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Creative and Brand Strategy

University Logo

Guidelines and Downloads

The University’s graphic identity system is the primary graphic tool for identifying the University of Rochester. The official University logo consists of two parts: the wordmark “University of Rochester” and the shield (coat of arms). For flexibility, we have created three arrangements of these two elements.

three different arrangements of University logo

In each arrangement, the relative position and proportions of the wordmark and shield are locked. These three arrangements should not be altered in any way. If none of these arrangements fits your application, or if a vendor suggests that you alter an arrangement to accommodate their production methods, please contact Publication Services and we will work with you and the vendor to find a solution.

The shield of the logo should not be used by itself (except in special, authorized circumstances). Do not attach different words or graphics to it. The words “University of Rochester” may not be set in a different typeface. It is critical to building a strong identity, to always use the shield and the wordmark together as they appear in one of the three arrangements. There are special circumstance under which the shield may be reproduced by itself. Contact Creative and Brand Strategy for help.

examples of minimum sizes for logos in print

Minimum Sizes for Print

In order to retain the integrity of the shield design and the readability of the wordmarks, it is recommended that none of the logos ever be printed so the shield is less than 1/4" high. The proportions and relative positions of the shield and wordmark in any of the three logos should not be altered.

example of minimum free space around logos

Clear Space

For all versions an area of free space must be kept around the logo. No other type or graphic symbol can appear any closer than a distance equal to 1/2 the height of the shield in the logo. No extra type or objects may be attached to the logo. The shield of the logo should not be removed from the wordmark. The logos should not be used as part of a title, in a headline, or in a sentence.

Print Backgrounds

Although the logos may be printed in a limited number of colors, they may be printed on almost any color background. Any of the versions may be printed on any solid color, screen of color, textured, illustrative or photographic background that is light enough to provide sufficient contrast for clarity and legibility.

Although the logos may be printed on a variety of backgrounds, no words or images should overlap or merge with it. It should never be combined with another symbol or logo.

To produce the logo on a dark background, the wordmark is reversed out of the background, and the blue outline of the shield is separated from the background by a thin white outline. When printing the logo in color against any color other than white, it requires the addition of white behind the symbols in the shield, making it three-color printing. Specific files have been provided for printing the logo on dark backgrounds.

Any of the versions may be printed on any solid color, screen of color, textured, illustrative or photographic background that is dark enough to provide sufficient contrast for clarity and legibility.

The shield and wordmark should never appear on two different colored backgrounds.


Wherever possible, the one-color versions of the logo should be printed PMS 541 (blue) or black on a light background, and PMS 109 (yellow) or white on a dark background.


The permitted two-color print version of the logo is PMS 109 (yellow) and PMS 541 (blue). Except for special print techniques, these are the only colors which may be used to print a logo in two colors.

Four-Color (CMYK)

The four-color process equivalent for PMS 109 is 5% Cyan, 18% Magenta, 100% Yellow and 0% Black. For PMS 541 it is 100% Cyan, 78% Magenta, 31% Yellow and 21% Black.


EPS files are available for each arrangement of the University logo.

By downloading these files, you are agreeing to follow the standards and guidelines outlined on this site and in the Graphic Standards Manual.

black and white logo
black and white logo on dark background
for dark backgrounds
blue and yellow logo
blue and yellow logo on dark background
for dark backgrounds

Version One

Version One is the standard version that is preferred for most uses.

logo Version One

Version Two

Version Two is designed to fit in square or circular areas, where Version One would be too wide.

logo Version Two

Version Three

Version Three works in designs where Version One and Version Two are too tall to fit in the space available.

logo Version Three