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Visual Brand Identity Guidelines

The American University’s visual brand identity evokes a smart, passionate, focused, and engaged personality. Consistent and appropriate use of all elements within the visual identity helps viewers recognize and relate to the brand.

Use the American University logo in these three configurations. Do not use the logo in any other configuration. Do not publish the images below.

AU Logo (standard)
AU icon above American University, red rule separator, Washington, D.C.
AU Logo (horizontal)
Horizontal Logo, AU icon left of American University Washington, D.C.
AU Logo (vertical)
AU icon above stacked words American University Washington, D.C.

Official logo colors

Red Pantone 186

Example of RED
CMYK
0 100 80 0
RGB
237 26 59
HEX
#ED193A

Blue Pantone 072

Example of Blue
CMYK
100 79 0 0
RGB
0 79 163
HEX
#004FA2

*Tru Match: 36-A2 CMYK: 100 70 0 12 *for large blocks of print coverage

Clear Space

Keep the AU logo a minimum distance away from surrounding artwork or text. The clear space is half the height of the primary mark horizontally and vertically. Addresses are an exception as they may fall within the minimum encroachment area.

au icon with spacing squares around it
au logo with spacing squares around it
au logo horizontal with spacing squares around it

Alternate Versions 

Determine the logo colors by background and medium.

On background
On white
One color
Black
Engraved
Engraved on white
proper usage of the au icon and logo, au icon on tan background, au icon on white, two tone blue icon on white, teo tone greyscale icon on white, au engraved icon in black on white, au engraved iocn white on red

Follow these rules:

  • Do not use two-color version on a red background.
  • Do not change the logo color or any of its components.
  • Do not stretch or apply effects to the logo.
  • Do not break the logo apart or use any of its pieces.
all improper usage of the au icon and logo, colored icon on red, AU letters outside of icon, stretched icon, drop shadow applied to icon, icon turned into outlines, a border on the au icon.

The colors below complement the official AU logo colors and represent the AU brand. See Print Design Samples below for guidance on how to use these colors. Ensure optimal legibility by paying special attention to colored type on a colored background.

 

Alt Blue CAS

Example of Dark Blue
CMYK
98 83 44 46
RGB
15 40 70
HEX
#0f2846
Example of Blue
CMYK
100 57 0 38
RGB
19 71 125
HEX
#13477D
Example of Blue
CMYK
99 77 9 0
RGB
8 82 153
HEX
#005099

Alt RedSOC

Example of Dark Red
CMYK
36 90 88 55
RGB
94 27 21
HEX
#5d1b14
Example of Red
CMYK
26 99 89 25
RGB
150 30 40
HEX
#961e28
Example of Red
CMYK
0 100 80 20
RGB
196 18 47
HEX
#C4122E

TaupeKSB

Example of Dark Taupe
CMYK
16 28 36 78
RGB
77 64 55
HEX
#4D4037
Example of Taupe
CMYK
16 28 36 49
RGB
126 109 95
HEX
#7E6D5F
Example of Light Taupe
CMYK
5 10 17 15
RGB
208 196 182
HEX
#D0C4B6

SlateSIS

Example of Dark Slate
CMYK
77 59 56 42
RGB
50 68 72
HEX
#324347
Example of Slate
CMYK
70 34 38 30
RGB
65 108 115
HEX
#406B72
Example of Light slate
CMYK
34 17 22 0
RGB
170 189 190
HEX
#AABDBE

GreenSOE

Example of Dark green
CMYK
50 15 75 30
RGB
103 134 78
HEX
#67854e
Example of green
CMYK
50 12 70 18
RGB
117 154 98
HEX
#749a62
Example of Light green
CMYK
40 10 55 5
RGB
152 183 134
HEX
#98b686

TealSPA

Example of Dark teal
CMYK
93 30 42 0
RGB
0 130 144
HEX
#008290
Example of teal
CMYK
76 21 32 1
RGB
47 155 167
HEX
#2F9BA7
Example of Light teal
CMYK
57 0 25 0
RGB
100 199 199
HEX
#64C7C7

Yellow

Example of Dark yellow
CMYK
8 43 100 0
RGB
231 156 56
HEX
#E79B23
Example of yellow
CMYK
6 32 90 0
RGB
238 177 55
HEX
#EDB037
Example of Light yellow
CMYK
4 21 82 0
RGB
244 199 75
HEX
#F3C556

Warm BlueSPExS

Example of Dark Warm blue
CMYK
93 67 45 33
RGB
24 67 89
HEX
#164359
Example of warm blue
CMYK
95 60 30 20
RGB
0 85 120
HEX
#005578
Example of Light warm blue
CMYK
92 56 20 0
RGB
0 103 50
HEX
#006796

GreyLibrary

Example ofDark Grey
CMYK
70 60 57 43
RGB
65 69 71
HEX
#404547
Example of grey
CMYK
64 50 50 20
RGB
94 103 105
HEX
#5d6669
Example of Light grey
CMYK
40 28 28 4
RGB
153 163 166
HEX
#98a2a6

American University collateral uses four typefaces: Interstate, Adobe Garamond Pro, Georgia Italic, and Clarendon Bold Condensed. Interstate and Adobe Garamond are the primary fonts and should cover most usage needs. Georgia Italic and Clarendon Bold Condensed are secondary fonts that add variety when illustrating numbers and provide a cleaner italic version for better legibility. Please see Print Design Samples for examples of font applications. 

Primary Fonts:

example of the interstate font letters and numbers

Use this sans serif font primarily for headlines and display type.

example of the adobe garamond pro font letters and numbers

Use this serif font primarily for body copy.

Secondary Fonts:

example of the Georgia Italic font letters and numbers

Use this serif font as a display font and as a substitute for Garamond Italic.

example of the clarendon bold condensed letters and numbers

Use this serif font as a display font for typographic design elements.

Design Examples

These samples illustrate optimal use of the brand visual identity guidelines.

Refer to these samples when designing print collateral. Click images below to open PDF.

Admit Pack

Admit pack 2015-2016

CAS Brochure

cover and 4 interior panels of the CAS graduate studies in the professional sciences brochure

International Graduate Brochure

cover and an interior spread of the international graduate studies brochure

Refer to these samples when designing digital media and advertisements.

SOC/CAS Game Design Digital Ads

6 digital ads featuring American University’s master’s degree in game design  program in multiple sizes and executions.