Style Guide
About the Duke Brand
Duke University is among the top universities in the world, with a strong and recognizable brand. To maintain and strengthen its brand, which is among its most valuable assets, Duke has developed a set of identity graphics and standards for its print and online communications. It promotes the clear and consistent use of these standards across the university, thereby reinforcing Duke’s identity as a global, interdisciplinary university whose schools and units work together on behalf of a common mission. The standards extend to the use of wordmarks, logos, signature colors, type fonts and other matters that affect Duke’s visual identity.
About this Guide
This guide provides basic information about - and tools for using - the Duke University brand, which provide a great deal of flexibility for schools, institutes and centers to simultaneously pursue their own brand needs.
The identity graphics in this guide are registered trademarks and should be used as described below. The graphic system represents the identity of the university and should not be diluted through substitution or artistic mingling.
The information in this online Style Guide represents Phase I of a two-phase project
Phase II will include:
- approved Duke messages and themes;
- the introduction of a more robust, downloadable Style Guide for Publications, including an approved color palette for print;
- wordmark size and location instructions;
- wordmark usage instructions for schools, institutes and centers;
Phase II will also make available the following resources for web projects:
- general guidelines for Duke-branded websites;
- HTML templates and usage guidelines for websites;
- the Duke Brand Bar in a full palette of web colors.
For more information about Duke’s brand or these guidelines, please contact Denise Haviland, the director of communications and brand strategy in the Officce of Public Affairs and Government Relations. For information about stylistic issues pertaining to news releases and other information generated for news media and for news material distributed on the Web, please refer to the Office of News and Communications online style guide.
Wordmark/Logo:
Usage
The Duke University wordmark melds the words “Duke” and “University” with a specific font treatment, creating a recognizable wordmark. This wordmark or logo is used on stationery, business cards and letterhead. You may also use the wordmark in other print materials such as brochures, newsletters, bulletins and ads. Do not use the wordmark in conjunction with a graphic.
Proportion & Spacing
When using the Duke wordmark, always use an approved logo file. Never try to recreate the logo yourself. If you need to re-size the logo, always constrain proportions by locking the aspect ratio, so the height and width are scaled together.
There should always be a buffer zone surrounding the Duke wordmark, with no type nor graphics appearing in the zone. The buffer zone is the space that is half of the height (1/2 x) of the capital D in "Duke" (x) in the wordmark. It extends above, below, to the left and to the right of the wordmark.
Do not:
· alter the mark in any way.
· replace the word “Duke” in the wordmark with any other word.
· redesign, redraw, animate, modify, distort or alter the proportions of the mark.
· surround the mark with—or place in the foreground over—a pattern or design.
· rotate or render the mark three-dimensionally.
· add words, images or any other new elements to the mark.
· replace the approved typeface with any other typeface.
· enclose the mark in a shape or combine it with other design elements or effects.
· modify the size or position relationship of any element within the mark.
· add additional copy to the mark.
Print – downloadable Duke University logos
Duke Vertical logos (Illustrator EPS CS3 format, zip file)
Duke Horizontal Logos (Illustrator EPS CS3 format, zip file)
(Includes the following colors: pms 287, white & black)
Duke high resolution jpgs - logo on white
Web – downloadable Duke University logos
Duke low-resolution logos
(Includes a horizontal & vertical version of low resolution jpgs,
and transparent png files)
Typography/Fonts:
The Duke wordmark uses two fonts, Interstate & Garamond. “Duke” appears in Garamond, while “University” appears in Interstate.
Garamond 3 is an old-style typeface based on the sixteenth century moveable type work of Claude Garamond. Interstate is a sans serif typeface created in the early 1990s based on U.S. Department of Transportation standards for highway signs. Two fonts complement one another and come together to generate recognizable letterforms that make up the Duke workmark.
In all instances of the Duke University logo, the Garamond font is used exclusively in title case, with Interstate used in ALL CAPS. Both fonts must always be used together in Duke logotypes, even if just to a minor degree, to maintain consistency and recognition.
Download Duke University Fonts (zip files)
Color
The approved color palette goes far beyond Duke blue to include many complementary hues. Download the web color palette here:
Hex code color palette for Web
Duke logo blue Pantone color for Print is PMS 287. This same Duke blue for the web is #001A57
Brand Bar
The Duke Web Brand Bar provides a wonderful resource for the websites of Duke schools and units, taking up little space on the screen but opening with a click to provide extensive information about the university, as well as visual reinforcement of the Duke brand. It was designed to provide Duke branding to existing websites that do not currently carry branding, as well as those that will soon be created. Sites that are part of a larger cohesive identity package, such as the comprehensive sites for Arts & Sciences and for Duke’s service and administrative units, already carry Duke branding and were developed in consultation with Duke’s brand manager. It is not necessary that those sites then additionally carry the Brand Bar. The use of the Brand Bar is not mandatory.
When placed at the top of an existing site, the Brand Bar would take up approximately 960 x 60px of space. It is currently available in Duke blue through Duke Web Services (formerly Blackwell Interactive) by filling out the Contact Us form. The Brand Bar will be available in the full palette of colors in Phase II.
Trademark
For information concerning trademark licensing policies and procedures, visit the Duke Office of Trademark Licensing.
