Brand > Brand Standards > Logos and Marks

Logos and Marks

The DePaul University identity is a complex set of logos, signatures, graphics and text elements. Great care has gone into the development of our identity and these guidelines with the goal of promoting and protecting our brand. Each component of the DePaul identity works together with all others to ensure a consistent look and feel in our communications materials.

To preserve DePaul’s brand unity, university units may not develop or use other logos without authorization from the University Branding & Marketing. Electronic files of the logo and logo and signature can be requested from University Branding & Marketing.


University Logo

The logo, called the Tree of Wisdom, expresses the university’s integration of education and religion by combining the forms of a tree and a cross within a shield.

The official logo should appear in a prominent position on all university communication documents, marketing materials including publications, websites, advertising, and other products (i.e. banners, displays, external signage). The logo may be used on its own or in combination with the authorized university signature.

The official logo is trademarked and cannot be altered or recreated in any way. Request an electronic logo file from University Branding & Marketing.

 

University Logo and Signature

The signature is a unique typographic word mark displaying the full name of DePaul University. The primary configuration is shown here.

The logo and signature should be used on all materials that do not have “DePaul” prominently displayed. The logo and signature also should appear in all return address blocks or on the back cover when there is not an address block. The signature must be used with the logo in the authorized configurations.

The logo and signature are official trademarks of DePaul University and cannot be altered or recreated in any way. Request electronic logo and signature files from University Branding & Marketing.

 

Secondary Configuration

When space limitations or size of reproduction preclude the use of the primary configuration, this alternate configuration may be used.

DePaul University secondary logo 

Web Graphic

Due to Web design limitations, a graphic element consisting of the logo and the word DePaul may be used on the Web. This graphic element may only be used on DePaul Web sites, and is the only graphic exception to the authorized logo and signature.

 

Logo and Signature Usage Rules

College, Department and Campus Configurations

DePaul has developed primary and secondary marks for each of its colleges as well as versions that include the department/program name along with the school or college name. These treatments should be used when college identity is required or when it is critical to convey both college and department/program names. In addition, campus marks are available when campus identity is necessary. Approved marks can be obtained from University Branding & Marketing.

 

Area of Isolation

The area surrounding the logo and signature must be equal to or more than ½ X, where “X” is equal to the total height of the logo. This clear space must be maintained around the entire logo or logo and signature.

The logo and signature must not be placed close to distracting design elements and must not become part of a larger pattern or design element.

The only exception to this area of isolation is the use of secondary type (for example, an address block), which must be positioned ¼ X from baseline of the logo or signature (see examples on right).

 

Minimum Size of Reproduction

It is important to make sure DePaul’s logo and signature configurations are easily identified on materials. In order to ensure easy identification, minimum print reproduction sizes have been established for all configurations.

Primary Configuration
Minimum print reproduction size is 5⁄16 inch


Primary College and Campus Configuration
Minimum print reproduction size is 7⁄16 inch


Primary College and Department Configuration
Minimum print reproduction size is 9⁄16 inch


Secondary Configuration
Minimum print reproduction size is 13⁄16 inch


Secondary College and Campus Configuration
Minimum print reproduction size is 5⁄16 inch


Secondary College and Department Configuration
Minimum print reproduction size is 11⁄16 inch

 

Merchandise

When the imprint area on merchandise is smaller than the minimum size of reproduction, use the words “DePaul” or “DePaul University” in a sans serif typeface. 

Color Guidelines

The logo and signature must always appear in the same solid colors. Screen tints are not allowed. The inside of the tree, the inside of the shield and the signature appear in the same color.

Color Palette

Bright Blue
HEX # 0057B7
RGB 0 / 87 / 183

Dark Blue
HEX # 0E4174
RGB 14 / 65 / 116

Red
HEX # AF272F
RGB 175 / 39 / 47

 

Use with Photos

The placement of the logo and signature should be in an area of the photograph where there are no distracting patterns or elements. As a reminder, the outline of the Tree of Wisdom should be the same color as the photograph.

 

Co-branding and Endorsements

DePaul Logo with Non-DePaul Logos

DePaul and its programs frequently partner with outside organizations. When materials are created for these purposes, the prominence of the DePaul logo and signature should be at least proportionate to its contribution to the partnership.

