2. The Brand
......................................................
2
We Are Purdue .................................................... 2
Policy Purpose ...................................................... 3
Licensing Policy ..................................... 4
Usage
..............
4
Commercial Promotions/ Internet sites
..........................................................................
14
SponsoredEvents
..................................................
15
Off Campus Commercial Advertsing .......... 16
Photographs/ Illustrations of Purdue
.......
16
Commercial Product Design Approvals .... 32
Royalties .................................................................. 36
DissburstmentOfRoyalyIncome ............................... 39
Presentation,Display andReproducton .................... 40
Licensing and Trademarks ..... 44
Students and departments .......................... 46
Licensees ...................................................... 47
Glossary .................................. 48
Content Style Guide ................ 49
Abbreviations ............................................... 51
Capitalization .............................................. 52
Computers .................................................... 56
Numbers ....................................................... 57
Punctuation.................................................. 58
Odds and ends ............................................. 60
Buildings/facilities/landmarks ................... 66
Contacts ................................. 68
The
TABLE OF CONTENTS
Purdue University Trademarks and Licensing
Purdue Memorial Union,Room 103
West Lafayette, IN 47907-2025
Telephone: (765) 494-1077
www.purdue.edu/licensing
E-mai: trademarklicensing@purdue.edu
Fax: (765) 496-6260
The contents of this manual are protected by copyright. All restrictions apply.
101 N. Grant Street
3. Purdue University embodies integrity through the practice of honesty, humility, and
accountability. It is a community that embraces diversity, promotes inclusion, and
encourages freedom of thought and speech. It is important that Purdue University
projects an image of excellence and cohesiveness to the country and around the
globe. The brand should embody the Six Pillars of Purdue: Integrity, Respect, Honor,
Inclusion, Innovation, and Growth. These qualities and values are expressed in the
design of its brand identity. Consistency among all units of Purdue University
ensures a steadfast brand and solidifies name recognition, crucial in maintaining
our competitive position as a leader. We strive to uphold the brand to the highest
standard for our audiences to know who we are.
PURDUE
TheBRAND The BRAND
Who We Are
Policy Purpose
The purpose of this policy is to provide guidance as to the permissible use, as well
as restrictions on the use, of Purdue's Trademarks. The guidelines within this policy
will allow for strategic partners to properly work with the elements of the identity
so that their application and presentation achieves a powerfully consistent effect.
Simple ground rules will be provided, setting forth the responsibility for granting
permissions and licenses for such use. By following these guidelines in our
communications, we contribute to the rising reputation of the Purdue University
brand for excellence. It is imperative to always use these guidelines when
designing any materials, not meant to restrain creativity, but to ensure the full and
beneficial impact of the brand image.
licensing@purdue.eduwww.purdue.edu/licensing revised December 2014
3
2
WE ARE
WHAT WE MAKE MOVES THE WORLD FORWARD
6. Presentation and Reproduction Guidelines
Technical guidelines are established that describe how Purdue's Trademarks should be
matter is PMS 872 metallic for coated stock or PMS 1255 for uncoated stock. For embroidered
apparel, consult with Purdue Trademark Licensing to match the metallic gold.
These policy guidelines may change from time to time. Current guidelines are available from
Purdue Trademark Licensing. Purdue encourages creative uses of its Trademarks in promoting
school spirit and recognizes that concepts or designs developed by licensees may not clearly fall
within the guidelines. Purdue Trademark Licensing will be the sole judge of acceptability and
reserves the right to grant approval of uses and designs which may deviate from these guidelines.
