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Elements of the ASU brand

ASU logo

Either the ASU logo or an official ASU unit logo is the only graphic identity mark for all university campuses, units and endeavors. The logo must be included on all materials. Use of the ASU logo indicates agreement to abide by the university standards within the brand guide.

When multiple university units are represented, the logo of the umbrella unit that represents all of them should be used. In some cases, a college or school is the umbrella under which the units may be represented. In cases that cross units or report through different branches of the university, the university logo should be used as the umbrella. References to individual units themselves should occur in text format only.

The ASU sunburst

The sunburst logo 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.

Official logo versions

Use the original, high-quality graphic files and do not change them. Do not scan or recreate the logo. Do not use bitmapped images such as Tiff or Pact file formats for offset printed materials because of their poor reproduction quality.

High-quality files can be downloaded in Widen (digital asset management system). By downloading the logo you are agreeing to abide by the university standards within the brand guide.

The EPS file format is scalable for high quality reproduction. Do not create additional file types, like SVG for the logos as these are not approved. PNG files are primarily used in digital materials.

Download ASU logo files

Note: By downloading the logo you are agreeing to abide by the university standards within the brand guide.
 

Options available for download in Widen

Learn how to access the Widen collective

Maroon and gold — primary use

Background color options
White, transparent

Orientations:
Horizontal, vertical

File format:
EPS, PNG

White
For use on dark colors

Background color options
Black, transparent

Orientations:
Horizontal, vertical

File format:
EPS, PNG

Black
For limited use, with partner logos when both are black

Background color options
White, transparent

Orientations:
Horizontal, vertical

File format:
EPS, PNG

Image log grid

University logo use details

Who may use the logo

The Arizona State University logos may be used only by faculty, staff and units of the university when conducting university business.

Voluntary faculty and staff organizations may not use these marks.

Most student organizations may not use the mark. 

However, paraprofessional student organizations may use the university’s marks when representing the university. Paraprofessional student organizations are groups registered with the Student Organization Resource Center whose primary purpose is to support Arizona State University in a particular area, such as admissions, community outreach or student government. Paraprofessional organizations include ASASU, Devils' Advocates, START and REACH. It is expected that these and similar groups will adopt graphic identities separate from the university; however, because the students represent the university in their roles, it is also expected that the ASU sunburst logo will be included on the sleeve of shirts used for identification purposes.

Any individual, organization or entity external to the university interested in using any of the university trademarks must contact ASU Trademark Licensing. Anyone internal to ASU must contact ASU Enterprise Marketing Hub.

Prominent location

Place a logo in a prominent position on all electronic and print communication. A unit logo is granted only under particular circumstances.

Only one ASU logo may be used on any materials, either the ASU logo or an ASU unit logo.

Minimum reproduction

Minimum reproduction

The minimum print reproduction size is 5/16”.

minimum digital reproduction

 

The minimum digital reproduction size is 47 pixels wide (to accommodate mobile app icons).

Area of isolation

The protected area around the logo is called the “area of isolation." No graphic elements, titles, text, background color changes or other design elements may occur in this protected space.

The area of isolation is an area equal to half the height of the logo and extends out on all four sides of the logo. In the example below, X equals the height of the logo, and 1/2 X on each side is considered the area of isolation.

 

area of isolation

However, if the full area of isolation cannot be achieved, it may be reduced to 1/4 X for web applications only of the logo, word mark and signatures. For example, if the logo used is 64 pixels high, the VSPACE and HSPACE attribute of the image should be no less than 16 pixels. 

When the signature is used, the area of isolation is still based on the height of the logo but surrounds the entire signature (see the examples below). When using the word mark, the area of isolation is based on the height of the capital A in Arizona.

Secondary type, as is used in return address blocks with the signature (as shown below), is the only exception to the area of isolation.

