Style 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.


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.


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 College logo, Eagle Art, or Cross-A. 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


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.


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, and should not be incorporated into another logo or mark.

For the Eagle Art, leave spacing equal to the “A” in the center of the eagle around the edges. For the Cross-A, leave spacing equal to the right arm of the cross around the edges. Only the Office of Marketing and Communication is authorized to use the Eagle Art or Cross-A without the required isolation area–for example, when using them as background or style elements. All other uses of these images require compliance with the isolation area rules. 


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 “Augsburg College” name and colors (maroon and gray) on apparel, publications, etc., so long as the name and colors are not used in connection with alcohol, drugs, obscene material, or materials that would violate applicable laws or College policy. Student organizations should not use official College logos except when advertising an event or program that is officially sponsored by a College office or department. This maintains maximum freedom, creativity, and flexibility for student organizations to present themselves as they choose while avoiding situations in which the College as a whole might appear to be endorsing the perspective or priorities of a particular student organization.

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 or 612-330-1182.


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.


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 System

Use this system to request projects from the Office of Marketing and Communication, check on their status, and review proofs.

To start a new request:

  1. go to the Project Request System
  2. click the green "Start New" button at the top of the page.

Start New project request button

Video Tutorial