DU Brand Book 2.28.24

Brand Book

A GREAT BRAND DOESN’T CHANGE. IT EVOLVES.

As the world of higher education continues to grow and reshape itself, so must our storied institution. The evolution of our brand allows us to look toward the horizon at new possibilities while never forgetting the difference we’ve already made.

Our brand is DETERMINED . We’re dedicated to engaging the communities we serve with perseverance, grit and focus. Here, we aren’t afraid to ask tough questions or face hard truths. We believe in our potential—and the power of a diverse and inclusive community united for causes greater than ourselves.

Our brand is INFLUENTIAL . Using our foundation of excellence and accomplishment, we strive to model ethical and intelligent leadership, understanding that this is just the beginning of what we can achieve and the change we can create when we work together.

Our brand is INNOVATIVE . We pursue bold ideas that unlock our potential as purveyors of the public good. We teach every student to greet the future with confidence and curiosity—envisioning a better future, pushing boundaries and developing the unexpected solutions that lead to real change.

Our brand captures the hearts and imaginations of those who wish to LIVE A LIFE OF PURPOSE , transforming ourselves and those around us.

This is the University of Denver.

The University of Denver will be a great private university dedicated to the public good.

In all that we do, we strive for excellence, innovation, engagement, integrity and inclusivity.

Promote learning by engaging with students in advancing scholarly inquiry, cultivating critical and creative thought and generating knowledge.

Our active partnerships with local and global communities contribute to a sustainable common good.

WE ARE THE UNIVERSITY OF DENVER

At the University of Denver (DU), we know that envisioning a better world is the first step to achieving it. That’s why we treasure not only intelligence but vision—true insight rooted in our noblest values and powered by our deep dedication. Through the 4D Experience, we empower our students to greet the future with confidence and curiosity, experimenting, innovating and building unexpected solutions.

As global citizens, we embrace a particular form of ambition, knowing our preparation for success improves the lives of those around us. Confident in our accomplishments, we know they are only the beginning of what we can achieve when we collaborate to create real solutions for the world’s great challenges. We strive to lead by example, turning our values into action, letting our determination drive us further and inspiring the world to join us in advancing the common good.

And along the way, we greet every challenge as an opportunity to grow. Asking tough questions, facing hard truths and taking risks: They are all part of the DU experience for those who learn and work here. We believe in the great potential of the University of Denver—and in the power of a diverse and inclusive community to bring us together for a greater cause.

Here, we know that the greatest leaders help others shine, that true confidence knows when to listen, and that our humility and strength work hand in hand to build a brighter and more equitable world for all.

University of Denver inspires courageous excellence that frees each of us to advance the common good through our insight and passion.

At the University of Denver, we embrace challenges with the determination and courage that unlock new possibilities. We champion risk-taking as we fearlessly ask the questions that push boundaries for the better. Here, we welcome diverse and new perspectives, knowing they enrich the world around us.

Our culture of curiosity inspires our students, faculty and alumni to serve communities both at home and abroad. We strengthen our minds, build confidence and stretch our sense of what’s possible through collaborative innovation. Not just for ourselves, but to advance the public good.

AT THE UNIVERSITY OF DENVER, WE ARE:

VISIONARY EXPERIENTIAL

TRANSFORMATIVE INTELLIGENT

ESTABLISHED INFLUENTIAL

POISED IDEALISTIC

ENTERPRISING INQUISITIVE

INTELLIGENT FORWARD-THINKING

INFLUENTIAL PROMINENT INSPIRING

DEDICATED RESILIENT

INQUISITIVE DRIVEN ENGAGING

Our voice is the voice of our community.

DU’s identity is its people—all its people. Our bright and motivated students, passionate and brilliant faculty, engaged and successful alumni, and talented and committed staff are all essential to the University. We celebrate diversity and aim to amplify voices from different cultures, perspectives and backgrounds.

DU is a special community, built and sustained by inspired and steadfast visionaries. But how do we tell the world? Although there are a million ways DU is different, three brand pillars distill and uplift our brand. These themes are already storied and supported by real outcomes, while still leaving us room for future growth. When used consistently, they will enable us to clearly tell our story and shine a light on the great perspectives, programs and future offered at the University of Denver.

4D EXPERIENCE

University of Denver students—past, present and future—benefit from a transformational experience that builds a life of purpose and develops their intellectual growth, character, well-being and careers.

TWO CAMPUSES, ONE DU

With both a vibrant city campus and the Kennedy Mountain Campus, located in the heart of the Rocky Mountains, the University offers multiple opportunities for networking, learning, reflection and making meaningful connections.

RESEARCH & SERVICE FOR THE PUBLIC GOOD

Empowered by our status as an R1 university, our globally minded community collaborates on groundbreaking research and projects that not only enhance knowledge and address inequities, but that serve the public good and tackle our planet’s most pressing problems.

To learn more about proof points and read stories supporting each of these differentiators or to submit your own, please visit:

du.edu/brand-proof-points.

THE IMPORTANCE OF THE DU BRAND

The work we do at the University of Denver is inspired, intentional, meaningful and deserving of a brand crafted with the same level of dedication. Our brand conveys DU’s impact through an engaging and honest narrative told with a unified voice. It showcases the authenticity of our people and programs and tells the stories of our community in a way that is unmistakably ours.

We use our story to speak to the dreams of prospective students, nurture relationships with our current students and alumni, and inspire thought leaders and global partners—all with the goal of strengthening our community of doers.

Our emails, letters, social media posts, flyers, brochures and more all contribute to the story of DU, so let this book inspire your communications with the outside world. As an ambassador for the University of Denver, remember that you make a difference.

For additional information about the DU brand, please visit www.du.edu/brandguidelines.

TURNING DREAMERS INTO DIFFERENCE-MAKERS —

FOR A BETTER TOMORROW.

Editorial Style Guide

How we tell our story matters.

The University of Denver Editorial Style Guide is designed to help DU storytellers, content producers and ambassadors who support the creation of marketing and communications materials (newsletters, flyers, posters, brochures, websites and more). It empowers the DU community, enabling us to create clear and consistent messaging to accomplish our goals while remaining welcoming and useful to our audiences.

A few things to consider when crafting content on behalf of DU:.

• Keep DU’s differentiators and unique value propositions (UVPs) available to reference, as we want to consistently highlight the positive attributes that separate us from others and matter most to our audiences.

• When sharing our story, be intentional when choosing what information goes into your content.

• Consider your audience and what you want them to feel, utilizing these insights to weave in elements of DU’s distinct voice to create a lasting impression and inspire action.

Use this publication as your guide, and please feel free to reach out to marcomm@du.edu with any questions or support for special situations you may encounter.

