Guidelines for Use

The Rutgers Visual Identity System provides specific guidelines and standards for using Rutgers' marks, signatures, and other identity elements in all university communications and on university-authorized products. If you're working with outside vendors, be sure they follow the guidelines provided, as well. If you need further assistance, contact us at identity@ucm.rutgers.edu.

The Rutgers Visual Identity System User Guide is the comprehensive source for complete guidelines on using the system. Highlights from the manual are provided here for your convenience.

Using the Elements

Terms of Use

Permission is granted solely to university units, faculty, staff, student groups, and approved vendors for the use of the Rutgers Visual Identity System.

The Rutgers logos are federally protected trademarks. The university reserves all rights therein. No university trademark may be used without permission and prior approval.

The individual unit signatures are designed for special purposes and are available for download in Logos and Templates.

Individual alumni are not permitted to use the university's marks. Alumni groups may use the Rutgers Visual Identity System with approval of Trademark Licensing.

Contact us at identity@ucm.rutgers.edu with questions or for assistance.

Colors

The Rutgers logotype may only be reproduced in red, black, or white. The signature text (words below the Rutgers logotype) can appear in red, black, gray, or white. Please do not make your own marks. Many are available in Logos and Templates with the approved color variations.

Primary Colors

Rutgers' official school color is scarlet—red (Pantone® 186) and website HTML# cc0033. Scarlet is often used with coordinating colors gray (Pantone® 431), black, and white. Graphics are available in different color variations to accommodate one-color, two-color, three-color, and four-color printing. For two-color printing, use 70% black instead of Pantone® 431.

  PRINT
Pantone Matching System
PRINT
Four-Color Process
DIGITAL
Web/Video Usage
  PANTONE® 186 C0  M100  Y81  K4 R204  G0  B51
HTML# cc0033
  PANTONE® 431 C11  M0  Y0  K64 R95  G106  B114
HTML# 5f6a72
  Black BLACK: K100 R0  G0  B0
HTML# 000000

Supplemental Colors

A supplementary set of colors has been selected to complement the primary color palette. Refer to the Rutgers Visual Identity System User Guide for detailed information on this color palette.

Fonts

The Formata BQ and ITC Giovanni font families are the primary typefaces for university communications. The use of these fonts are not required.

Substitute Fonts: Arial is the recommended substitute for Formata BQ and is the preferred font for websites. Palatino is the preferred substitute for ITC Giovanni. Both fonts are usually available on computer systems.

Using Rutgers Primary Typefaces

Formata BQ and ITC Giovanni allow for flexibility and creative expression in text and display. These font families have been purchased for use by Rutgers employees. Any outside creative services firm working with Rutgers must purchase these fonts for their own use.

You are not required to use these fonts in your marketing and communications materials, but you may do so. You do not need these typefaces installed on your computer in order to use the Rutgers visual identity marks, which are provided in a variety of ready-to-place graphic file formats from Logos and Templates. Contact us at identity@ucm.rutgers.edu to request these fonts.

If you would like to purchase these typefaces independently, you may do so from, among others, the following sources:

Using the Identity Elements Correctly

It is extremely important for brand success that you display the Rutgers logos and other visual identity elements correctly. This includes always using the correct typefaces and the correct relative positioning and size of all elements. Refer to the Rutgers Visual Identity System User Guide  for more detailed information and examples of acceptable and unacceptable uses. If you need further assistance, contact us at identity@ucm.rutgers.edu.

