Elements of the brand

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Elements of the Brand

Elements of the brand

The elements of the brand strengthen the university’s ability to communicate its mission and message, and create a visual relationship between our audience and everything ASU. This section provides standards, tools and tips regarding elements including:

ASU logo


Logos aren’t just embellishments; they concisely represent the university brand. Learn how to use approved logos – and how not to

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Color palette

There’s more to our color palette than just maroon and gold. This guide will help you select the right colors for your digital and printed projects.



ASU’s primary typeface — Akzidenz Grotesk Standard — reflects the ASU brand. Here’s how to use the font in your publications, and Arial for everyday use.

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Writing guide

From preferred spellings, punctuation and grammar to ASU standardized text and formatting, this is your go-to guide for consistent ASU messaging.


Tag line

“Learn to thrive” is the established central university tagline. Learn how to use the tagline and download the lockups.

Trademarks and Licensing

Trademarks and Licensing

ASU’s registered marks — the university logo, wordmark, mascot, seal and tagline — have usage guidelines.



While choosing an artist’s song in a video or event can be catchy, it can also be legally risky. Here’s what you need to know about including music in your events and videos.

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