Brand Guide Execution Guidelines
Elements of the ASU brand

Partners and affiliates

ASU has many levels of relationships with outside collaborators, including other universities, businesses, nonprofits, research partners, government entities, community groups and more. Just as we take special care with the presentation of the ASU brand and logo, we have a similar approach to the visual representation of the relationships with our valued partners and affiliates.

University partnership logos

Partnerships with the university take on many forms. For the highest-profile partnerships approved at an institutional level, a wordmark is established by Enterprise Brand Strategy and Management. Below are examples of endorsed partnership wordmarks.

In the standard institutional partner lockup, the two brands are divided by a simple vertical line. The  partner logo is always placed to the left, to be read first.  

Download university partnership logos

ASU affiliate logos

In unique cases, units and programs that do not qualify for a unit logo may create a graphic mark that does not include the letters “ASU” in the name or mark or the ASU sunburst. 

This applies to areas that are not a college, school, official center or may have external partners or participants which prevent them from fully adopting ASU’s brand system and standards. Names and logos like these must be reviewed and approved at a unit or initiative leadership level.  

Download ASU affiliate logos

Powered by ASU wordmark

The “Powered by” descriptor has been used by several ASU units to label relationships with organizations and institutions leveraging ASU tools, curricula and services. “Powered by” represents the ideal action-oriented terminology that best reflects ASU’s contribution to several agreements.

In the case of a formal relationship that does not rise to the level of “partnership,” the entity can use a “Powered by ASU” wordmark.

Partner multicolor logo

Approval is required for all university units and partners seeking use of the “Powered by ASU” wordmark. 

Have plans to include the “Powered by ASU” wordmark in upcoming materials?

Request to use the Powered by ASU wordmark


Powered by an external organization

As our collaborators provide critical support to help push programs forward, we will encounter opportunities to demonstrate that a center or offering is “powered by” an outside organization.

ASU Smart City Cloud Innovation Center Powered by AWS is an example. In these instances, it is important that the partner logo be positioned near the ASU unit logo while observing the recommended area of isolation.

Partner example cox