Do's

  • The logotype must appear on all university communications materials
  • Place the Rutgers logotype, with or without a signature or shield, at the top of every webpage
  • Include a ® next to the logotype or shield if placed on merchandise, either for sale or to be given away
  • When using the shield, keep the main panels of the shield’s design red (Pantone® 186), black, or white when placed on a background
  • When using the shield as a watermark, it must be used in it's entirety

Don'ts

  • Do not create your own signature, or signature combined with the shield
  • Do not alter, change the font of, distort, crop, tilt, rotate any portion of the logotype, signature, or shield
  • Do not make the Rutgers logotype, signature, or shield any other colors, but the official colors
  • Do not add an outline to the logotype or signature
  • Do not alter the relative size of the logotype, signature, or shield
  • Do not alter the alignment of any component of the signature or shield
  • Do not violate the minimum surrounding clear space requirements by attaching type or graphics to the logotype
  • Do not separate the “R” from the Rutgers logotype and use it as a freestanding graphic or mark
  • Do not crop the shield
  • Do not use the individual elements apart from the shield

Size Requirements

The Rutgers logotype should always be clearly legible. Below are the minimum size requirements for digital applications and print.

  • The Rutgers logotype should be at least 120 pixels or 1” wide
  • The Rutgers logotype with a signature must be at least 150 pixels or 1.25” wide
  • The Rutgers shield, when used alone, should not be smaller than 1” wide
  • The combined logotype with shield must be at least 165 pixels or 1.5” wide
  • The shield must be at least .5” wide, when it is combined with the logotype or signature
  • When used on products, there is no minimum clear space requirements, however, keep in mind that the shield elements will not reproduce properly when it is too small

Clear Space

Clear space refers to the area around any element in the visual identity system that must be free of other graphics or text.

  • There must be a minimum clear space around the logotype or signature that is equal to the height of the initial capital “R” in the logotype
  • With permission, the logotype size and clear space requirements may be modified in very large or very small formats
  • The logotype may be placed on top of a background texture or photograph
  • When used alone, the clear space area must measure the same as the height of the sunburst portion of the shield
  • With permission, the shield size and clear space requirements may be modified in very large or small formats

Using the Block R Correctly

Anyone wishing to use the Block R mark must first request permission from the Office of Trademark Licensing. Only University Communications and Marketing may provide and/or must approve all artwork containing this mark.

The Block R (spirit mark) MAY be used:

  • In informal contexts, such as athletics, alumni materials, school spirit activities, recruiting events, and on apparel and promotional items;

  • As a graphic within academic departments to promote spirit and social events, as well as in recruitment and on various promotional materials;

  • Limited to Rutgers intercollegiate athletics stationery.

The spirit mark MAY NOT be used:

  • in conjunction with or in place of the Rutgers logotype, for official Rutgers communications, such as official notification letters of admission, letters for hire, contracts, and grant proposals;
  • combined with the Rutgers logotype and/or signatures;
  • for formal business purposes.

For information and permission to use the Block R, contact the Office of Trademark Licensing.

Colors

The spirit mark may only be reproduced in red (Pantone® 186) or white. The outline of the spirit mark may only be reproduced in red (Pantone® 186), black, or white.

For more information, download the Rutgers Visual Identity System User Guide.

Using the Appropriate Rutgers Name

The appropriate Rutgers name (i.e., Rutgers, The State University of New Jersey; Rutgers University–New Brunswick; Rutgers University–Newark; Rutgers University–Camden; Rutgers Biomedical and Health Sciences) must appear somewhere on all Rutgers communications. This includes all websites, print materials (brochures, flyers, etc.), and stationery items. Several ways to satisfy this requirement in print include:

  • using the appropriate Rutgers name in your opening text
  • using the appropriate Rutgers name in a return address
  • with the appropriate Rutgers signature

For more information, visit Logos and Templates and Rutgers Editorial Style Guide.

If you need further assistance, contact us at identity@ucm.rutgers.edu.

Where do you plan to use the brand?

Learn about using the Rutgers Visual Identity System elements in different applications.

Print

Visual identity standards apply to all forms of printed marketing and communications materials including but not limited to flyers, brochures, advertisements, posters, etc. 