Key Messages

KEY MESSAGES

The Importance Of OneDU Brand Narrative

Having clarity, peace of mind and confidence in who we are, what we offer and how we approach our work allows us to speak with focus, consistency and conviction every time we share DU’s story with others. With increased competition for students, unrest in our world and a 24/7 media cycle, it’s critical that our messaging break through the noise. This is how we share our thoughts, vision and perspectives to fulfill our mission and vision of serving the public good by helping the DU community pursue careers and lives for purpose.

As we work together to raise the visibility of our institution in communities around the nation and globe, weaving the essence of our mission, vision and values as well as the takeaway ideas and differentiators found in this section into all your communications ensures that we are consistently disseminating the DU brand as efficiently and effectively as possible.

• Remain responsible global citizens who make a difference.

• Nurture a dedicated network of partners who seek to advance the public good.

Keep the following elements top of mind as the underlying heartbeat of the messaging you craft on behalf of DU.

Our Vision

The University of Denver will be a great private university dedicated to the public good.

Our Mission

To promote learning by engaging with students in advancing scholarly inquiry, cultivating critical and creative thought and generating knowledge. Our active partnerships with local and global communities contribute to a sustainable common good.

Our Values

In all that we do, we strive for excellence, innovation, engagement, integrity and inclusiveness.

Our Cause Statement

DU inspires courageous excellence that invites each of us to advance the public good through our insight and passion.

KEY MESSAGES

Our Brand Pillars Make the Difference

We have specific qualities that set us apart from our peers and align with our target audiences’ motivations. We call these differentiators our “Brand Pillars.” Brand pillars define our institution’s brand experience and serve as an organizing system for delivering consistent and compelling messaging about our organization.

Our brand pillars paint compelling pictures of our story and are based on our unique value propositions. Consistently using our brand pillars in all messaging ensures we stay true to our brand position and convey the best of who we are.

To learn more about proof points supporting each of these differentiators or to submit your own, please visit du.edu/brand-proof-points or email brand@du.edu.

4D Experience

University of Denver students—past, present and future—benefit from a transformational experience that builds a life of purpose and develops their intellectual growth, character, well-being and careers.

Two Campuses, One DU

With both a vibrant city campus and the Kennedy Mountain Campus, located in the heart of the Rocky Mountains, the University offers multiple opportunities for networking, learning, reflection and making meaningful connections.

Research and Service for the Public Good

Empowered by our status as an R1 university, our globally minded community collaborates on groundbreaking research and creative projects that not only enhance knowledge and address inequities, but that serve the public good and tackle our planet’s most pressing problems.

Messages for Use in Annual Reports, Printed and Digital Materials

Equal Opportunity Statement long form

The University of Denver is an Equal Opportunity Institution. It is the policy of the University not to discriminate in the admission of students, in the provision of services or in employment on the basis of race, ethnicity, color, religion, sex, national origin, age, marital or veteran status, sexual orientation or disability. The University complies with all applicable federal, state and local laws, regulations and Executive Orders. Inquiries concerning allegations of discrimination based on any of the above factors may be referred to the University of Denver Office of Equal Opportunity & Title IX: du.edu/equalopportunity.

Equal Opportunity Statement short form

The University of Denver is an Equal Opportunity Institution.

Boilerplate informational

About the University of Denver

Founded in 1864, the University of Denver is a private university that empowers students who want to make a difference through the 4D Experience. Recognized as one of the top research universities in the country, DU has more than 300 academic programs serving about 12,000 graduate and undergraduate students. DU students benefit from a transformational experience on two campuses—in the city and in the mountains—that channel their passions to serve the public good. Visit the University’s Newsroom or follow the University on Facebook, Instagram, LinkedIn, Twitter and YouTube.

Boilerplate promotional

About the University of Denver

The University of Denver is a private institution dedicated to the public good. Here, we create a better future for all.

Through the 4D Experience, our community members build skills, knowledge and perspective at our campuses nestled in the vibrant city of Denver and the Rocky Mountains. As globally minded citizens, we strive to make a difference in the world and create real, lasting change through collaborations and cutting-edge research designed to solve real-world challenges. For over 150 years, DU has offered a multitude of disciplines, majors and degrees designed to prepare students for lives and careers of purpose. Visit the University’s Newsroom or follow the University on Facebook, Instagram, LinkedIn, Twitter and YouTube to learn more.

Voice & Brand Personality

VOICE & BRAND PERSONALITY

Getting to Know DU’s Voice and Tone

The words we use define who we are as much as our actions. And the way we say them speaks to the heart and sets us apart.

Our brand voice is timeless and cumulative, embodying the many individuals who make up our community. It’s the expression of our identity and who we are as a community. Our voice is thoughtful and thought-provoking. At times, it is creative and savvy as it radiates the confidence coming from our student body and visionary community. Similarly, it remains open to new learning and perspectives even as it boldly asks the necessary questions that lead to meaningful solutions and drive transformative change.

When using our voice to craft a particular message or when appealing to a specific audience, it is useful to understand the key aspects of our character—the traits, values and behaviors that make us who we are as a unified community and create our personality. Distilling our brand voice into our key attributes allows for clarity and consistency in our messaging as well as authentic reflections of our community’s diversity. Just remember—we are the sum of all aspects of our personality. As you become comfortable with the voice or when you are speaking to multiple audiences simultaneously, feel free to weave multiple attributes into your messaging.

When choosing a set of attributes to utilize in any message, consider the particulars of the story you’re telling, the tone you want to convey, the takeaways and feelings you want to elicit, and which of our brand traits might best resonate with your target audience. Leaning into one of the distillations noted on the accompanying page can help you connect and communicate with your particular audience.

And a note: Our brand is nuanced and complex, reflecting the organization we serve. Reach out to brand@du.edu to schedule training for you and your team as needed.

We Are …

Determined Engagers

Resilient and tenacious, driven by overcoming challenges through grit and determination. Delivers surprising strength, perseverance and toughness. Values fortitude and hard work and rises to every occasion. Willing to take risks, experiment and move boldly. Causes people to feel motivated and purposeful

Resilient Experiential Enterprising

Influential Idealists

Accomplished and assertive, driven by beauty and excellence in all forms. Delivers stability, pride and vitality. Values balance, intentionality and accomplishment. Learns from new perspectives and catalyzes change by turning values into action. Embraces diversity and leads others for the good of the community. Causes people to feel confident and inspired

Established Prominent Inspiring

Innovative Visionaries

Brilliant and transformative, driven by the true desire to create a better future for all. Delivers progress, ingenuity and radical outcomes. Values newness and experimentation. Seeks tomorrow’s answers and finds leading-edge, unprecedented solutions by asking critical questions today. Causes people to feel awe and amazement.

