Definition – Logo: A logo is a symbol or other design adopted by an organization to identify itself. For example, the ASU sunburst is a logo. It was introduced in 1995, replacing all preexisting ASU logos. The logo is made up of a sun icon that is incorporated into the three letter forms (A, S and U) and provides a strong and recognizable graphic image of ASU’s mission and purpose.
Definition – Unit Logo: Unit logos, also referred to as endorsed logos, may be developed for university units that meet certain criteria need to be consistently represented to the public. The logo includes the ASU sunburst, the unit name and the full name of the university, which may not be omitted in any circumstance. Guidelines have been developed to ensure the brand is always presented at its most ideal, for each of the logos associated with the ASU brand.
Definition – Wordmark: A wordmark is a distinct text-only typographic treatment of the name of a project, event, product or other non-logo identifier of a company, institution, or product name used for purposes of identification and branding. The annual “Commencement” wordmark or “Powered by ASU,” are examples associated with the ASU brand.
Definition – Graphics: Graphics are visual elements that are used in marketing content to promote and demonstrate the ASU brand. Graphics can include many types of media, like images, icons, textures or charts.
Definition – Icon: Icons are symbols that help users see different groupings of items or help navigate different types of information. ASU has approved the use of Font Awesome Free as its primary icon set and has created ASU Awesome as an additional set of icons that relate directly to ASU.
Definition – Patterns: Patterns are part of the graphical elements associated with the ASU brand. They have meaning for the university, unit or program, and are not arbitrary or purely decorative. Standard patterns have been developed for asu.edu which can be adopted by units to develop additional options. Examples include the topographical map pattern is “A” Mountain and the morse code pattern reads, “Learn to Thrive.”