UNIVERSITY OF MEMPHIS ATHLETICS
BRAND GUIDELINES
Leaping for GREATNESS
Instantly recognizable and beloved since its creation, the Leaping Tiger logo, along with other building blocks of our brand identity, powerfully represents the Memphis Athletics program. We strive to respect the rich traditions of our past while evolving our identity for a bold future — strengthening it by leaps and bounds.
This brand guide was created to help reinforce consistent use of our brand elements. The goal is to make proper implementation and usage of the brand more accessible to our partners and vendors who plan an important role as stewards of a powerful brand that will endure long beyond the work we do today.
VISION
To be a rising Athletics Department that supports and graduates our student-athletes while delivering championship-level experiences resulting in national prominence.
odel
odel
We model our University mission and values with integrity.
E mpower
We empower our student-athletes, coaches & staff to reach their full potential.
mpower
aximize
We maximize our resources amd invest wisely in our future.
aximize
P ride
We take pride in promoting our University & representing the 901.
H ard work
We are hard-working, blue-collar, gritty competitors.
nnovate
S erve
We serve our student-athletes, fans, community and each other.
LEAPING TIGER LOGO
The Leaping Tiger logo is the primary visual element used to express the overall brand identity of Memphis Athletics.
We value and protect this identity because it is the main unifying image that distinguishes our program from others. As Memphis Athletics continues to connect with more fans, students, faculty and staff;
the Leaping Tiger will always be the primary driver building equity in the brand.
The logo reflects the characteristics of the majestic Bengal Tiger — strength, power, courage and prowess — while capturing the unrelenting spirit of Memphis Athletics as champions always leaping to greatness.
COLOR VARIATIONS
The logo can also be used in the following color variations:
NOTE: The above logo variation is reserved for Legacy use ONLY. For approval, please email logo@memphis.edu.
Preferred Primary Leaping Tiger (2020)
ALIGNMENT & SPACING
ALIGNMENT WITH OBJECTS
When aligning with other elements, the Leaping Tiger logo should be centered on products using the “M” — not the entire logo. Any center line or point should line up with the point of the M.
FLOATING ALIGNMENT
If “floating” (no objects to properly align with) logo should be centered by using the right inner white line of the M. Any center line or point should line up with the point of the M.
CLEAR SPACE
To ensure legibility and consistency, the logo should always appear with a minimum amount of clear space around it, free of other graphics and type whenever possible. The logo file’s bounding box already contains the necessary clear space around the edges — with the exception of the outstretched paw’s edge. This space must be manually accounted for when working with the logo. To add the proper clear space, measure out approximately half the tiger’s head height.
Prebuilt spacing
Must be manually spaced
Alignment
Alignment line
BRAND COLORS
MEMPHIS BLUE
Pantone 287
CMYK: 100, 72, 0, 18 // RGB: 0, 73, 145
Madiera Rayon: 1134 // RA: 2210
ACCENT COLORS
These colors support the brand but should never overpower it.
Use these as secondary accents only if needed.
BLACK
MEMPHIS GRAY
Pantone 423
CMYK: 21, 14, 14, 38 // RGB: 142, 144, 143
Madiera Rayon: 1463 // RA: 2731
RHYTHM BLUE | Pantone 295
TRUE BLUE | Pantone 2387
CMYK: 88, 56, 0, 0 // RGB: 65, 109, 179
MEMPHIS DARK GRAY
CMYK: 0, 0, 0, 80 // RGB: 89, 89, 91
Pantone Process Black C
CMYK: 0, 0, 0, 100 // RGB: 0, 0, 0
Madiera Rayon: 1000 // RA: 2296
MEMPHIS GOLD
CMYK: 100, 69, 8, 54 // RGB: 15, 49, 90
Limit to 10% or less of design
ELECTRIC BLUE | RGB: 2, 134, 255
*This color is for digital use ONLY
Limit to 10% or less of design
Pantone 138
CMYK: 0, 50, 100, 0 // RGB: 223, 122, 0
Madiera Rayon: 1425 // RA: 2602
NOTE: Memphis Gold is reserved for Legacy use ONLY. For approval, please email logo@memphis.edu.
NOTE: Approved University colors (the PANTONE colors) listed on this page are not intended to match PANTONE color standards. For PANTONE color standards, refer to the current editions of the PANTONE color publications.
LOGO OUTLINE & TRADEMARK
All versions of the Primary Athletic Mark must contain a white outline when used on a background color or image. The logo ® registration must always accompany the logo and be visible over any backdrop. If used on a similarlycolored backdrop, the logo’s registration mark color may be changed to gray or white to maximize visibility.
IMPROPER USAGE
Logo reproduction and application errors erode the brand. It is our goal to provide guidance to keep our identity high profile — looking its best at all times and in all forms of communication. The following samples of improper usage illustrate common mistakes and pitfalls to avoid.