Intelligent Inquisitive Forward-thinking

VOICE & BRAND PERSONALITY

OUR VOICE IS …

OUR VOICE IS NOT

…

Forward-thinking

Established

Dedicated

Proud Ethical Beautiful

Collaborative

Intelligent

Traditional

Pioneering

Storied

Trendy Materialistic Boring Arrogant Aloof Ordinary Exclusive Complicated Staid Aimless Fractured

Connecting Our Voice to Storylines

Our innovative vision illuminates a brighter world

At the University of Denver, our insight begins in diligent study, grows through life-changing learning experiences and flourishes as we discover transformative solutions to global challenges. Our culture of curiosity inspires our students to serve their communities and travel the world as innovators, strengthening their minds, building their confidence and stretching their sense of the possible until they are ready to lead with unmistakable vision.

Our record of excellence inspires ceaseless ambition

At the University of Denver, our record of accomplishment and global impact inspires us to serve a world that looks to us for leadership. We are constantly setting goals that we are not sure how to reach, trusting that our deepest values and noblest ideals will guide us. We treasure diverse and distinct perspectives, certain that as we strengthen the abilities of every student and learn from unique visions of the future, we enrich the world around us.

Our relentless determination fuels transformative growth

At the University of Denver, we embrace every challenge with the determination, passion and courage that unlocks new possibilities. We build a culture that celebrates risk-taking, fearless questioning and forging unlikely collaborations that reveal unexpected strength. We seek always to embody the inclusivity, persistence, and dedication that drive personal growth, knowledge and social change.

Audiences

AUDIENCES

Our Audiences

The University serves many audiences daily—each with their own motivations, perspectives and connection to our brand. Below are just a few:

• Prospective and current students—online and in-person

• Faculty and staff

• Legislators and government officials

• Industry thought leaders

• Community members—locally, nationally and globally

In some instances, additional research has yielded insight into our key audience motivators and allowed for the development of personas. Where available, this information is available for internal audiences and can be found at: du.edu/audience-motivators.

Here are some conceptual examples of how different tones might be applied to messaging in order to create appeal for different audiences:

Alumni/Donors (Influential Idealist)

At the University of Denver, our record of accomplishment and global impact inspires us to serve a world that looks to us for leadership. We are constantly setting goals, trusting that our deepest values and noblest ideals will guide us. We treasure diverse and empathetic viewpoints, knowing they enrich the world around us and bring us the necessary perspective to lead change in our communities..

Faculty (Innovative Visionary)

At the University of Denver, our insight begins in diligent study, grows through life-changing learning experiences in and out of the classroom, and flourishes as we discover real solutions to global challenges. Here, we strengthen students’ minds, build their confidence and stretch their sense of what’s possible until they are ready to lead with unmistakable vision.

Students (Determined Engager)

At the University of Denver, we embrace every challenge with the determination, passion and courage that unlocks new possibilities. We build a culture that celebrates risk-taking, fearless questioning and forging unlikely collaborations that reveal unexpected strength. We seek always to embody the inclusivity, persistence, and dedication that drive personal growth and social change.

Messaging Guide

MESSAGING GUIDE

Messaging Guide

Now that you know DU’s key messages and brand voice, it’s time to shape your story. How you craft your communication depends on a range of variables—from the spirit of the story you’re sharing to the product you’re promoting and from your delivery mode to your wordcount parameters.

In this section, you’ll find two possible approaches to help you get started if you’re new to crafting communications on behalf of the University of Denver brand.

Approach One: Ask and Seek

Ask yourself a series of questions. Locate the answers and collect information one piece at a time.

1. What story are you telling?

Gather appropriate information, keywords and phrases.

2. What UVP concept are you reinforcing?

Use specific examples and evidence to illustrate your message.

3. Who are you talking to?

Identify your target audiences, how you want them to feel and what you want them to do next.

4. What takeaway feeling do you want to evoke?

Is this story and audience best suited to the Innovative Visionary, Influential Idealist or Determined Engager portion of our identity? Pick your voice and review the corresponding personality traits.

5. Start writing!

Keep story details, audience needs, desired takeaways and persona voice in mind throughout your process.

Approach Two: Laddering

While desired takeaway, product type and content volume will ultimately determine your final approach to message construction, laddering is an effective technique to provide scaffolding. With this technique, you can build the basic framework of your message using one of the following sequences.

Up The Ladder

1. Evidence

Start by listing your evidence: UVP proof points and facts.

2. Voice

Integrate the attributes and essence of your selected voice.

3. Storyline

Finish by connecting to the main storyline.

Down The Ladder

1. Storyline

Start by utilizing the main storyline.

2. Voice

Integrate the attributes and essence of your selected voice.

3. Evidence

Finish by listing your evidence: UVP proof points and facts.

Style & Grammar Glossary

STYLE & GRAMMAR GLOSSARY

SECTION 1. STYLE

Introduction

In writing and editing materials for publication, the Division of Marketing and Communications relies upon the Associated Press Stylebook, the preferred editing reference for materials directed at general audiences.

In addition to ensuring consistency, the style and glossary section of our editorial style guide serves as a practical reference guide to some common spellings, abbreviations and punctuation. On some issues, in accordance with an academic culture, it differs from AP.

If an item is not listed here, defer to the Associated Press Stylebook or the Merriam-Webster Collegiate Dictionary.

If you have questions about DU style, please reach out to marcomm@du.edu

Aadvisor

Not adviser

addresses

For numbered addresses, always use figures. Abbreviate Ave., Blvd. and St. and directional cues when used with a numbered address.

alumnus, alumni, alumna, alumnae

Use these terms to refer to former students of the University. Students need not have earned a degree to be considered alumni.

• alumnus: man (singular)

• alumni: men; and a group of men and women

• alumna: woman (singular)

• alumnae: women (plural)

Note: In University of Denver Magazine and DU Newsroom articles, first references to alumni often include the degree(s) they earned and the year(s) in which degrees were awarded. Set off this information with parentheses:

• Sally Smith (BS ’96); Bob Jones (BA ’98, MBA ’99); John Johnson (attd. 1993–95); Frank Albright (Hon. PhD ’01)

amicus, amica, amici

Use these terms to refer to former employees of the University who have earned this honorary distinction.

• amicus: man (singular)

• amica: woman (singular)

• amici: men and women (plural)

ampersand

Do not use in place of the conjunction unless it is part of an entity’s official name or used in a headline where space and tone considerations are applicable.

• The Daniel L. Ritchie Center for Sports & Wellness.

• Exceptions can be made in marketing materials to complement visual personality and tone.

Anderson Academic Commons

This building, which opened in spring 2013, houses the University of Denver Library, including the Penrose Collection, and a number of services focused on teaching and learning. On subsequent references, refer to it as the Academic Commons or the library.

annual fund

Capitalize references to the University of Denver Annual Fund; lowercase annual fund when used without the official title designation.

awards

Use the full formal name for the following annual faculty awards:

• Distinguished University Professor

• Distinguished Teaching Award

• Distinguished Scholar Award

• Ruth Murray Underhill Teaching Award

• Faculty Service Award

• United Methodist Church Scholar/Teacher of the Year Award (Teacher of the Year on second reference)

• University Lecturer (sponsored by the provost’s office)

BBoard of Trustees

Capitalize Board of Trustees when it refers to the DU governing organization, but lowercase board when it stands alone.

