BRAND TOOLKIT
2026–2027
LOGOS AND USAGE
The brand toolkit outlines the framework and proper usage of Henderson State University logos. The consistent use of the logo and trademarks strengthens the recognition of the Henderson brand. When used correctly and appropriately, the elements of our brand convey a sense of the organization’s quality and increase public awareness of our mission.
Academic Logo
The Academic Logo features the Centurium, a South Lawn landmark and gift from the Class of 1990 to celebrate the university’s centennial. Also featured prominently in the academic mark is 1890, the year that Henderson was established as what was then called Arkadelphia Methodist College. The Academic Logo is available in vertical and horizontal formats.
WHEN TO USE:
General academic correspondence, presentations, brochures, and other publications
Spirit Logo
The Spirit Logo celebrates the university’s unique history and traditions by incorporating Reddies prominently in the design.
The Reddie Spirit was born in 1914 when students gathered under the pine trees and resolved to rebuild the school after a devastating fire. This determination to overcome challenges together with a shared love for Henderson is the Reddie Spirit that connects all students, faculty, staff, and alumni.
The Spirit Logo is available in vertical and horizontal versions.
WHEN TO USE:
Recruitment, student life, athletics, email signatures, and general marketing needs
LOGO FORMATS AND
REQUIREMENTS
The Centurium and the logotype Henderson State University should not be separated.
Clear Space Requirements
To maintain the logo’s visual integrity, the area surrounding the entire logo should be clear of other elements by maintaining minimum space requirements. Please maintain a 0.25” of clear space around the logo at all times.
Smallest Logo Size Allowed
The smallest size allowed for the vertical format of the Academic Logo is 1.125” with 2.25” width needed for the horizontal version.
The smallest size allowed for the vertical format of the Spirit Logo is 1.5” with 2.6” width needed for the horizontal version.
Anything smaller than these sizes will affect the visual integrity of the logo and make the logotype difficult to read.
Unacceptable Logo Usage
The logo should not be modified, altered, or corrupted in any manner. Below are examples of incorrect logo usage.
Do not compress the logo
Do not remove parts of the logo
Do not stretch the logo
Do not add effects like drop shadows, emboss or outer glow effects to the logo
Do not alter color of the logo
Do not place logo on busy background
Proper Logo Color
When possible, use the CMYK logo on a white background or on light color backgrounds. When printing in black and white, the all-black logo should be used. If the background is dark or color, use the white logo.
Please note that other colors should not be used to reproduce the logo. Some examples are shown below.
CMYK Logo
Black Logo
White Logo
Identifiers
When a department or program has a graphic element that is used to represent it, this is referred to as an identifier. Identifiers are presented in a logo lock-up.
Limited use of identifiers by departments and programs is permitted for recruitment banners and signage, exhibit tablecloths and displays, and department or program-specific brochures/ other publications.
Sample Identifiers
REDDIE OUTREACH CENTER
COLLEGE OF BUSINESS
DEPARTMENT OF MUSIC
FONT AND TYPOGRAPHY
Typography is an integral part of our visual identity. To ensure that our brand grows to reach its full potential, it is essential that all communications have a consistent look and appearance, including font choice and usage.
The fonts chosen for Henderson State University complement the logo and were chosen based on universal usability and compatibility with both Macintosh and Windows operating systems.
Please note that the Henderson logo contains customized typography. The lettering is used exclusively in our logo to preserve its distinct visual identity.
Serif Font
Georgia family consists of four different fonts ranging from regular, italic, bold and bold italic.
Georgia Normal
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*
Georgia Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*
Georgia Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*
Georgia Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*
San Serif Font
The Franklin Gothic family of fonts offers many options. The Franklin Gothic weights used in the Henderson brand are book, medium, demi, heavy, book condensed and demi condensed.
Franklin Gothic Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*
Franklin Gothic Demi
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*
Franklin Gothic Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*
Franklin Gothic Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*
Franklin Gothic Book Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*
Franklin Gothic Demi Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*
Sentence Justification
Henderson State University type should be left justified and ragged right. This means text is formatted to be evenly aligned (flush) on the left side and unevenly aligned (ragged) on the right.
Example
Example of left justified and ragged right type. As you can see the left of the type is flush and lines up perfectly. The right margin of this paragraph does not line up and some text lines will be longer or shorter than others.
Hyphenation
Hyphenation is the process that divides words at the end of a line when needed. When type is formatted ragged right, hyphenation should not be used. Turning off hyphenation will result in body text that is easily read.
Good body copy treatment
Henderson State University is committed to preparing students for employment in high-demand fields in Arkansas and our region. We offer comprehensive academic programs in the areas of business, innovation and entrepreneurship; applied professional science and technology; health, education, and social sustainability; and the arts and humanities.
Undesirable body copy treatment
Henderson State University is committed to preparing students for employment in highdemand fields in Arkansas and our region. We offer comprehensive academic programs in the areas of business, innovation and entrepreneurship; applied professional science and technology; health, education, and social sustainability; and the arts and humanities.
COLOR PALETTE
The palette is composed of two levels of color — primary and secondary colors. The palette reflects colors that best embody our brand across multiple platforms. The primary colors serve as foundation colors, while the secondary palette is best used as accent colors. Please use the RGB or hex values to create digital pieces such as PowerPoint presentations and images. Use CMYK or Pantone values for printed materials.
Primary Colors
PMS 201
CMYK 7/100/68/32
RGB 157/34/53
HEX #9D2235
BLACK
CMYK 0/0/0/100
RGB 0/0/0
HEX #00000
Secondary Colors
PMS COOL GRAY 1 CP
CMYK 4/2/4/8
RGB 217/217/214
HEX #EFF0F0
PMS COOL GRAY 7 CP
CMYK 16/11/11/27
RGB 151/153/155
HEX #A2A4A6
PMS COOL GRAY 9 CP
CMYK 30/22/17/57
RGB 117/120/123
HEX #4D4D4F
VISUAL IDENTITY
Letterhead
Letterhead is one of our most visible communication tools and one of the simplest ways for us to build our visual identity. Letterhead is available with the Academic Logo or the Spirit Logo and can be ordered from Arkansas State University Printing Services. Ordering information and an electronic version of the letterhead is available online at hsu.edu/toolkit.
Business cards
Business cards can be ordered with the Academic Logo or the Spirit Logo from Arkansas State University Printing Services. Ordering information is available at hsu.edu/toolkit.
Envelopes
Envelopes can be ordered with the Academic Logo or Spirit Logo from Arkansas State University Printing Services. Ordering information is available at hsu.edu/toolkit.
MARKETING MATERIALS
Preferred Logo Placement on Materials and Templates
Correct use of the Henderson logo within printed marketing materials is essential for strong brand identity. The examples below show suggested logo placement for brochures, newsletters, flyers, and presentations. Templates are available at hsu.edu/toolkit.
HEADER HERE
Subhead
HEADER HERE
INSERT HEADER/TITLE
PRESENTATIONS
Having consistent visual presentations is a vital component to boosting Henderson’s brand identity. Sample PowerPoint templates are available at hsu.edu/toolkit.
Sample slides
