Brand Toolkit

Brand Mark Dos and Don’ts

Brand Mark Integrity

Staying true to TU means using the brand mark appropriately.

Proper use, legibility and integrity of the brand mark matters. Follow these important dos and don’ts to ensure consistent and correct use of TU’s brand mark in all applications.

Do This

Follow these steps to help elevate the use of the brand mark in your branded materials.

  • Do use the mark in bold and graphic ways. Think about how the mark can be incorporated into designs.
  • Do use a full color version whenever possible. Limit one color use unless required.
  • Do use the horizontal brand mark as a preferred orientation.
  • Do ensure the trademark symbol is present for any retail or promotional item use.
  • Do take care to only provide the brand mark files to trusted partners and licensed vendors.
  • Do consult with Creative Services for questions and guidance on brand mark use.

Don’t Do This

  • Don’t stretch, squish or alter the aspect ratio of the brand mark.

Do not alter aspect ratio

  • Don’t add a stroke, outline or any other design element to the brand mark.

Do not add any other design element

  • Don’t lock up additional information, text or graphics with the brand mark.

Do not lock up additional information

  • Don’t rotate the brand mark.
    Do not rotate
  • Don’t substitute or change the typeface or font used in the brand mark.
    Do not change typeface or font
  • Don’t place the brand mark on complex or detailed backgrounds that compromise legibility.
    Do not place on complex or detailed backgrounds
  • Don’t place the brand mark on background colors that compromise readability or contrast.
    Do not place on background colors that compromise readability
  • Don’t re-color or re-sequence the colors of any part of the brand mark.
    Do not change color or sequence of any part of brand mark
  • Don’t apply filters or Photoshop-style effects to the brand mark.
    Do not apply filters or style effects
  • Don’t use the TU graphic without the accompanying Towson University text.
    Do not use the TU graphic without accompanying Towson University text
  • Don’t rearrange elements of the brand mark.
    Do not rearrange elements of the brand mark
  • Don’t crop the brand mark or put it inside a frame.
    Do not crop the brand mark or put it inside a frame
  • Don’t insert the TU graphic from the brand mark into words where it doesn’t represent Towson University. “TU” is shorthand for “Towson University; if you can’t read the TU as “Towson University,” it shouldn’t be used.

Don't use TU as logo in words

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