines, additional contactinformation, or departmental or individual mission statements(either on front or back of business cards).The only acceptable use for the back of business cards isessential information such as physician clinic or medical/emergency contact numbers. QR codes may be added tothe back of business cards only if they contain universitycontact information and/or point to official university websiteswith the domain name of uccs.edu, colorado.edu,ucdenver.edu, cu.edu or cufund.org.Department NameOffice Number 1420 Austin Bluffs Pkwy Colorado Springs, CO 80918t 123-456-7890 f 123-456-7890 firstname.lastname@uccs.eduDepartment Name 1420 Austin Bluffs Pkwy Colorado Springs, CO 80918t 123-456-7890 f 123-456-7890 Envelopes12345678Office NameDepartment Name1420 Austin Bluffs PkwyColorado Springs, CO 80918-3733Business cardsUniversity of ColoradoColorado SpringsFirstname Lastname PhDLine 1 TitleLine 2 DepartmentName of SchoolAddress Line 1Address Line 2Address Line 3Line 1 TitleLine 2 DepartmentFirstname Lastname PhDAddress Line 1Address Line 2Address Line 3o 123-456-7890Name of Schoolo 123-456-7890m 123-456-7890f 123-456-7890e first.lastname@uccs.eduwww.uccs.edu/websitem 123-456-7890f 123-456-7890e d by University Communications and Media Relations. For more information, resources, and downloads, visit www.uccs.edu/brand

UNIVERSITY OF COLORADO COLORADO SPRINGSBrand Identity StandardsLetterhead and Envelope DesignStandardsA unified stationery system establishes a common style and helps uscommunicate effectively and consistently. Letterhead and envelopes featurethe UCCS logo and clean presentation of contact information. Use of aconsistent layout supports our unified image and builds brand recognition.Design Notes Layout Options: Letterhead contactinformation can appear centered at thebottom, or left-aligned at the top right. Margins: 0.375 in211Department or Office NameCollege or Division NameOffice Number1420 Austin Bluffs PkwyColorado Springs, CO 80918t 123-456-7890f 123-456-7890firstname.lastname@uccs.edu Typography: 10/12pt Helvetica Neue Boldand 9/10.8pt Helvetica Neue Light Colors: 100% Process Black and CU GoldPMS 466C. Pantone-matched spot color ispreferred. Alignment: Envelopes are left-aligned,letterhead is center-aligned when contactinformation is at the bottom, and left-alignedwhen contact information is at the top.312212345678Office NameDepartment Name1420 Austin Bluffs PkwyColorado Springs, CO 80918-3733 Columns: Letterhead with contactinformation on the top-right can have eitherone or two-column layouts. A single columnshould never be wider than 2.75” and shouldbe positioned against the top-right margins.Margins between columns must be at least0.275”Department Name 1420 Austin Bluffs Pkwy Colorado Springs, CO 80918t 123-456-7890 f 123-456-7890 1 UCCS LogoThe UCCS logo appears in the top left of the letterhead and envelopes.A greyscale version is also available.2 Contact InformationDepartment name is 10/12pt Helvetica Neue Bold.Contact information is 9/10.8pt Helvetica Neue Light.On color letterhead, the bullet separators are CU Gold.Please use official titles and department-level identification.3 SpeedtypeFull speedtype number is required by Mail and Shipping Services.Produced by University Communications and Media Relations. For more information, resources, and downloads, visit www.uccs.edu/brand15

UNIVERSITY OF COLORADO COLORADO SPRINGSBrand Identity Standards16Business Card Design StandardsBusiness cards feature a clean layout withthe logo at top left, cardowner’s name, titleand affiliation below the logo, and contactinformation on the right. An alternate “seal”version of the business card is also available.Firstname Lastname PhD 1 2Line 1 Title 3Line 2 DepartmentAddress Line 1 5Address Line 2Address Line 3Name of School 4o 123-456-7890m 123-456-7890University of ColoradoColorado Springs6f 123-456-7890e first.lastname@uccs.eduFirstname Lastname PhDLine 1 TitleLine 2 DepartmentName of Schoolwww.uccs.edu/website 71 NameThe cardowner’s name appears slightly larger in 8/9pt Helvetica NeueLight.2 Degree(s)Degree references are optional, and are presented in a smaller type size,5/9pt Helvetica Neue Light.3 Title and DepartmentReserved for official titles and department-level identification.4 School/College/UnitSeparated by a small space above, this area is for the school/college/administrative unit identifier, and/or multiple titles or departments. Spacebefore paragraph: 0.0625 in5 AddressThere are two options for listing your address: mailing address, or officelocation. This column builds up from the linebreak.Address Line 1Address Line 2Address Line 3o 123-456-7890m 123-456-7890f 123-456-7890e first.lastname@uccs.eduwww.uccs.edu/websiteDesign Notes Margins: 0.125 in. Typography: 7/9pt Helvetica Neue Light100% Black. Typography exceptions: Name is 8/9pt,degree references are 5/9pt. Colors: PMS Process Black (100% Black)and CU Gold PMS 466C Spacing: 2 columns, maximum 8 lines percolumn. 0.125 in gutter. 0.0625 in spacebefore paragraph for Name of School andphone numbers. Default build direction: The arrows showthe default build direction. When possible,the linebreak should align betweencolumns.6 Phone/Fax/EmailAll phone, fax, and email contact information types will be identifiedby boldface letters (e.g., o office phone, f fax, e email.) Dashes willbe used in place of parentheses or spaces in phone numbers. Emailis restricted to official university email addresses only. All letters will belowercase.7 Website AddressFor school/college/admin/department website addresses. (Not forpersonal profile pages.)Produced by University Communications and Media Relations. For more information, resources, and downloads, visit www.uccs.edu/brand