See Trustees entry for information on use when referring to members.

Boettcher Scholars

buildings, facilities, gardens and greens

Capitalize the formal name of campus buildings and facilities on first reference in all documents.

Exceptions: the Ritchie Center, the Chambers Center, Nelson Hall and the Newman Center are acceptable on first reference when the publication audience is familiar with the DU campus.

On subsequent references, some building names may be shortened. Capitalization should be retained when the proper noun is used.

• The meeting is scheduled for the Sie Complex.

• Students love the complex for its many inviting spaces.

University Park buildings and facilities (first and second references)

• Ammi Hyde Building

• Anderson Academic Commons, the Academic Commons, the library

STYLE & GRAMMAR GLOSSARY

• Anna and John J. Sie International Relations Complex, the Sie Complex

• Sié Chéou-Kang Center for International Security and Diplomacy, the Sié Center

• Boettcher Center /BECH-ər/

• Buchtel Bungalow /BUCK-tel/

• Buchtel Memorial Tower

• Burwell Center for Career Achievement, the Burwell Center

• The Cable Center

• Carnegie Green

• Campus Green (between Sturm Hall and the Frank H. Ricketson Jr. Law Building)

• Centennial Halls, Halls

• Centennial Towers, Towers

• Chamberlin Observatory

• Chester M Alter Arboretum, Alter Arboretum

• Clarence M. Knudson Hall, Knudson Hall

• Columbine Hall

• Community Commons

• Craig Hall

• Daniel L. Ritchie Center for Sports & Wellness, the Ritchie Center

• Barton Lacrosse Stadium

• Benjamin F. Stapleton Jr. Tennis Pavilion, Stapleton Tennis Pavilion

• CIBER Field at the University of Denver Soccer Stadium (CIBER Field on subsequent references)

Coors Fitness Center

Diane Wendt Sports Fields

El Pomar Natatorium

Gates Field House

Hamilton Gymnasium

Joy Burns Arena

Magness Arena

Pat Bowlen Training Center

• Williams Tower

• Daniels College of Business, the Daniels College, Daniels (Do not use DCB.)

• Dimond Family Residential Village /dim-ond

• Evans Memorial Chapel

• Facilities Service Center

• Fisher Early Learning Center

• Frank H. Ricketson Jr. Law Building

• Frontier Hall

• F.W. Olin Hall, Olin Hall

• Harper Humanities Gardens

• Iliff School of Theology

• International House

• John Moye Hall

• Johnson-McFarlane Hall, J-MAC

• Joy Burns Center

• Katherine A. Ruffatto Hall, Ruffatto Hall

• King Lee and Shirley Nelson Residence Hall, Nelson Hall

• Margery Reed Hall, Margery Reed

• Mary Reed Building, Mary Reed

• Mass Communications Building

• Merle Catherine Chambers Center for the Advancement of Women, the Chambers Center

• Nagel Art Studios

• Nagel Hall

• Physical Education Building

• Robert and Judi Newman Center for the Performing Arts, the Newman Center

• Joy Burns Plaza

• June Swaner Gates Concert Hall

• Elizabeth Eriksen Byron Theatre, the Byron Theatre

• Frederic C. Hamilton Family Recital Hall, Hamilton Recital Hall

• Trevorrow Hall

• Williams Recital Salon

• Shwayder Art Building

• Sturm Hall

• University Hall (formerly Old Main)

• University Technology Services Building

Off-campus buildings

• Chamberlin Observatory (see separate entry)

• Denver Tennis Park (a partnership with Denver Public Schools and Denver Tennis Park Inc.)

• Margaret Rogers Phipps House, Phipps House (not Phipps Mansion)

• The University sold this facility in 2010.

• Meyer-Womble Observatory

Ccampuses

City Campus: The University of Denver is housed on a 125acre site in the University Park neighborhood.

Mountain Campus: The James C. Kennedy Mountain Campus is situated on 720 acres of pristine wilderness in the Colorado Rockies.

campuswide

chair and vice chair

Use chair and vice chair instead of chairman, chairperson, chairwoman.

Chamberlin Observatory

DU owns and operates the Chamberlin Observatory, located just a few blocks from campus at Observatory Park. Established in 1890, the observatory and its 20-inch refracting telescope are managed and cared for by the Department of Physics and Astronomy.

Cherrington Global Scholars program

Established in 2002, the Cherrington Global Scholars program is a for-credit initiative designed to send every eligible junior and senior abroad for at least one quarter of study. Participants in the program are referred to as Cherrington Scholars or Cherrington Global Scholars.

Chester M Alter Arboretum

Note that the middle initial is not punctuated.

classes

Class of 2019, but the classes of ’90–’99.

co-curricular Not cocurricular.

College of Arts, Humanities & Social Sciences (CAHSS)

College of Natural Sciences & Mathematics (NSM)

Colorado Women’s College

Until 1967, this institution was known as the Colorado Woman’s College. From 1968–72, it was named the Temple Buell College after a donor. In 1973, the name became the Colorado Women’s College. When DU acquired the school in 1983, it was renamed the Weekend College. It was named the Women’s College in 1993. A decade later, it became the Colorado Women’s College once again. The college was reorganized in 2020 and its remaining programs were blended into other University of Denver units.

After 130 years as an institution of higher education, Colorado Women’s College ceased operations in spring of 2021 due to insurmountable budgetary challenges that pre-dated COVID-19 but were exacerbated by the pandemic. The CWC Leadership Scholarship Program and Equity Labs, the current hallmark programs of the CWC, remain fully maintained and housed by other DU organizational structures to ensure that they continue to fulfill CWC’s

mission beyond the immediate transition. The HerDU event series is now maintained by ODEI.

When referring to alumni and faculty of the college, acknowledge the institution’s name during the period in question.

• Smith is an enthusiastic alumna of the Colorado Women’s College, having earned her degree in 1969, when it was known as the Temple Buell College.

commencement

Capitalize when referring to DU’s ceremonies.

Lowercase when referring to ceremonies at other universities.

• He gave the commencement address at Harvard.

committee names

Lowercase generic committee names:

• buildings and grounds committee, budget committee, search committee

Capitalize only those committees with distinctive formal names:

• the Colorado Committee on Higher Education Reform

convocation

Capitalize when referring to DU’s fall ceremonies.

Lowercase other references.

STYLE & GRAMMAR GLOSSARY

co-requisite

course titles

Capitalize the full, formal title of a course.