DO NOT rotate the logo.
*When used as a design element (not as a mark) do not rotate more than 10°.
DO NOT alter the colors of the logo in any way; use only approved color variations.
DO NOT add additional outlines to the logo.
DO NOT add additional elements to the logo.
DO NOT distort, skew, stretch or warp the logo.
TIGERS
DO NOT add overlay words on the logo or use logo in place of the letter “M” in type.
DO NOT crop the logo.
DO NOT blur, weather, distress, bevel or emboss the logo.
DO NOT use primary mark in conjunction with wordmark.
SECONDARY LOGO
If a secondary logo is used, the primary logo should be included as part of the design, unless on apparel. All color rules that apply to the primary logo also apply to the secondary logo.
The logo can also be used in the following color variations: COLOR VARIATIONS
MEMPHIS WORDMARK
The “Memphis” wordmark is primarily used for merchandise and uniforms. Do not construct lockups using different fonts, type placement or alternate subtext. Use only the official versions shown here. Standard color and usage rules apply to these marks.
COLOR VARIATIONS
The logo can also be used in the following color variations:
ATHLETICS LOCKUPS
This is an approved Memphis Athletics lockup for use in graphics, team issued apparel (non-uniforms) and environmental branding only.
Do not construct lockups using different fonts, type placement or alternate subtext. Use only the official version shown here. Standard color and usage rules apply to this mark.
The logo can also be used in the following color variations: COLOR VARIATIONS
ATHLETICS LOCKUPS
This is an approved Memphis Athletics lockup for use in graphics, team issued apparel (non-uniforms) and environmental branding only.
Do not construct lockups using different fonts, type placement or alternate subtext. Use only the official version shown here. Standard color and usage rules apply to this mark.
COLOR VARIATIONS
The logo can also be used in the following color variations:
SPORT-SPECIFIC LOCKUPS
Sport-specific wordmarks unify athletics and promote consistency across the brand by sharing a common visual language and hierarchy. These are to be used on graphics, team issued apparel (non-uniforms) and environmental branding only.
BASKETBALL
BASKETBALL
GRAPHICAL ELEMENTS
These graphical elements are rooted in our Tigers. They should be used to add subtle texture, but should not overtake the message on the page.
TIGER STRIPES
CLAW MARKS
Clawed Version
These Tiger Paws should be used whenever Tiger Paws are necessary for a general audience.
Non-Clawed Version
These Tiger Paws should be used whenever Tiger Paws are necessary for a family or youth-based audience.
PAW PRINTS
STATIONARY
Letterhead
Official letterhead is only available to UofM athletics staff. Letterhead should reflect a department and not an individual person.
Business Cards
Business cards should be considered a contact reference only. All business cards must be ordered through Tiger Copy & Graphics.
VINTAGE LOGOS
Legacies live on. Rituals grow richer. Traditions take root. True fandom never goes out of style.
School pride passes on from generation to generation. The purpose of the vintage Memphis State Collection is to give new life to the retired logos, icons and images of Memphis.
To use a vintage logo, please reach out to UofM Marketing at logo@memphis.edu.
MERCHANDISING
Safeguards are in place to protect the intellectual property of the University of Memphis’ many logos, mottos, emblems and seals in the marketplace. Our Licensing and Branding team must grant approval for any internal or external entity to use our assets in merchandising before production can begin.
To begin the merchandising review and approval process, call 901.678.2843 or send an email to logo@memphis.edu.
UNIFORMS
Team uniforms are a crucial part of our visual identity and should be cohesive with the Memphis Tigers brand so it is immediately recognizable. We differentiate ourselves from the competition and speed recognition by consistently using core elements, including brand colors, fonts and logos.
APPROVED FONTS
The fonts selected for our communication materials reveal our personality and unleash Memphis Tiger spirit. Properly mixing and matching fonts creates a visual punch that is also easy on the eyes. Follow the guidelines below to execute in a way that is professional, eye-pleasing and keeps our brand attitude consistent.
It is important to note — our uniform fonts and wordmarks are not proper typefaces and have been specifically created for their uses. Therefore, they cannot function as a “typeable” font and are not permitted for use outside of their approved status.
