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, and allows 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.
For more information about Duke’s brand or these guidelines, please contact Denise Haviland, the director of the Office of Marketing and Strategic Communications in the Office 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.
The University shield is not available for download, and its use is restricted to official Duke University business (such as diplomas) and the Office of the President. Please discontinue using the shield for anything but these purposes, as it is not sanctioned by the University. Other logos such as the large Duke D and the Blue Devil are used solely by Duke Athletics and are not available for download.
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. For a printed piece the Duke wordmark placement shall be at least ½” from the edge or top of page. The capital D in “Duke” in the wordmark shall be no smaller than 3/8” (see height of x).
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.
**Logos are password protected**
Print – downloadable Duke University logos
Duke Vertical high resolution logos (Illustrator EPS format CS3 or higher, zip file)
Duke Horizontal high resolution logos (Illustrator EPS format CS3 or higher, 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)
Video – downloadable Duke University Video Elements
(Includes SD and HD .mov files of opening and closing sequences, .png files of lower-thirds and Duke "bug")
Duke on Demand – downloadable logos for your websit
Duke on Demand logos
(Includes horizontal and vertical versions to promote your
Duke on Demand category on your website. What is Duke on Demand? )
* For access to logos, please contect omsc@duke.edu.
Wordmark Treatments:
Schools, centers, institutes and programs may choose to co-brand with the Duke wordmark. To maintain brand consistency, the acceptable vertical and horizontal combinations are as follows:
Usage:
Please first download and install onto your computer both the Interstate and Garamond Fonts (available on this page). The co-branded wordmark templates are available for opening and editing only in Adobe Illustrator CS3 using Garamond and Interstate fonts.
Letterhead:
Office Duke-branded letterhead available here.
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. View the web & pms color palette here:
Hex code & Pantone color palette
The 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 resource for Duke-affiliated websites that carries the Duke brand along with many of the navigational aspects of duke.edu.
The Brand Bar was designed to provide Duke branding to existing websites that do not currently carry branding, as well as those sites 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 for those sites to 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 takes up approximately 960 x 60px of space. When clicked upon, the Bar expands to reveal a set of navigational tools.
The Bar is available in Duke blue, and four other approved colors from the Duke brand color palette.
Instructions for using the Duke Brand Bar on your website are available for download. Use of the blue Brand Bar without the Duke University wordmark requires prior approval. Please contact Denise Haviland with any questions.
Instructions for using the Brand Bar
PowerPoint Slide Templates
The following Duke PowerPoint templates are available to download for your use. There are five different backgrounds to choose from. Included separately are the Photoshop .jpg background files used in the Power Point slides, in case they are of use to you.
HTML Templates
There are three standard web home page and secondary page templates available for free download here. These templates are available to all Duke schools, institutes, centers and departments.
The templates include HTML, CSS, background & placeholder images, and a Photoshop .psd template file to facilitate header image creation.
These templates provide the shell of a web site for your use, and do require content and image population on your end. If you do not have anyone on staff to help with the creation of your website, please contact Duke Web Services for a cost and time estimate depending on the size of your proposed site.
Trademark
For information concerning trademark licensing policies and procedures, visit the Duke Office of Trademark Licensing. The Duke Office of Trademark Licensing should be contacted regarding the printing and placement of the official Duke wordmark or any logo onto products such as t-shirts, mugs, notebooks, pens, etc.