Do not place titles in quotation marks.

Lowercase casual references to classes.

• He loved his air pollution class but really disliked photography.

coursework

cum laude, magna cum laude, summa cum laude Always lowercase.

curriculum, curricula

DDaniel Felix Ritchie School of Engineering & Computer Science

On second reference, use the Ritchie School.

Daniels College of Business

On second reference, use Daniels College or Daniels.

dates

Use Arabic figures, without st, nd, rd or th.

When a phrase refers to a month, day and year, commas are required before and after the year.

• She will graduate on June 6, 2022, with a degree in engineering.

When including a day of the week with the date, use a comma after the day and after the date.

• The lecture is scheduled for Tuesday, Oct. 4, in the Anderson Academic Commons.

When a phrase refers to a date but not a year, do not use a comma with the date.

• The hockey team will play an exhibition match on Feb. 15 at Magness Arena.

When referring to just the month and year, do not use a comma and do not abbreviate the month.

• The program began in January 2016 with plans for rapid expansion.

degrees

Do not capitalize formal names of academic degrees in general text.

• bachelor of science, bachelor of arts, master of business administration, doctor of philosophy, etc.

Casual references to degrees require an apostrophe.

• He has a bachelor’s degree, but his sister has a master’s degree.

When referring to specific degrees, use formal titles.

• She earned a bachelor of fine arts and a master of social work from the University of Denver.

When listing degrees by their initials, do not use periods.

• BA, JD, MFA, PhD

When a degree is used as part of a person’s descriptive identity, it should follow their name and be offset by commas.

• Sally Smith, PhD, addressed the class on Tuesday.

When writing about University of Denver alumni, list their degrees and the years they were awarded after the first reference, if possible.

• Sally Smith (BA ’89, MA ’91, PhD ’94)

If writing about an alumnus who did not earn a degree, list the years of attendance only.

• John Smith (attd. 1972–73).

Note: Deviations from this list should be verified with the Office of the Registrar.

departments and offices

Capitalize the department or office when used as a formal name.

• Department of Biological Sciences, Office of the Provost

Lowercase informal references.

• geography department, provost’s office

Note: An exception is made for proper nouns.

• The English department met to discuss curriculum.

When referring to such departments whose formal names also describe the subject matter—such as Asian Studies and Judaic Studies—use uppercase for references to the department itself and lowercase for references to the subject matter.

• She recently joined the Judaic Studies faculty.

• But: She is interested in Judaic studies. That course is offered by Asian Studies. After two years as an undeclared major, Fred has decided to concentrate on Asian studies.

When referring to centers and institutes, use the full name on first reference and subsequently a lowercase “center” or “institute” as appropriate.

• The Environmental Institute becomes the institute on second reference.

For verifying formal names of departments and offices, please consult the Departments A-Z Directory at du.edu

• Department of Languages, Literatures and Cultures

• Office of Undergraduate Admission (not Admissions)

Eendowed chairs and professorships

Capitalize the full name of the chair or professorship.

• Ved Nanda holds the Thompson G. Marsh Professorship.

Modified usages incorporating a lowercase chair or professorship are acceptable on second references.

• The Marsh professorship is a great honor.

Ffaculty

The word “faculty” is a collective noun, singular in form but referencing a group of individuals.

Use with a singular verb if emphasizing action as a unit.

• The law school faculty embodies the University’s emphasis on the public good.

Use a plural verb if emphasizing faculty members individually.

• Faculty from the political science department are quoted in recent news reports about the election.

fieldwork

first-year student

In most cases, this term is preferred over “freshman.”

Founders Day

Founders’ Fellows

Four-Dimensional Experience/ 4D Experience

At DU, students receive a multidimensional, adventure-driven education that prepares them to make a difference and thrive in a dynamic world. It’s called the 4D Experience. The four integrated dimensions are: advancing intellectual growth, exploring character, promoting well-being and pursuing lives of purpose.

Only lowercase four-dimensional when it is not paired with the word experiences. In all other instances, all elements should be capitalized.

SECTION 1. STYLE

Franklin L. Burns School of Real Estate & Construction Management

Use the Burns School on second reference.

Fritz Knoebel School of Hospitality Management

Use the Knoebel School on second reference.

Ggender-specific language

Avoid gender-specific language whenever possible.

Opt for neutral nouns and pronouns instead.

• They or the student, instead of he or she.

Use male or female only when referring to the sex of an individual or animal.

HHomecoming

Capitalize when referring to DU’s fall event.

Honors/honors

Lowercase cum laude, magna cum laude and summa cum laude.

Capitalize Honors when used to describe students in the University Honors Program.

GLOSSARY

• Sally, who is an Honors student, takes a demanding course load each quarter.

Capitalize Honors when used to describe projects prepared for the program and classes offered under the program.

Lowercase honors when it refers to departmental achievements.

• Sarah Hamm earned honors in biology.

JJosef Korbel School of International Studies

Formerly named the Graduate School of International Studies, the school was renamed in May 2008 after its founder and one of its most famous scholars.

On second reference, use Josef Korbel School.

On subsequent references, it’s acceptable to use the Korbel School.

Lliving and learning communities

The acronym LLC is acceptable on second reference.

MMorgridge College of Education

Use the Morgridge College on second and subsequent references.

Oon-campus, on campus

Use on-campus as an adjective.

• We promote on-campus events.

Use on campus as a prepositional phrase.

• We promote events on campus.

onstage

KKnoebel Institute for Healthy Aging (KIHA)

PPartners in Scholarship (PinS)

phone numbers

On business cards and in stacked addresses, use periods to separate the area code and exchange..

• 303.871.2000

In narrative text, use hyphens.

• He called 1-800-999-9999 to report the problem.

Pioneers

The University’s official moniker. Usage should be determined on a case-by-case basis.

post

Words beginning with this prefix are usually closed, with no hyphen, unless the root word is a proper noun.

• postdoctoral, postmodern, post-Obama.

pow wow

Qquarters, quarter hours

Lowercase fall, winter and spring quarters, summer session and interterm in general copy.

Use numerals to express quarter hours.

• Students traveling to Mexico will earn 2 quarter hours of credit.

quotation marks

Use single quotation marks in news headlines and for quotes within quotes.

“Smart” quotes, not “straight” quotes, should be used.

Semicolons and colons go outside quotation marks.

Periods and commas go inside the closing quotation mark.

Use quotation marks for book,

dissertation and thesis titles, as well as articles, poems, short stories, book chapters, essays, individual lectures, blog entries, podcasts, and TV and radio programs.

No quotation marks or italics are needed for academic course titles, apps, awards, websites, political documents (such as the Constitution), scriptural works (the Bible, the Koran, the Talmud), or musical compositions whose names contain a musical form (such as concerto, symphony).

RReiman School of Finance

residence hall

Not dorm or dormitory.

