ASU uses FontAwesome as its primary icon set — any style (solid, regular, light) can be used. Both FontAwesome Free and FontAwesome Pro may be used; however, units will need to purchase individual licenses for FontAwesome Pro. The standards for asu.edu (and the UI kit) include FontAwesome (free) regular icons.
In collaboration with staff from many units, ASU student designers have helped develop a new brand typeface that adds ASU-specific icons, or dingbats, to the brand palette, supporting all communicators in digital and print materials.
Learn more about the new brand typeface, ASU Awesome.
A set of standard patterns have been developed for asu.edu and the system can be adopted by units to develop additional options. The patterns should have meaning for the university, unit, program, etc., and not be arbitrary in nature or purely decorative.
Review use guidelines for asu.edu.
Examples of how the current patterns for asu.edu have meaning:
- The topographical map pattern is “A” Mountain.
- The morse code pattern reads, “Learn to Thrive.”
Background pattern standards:
- For accessibility, legibility, text cannot be placed directly over a background pattern.
- To improve legibility, text should have a background highlight that complements the background image or pattern.
Learn to Thrive morse code
“A” Mountain topographical map
Core principles in our brand designs
We are bold and bright, in headlines, colors and use of photography. ASU says and does bold things in the world and our design materials should behave in the same way. There are some instances where a more reserved version is appropriate, like graduation, but on the whole we are bold.
We use gold and our other core brand colors to stand out in the noisy college and enterprise arenas. When our materials are seen in the state of Arizona, gold is the primary differentiator that sets ASU apart from the other universities. When comparing ASU to other enterprises nationally, gold reinforces the brightness and boldness of what we are doing. The subtle wink that we have lots of sunshine also sets us apart.
We employ strong contrast in color, size and the relationships of type and images. This contrast reinforces our boldness and makes for easier reading in a fast and noisy world. When a stack of ASU materials are on the table in the home of a prospective student on top of material from other universities, it will stand out.
We use size hierarchy in type and photos reinforcing boldness and easy reading. For example, when designing a poster or rack card, one piece of type can be very large for fast reading from far away; a handful of elements may be medium-sized for more detailed reading; and body text can be smaller for reading up close. This hierarchy reinforces the voice of the university and also allows for fast skimming.
Grids can be an enormously helpful tool in building text hierarchy into your designs while still keeping things orderly and harmonious.
Text highlights with blocks of color behind key words help apply further emphasis reinforcing the boldness and hierarchy of the design.
Always use an ASU logo, maroon and gold in most instances. We are at our best when we tie every piece of communication we make back to the powerhouse organization that made it possible by including either the ASU university logo or the ASU unit logo that includes the name of the university.
Part of the way that we all increase the recognition of the enterprise is by always including the name to build on its strength and lift ASU up in the eyes of audiences. We do not cut off the name of the university in unit logos.
See the brand at work
There are different ways of using the design tools of type, color, icons, photos and graphics. The diversity of creative deliveries makes the brand strong when all core elements are aligned.
See examples of the brand in action.