Logo Usage Standards
Unacceptable Color and Photo Use with All Logos
Whether a logo prints in one color, two colors or is reversed, it must appear against a background of sufficient contrast to provide clarity. Be sure to follow all color guidelines for the use of any logo. Please consult with Creative Services if you have questions or wish to use a logo in a way that might run contrary to these guidelines.
- Do not use unacceptable colors for the entire logo or parts of the logo. This includes brand palette colors that are not approved for use with logos. Do not add any special effects such as bevels or drop shadows. Do not make logos appear three-dimensional.
- Do not reverse logos out of colors that minimize the mark’s ability to be seen and read clearly or colors that are not in the brand palette.
- Do not reverse logos out of a tint or screen lighter than 50 percent.
- Do not place logos on busy backgrounds of either photography or illustrative art. Do not put a color or black logo on a dark background unless there is sufficient contrast. Be careful of the clarity of Clemson Orange against certain background images and colors.
Logo Approval Process
All new logos need to be approved by the Office of Creative Services before they are put into use.
Please submit a vector-version of the mark to Dave Dryden at firstname.lastname@example.org.
Any revisions to the logo once approved will require that it be resubmitted for approval. The approved logo will be kept on file.
Using Photography with All Logos
Logos must be printed in the correct colors or be reversed in white.
- If a logo is placed on top of or reversed out of a photograph, the area surrounding the logo must have very little pattern and provide distinct contrast so that the logo appears legible and stands out noticeably. The logo should be of substantial size to clearly identify the University.
Minimum Size for All Logo Configurations
Logos must be reproduced in a way that provides the best clarity. Special care needs to be taken when reducing any of the University’s logos. The method of reproduction determines how small a logo can realistically be reduced. Please consult with Creative Services to ensure that your use of a mark maintains the quality of the program.
Clear Space Requirement
Logos must always have a clear space around them where no other elements appear. No typography, other logos, graphics or photos may intrude upon the marks. Be careful not to place logos too close to the edge of the paper or a fold. The clear space needs to measure no less than the distance between the two rules underneath the word “Clemson.” If there are two lines of text under “Clemson,” then the clear space needs to be expanded accordingly.
All guidelines apply to both print and electronic applications, unless specified otherwise. For example, all official University logos must appear prominently, retain ample clear space, use approved colors, and maintain maximum clarity within all Web, e-mail and other electronic applications.
- A master brand mark must serve as a link to the University’s homepage. Units may use their approved logos in their page headers on their sites, and those marks can serve as a link back to the unit’s homepage.
- An approved mark, preferably a master brand mark, must be visible on all electronic communication without scrolling when the monitor resolution is set to 1024 x 768.
- Logos must be scaled proportionately, and the resolution should be at a minimum 72 dpi at 100 percent size.
- Logos cannot be used as a three-dimensional image or altered in any way (shadowed, morphed, animated, blinking, etc.).