Good
Good is the preferred san-serif font family for copy and general graphics use. It can be accompanied by the header typeface (Adelle) or other acceptable accent typeface. The University of Memphis has the ability to use Good as part of its Adobe Creative Cloud license.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Compressed: Light/Italic, Regular/Italic, News/Italic, Medium/Italic, Bold/Italic, Black/Italic, Ultra/Italic
XCondensed: Light/Italic, Regular/Italic, News/Italic, Medium/Italic, Bold/Italic, Black/Italic, Ultra/Italic
Condensed: Light/Italic, Regular/Italic, News/Italic, Medium/Italic, Bold/Italic, Black/Italic, Ultra/Italic
Narrow: Light/Italic, Regular/Italic, News/Italic, Medium/Italic, Bold/Italic, Black/Italic, Ultra/Italic
Regular: Light/Italic, Regular/Italic, News/Italic, Medium/Italic, Bold/Italic, Black/Italic, Ultra/Italic
Wide: Light/Italic, Regular/Italic, News/Italic, Medium/Italic, Bold/Italic, Black/Italic, Ultra/Italic
Extd: Light/Italic, Regular/Italic, News/Italic, Medium/Italic, Bold/Italic, Black/Italic, Ultra/Italic
Adelle is the preferred serif font family for copy and general graphics use. It will typically accompany Good Pro and may be used as header, subheader or body copy font, especially for long copy documents or other print needs. The University of Memphis has the ability to use Adelle as part of its Adobe Creative Cloud license.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890
Condensed: Thin/Italic, Light/Italic, Regular/Italic, Semibold/Italic, Bold/Italic, Extrabold/Italic, Heavy/Italic
Regular: Thin/Italic, Light/Italic, Regular/Italic, Semibold/Italic, Bold/Italic, Extrabold/Italic, Heavy/Italic
TOM: A Roaring SUCCESS
Ask the Tiger faithful and they will tell you all about the live tiger mascots we’ve had through the years. A powerful and majestic symbol, TOM (Tigers of Memphis) roared along the sidelines during football games and at special collegiate events.
POUNCER
The UofM has a costumed tiger mascot known as Pouncer. Freshman J. Wayne Johnson was the first to wear the mascot costume in 1960, and Pouncer has been bringing smiles to fans ever since.
CONFERENCE LOGO
The American Athletic Conference primary logos are the cornerstones of our identity system. They distinguish the conference and present a cohesive, recognized image of the brand. Therefore, they must be used consistently and never be manipulated, changed, disassembled, used as part of other logos or otherwise modified.
All publications, web applications, advertising and on-campus depictions of the marks must be consistent with the branding guidelines outlined in the official conference style guide. The use of any conference logo for retail or resale purposes must be approved by the conference office and must comply with the conference’s licensing program policies.
Whenever possible, the conference prefers the use of “The American” or “American” and not the abbreviation, AAC.
COLOR VARIATIONS
The logo can also be used in the following color variations:
AFFILIATE LOGOS
University photography experts handle all the editorial and marketing photography needs of the Athletic Department. Our talented in-house team can capture the perfect image every time, but should you prefer to use outside talent, turn to the photography office to make those arrangements.
The University and its Learfield college partner own all rights to the inside of its facilities. As explained in the University’s Athletic Facilities Use Policy, it is not permitted for third parties to use and/or sell photographs of the interior of the facilities.
The Athletic Department has also established corporate partnerships. We avoid featuring the logos and marks of brands competing with Memphis partner brands.
Be aware of Athletics’ current partnerships — especially those with apparel and beverage brands. Do not use photos or video clips that prominently feature the logo of competing brands.
photography
photography
Photography
is an essential part of Memphis Athletics and is a crucial tool in telling our story.
Show Teamwork
Teamwork is one of our core values and integral to the success of Memphis Athletics. Images of our teams should convey a sense of togetherness and support. Team Memphis should be wearing official athletic-issued clothing that matches or complements each other to make the appearance of a team more apparent.
Be Individual
Individual performances can be key in highlighting the success of Memphis Athletics, even in team sports. Our athletes are focused on their craft and determined to succeed at a high level. Images of our athletes should convey those messages and themes.
Capture Atmosphere
Our fans are the best in the country, and we want to ensure that photography depicting them gives them the respect they deserve.
Our fans help create an atmosphere that truly emphasizes the phrase “home-field advantage.”
Final images of our fans and venues should show an atmosphere that is full, lively and engaged with the sports environment.
Athletics captures the human body performing feats at peak performance. Those moments, when combined with incredible fan support and beautiful sports venues, allow for photos that truly show off the beauty of college athletics at Memphis.
SOCIAL MEDIA
Social media is a powerful tool that can help differentiate messaging for Memphis Athletics. However, any usage of Memphis Athletics brand elements must align with the priorities of the program and show what it’s like to be a Memphis Tiger. We believe visibility, strategy, focus and creativity are all essential pillars in the development of social media content.
TONE
The tone we use emotionally connects by being authentic and friendly, while consistently expressing our values of unity, excellence and pride.
AUDIENCE
Through the years, Tiger teams have rallied Memphians and Memphis fans from all backgrounds around the globe under one blue and gray banner. Young and old get consumed by the passion and pageantry that is Memphis Athletics. Our players and coaches strive to make the city proud and embody the philosophy of hard work, innovation and resilience of Memphis. Memphis is a city unlike any other, and the Tigers are the very soul of it.