If DePaul is the dominant partner, the logo and signature should be larger and more prominent than all other partners. 

For an equal partnership, DePaul's logo and signature should be of equal size and prominence with a single equal partner.

If DePaul is one of several lesser partners in an initiative headed by a dominant partner, DePaul’s logo and signature should be of equal prominence and size with the lesser partners, but smaller than the dominant partner.

Contact the associate University Branding & Marketing for more information.

 

DePaul Co-Sponsored Events/Initiatives

When several DePaul divisions, departments, colleges, etc. are co-sponsoring an event or initiative, please do not use more than one logo or more than one wordmark. Instead, use the DePaul University logo and signature, and list the involved areas in plain text.


Logo Integrity

Things to avoid:

  • Do not set in a different typeface.

  • Do not reposition, resize or separate components of the logo and signature.

  • Do not display the tree without the shield.

  • Do not angle or rotate.

  • Do not alter elements.

  • Do not change the spacing between the letters or the spacing between the logo and signature.

  • Do not add a shadow or dimension to the logo and signature.

  • Do not use the signature without the logo.

  • Do not scan or copy from the Web. Please contact University Branding & Marketing for an official file.

  • Do not tint the signature or its components.

  • Do not reassign colors to individual elements of the logo and signature.

  • Do not use any color but the background color to outline the Tree of Wisdom.
  • Do not reassign separate colors to the logo and signature.

  • Do not delete elements of the logo and signature. Contact University Branding & Marketing for Web exceptions.

  • Do not write “DePaul” in all capital letters.

  • Do not add a space between “De” and “Paul” in DePaul.

  • Do not use the logo and signature as a printed “watermark.”

  • Do not stretch or distort the logo and signature.

  • Do not overlap with other logos or marks.

  • Do not create a decorative pattern with the logo.

  • Do not fill or apply a mask.

  • Do not apply graphic elements that could diminish or obscure appearance.

  • Do not place on a background that does not provide sufficient contrast.

Text Elements

When referring to DePaul University in text, headlines, or body copy, any typeface except for one that is similar to the DePaul University signature may be used. In addition, there is no space between the “E” and “P” in the word DePaul. When using all capital letters, the letter “E” must appear in small caps.

When referring to St. Vincent de Paul, the “d” is lowercase and a space is used between the “de” and “Paul.” When using all capital letters, the letters “DE” must appear in small caps.

 

Seal

The official seal of DePaul University is the coat of arms enclosed within a frame bearing the words "DePaul University-Chicago Illinois." Use of the seal is reserved for approved signage; formal and official documents, such as diplomas, legal and official records, transcripts and programs for formal academic ceremonies; any other legal agreements binding the university; or merchandise as approved by the Associate Athletic Director for Merchandise and Licensing.

Use of the seal and coat of arms requires authorization from the Office of the Secretary of the University.

 

Coat of Arms

The official coat of arms of DePaul University is an emblematic description of the founding of the university. It is reserved for use on official, formal and ceremonial applications, such as invitations, materials associated with commencement or accreditation, certificates, awards or commemorative pieces. It should not be used with the athletic logo, other secondary logos or logos of other institutions; DePaul’s logo and signature should be used in such situations.

Use of the seal and coat of arms requires authorization from the Office of the Secretary of the University.

 

Athletic Logo

The official athletic logo for the Blue Demons was developed in 1999 to reflect the energy and enthusiasm for athletics at DePaul. Use of any prior athletic logos is unacceptable without written permission from the Athletic Department.

The Blue Demons logo, shown here in its authorized configuration, is a copyright and trademark of DePaul. Several official athletic secondary marks are also available.

The athletic logo can only be reproduced in its official colors. Using screen tints of these colors is unacceptable.

Goods and merchandise intended for internal use by university colleges, departments and student organizations must have artwork approved by Lindsay Martin, Associate Athletic Director for Merchandise and Licensing, before production.

For more information about DePaul athletic logos or merchandising contact Lindsay Martin, Associate Athletic Director for Merchandise and Licensing.

 

Anniversary Marks