SSchool of Art & Art History

Sturm College of Law

On second reference, use Denver Law.

Department of Theatre.

In other references, it is preferable to use theater.

• Theater majors use the Byron Flexible Theatre as a laboratory for developing their skills.

T-shirts

transgender

Not transgendered.

Trustees

Capitalize trustee as a title before the name:

• Trustee Allan Phipps

Lowercase when used as a descriptor in sentence.

• As a trustee, Allan Phipps served the University Board of Trustees well.

UUniversity of Denver

Capitalize University of Denver.

Capitalize second references to the University when the University of Denver is implied.

DU is acceptable on second reference.

University College

Before 1987, University College was known as the New College.

TTheater/theatre

Use the British spelling when referring to the University’s

University Honors Program

Always capitalize the full formal name.

Use Honors Program on second reference.

Casual references should capitalize Honors.

• Sally is an Honors student.

Wwork-study

Y

years

Let context dictate usage.

Either 1946 or ’46 may be appropriate.

When discussing a span of years, it is acceptable to use the shortened version for years in the same century.

• 1946–52; 1998–2003.

STYLE & GRAMMAR GLOSSARY

SECTION 2. GRAMMAR AND PRESENTATION

Bulleting

Do not capitalize single words in bulleted lists.

Do not capitalize the first word of sentence fragments appearing in bulleted lists.

When a list consists of complete sentences, punctuate each sentence as though it stands alone. When a list consists of sentence fragments or phrases, do not use a period or semicolon at the end of each entry, including the concluding entry.

The new program has the following goals:

• to help students find financial aid

• to match students with faculty mentors

• to ensure that students have a rewarding educational experience

Captions

Be consistent in caption style throughout a document or publication.

Use either full sentences with punctuation or phrases without punctuation; avoid mixing the two if possible.

In group shots, identify people from left to right and according to rows.

Headings & Subheads

Headings sizes and styles must be consistent throughout your document or publication.

Visual Style Guide

This is the University of Denver’s Visual Style Guide, intended to both direct and inspire your design work. In the following pages, you will learn how to effectively use and apply DU’s fonts, colors and layouts, as well as the cornerstone of our visual brand—the logo. Use these guidelines to create impactful and appropriately branded graphic content. Consistent adoption of these visual standards will create, hone and fortify DU’s image and reputation, both for internal University audiences and the global community in which DU operates.

Use this publication as your guide, and please feel free to reach out to marcomm@du.edu with any questions or support for special situations you may encounter.

65 Seal, Logo & Lockups

83 Colors

87 Fonts

93 Layouts

99 Photography

107 Videography

115 Athletics Brand Elements

133 Design Examples

Seal, Logo & Lockups

VISUAL ELEMENTS: Seal & Logo

UNIVERSITY SEAL

The University of Denver seal bears the words “University of Denver — Founded 1864” around the edge, with an image of Mount Evans and other stylized designs in the center.

Usage of the seal is reserved for formal University communications and cannot be combined with other identity elements. Contact the Division of Marketing and Communications for approval of application and usage.

INTERLOCKING DU

The interlocking DU is an evolution of the University identity. The imagery is strong and familiar, indicating our commitment to intellectual and personal growth since 1864. The forms are modernized and tightly locked, illustrating our gaze toward the future and strong community.

This is the primary identifier of the University and should be included with the University of Denver logotype.

VISUAL ELEMENTS: Logotypes

LOGOTYPE

The University of Denver logotype is crafted to present a confident and welcoming tone.

ABC Arizona Flare is used for the University of Denver wordmark. The letters of our wordmark have been set with specific spacing and weighting, which cannot be recreated by simply typing it out. Therefore, when the wordmark appears as part of the logo—either as a lockup or relationship—always use the official artwork.

SUB-BRANDS

Secondary lockups for schools, business units and centers can be found on page 11. In certain instances, sub-brands have the opportunity to identify with a stand-alone logotype. However, a DU mark must always accompany this mark elsewhere on the communication.

Daniels College of Business

VISUAL ELEMENTS: Secondary Logo Lockups

School and Unit Full

Daniels College of Business

School and Unit

Full University lockup is required when using this style of mark. Example usage on pages 14-15.

Daniels College of Business

Center and Institute

Full University lockup is required when using this style of mark. Example usage on pages 14-15.

Knoebel Institute for Healthy Aging

VISUAL ELEMENTS: Primary Logo Lockups

Recommended Vertical lockup usage: Great for applications where there is plenty of space and identifying the University is the primary message.

Recommended Horizontal-Stacked lockup usage: When there is plenty of space for identification but also a need to make room for image or text as the primary messaging.

Recommended Horizontal lockup usage: In instances where space is tight, use the horizontal logo to ensure “University of Denver” is legible.

VISUAL ELEMENTS: Secondary Logo Lockups

Unit Full lockup usage: Instances where units are the primary identifier but space for full DU logo is not available.

Center / Institute lockup usage: Marketing materials for centers and institues need to be locked-up with the DU logomark.

In instances where there is more space, the unit lockup can replace the primary lockup.

VISUAL ELEMENTS: Logos

VISUAL ELEMENTS: Logo Usage

EXCLUSION ZONE

An exclusion zone has been established to create a clear space around the logo. To ensure clarity, it is important that other elements do not enter the exclusion zone.

The exclusion zone for all logos is based on the width of the main stem of the “D” in the logo.

Ex. A

Exclusion zone based on this width

Ex. B

Ex. C

Ex. D

VISUAL ELEMENTS: Logo Usage

KEEP IT CLEAN

The University endeavors to create knowledge and clarity. To maintain a strong brand image, it is important that the logos are applied consistently and never manipulated or distorted.

Don’t invert colors

Don’t rotate

Don’t stretch or distort

Don’t block important items

C’mon now

No busy backgrounds

Don’t use secondary colors

Don’t change the 2-color logo

Don’t “duotone”

Colors

VISUAL ELEMENTS: Color Standards

PRIMARY COLORS

Crimson and gold have served DU throughout much of our vibrant history.

Crimson shares DU’s passion and determination to succeed, while gold signifies the bright future we see on the horizon.

A primary color must be present in every visual communication.

DU CRIMSON

DU GOLD

PMS 200

R: 186

G: 12

B: 47

C: 3

M:100

Y: 70

K: 12

PMS 7503

R: 168

G: 153

B: 104

C: 10

M:15

Y: 50

K: 29

Hex: #A89968

COLOR REPRODUCTION

It’s critical to set up production files in the correct color space. Failure to do so will result in inconsistent color reproduction and incorrect brand application and representation.

CMYK Color Space: U.S. Web Coated (SWOP) v2

RGB Color Space: sRGB IEC61966-2.1

Hex: #BA0C2F

SECONDARY COLORS

Secondary colors support the primary brand colors, creating depth, range and visual interest. These colors are especially useful when used to elevate the primary colors in communications to external audiences.

