University of Tennessee Foundation - Brand Guidelines

Brand Guidelines.

Prepared for The University of Tennesee Foundation 2021

As an interdependent nonprofit corporation, the UT Foundation mission is to raise financial, public, and political support for the University of Tennessee.

The UTFI marketing department is charged with educating the alumni, from not just one campus but many across the state, about all that is being done by UT and its alumnus. The primary goal in educating their alumni is to ensure the support of their current and future alumni for all campuses.

The UTFI primary audience is welleducated (obviously). They have a discerning spirit and an innate desire to make an impact in this world, one that lasts longer than they do. They lean towards a slightly older demographic, but the UTFI does not want to wait until their audience is over 60 to engage them, they want to inspire pride in the school(s) right out of the gate. As such, they are tasked with reaching across several generations.

UT already has a well-established color palette and typography, but to accomplish their goal, and stay complimentary to the branding of the various campuses, we have been tasked

with creating a unique look for UTFI to use in their communications and marketing materials.

As such we have decided to go with a slightly more sophisticated color palette of jewel tones. We want to invoke a feeling of rich heritage and grandeur, without seeming stuffy or overbearing. We will also be incorporating graphic elements inspired by jewels. While using “gems” in iconography would help communicate UTFI’s message, we plan to take the key element from a refined gem, its facets. While a gem has value simply because of what it is and the potential it brings, the facets add distinction and significance to the gem, increasing its value and allowing its beauty to shine through. The facets of a gemstone don’t just capture the light, they refocus it and allow the true beauty to shine through, no matter what angle it is viewed from.

This is what UTFI does for the alumni of UT. It captures their brilliance and shines a light on all they do. It takes the raw materials (gifts, donations, endowments, etc) and reveals the true potential when its facets are added.

UTFI captures the brilliance of the UT almuni and shines a light on all they do. It takes their raw materials and reveals the true potential when its facets are added.

Inspiring Impact

Alisha. UTFI’s Script Accent Typface

Alisha is a smooth free-hand calligraphy based font that flows with a classic serif font to add expressiveness.

Alisha. Alisha is an expressive yet legible script face with a generous complement of over 200 alternates and swash forms. Alisha retains the distinctive look of custom lettering with varied letterforms that are personable; yet polished and refined.

Tenez. Tenez was created as a display typeface meant to be used large as in magazine openings, drop caps or everywhere there’s a need for elegant impact. Its origins are rooted in pointed nib calligraphy, but Tenez’s shapes are organic with a contrast between thin strokes and the black area left by the serifs making for a typewriter-like personality. The italics provide a perfect counterpoint to the roman weights.

Goudy Old Style.

Primary Typeface

UT’s SecondaryTypeface

The Colors.

Color Palette. UTFI Color System

While UT System has a vibrant color palette between its various campuses and accent colors, UTFI needed something that communicates its true purpose while still complementing the established colors

They are reaching a slightly older, more sophisticated crowd. The marketing team noted that they often use the accent palette’s “Teal” color currently. Applying this knowledge we decided on the deeply saturated hues of jewel-toned colors to add depth and richness to the spaces they occupy.

Teal

PMS 7713

CMYK 100 / 33 / 42 / 7

RGB 0 / 123 / 138 HEX #007DB8A

PMS 19-2009

CMYK 64 / 74 / 43 / 29 RGB 90 / 67 / 90 HEX #5A445A

Amethyst Rubellite

PMS 19-2045 TCX

CMYK 2 / 100 / 19 / 46

RGB 144 / 0 / 73 HEX #90049

PMS 16-0952

CMYK 12/ 43 / 100 / 13 RGB HEX #C58921

Nugget Gold Jade

PMS 18-6216

CMYK RGB 86 / 111 / 89 HEX #566F59

Graphic Elements.

In keeping with UT's stated texture and graphic elements guidelines, we integrated elements that reflect and reinforce the jewel tones to add depth and surface for visual interest.

When incorporating icons, angular or geometric figures are preferred. A handful of faceted gemstones have been developed for unique usage.

Icons Textures

Following a principle of simple elegance, our textures are understated. The facets can be used by adding linear elements over a solid color or by using a variety of shades to produce a prismatic effect.