Indiana University has always had a solid brand. It’s an influential and meaningful one that hundreds of thousands of people around the world come into contact with. We alumni are so familiar with the IU brand that we recognize it in less than a second. Instantly, we know the IU trident and it tugs at our heart. When we see red, we see IU.
And some of us even recognize the typography. No words needed—the visuals do all the heavy lifting.
As communicators, it’s important that we use the brand to gain instant recognition from IU alumni. As IU messengers, it’s important that we present IU in a similar way to continue strengthening IU’s brand recognition.
Use this style guide for presenting your messages to IU alumni. If possible, stick to templates and use assets provided. Learn more about the IU brand.
Our brand personality consists of the traits and characteristics that are reflected in the way we present the alumni association. Like the editorial voice, the IU Alumni Association’s visual brand personality is described in a series of key words, including positive, welcoming, confident, savvy, and friendly. To achieve a look that conveys these key words, we use a variety of visual elements.
IUAA recommends using the following fonts that are available on most computers:
When in doubt, refer to the IU Brand Guidelines. Please note that IUAA does not have permission to distribute fonts.
Don’t we all see red? The most recognizable brand color is IU Crimson, and we consider it IU’s primary color. For marketing purposes, our other primary color is white, not cream, because cream doesn’t show up well in most executions.
Crimson
IU Archives offers photos from the beginning of IU time (or almost, anyway.) Their only request is that you credit IU when you use the images.
Don’t forget: Your IUAA offers a wide variety of photos on SmugMug.
In 2015, IU Studios introduced a new aspect to IU’s identity. Called a lockup, this new format was created to reproduce well digitally and on specialty items. IU Studios offers loose guidelines for using the new lockups versus the traditional IU signature. Generally, it recommends using the signature on printed letterhead and business cards; use the lockup on digital and specialty items.
» IUAA recommends that charter groups use the signature on printed letterhead and business cards and the lockups on everything else.
The lockup is a red IU tab combined with the name of our organization (or org name plus charter group name). The lockup is different than a logo because the trident is reversed out of a red box, and the font is sans serif. The font, especially, is easier to read in situations where thin lines disappear, such as on websites, presentations, or when silk-screened or embroidered on hats or shirts.
When using the lockup, we have one rule and a few guidelines to follow. We’ll start with the rule: Use the lockup as supplied through your OneDrive account. Do not change the artwork or create a new identity.
The rest are guidelines:
We supply two lockup styles, vertical and horizontal.
| Use | File format |
| Web or screens | .png or .jpg .jpg is preferable for it’s smaller file size unless it needs a transparent background in which .png will be required. |
| .jpg (low resolution, about 96 pixels per inch) | |
| Word | .jpg (high resolution, about 150–300 pixels per inch) will most reliably display and print in word processing applications |
| Give to a printer or a person creating merchandise | .svg, .pdf, or .eps files |
| Someone asks for a vector graphic | .svg, .pdf, or .eps files are vector graphics |
If your work requires a special file format, IUAA can provide a variety of different files. Contact your liaison with your specific need.