Shades

Neutrals

PMS 1955

CMYK - 9,100,54,43

RGB - 138,21,56

HEX - #8A1538

PMS Cool Grey 11

CMYK - 44,34,22,77

RGB - 83,86,90

HEX - #53565A

BLACK

CMYK - 0,0,0,100

RGB - 0,0,0

HEX - #000000

Brights

PMS 7505

CMYK - 17,44,62,49

RGB - 129,96,64

HEX - #816040

PMS 7527

CMYK - 3,4,14,8

RGB - 214,210,196

HEX - #D6D2C4

PMS 032

CMYK - 0,86,63,0

RGB - 239,51,64

HEX - #EF3340

PMS 385

CMYK - 24,14,94,55

RGB - 120,113,33

HEX - #787121

PMS 5463

CMYK - 100,45,38,90

RGB - 7,39,45

HEX - #07272D

PMS 523

CMYK - 15,33,0,0

RGB - 201,177,208

HEX - #C9B1D0

PMS 605

CMYK - 0,2,100,9

RGB - 225,205,0

HEX - #E1CD00

PMS 3285

CMYK - 98,0,59,0

RGB - 0,150,129

HEX - #009681

Fonts

VISUAL ELEMENTS: Font Standards

INSTITUTIONAL FONT

DU’s institutional fonts are a core piece of the brand. Use these when identifying the University and its divisions.

Neue Haas Unica

DU’s primary font, Neue Haas Unica, should be used as the foundational font in all communications and marketing materials. Available in a variety of font weights and offering flexibility, it should be used convey the University’s confidence and focus on creating a better future today.

When Neue Haas Unica is unavailable, Neue Haas Grotesk Text Pro is an acceptable system-standard alternate.

Heavy Bold Regular Light

Bold Medium Roman

Neue Haas Unica

Neue Haas Grotesk Text Pro

VISUAL ELEMENTS: Font Standards

PERSONALITY FONTS

The University of Denver offers a suite of secondary personality fonts that you are encouraged to use as appropriate in your communications, particularly in headlines. When choosing, ask yourself the following questions and be confident in your rationale:

Does this font provide the right feeling for the content of this communication?

Is this font being used in a way that speaks to the personality of my audience?

Nocturne Manuka DU Bois Diatype

Layouts

VISUAL ELEMENTS: Layouts

To create your layout, create a grid, choose content zones and then apply the Layout Checklist.

GRIDS

Choose the number of columns and rows that will appropriately fit your content. Generally, the more content you have, the more grid lines you will need.

Note: The grid system does not limit creativity to hard lines or straight edges. Rather, it allows for flexibility while still creating unity through the consistent organization of DU’s content.

CONTENT ZONES

Using the zone system is an essential step to visualizing all content elements.

Must include DU lockup in its primary or secondary form.

Should take up the bulk of the space. It could be a headline, event or image.

Any supplemental information, including event details or snappy call to action.

LAYOUT CHECKLIST

Use this checklist as you create your layout.

1. Set an appropriate grid system.

2. Identify content zones.

3. Does the logo have enough clear space around it?

4. Is the text readable?

5. Do the header, subhead and body copy typesetting create an informational hierarchy?

6. Does the imagery complement or enhance the content?

7. Do type, copy, logo and graphics interact in an engaging, clear and comprehensible way?

VISUAL ELEMENTS: Layouts

LAYOUT IN PRACTICE

Here are some examples of grids and zones working together to create impactful designs.

Large-scale out-of-home marketing allows for the maximum messaging and identification system, including a call to action and tagline.

Extended collateral materials allow for the most flexibility. These materials allow for the most robust University and unit identification as well as conceptual design.

Small-scale marketing materials require clear prioritization of zones and focused content to ensure the needs of the audiences are met without being overwhelming.

DISCOVERY FOR THE DIFFERENCE

Photography

VISUAL ELEMENTS: Photography

Photography plays an increasingly vital role in storytelling. Images should convey energy and authenticity by documenting engaging glimpses of the University of Denver experience and community. Coloring should feel both natural and vivid.

PORTRAITURE

Portrait photography highlights the ethical, intelligent and creative leadership of DU students, alumni and community members. Portraiture shines a light on those who are driving change, building their talents, embracing curiosity and learning from new perspectives to become critical thinkers and difference makers.

Determined Engager

These portraits give the impression that the subject is caught mid-act as they pursue their goals. Camera angles are asymmetrical and are low and high angle, creating a candid, almost photo-journalistic manner.

Influential Idealist

These subjects are here to affect the world for the better. They confidently look from within their image, out to their vision for a better world. These photos are often symmetrical in composition and precise in their lighting. It’s helpful to give subjects lots of head room for their grand ideas.

Innovative Visionaries

Innovative visionaries are exemplified by bright, precise lighting and environments where daring dreams turn into reality. Subjects are busy creating a better future, but have paused to interact with the viewer and offer a glimpse into their work and vision.

VISUAL ELEMENTS: Photography

CONCEPT/AREA OF STUDY

Photography focused on abstract ideas illustrates the limitless potential, ingenuity and academic excellence of the DU community. Through patterns, textures and color, this photographic style represents curiosity, forward-thinking, openness, optimism, inclusivity and experimentation.

Determined Engager

This is the grind. Determined engagers show up with resolve to do the hard work that leads to real change. Photos of them and their workspaces will always be elevated documentation of their work and chosen field of study. Crops will be tight, focusing on the action, and lighting will be dramatic and often low-key.

Influential Idealist

These subjects make connections, build community and collaborate for the greater good. We show this by capturing individuals actively interacting with their surroundings and peers. Lighting is bright and optimistic, without appearing forced or extreme.

Innovative Visionaries

These photos show the advancement and growth within fields of study, spurred by enterprising visionaries who aim to create a better future for all. Bright lighting and a clear subject highlight the human face, spaces or the progress being made.

VISUAL ELEMENTS: Photography

ACTION/EVENT

Action photography puts the spotlight on moments that depict people seizing opportunities and overcoming challenges through hard work and dedication as well as celebrating the milestones and moments of community along the way. The colors and patterns of action-oriented imagery speak to the bold, active, confident, hands-on nature of DU. This style showcases DU’s commitment to supporting local communities and the public good through diverse partnerships, connection and collaboration.

Determined Engager

Determined Engagers are resilient and committed to their cause. Action photography showcases their focus and determination with shots captured with high shutter speeds and wide aperture.

Influential Idealist

Action photos of Influential Idealists showcase peer-topeer communication with long exposures to light trails and panning techniques to showcase expression and response.

Innovative Visionaries

With a drive for discovery and thirst for improvement, Innovative Visionaries are future-focused and immersed in action. Their activity remains the primary emphasis of the camera with frequent singlepoint focusing and white balance adjustments.

