Style Guidelines

LOGO USAGE GUIDELINES

The logotype and variations presented on the downloads page replace all logos and symbols that have been used previously to identify the College. These logos should be used on all printed materials (e.g., brochures, letterhead, business cards, department newsletters), on the College website, on campus signage, and on College merchandise.

The exception to these guidelines is the College seal. The College seal is used only on official College diplomas, certificates, documents, and for special circumstances. The seal is not interchangeable with other logos, and is only available from the Office of Marketing and Communication.

Augsburg logos are available on the logo downloads page, or in the Marketing and Communication ORGS “public” folder, in a folder named “Augsburg College Logos and Graphics.” For specific needs or questions, contact the Office of Marketing and Communication.

In certain cases where the full logo may not be appropriate or where the individual letters of the College name may not be reproducible, the Eagle Art or Cross-A Art may be used. Examples of this include athletic uniforms or certain merchandise. The Eagle Art must be reproduced exactly using the logo file—it should never be freely drawn or modified.

Consistency strengthens the Augsburg brand. It is not acceptable to create your own art or logo to represent your department, program, group, or to promote your event.

COLORS

Augsburg’s official school colors are maroon and grey. Several variations of Augsburg’s logos may be used for different situations:

When possible, use the spot-color version of the logo. Augsburg has two Pantone® Matching System College colors: PMS 209 (maroon) and PMS 424 (grey), which is approximately a 58% screen of black ink.

Reverse: In certain cases, the logo may be reversed out of a colored background. If you need a logo on a dark background, contact the Office of Marketing and Communication.

On the Web: For Augsburg maroon use hex code #650a34.

SIZES

Augsburg logos can be printed in various sizes, as long as they remain readable. For large applications, such as signage and banners, contact the Office of Marketing and Communication for guidelines. It is never acceptable to alter the proportions of the logo. When the logo is reduced or enlarged, it must be changed proportionately, i.e., by the same amounts both vertically or horizontally.

The Augsburg logo is created in Times typeface, with the stylized “Cross-A” added. The logo must be used as shown; it contains special spacing and letter proportions. Never try to recreate the logo using this typeface. The smallest sizes at which logos should be printed are as follows:

One-line logo—2 inches wide
Stacked logo—1.5 inches wide

TYPOGRAPHY

Augsburg’s identity is strengthened by consistent use of typography throughout its printed communications and on the website. The standard copy type for printed publications is Trade Gothic. If that is not available, Arial Narrow is the suggested replacement. For headlines use Arial Narrow Bold.

If you have any questions about the choice or availability of these fonts, contact the Office of Marketing and Communication.

ISOLATION AREA

To prevent a cluttered look, white space must be maintained around all logos and art. For the horizontal logo and stacked logo, a space equal to the “A” in the Augsburg College logo must remain white, with no type, rules, lines, or art appearing in it.

For the Eagle or Cross-A Art, leave at least ¼″ (.25 inches) around the edges. The only exception to this rule is when the Eagle Art is used as a background image. Using the Eagle Art or Cross-A as a graphic element must be approved by the Office of Marketing and Communication.

WHO CAN USE THESE LOGOS

Augsburg College faculty and staff may use College logos for Official College Business (non-commercial, publicity communication about Augsburg College). News media may use Augsburg logos according to Fair Use. Augsburg student organizations that are recognized by the Campus Activities and Orientation office may use the logos or eagle art as part of official College business.

Use of logos is only allowed when Augsburg’s graphic identity guidelines are followed. If you have questions about commercial licensing rights, contact the Director of Marketing Communication at rumpza@augsburg.edu or 612-330-1182.

PROHIBITED USES OF COLLEGE LOGO

Neither the name of the College or any College logo may be used in a manner that could adversely affect the College’s image or standing or for any other reason that would be inappropriate. Such examples include, but aren’t limited to, the use of the College logo in connection with alcoholic beverages, unofficial social media accounts, tobacco products, sexually oriented products or services, political parties or organizations, gaming or games of chance, or firearms.

WEB STYLE GUIDE

The Augsburg College website is managed in WordPress. Appropriate fonts, text colors, and text sizes are determined by the custom Augsburg theme.

Helpful information for Web content managers

Project Request To request a print, electronic, digital screen, website, photography, or other type of project from the Office of Marketing and Communication use the project request form.
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