  • The Rutgers logotype must appear, with or without a signature, on the front of all printed communications.
  • Any background color is acceptable as long as the logotype appears in one of the three allowed colors: red (Pantone® 186), black, or white.
  • Graphic elements can be used to accent the visual identity system and help lend a unique look to your unit’s marketing materials. Graphic elements are defined as a shape, style, texture, or pattern without adjacent words or text.
  • The appropriate Rutgers unit name must also appear somewhere on the printed piece.
  • The Rutgers logotype, with or without a signature, and the unit address should appear on the back of multipage publications.
  • The appropriate name for the university should also be used in the address block, with the required clear space around the logotype.

>For examples of how the visual identity is used in print or to learn more, go to theRutgers Visual Identity System User GuideFiles are available for download in Logos and Templates.

Digital Communications

Visual identity standards apply to all forms of electronic communications including designed emails, digital ads, enewsletters or broadcast emails, blogs, wikis, and all other forms of electronic marketing or digital communications.

Broadcast Emals and Digital Ads

  • A broadcast email must include the Rutgers logotype, with or without a signature
  • Digital ads must include the appropriate Rutgers unit or program name

Videos

The video standards apply to all forms of video including but not limited to television commercials, Jumbotrons, low-definition website videos, and high-definition documentaries.

The Rutgers logotype, with or without a signature, must appear prominently at or near the opening or closing of a Rutgers video.

The appropriate Rutgers unit name must also appear somewhere during the video.

Websites

For websites, the Rutgers logotype, with or without a signature, must appear at the top of every webpage. The full university copyright, must appear in the footer of every webpage:

Copyright ©20XX, Rutgers, The State University of New Jersey, an equal opportunity, affirmative action institution. All rights reserved. 

For more information review the university's Web Policy.

Internal Communications

Visual identity standards apply to all forms of internal communication materials including but not limited to flyers, forms, presentations, email, and documents. For examples of Internal Communications usage, please go to Rutgers Visual Identity System User Guide.

Merchandise

Visual identity standards apply to all forms of university branded promotional items including display materials, awards, apparel, nametags, or any other products or merchandise.

  • You may use the Rutgers name, including the logotype with or without signature, the shield, and spirit marks on branded merchandise
  • Before ordering any Rutgers-branded items, you must receive approval from the Office of Trademark Licensing
  • It is university policy that all Rutgers-branded merchandise must be obtained from a vendor who has a trademark licensing agreement with the university
  • When etching or engraving the shield, the colored portion is etched or engraved. Contact identity@ ucm.rutgers.edu for guidance.
  • To request signature files compatible with embroidery standards, contact identity@ucm. rutgers.edu.
Expanded Use of the Spirit Mark on Merchandise

With approval, the Block R may be combined with an academic discipline designation or appropriate service, outreach, or research group name for use exclusively on spirit merchandise, such as hats, shirts, and mugs.

When the spirit mark is combined with a discipline, service, outreach, or research group designation, the combination must follow the design standard established.

To request a mark, contact us at contact us at identity@ucm.rutgers.edu.

Stationery

Dupli Envelope & Graphics is the university’s preferred vendor for stationery products. Anyone may order stationery products through the Dupli punch-out in Marketplace. For assistance ordering stationery items, contact Maria Homer at mhomer@duplionline.com or 800- 724-2477, ext. 7252.

A desktop letterhead template is available in signature packages for units who do not wish to order letterhead from Dupli. For more information, review the Rutgers Visual Identity System User Guide or contact us at identity@ucm.rutgers.edu.

Clinical Attire

In order to have uniformity in the look of clinical attire, the identity placement standards for lab coats have been established. The university has contracted with Unitex to produce all lab coats. Work with University Procurement Services to order lab coats through the preferred vendor.

Signage

Full signage standards are managed by University Facilities and Capital Planning. Learn more about the process for requesting exterior or interior signage. For more information, download the Universitywide Wayfinding and Signage Manual.

Vehicle Signage

For information or requests related to branding university vehicles, contact Dave Haines at david.haines@rutgers.edu or 848-445-6760.