Videography

VISUAL ELEMENTS: Videography

INFLUENTIAL IDEALIST

Influential Idealist videos aim to capture a dreamy and thought-provoking aesthetic, alluding to the beauty of ideas grounded in real experience.

Camera shots incorporate slow motion and long, sweeping push-ins using a gimbal. Lighting style is soft and utilizes as much natural light as possible. Post-production editing is slow motion with L-cuts and cross fades. Audio from preceding scenes lingers into the next. This color grade accentuates soft, true colors. To elicit emotions of confidence and inspiration, the storytelling strategy specifically focuses on the story of the subject. Hopeful, ambient and ethereal music helps to bring about a feeling of encouragement.

INFLUENTIAL IDEALIST CHECKLIST

1. Subject-driven story

2. Slow motion

3. Sweeping movement

4. Natural light

5. Hopeful, ambient, ethereal soundtrack

6. Soft textures

7. L-Cuts and cross-fades

8. Color grade accentuates soft, true colors

VISUAL ELEMENTS: Videography

DETERMINED ENGAGER

Determined Engager videos show DU community members at work, filled with purpose and willingness to consistently put in the effort that leads to meaningful change.

Scenes can be captured with a handheld camera and move rapidly, possibly using whips, while shots are tightly framed. Lighting should be dramatic, making use of intense sun and shadows. When editing, make use of quick cuts and darker colors, including crushed blacks and lower saturation. These stories highlight the unbreakable focus of the subjects, who can be underscored by sound design and driving, confident music with edgy beats.

DETERMINED ENGAGER CHECKLIST

1. Outcome and subject-driven story

2. Fast motion

3. Dramatic light and shadows

4. Whips

5. Quick cuts

6. Low color saturation

7. Confident, edgy music

8. Sound design

VISUAL ELEMENTS: Videography

INNOVATIVE VISIONARIES

Innovative Visionary videos highlight the important, creative work being done at DU by individuals who dare to imagine a better tomorrow.

Wide shots, captured with a mix of handheld and gimbal cameras, demonstrate the symmetry of environment and showcase unique angles found in technical situations. Transitions have strong motion. Bright lighting accompanies saturated colors and cool whites in editing. Whimsical music with staccato beats and a technological feel makes the audience think about the ingenuity and vision being utilized to reinvent tomorrow’s possibilities.

INNOVATIVE VISIONARIES CHECKLIST

1. Focused on the work, envisioned outcomes and creativity of the individuals and partnerships

2. Wide shots

3. Symmetrical environments

4. Unique angles

5. Transitions with motion

6. Bright lighting

7. Saturated colors

8. Whimsical, staccato music

DU Athletics Brand Elements

VISUAL ELEMENTS: Athletics Marks

INTERLOCKING DU

The clear space variation of the interlocking DU provides builtin space surrounding the monogram. Use it whenever it is not possible to control backgrounds.

Unless used in a branded environment or paired with the Denver wordmark in approved applications (uniforms), the full lockup must be used. See page 8 to learn more about the DU logotype, including the University of Denver wordmark.

DENVER

The arch Denver wordmark is a secondary mark, approved for use only on team uniforms where a name is required by league graphic standards or approved student athlete-facing (not public-facing) environmental applications. The Denver is not to be combined in a lockup with the interlocking DU, but the two must be present in the same application. See basketball kit example on page 68

VISUAL ELEMENTS: Interlocking DU Variations

INTERLOCKING DU

The interlocking DU has several variations to accommodate the many applications across the DU Athletics brand.

When the interlocking DU appears on the same application with the Denver wordmark, the same variation of each mark must be used.

VISUAL ELEMENTS: Arch Denver Variations

INTERLOCKING DU

The interlocking DU has several variations to accommodate the many applications across the DU Athletics brand.

When the interlocking DU appears on the same application with the Denver wordmark, the same variation of each mark must be used.

VISUAL ELEMENTS: Athletics Sub-Brands

SUB-BRAND LOCKUP

DU encompasses a large number of sports programs. It is important for those programs to identify themselves. The Athletics sub-brand lockup has many variations to suit any reproduction need.

UNIVERSITY OF DENVER

UNIVERSITY OF DENVER

UNIVERSITY OF DENVER

UNIVERSITY OF DENVER

Lacrosse Lacrosse Lacrosse

Lacrosse

VISUAL ELEMENTS: Athletics Color Usage

STICK TO THE PLAY

The DU Athletics brand uses a concise set of brand and secondary colors to ensure consistency across the myriad applications and touch points on which it appears.

PMS 200

R: 186

G: 12

B: 47

C: 3

M:100

Y: 70

K: 12

Hex: #BA0C2F

PMS Process Black

R: 0

G: 0

B: 0

C: 0

M: 0

Y: 1

K: 100

Hex: #000000

DU GOLD

PMS 7503

R: 168

G: 153

B: 104

C: 10

M:15

Y: 50

K: 29

Hex: #A89968

SECONDARY

BRAND WHITE

R: 255

G: 255

B: 255

C: 0

M: 0

Y: 0

K: 0

Hex: #FFFFFF

KEEPING COLORS IN BRAND

DU Crimson is the primary color for the DU Athletics brand. In every application, DU Crimson must be the dominant brand color. As the “front door” of the University, DU Athletics does not use the secondary color palette.

IN BRAND

The primary brand color is DU Crimson, even when a secondary color is dominant.

NOT IN BRAND

Gold cannot be the primary brand color, even when a secondary color is dominant.

VISUAL ELEMENTS: Athletics Marks in Practice

VISUAL ELEMENTS: Athletics Kit Standards

Use the appropriate logo variation and location supplied by the league brand standards.

Choose the appropriate University identifier color scheme, dependent on the color field on which it appears.

The color variation chosen for this element must be consistent across the remaining kit elements.

Player numbers will be typeset in Jawbreak Sans, with stroke applied to the outside of the number. Numbers must be kerned appropriately.

The primary mark must match the color variation of the University identifier.

The sample swim kit allows for additional graphic interest by creating a gradient of DU Crimson. Note: Crimson remains the primary brand color.

Many gear and swag applications will feature black color fields. In these cases, crimson must be the primary brand color, while white is used for legibility.

Design Examples

As we begin to intentionally introduce our brand in different markets over the next few years, it is critical that the interlocking DU always be paired with the University of Denver logotype when outside a branded environment.

VISUAL ELEMENTS: Design Examples

VISUAL ELEMENTS: Design Examples

College/School Viewbook Covers

VISUAL ELEMENTS: Design Examples

This page: Social Media Advertising

Opposite page: Event Promotional Poster

VISUAL ELEMENTS: Design Examples

VISUAL ELEMENTS: Design Examples