98
Licensing Policy DISPLAY GUIDELINES Brand EXPRESSION
www.purdue.edu/licensing revised December 2014 trademarklicensing@purdue.edu
8. 1312
BrandEXPRESSION BrandEXPRESSION
www.purdue.edu/licensing trademarklicensing@purdue.edu
Typography
A B C D E F G H I J K L M N
O P Q R S T U V W X Y Z
0 1 2 3 4 5 6 7 8 9
A B C D E F G H I J K L M N
O P Q R S T U V W X Y Z
0 1 2 3 4 5 6 7 8 9
PURDUE SPORTS BLOCK
Primarily for athletic use. Consistent use will enhance the
overall identity, promote consistency across athletics and
build equity in the athletis brand. There is no lowercase
version.
for large bodies of copy; use of this font should be
limited to no more than one sentence.
Frutiger-45 Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Frutiger-55 Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Frutiger- 46 Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Frutiger-56 Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Frutiger-65 Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Frutiger-66 Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Frutiger-75 Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Frutiger-95 Ultra Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Frutiger-76 Black Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Frutiger-57 Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Frutiger-47 Light Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Frutiger-77 Black Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Frutiger-87 Extra Black Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Frutiger-67 Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Frutiger
Frutiger is a sans-serif typeface by the Swiss type designer
Adrian Frutiger. It was commissioned in 1968 by the newly
built Charles De Gaulle International Airport at Roissy,
France.
The sans-serif typeface of Frutiger was selected to comliment
the primary typeface and tie back to the university design
language. Frutiger offers an exceptionally wide range of weights,
providing great versatility and legibility.
Frutiger may be used as headline and body copy for athletics
department marketing materials and support verbiage
Only variations of the font shown here may be used. Do not
use outline, shadow versions, etc.
revised December 2014
Do not try to “make” a lowercase version. Not intended
9. 1514
BrandEXPRESSION BrandEXPRESSION
www.purdue.edu/licensing trademarklicensing@purdue.edurevised December 2014
Primary Identity
Protected Area
The protected area around the logo ensures that no other graphic
elements interfere with its clarity and integrity. The depth of the
protected area is equivalent to the height of the ‘X’.
Color Variation
The logo can be used in the following color variations:
Do not alter orientation of the Primary Mark.
Use good judement to ensure legibility. A mark that is too
small doesn’t serve any communitative function.
Do not attempt to construct the logo.
Do not reproduce the log by scanning a previously printed
version.
10. 16 17
Secondary Identity
www.purdue.edu/licensing revised December 2014
Brand Expression
trademarklicensing@purdue.edu
Brand Application
4/c Printing
2/c Printing
1/c Printing
Electronic Media (Web, PowerPoint)
Word Processing (Word)
TV
Billboards, Signs, Posters
Embroidery
Silk Screen
Embossing/Debossing
Etching/Engraving
Thermography
Painting
Monochrome
LCD Display
TW O—COLOR S OLIDAPPL ICAT ION ON E—COLOR S OLID ON E—COLOR REVERSE S OLID
The logo can only appear as specifiedin these guidelines. This is importantin esnuring the desired consistencyin the way the logotype
is used, which promotes effective recognition.
This chart provides recommended use of the various marks regarding specific applications.
Purdue wordmarks
The wordmarks are bold graphic treatments creating a clear, consistent and visually memorable identity. These custom wordmarks incorporate
unique design elements in the body of the letterforms as well as ligatures to create a powerful look that distinguishes the university’s wordmarks
from other schools. The wordmarks have been specially designed and cannot be created by typesetting the wording.
11. 18
SecondaryIdentity
19
SecondaryIdentity
www.purude.edu/licensing revised December 2014 trademarklicensing@purdue.edu
X= CAP HEIGHT
Protected area
The protected area around the logo ensures that no other graphic elements
interfere with its clarity and integrity. The depth of the protected area is
equivalent to the height of the ‘X’.
Wordmark guidelines
A specified clear space ensures the integrity and impact of the Purdue identity.
There may be cases where it is difficult to allow the full-recommended clear
space (e.g., a very small display ad), and your best judgment should prevail
Use good judgment to ensure legibility. A mark that is too small doesn’t
serve any communicative function. The recommended minimum size for
printing wordmarks on all materials is .25” in cap-height. The cap height
is the distance from the top of the capital letter to its bottom.