 

area of isolation
area of isolation

Color

The logo and signature should be reproduced in the official university colors only. Below are the only approved color and usage combinations. No other combinations should ever be used. The logo may not be converted to gold coloring.The maroon and gold version of the logo is the preferred one to use whenever possible.

Differences in ink color may occur depending on the quality of paper or product material used. The final product must match the official ASU maroon and ASU gold.
 

Rules for using white ASU logo

  1. ASU logo: Must be reversed to white
  2. Signature: Must be reversed to white
  3. Sun: Should not be filled with any color, but show the surface beneath the logo
     

Embossing, foil stamping, metallic inks

The logo, signature, athletic mascot and seal may be embossed or debossed. For information on foil stamping and metallic inks, see the Color Palette page.

Arizona State University

 

  • ASU logo is reversed to white
  • Signature must be reversed to white
  • Sun is not filled with any color, but shows the surface beneath the logo
  • Background of photo is darker than 50% black and logo is not placed on a light part of photo
Arizona State University

 

  • Background doesn’t distort the readability of the logo, or is a solid color background that exceeds a color value of 50% black
ASU logo usage
  •  Sun is filled in

ASU logo usage
  • Logo is over an area of the photograph where there are distracting patterns or elements

Unacceptable usage

Unacceptable color use of the marks

ASU logo improper usage
  • Using screen tints of the official university colors in any combination is unacceptable.

ASU logo improper usage
  • Mixing the official university colors in any combination other than the approved usage is unacceptable.
ASU logo improper usage
  • Mixing the official university colors in any combination other than the approved usage is unacceptable.
ASU logo improper usage
  • Changing the official logo colors in any combination other than the approved usage is unacceptable.

ASU logo usage
  • For one-color applications, using screen tints in the sun icon is unacceptable.

ASU logo usage
  • For one-color applications, using screen tints in the sun icon is unacceptable.
  • Avoid using color digital files when outputting to a black and white laser printer. This will render the official colors of maroon and gold in screens of black and is unacceptable.
ASU logo usage
  • Mixing the official university colors in any reversed combination other than the approved usage is unacceptable. All applications of the logo or signature in reverse should use the same color for the sun icon as the background.
Arizona State
  • Altering the word mark in any way (such as eliminating the word “University”) is unacceptable.
Arizona State University stacked
  • Rearranging the logo and wordmark configurations in any way is unacceptable.

ASU logo rotated
  • Do not angle or rotate the logo or signature.
ASU modified sunburst
  • Do not add a shadow or dimension, or distort the logo or signature.
ASU logo spacing
  • Changing the spacing between letters or spacing between the word mark and logo is unacceptable.
  • Use the signature configurations as distributed.

low quality ASU logo
  • Using low-quality graphics is unacceptable.

Usage over four-color photo or dark colors

When using the configurations over a four-color photograph, the logo must be either maroon and gold or reversed to white. The placement of the logo should be in an area of the photograph where there are no distracting patterns or elements. When using the white logo or signature, the photograph should be seen through the sun area.

 

ASU on clouds

 

  • Logo is placed over an area with no distracting patterns or elements.
White on clouds

 

  • Photograph can be seen through the sun area.

The maroon and gold logo should not be placed on dark backgrounds. When the background is more than more than 50% of the full richness of the color black or other dark color, the white version of the logo should be used.

ASU logo on black

   

  • Background color is more than 50% of the full richness of the color black.
White on black

 

  • The logo and background are now in high contrast to one another and have maximum visibility.

Unacceptable usage over four-color photo

When using the logo or signature over a four-color photograph, it is unacceptable to place the logo over an area of the photograph where there are distracting patterns or elements. It is unacceptable to use the black logo with a white sun in any four-color application.

ASU logo on crowd
  • Logo is over an area that is of similar darkness, so the logo is hard to see.
  • Logo is placed over an area with very distracting patterns or elements.
ASU logo
  • It is unacceptable to use the black logo with a white sun in any four-color application.
  • Logo is placed over an area with very distracting patterns or elements.