Top 10 things to know about Clemson's brand architecture

1. We have a powerful story to tell, and we want to make sure we tell it in a convincing manner. We can cut through the clutter when we “speak” with one voice. The Clemson brand is strong, and by leveraging this strength, your unit or program will be more successful. Consistent communications have proven effective in delivering messages to their target audience.

2. This is about more than logos. What you say is as important as how it looks. The new brand requires that your communications convey the idea of the “determined spirit.”

3. Do I have to follow the guidelines? Basically, yes. University units using Clemson University funds to produce publications or other communications materials must follow branding guidelines. (See trustee approved policy.)

4. The strength of this program depends on consistency and focus. A system has been developed to guide the design of logos. While there is more flexibility than ever for the creation of marks, their development is governed by a board of trustees policy. This policy will be strictly enforced. If you need a logo, the Office of Creative Services (864-656-2467) will consult with you regarding your options. The masterbrand marks are available for download.

5. The Tiger Paw has not and will not be altered. In fact, it is available to use noncommercially by anyone at the University. If you want to use the paw or any other Clemson University logo commercially, you must follow licensing program guidelines.

6. Why did we need an academic logo? Research conducted with a wide range of constituent groups that included faculty, staff, students and alumni found that a symbol connected to the wordmark made it 13 times more representative of a high quality academic institution than the wordmark by itself. The new academic symbol, based on the centennial coat of arms and flag developed in 1989, proved to be the most on brand of all the tested symbols which included Tillman Hall, Fort Hill, the Clemson ring, Thomas Green Clemson and other University icons. It can be used only in conjuction with a wordmark at this time. Guidelines dictate the acceptable placement for this symbol.

7. We’re solid orange! Orange is still the No. 1 color at Clemson. The new brand architecture let’s you dial up or down Clemson Orange, though, depending on your unit’s or group’s personality. An expanded color palette gives you a great degree of flexibility as to how you can convey the appropriate mood in your communications.

8. The brand architecture has a specific photography style. This style is characterized by subjects who are engaged or absorbed in an activity. Photos are cropped tightly on the subject (see examples).

9. Your Web, Facebook, Twitter, e-mail and Power-Point communication should reflect the new brand architecture as strongly as print. Messaging, color palette, typography, photography and logos need to be consistent across all platforms from electronic to print.

10. You don’t have to stop using old materials you might have on hand. This includes letterhead and envelopes. It is acceptable to use these items until their quantity runs out. You can order materials that reflect the new brand architecture at that time.