UNIVERSITY OF COLORADO COLORADO SPRINGSBrand Identity StandardsAncillary MarksSchool, Department and Unit LogosFor approved school, college, department and unit logo designs, seeSubidentities on page 20.Donor-Named Schools or CollegesSchools or colleges that have received contributions that allownaming of the school or college for the donor (as approved by the CUFoundation and Board of Regents) shall have the opportunity to use adistinctive typeface as part of the signature line, but not a signature thatdeviates from approved identity standards.Intercollegiate Athletics MarksAthletics marks (“Ralphie” and the athletics interlocking CU at CUBoulder; Mountain Lion at UCCS) are exclusive to the Departmentsof Intercollegiate Athletics. These marks should not be used by units,departments, schools, colleges or affiliates. Any use other than forintercollegiate athletics and/or approved vendors must have writtenpermission from the Brand Identity Standards Board and Departmentsof Intercollegiate Athletics. The marks are trademarked and governedby the University Licensing Office.Exceptions to Identity StandardsAny exceptions or deviations to the University of Colorado IdentityStandards must be approved by the University of Colorado BrandIdentity Standards Board, as authorized by the Board of Regents anddirected by the President. Complementary campus Brand IdentityStandards Boards (and campus Identity Standards documents) provideadvice and guidance on issues specific to campuses, but do notapprove exceptions or deviations from campus or system guidelines.Produced by University Communications and Media Relations. For more information, resources, and downloads, visit www.uccs.edu/brand17

UNIVERSITY OF COLORADO COLORADO SPRINGSBrand Identity StandardsUniversity SealOfficial SealThe official university seal (with Greek lettering as part of the interiordesign) lends authenticity to documents that emanate from theuniversity, particularly in its corporate capacity. It is used primarilyon diplomas, official transcripts, written agreements and contracts,and certification of Board of Regents actions. It is also used on thepresident’s chain of office, the university mace, commencementprograms, regent regalia, and print and electronic publications ofthe Board of Regents.The offices of admissions and records on each campus areauthorized to use the official seal on documents requiringauthentication and containing information drawn from officialrecords of the university.Use of the official seal for purposes other than those describedabove is prohibited. The Secretary of the University and Boardof Regents is the custodian of the official seal and maintainsdiscretion as to its use.Commercial SealThe commercial seal (English lettering as part of the interior design)has limited application and should not be substituted for approveduniversity marks on business collateral (stationery, envelopes,etc.), web pages, electronic applications, print pieces, signage,vehicles or apparel. Its use is reserved for approved signage andpodiums. Members of the university community have the option ofusing it on business cards and laboratory coats for physicians andresearchers. Any other uses must be approved by the University ofColorado Brand Identity Standards Board.Produced by University Communications and Media Relations. For more information, resources, and downloads, visit www.uccs.edu/brand18

UNIVERSITY OF COLORADO COLORADO SPRINGSBrand Identity StandardsCo-brandingA. General Guidelines for Co-BrandedLogos:A small number of entities at the university operate under theauspices of, or in conjunction with, external entities such asagencies of the federal government. Those that do may usethe external entity’s logo in conjunction with the universitylogo, as approved by the University Brand Identity StandardsBoard. Approved co-branded logos may only be employed bythose groups that meet requirements and have receivedapproval from the University Brand Identity StandardsBoard and the CU president. Approved co-branded logos may be used for marketing,communications and promotional purposes.B. Transitional Use of a Unit-SpecificBrand Identity(Custom logo) in conjunction with the university logo:A small number of university entities (e.g., arts organizationsor other cultural attractions) may qualify for transitional use ofan existing logo identity where existing brand equity is directlytied to revenue streams. To request transitional use of anexisting logo identity, university entities should contact theircampus brand identity representatives. Each request will beforwarded to the University Brand Identity Standards Boardfor review and approval. In each case a period of transitionwill be identified, during which time the entity may use theirexisting logo identity in conjunction with their correct campuslogo ID. Approved co-branded logos can be used with or withoutan accompanying wordmark identifying the entity.C. Use of University Logos in Conjunctionwith a Third-Party Logo: Approved co-branded logos may be used on universitybusiness cards or letterhead.In select instances (e.g., event sponsorships, joint initiatives,special events, etc.) a university logo may be used onmaterials that also feature external third-party logos. Inthese instances, the university logo must be placed with aminimum clear space on all four sides equal to the width ofthe interlocking CU (or UCCS graphic) as placed. A universitylogo may not be COMBINED with an external third-party logounder any circumstances (other than a permanent contractualconnection as described in Section A). The interlocking CUor UCCS graphicmark may not be used as a standaloneelement. In all other aspects, co-branded logos follow the sameusage guidelines as standard university logo signatures. Refer to the CU System Brand Guidelines for an example.The following eligibility requirements detail what units may beable to receive a co-branded status: Entity must to have a permanent contractual connectionestablishing them as a joint entity between the universityand an outside entity or be a university institute that hasbeen approved by the Board of Regents. Entity must detail why the inclusion

have a strong, consistent, recognizable brand identity. This document provides specific directions on how to use our updated signature and related brand identity elements. We encourage you to utilize this guide whenever you develop marketing communications. If you have questions about the Bra