Larger minimum sizes may be necessary for other media such as video and
film, or products that require specialized manufacturing. There may be
situations where the Purdue marks will need to appear smaller than the
minimum shown (e.g., lapel pins, pens and pencils, CD spine labels).
It is very important that designers or desktop publishers do not
attempt to construct the logo themselves.
Contact Purdue University Trademarks & Licensing for further
guidance.
Do not reproduce the logo by scanning a previously printed version.
Such “second-generation” art will degrade the quality of the image
and may alter the scale of the various elements.
12. 20
SecondaryIdentity
21
SecondaryIdentity
www.purdue.edu/licensing revised December 2014 trademarklicensing@purdue.edu
X= CAP HEIGHT
PROTECTED AREA
The protected area around the logo ensures that no other graphic elements
interfere with its clarity and integrity. The depth of the protected area is
equivalent to the height of the ‘X’.
A specified clear space ensures the integrity and impact of the Purdue identity.
There may be cases where it is difficult to allow the full-recommended clear
space (e.g., a very small display ad), and your best judgment should prevail.
wordmark guidelines
Use good judgment to ensure legibility. A mark that is too small doesn’t
serve any communicative function. The recommended minimum size for
printing wordmarks on all materials is .25” in cap-height. The cap height
is the distance from the top of the capital letter to its bottom.
Larger minimum sizes may be necessary for other media such as video and
film, or products that require specialized manufacturing. There may be
situations where the Purdue marks will need to appear smaller than the
minimum shown (e.g., lapel pins, pens and pencils, CD spine labels).
It is very important that designers or desktop publishers do not
attempt to construct the logo themselves.
Do not reproduce the logo by scanning a previously printed version.
Such “second-generation” art will degrade the quality of the image
and may alter the scale of the various elements.
Contact Purdue University Trademarks & Licensing for further
guidance.
13. 22
SecondaryIdentity
23
SecondaryIdentity
www.purdue.edu/licensing revised December 2014 trademarklicensing@purdue.edu
X= CAP HEIGHT
Protected area
The protected area around the logo ensures that no other graphic elements
interfere with its clarity and integrity. The depth of the protected area is
equivalent to the height of the ‘X’.
A specified clear space ensures the integrity and impact of the Purdue identity.
There may be cases where it is difficult to allow the full-recommended clear
space (e.g., a very small display ad), and your best judgment should prevail.
Wordmark guidelines
Use good judgment to ensure legibility. A mark that is too small doesn’t
serve any communicative function. The recommended minimum size for
printing wordmarks on all materials is .25” in cap-height. The cap height
is the distance from the top of the capital letter to its bottom.
Larger minimum sizes may be necessary for other media such as video and
film, or products that require specialized manufacturing. There may be
situations where the Purdue marks will need to appear smaller than the
minimum shown (e.g., lapel pins, pens and pencils, CD spine labels).
It is very important that designers or desktop publishers do not
attempt to construct the logo themselves.
Do not reproduce the logo by scanning a previously printed version.
Such “second-generation” art will degrade the quality of the image
and may alter the scale of the various elements.
Contact Purdue University Trademarks & Licensing for further
guidance.
14. 24
SecondaryIdentity
25
SecondaryIdentity
www.purdue.edu/licensing revised December 2014 trademarklicensing@purdue.edu
X= CAP HEIGHT
protected area
The protected area around the logo ensures that no other graphic elements
interfere with its clarity and integrity. The depth of the protected area is
equivalent to the height of the ‘X’.
A specified clear space ensures the integrity and impact of the Purdue identity.
There may be cases where it is difficult to allow the full-recommended clear
space (e.g., a very small display ad), and your best judgment should prevail.
Wordmark guidelines
Use good judgment to ensure legibility. A mark that is too small doesn’t
serve any communicative function. The recommended minimum size for
printing wordmarks on all materials is .25” in cap-height. The cap height
is the distance from the top of the capital letter to its bottom.
