Logo Usage
Because of their value to Clemson, any mark that is intended to represent the University is the property of the University and must fit all the University guidelines. Logos may not be used for commercial purposes without prior approval of the Trademarks and Licensing Office.
Clemson University Logo Structure
- None of the elements may be altered in any way.
- Use only the digital artwork provided.
- Do not redraw the logo.
- Registration ® mark must always be included after the N in CLEMSON and at the bottom right of the paw (when used).
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Correct Usage
Choose images with inactive space (“white space”) that will best accommodate the detail of a logo.
Choose images with high contrast areas and select a logo option that will create the least amount of conflict with colors in the image. (bee on flower image)
Use a portion of the image’s white pace to create a transparent (image of kayakers) or color gradient fade (infield maintenance image) so a logo can be placed on top of the image. This can convert an otherwise busy background into a less distracting space to conflict with the logo detail.
Make the logo large to fill 1/4 to 1/3 of the image (bees) so it will dominate the activity in the associated image. Also consider an image with high contrast when doing this. The same treatment over the Centennial Oak wont turn out as well unless the image contrast and saturation is modified.
Take photographs with “white space” in mind. Include more grass, sky, water, shoreline, ....in an image so you have usable space for text or logos. You can also (literally) use white paper to create a background (poinsettia) to create usable design space.
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Logo Clear Space
All of our wordmarks must be protected and elevated, always having a clear space around them where no other elements appear (such as no typography, other logos, graphics or photos that intrude upon the logo).
Be mindful of maintaining this clear space and do not place a logo too close to the paper’s edge, any folded edge, any cuts or embossing.
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Incorrect Usage
Altering or recreating any Clemson brand is not acceptable. The following visual references should offer concise examples of what NOT to do.
Do not stretch or bend the logo or alter its proportions.
Do not rotate the logo.
Do not use any color variations for any of the logo’s parts.
Do not add any effects such as bevels, drop shadows, or outlines.
Do not reverse the logo except as detailed in the university Brand Guide.
Do not use the logo over a tint unless it provides excellent contrast and legibility.
A partially reversed logo over a photo can work, but do not use a busy photo, or a photo that is too light to provide sufficient contrast.
If a transparent logo is needs please choose the appropriate file type; do not use logos with a white fill on a background image or colored background/paper.
Do not alter the logo fonts.
Do not remove elements from the logo (lines, registration mark, etc.).
Do not add any elements to the logo (art, words, symbols, etc.).
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Discontinued Logos
Old Wordmarks
All of the following wordmark samples are out of date. Do not produce new materials using this style mark for your unit/department.
Tiger on the Rock
This logo was discontinued in 2009.
University Seal
Restricted to the president, board of trustees, and groups and uses created or designated by the president's office. The seal appears on certificates that (1) are signed by the president, (2 ) are signed by the chair of the Board of Trustees, or (3) recognize a University-wide award.Requests to use the University Seal should be made through PSA Communications.
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Who Gets a Logo and at What Level?
Unit/Department Level 3 Level 4 Level 5 Not supported CAFLS: college & academic departments
X
CAFLS: faculty labs
X
CAFLS: majors
X
CAFLS: student clubs & organizations
WAVS, Block & Bridle, Fire Tigers, Agribusiness Assoc, CAFLS Advantage, Turf Club, etc.Contact Student Affairs Publications to request a club logo design.
X
PSA
X
PSA: Centers & Institutes
WU+D, Animal Co-products, SC Water Resource CenterX
X
Regulatory Services & 2 divisions
X
Regulatory Services’ Programs
Invasive Species, Cert. Organic, Ag. Svc. Lab.X
X
LPH & 3 Divisions
X
Extension
X
Extension: Program Teams & County Offices
X
Extension: state-wide programs
Master Gardener/Tree Farmer/ Rain Gardener, Food 2 Market, Industrial Hemp, EELI, Ag + Art Tour, Pinckney Leadership, Carolina Canning …X
Marketplace Resources + non-Clemson partnerships
MUAL, Pkg Dynamics Lab, SCBG, Exp. Forest, Solar Habitat…X
Large-scale: fundraising, special projects, annual events
BPBounty, Century Club, Palmetto LEAF, Commodities for Clemson…X
X
Local- or one-time, low-profile event or program
city/county farmers markets, academic department/student event, …X