TIGER NATION IS
EVERYWHERE
Great connection point for events, timely topics and feel-good stories. Shoot for the “wow” factor.
X
In real-time, follow the pulse of attitudes and emotions online and engage directly with fans for meaningful conversations. Push out updates, generate hot topics and promote events.
Use creativity to demonstrate our unstoppable spirit and showcase the Memphis Athletics brand that is perpetually dripping with pride.
MANAGING SOCIAL MEDIA CONTENT
IMAGERY
• Make it pop with photography and videos to really grab attention. Not everything should be a graphic.
RELEVANCY
• The goal is to foster Memphis Tiger pride, so strategically craft content with that purpose in mind.
• Strive for high-quality, highly sharable, relevant information.
• Get to the heart of what you want to say with powerful words that are concise.
IMPORTANT STEPS
• Stay away from using stock photos. Showcase original photography and videos.
• Never post non-UofM content without permission. Follow all rules regarding reposting of previously aired programs, games, matches or meets.
• Don’t engage with social media followers who instigate in negativity. Simply ignore and move on. If comments are threatening or use abusive language, you can delete them.
• In a timely manner, thoughtfully respond to questions and react to positive comments left by users.
BEST PRACTICES
• Establish responsibilities for managing accounts and delegate those duties to a reliable associate.
• Ensure that account information and passwords are with management as a backup.
• For security purposes, change passwords frequently and safeguard information.
FREQUENTLY ASKED QUESTIONS
A. What is a trademark?
A trademark (or mark) is any logo, image, symbol, name, nickname, letter(s), lockup, word, slogan or derivative used by an organization, company or institution to identify its goods/services and distinguish the institution from other entities or competitors. It is owned by the organization and cannot be legally used outside of the organization without permission. The University of Memphis name, for example, is trademarked and can be used on promotional materials or merchandise only with permission.
B. What do you mean by lockup or logo?
These are graphic design terms that refer to several elements grouped together and used as a whole. A logo — our Memphis wordmark — grouped with a specific typeface, and arranged in a deliberate manner are locked together. They form what is called a lockup. A lockup should be used in whole and never separate.
C. Why licensing is required and what do licensees do?
To protect the University of Memphis name and other federally registered trademarks, the UofM has a licensing program to manage the use of its intellectual property. Licenses therefore save the UofM time, effort and money through their expertise in dealing with licensing matters. Licensees
• Pay for the right to produce UofM merchandise.
• Carry appropriate liability insurance naming UofM as an additional insured.
• Are familiar with UofM policies concerning appropriate use of trademarks.
• Work closely with the UofM to address questions and concerns regarding a product and the marks.
• Obtain design approval from UofM Licensing.
• Remit royalties that support the University of Memphis.
D. Can student organizations use Memphis Athletics’ logos and marks?
Only those student organizations that have received written permission from the University Marketing Office may use the logos and marks of Memphis Athletics.
E. May I include an event sponsor name or logo on a promotional item?
A sponsor name, along with University marks, may be used on products and some advertising. However, it must accurately convey that the relationship is a partnership and not an endorsement by the UofM. Prior approval will need to be secured through our licensing partner or through the Athletics Marketing Office at ath-mktg@memphis.edu.
F. I need to create a temporary or permanent sign for my office or building. May I do that?
A campus-wide plan has been developed to promote a consistent visual standard for all signage. To get started, reach out to your Events and Facilities representative.
G. How do I know which logo or lockup to use?
As the Athletics official logo, the Leaping Tiger logo is appropriate for any Athletics media/graphics use. For specific questions, please email logo@memphis.edu.
H. What do the various color terms (PMS, CMYK, RGB) mean?
It is important to understand color distinction when working with print media and electronic media.
PMS refers to the Pantone Matching System. This is the preferred printing method to achieve Memphis Blue. Our Blue PMS color is 287. The “C” and “U” that can accompany the PMS number (ex. 280C) refers to the paper stock being used for printing — coated (C) or uncoated (U).
CMYK refers to the four-color process (cyan, magenta, yellow and black) used on a commercial printing press. The UofM’s four color process for Memphis Blue is C=100 M=72 Y=0 K=18. CMYK files do not work well with electronic media— use RGB instead.
RGB refers to the color on a computer screen or monitor (red, green, blue). The colors are usually listed as a percentage of each value. For example, the RGB value of Memphis Blue is 0, 73, 145; which means 0% red, 73% green and 144% blue. Files in RGB format will not work well with commercial printing — use CMYK instead.
I. What if I want to do something different from what’s listed?
In some instances, exceptions can be made. Please reach out to logo@memphis.edu.