Larger minimum sizes may be necessary for other media such as video and
film, or products that require specialized manufacturing. There may be
situations where the Purdue marks will need to appear smaller than the
minimum shown (e.g., lapel pins, pens and pencils, CD spine labels).
It is very important that designers or desktop publishers do not
attempt to construct the logo themselves.
Do not reproduce the logo by scanning a previously printed version.
Such “second-generation” art will degrade the quality of the image
and may alter the scale of the various elements.
Contact Purdue University Trademarks & Licensing for further
guidance.
15. 26
TertiaryIdentity
27
Tertiary Identity
www.purdue.edu/licensing revised December 2014 trademarklicensing@purdue.edu
protected area
The protected area around the logo ensures that no other graphic elements
interfere with its clarity and integrity. The depth of the protected area is
equivalent to the height of the ‘X’.
Color variation
The logo can be used in the following color variations: It is very important that designers or desktop publishers do not
attempt to construct the logo themselves.
Do not reproduce the logo by scanning a previously printed version.
Such “second-generation” art will degrade the quality of the image
and may alter the scale of the various elements.
Contact Purdue University Trademarks & Licensing for further
guidance.
The Boilermaker Special
The Boilermaker Special is the official mascot of Purdue University
in West Lafayette, Indiana.It resembles a Victorian-era railroad
locomotive.
In its early years, Purdue did not have a mascot. In 1939 Purdue
student Israel Selkowitz suggested the school adopt an official
mascot to represent Purdue’s engineering heritage. He originally
proposed a “mechanical man”.After much debate, it was
decided to build a locomotive on an automobile chassis.
This choice allowed the mascot to build on Purdue’s engineering
and railroading heritage as well as represent the school’s nickname
“Boilermakers” in a meaningful way.
17. 30
IdentityStandardards
31
IdentityStandards
www.purdue.edu/licensing revised December 2014 trademarklicensing@purdue.edu
Usage Standards
Specific usage standards have been established for
application of the identity, providing a quality control
system to ensure that each individuatl component is
used correctly.
These standards should be adhered to in order to
maintain the integrity of the identity system. By
following these guidelines in all our communications,
we each contributed to Purdue University’s reputaiton
for excellence across the country and around the globe.
The examples on the following pages illustrate
some of the most common applicaton errors.
Adhering to these guidelines will ensure proper
reproduction and application of the identity.
At no time should anything (other logos, type, etc.) be placed over the Primary Mark.
All elements surrounding the Primary Mark must adhere to the prescribed distance requirements.
The Primary Mark should not be used as a repeated element in closed patterns.
The Primary Mark should not be modified, stretched or distorted in any way.
All wordmarks or support type must be positioned below the Primary Mark and should adhere to the outlined proportions. manual. Some color variations are acceptable for consumer products,
contact licensing for approval.
The Primary Mark should not be inverted.
[1] [2] [3]
[4] [5] [6]
[7] [8]
[1]
[2]
The Primary Mark should not be used in any other color combinations other than those specifically called out in this identity[3]
The Primary Mark should not appear against any distracting textures or repeated patterns.[4]
The Primary Mark should not be outlined in any other way other than those specifically called out in this identity manual.*[5]
Wordmark Usage: The recommended minimum size for printing wordmarks on all materials is .25” in cap-height.[6]
The Primary Mark should not be used as an outline.[7]
Do not place the logo within another shaped background.[8]
18. 32
IdentityStandards
33
IdentityStandards
www.purdue.edu/licensing revised December 2014 trademarklicensing@purdue.edu
[5]
[3]
[1]
[4]
[2]
[1] Do not crop the Primary Mark in any way.
[2] Do not fill the Primary Mark with a gradient or pattern.
[3] Do not place the identity marks on busy photographic backgrounds.
[4] Do not add additional elements to the Primary Mark.
[5] Do not italicize the wordmarks.
