Logo and signature system
Our logo is one of our most visible and valuable assets.
A strong visual identity contributes to the University of Alaska Fairbanks reputation and brand, increases our ability to recruit outstanding students, staff and faculty, and allows us to engage alumni, donors and friends. Using consistent visual elements when representing UAF builds recognition. Just as a simple glance identifies a Starbucks coffee cup, friends and colleagues of UAF should be able to tell at a glance that a T-shirt, brochure, poster or other item is from the University of Alaska Fairbanks.
The University of Alaska Fairbanks is the only entity to have a logo. UAF has a signature system that effectively links our campuses, schools, academic and research units, and administrative offices with the UAF brand. Units have individually designed signatures that feature their names in combination with the UAF symbol and wordmark. This signature system has one goal: to unify, promote and enhance the university’s reputation. Every member of the university community plays an important role in maintaining brand integrity by applying it consistently throughout all university communications, including print, web, display, broadcast and electronic formats.
The official UAF logo and how to use it
The UAF symbol and wordmark are mandatory elements for every UAF communications piece. They form the foundation of a flexible system designed to help all UAF communications pieces exist within the same family. All communications, both print and electronic, published by the University of Alaska Fairbanks, must prominently display an approved logo.
Treat the logo as artwork, not as typography. The logo should be treated as a graphic icon.
There are two variations of the UAF logo: block and horizontal. This allows flexibility of use in different media and formats.
To ensure recognition beyond Alaska, the UAF letters that make up the logo must always be used with the words “University of Alaska Fairbanks.”
The logo may be used without the words “University of Alaska Fairbanks” underneath provided that the full university name appears prominently elsewhere on the page.
General rules for using the UAF logo
The logo is most often used in blue or black and should only be used in official UAF primary colors or black. Be sure to select a logo color that will sufficiently contrast with the background of the publication. The logo works well at a variety of sizes and can be downloaded in a variety of formats. When reproducing our logo, be conscious of its size and legibility. Use common sense — a signature that is too small ceases to serve any useful communication function. Generally, our logo should never appear less than ½" wide in printed materials, and no less than 50px wide in the digital realm.
If the logo is being affixed to merchandise or promotional items for sale or giveaway, please read the trademark information first. University Relations reviews all designs for promotional items (T-shirts, mugs, pens, bags, etc.) incorporating the UAF logo or other trademarks prior to production. Merchandise bearing university trademarks and/or services using university trademarks without proper written university authorization may be considered counterfeit or infringing and subject to all available legal remedies, including, but not limited to, seizure of the merchandise.
Generally speaking, be sure to...
… include the logo on the cover of all print publications that represent the university and are intended for external audiences.
… position the logo for maximum impact and give it plenty of room to breathe. This helps ensure the logo's visibility and legibility.
… resize the logo proportionally.
… send any questions about using the UAF logo to firstname.lastname@example.org.
But please don't...
… stretch, condense or otherwise morph the logo.
… redraw the logo, translate it, rotate it, or alter the placement and size relationship between its elements.
… add additional elements or copy to, change the color of, distort, or alter the integrity of the UAF logo without prior approval from University Relations.
… reduce the logo to less than ½" wide.
As part of the university's long-term effort to capitalize on its primary brand, new unique logos are not approved for any academic, administrative or research units. Secondary logos dilute the university brand and create confusion. Units that that have an existing unique logo can retain their logo in its current form only. No alterations, changes or updates will be permitted. When those logos become outdated, units can adopt the university approved signature system. No new logos are permitted unless reviewed by the UAF Graphic Identity Committee and signed off by the chancellor. See Exemptions and special cases for more information on requesting a special exemption to this rule.
For the UAF brand to be known and recognized, we must present a unified visual identity. Use of the UAF logo is preferred for use on most publications and websites as it covers the entire university. However, recognizing that academic and administrative subunits may wish to emphasize their areas of focus, UAF has implemented a system of unique signatures based on the main UAF logo. UAF's brand architecture is the structure to help strategically manage how the university and its subunits express themselves in the market. The signatures have two parts: the UAF symbol or block logo, and a wordmark of the unit name. For centers and institutes that fall under the umbrella of a college or school, the secondary emphasis will be on UAF with the umbrella unit in a tertiary role.
University Relations will create packages of signatures for free upon request from schools, colleges or campus units. Complete the online art pack request form, and we’ll create logo files that will work for both print and electronic products. Departments, programs, centers or other administrative units may not build their own signature logos.
General guidelines for using signatures
- Signatures are created as graphic elements. Do not attempt to re-create or modify them in any way.
- Signatures may be used in situations where the unit’s identity is primary, such as on stationery and forms.
- Signatures always include the line “University of Alaska Fairbanks” to emphasize the relationship with UAF.
- A signature wordmark may not be used without the UAF symbol.
Exemptions and special cases
Requests for exemptions from UAF graphic identity guidelines will be reviewed by the UAF Graphic Identity Committee, and exemptions approved by the chancellor sparingly. Any unit applying for an exemption must make a compelling argument that goes beyond funding sources. Before applying for an exemption, please consider the following questions:
- Does funding for your school/department/center/program come from UAF, an external agency or both?
- Which entity is better known: UAF or your school/department/center/program?
- Does using the UAF logo violate laws, contractual agreements or regulations imposed by an external agency?
- Does your school/department/center/program use UAF resources?
- How important is the UAF association to incoming students, funding agencies or your target audience?
- How similar are UAF and your school/department/program in personality and mission?
- Do you have adequate resources to market and promote your school/department/program on your own?
- Would using the UAF logo substantially hinder your communication goals?
If you believe your needs cannot be adequately represented by the UAF logo please fill out the exemption form, and the UAF Graphic Identity Committee will review your request. Please allow four weeks for review and a response.
If permission for the development of a separate graphic mark is approved, the design and use of the secondary mark will be developed in consultation with, and will be approved by, University Relations. Any future rebranding needs to be done in cooperation with UAF University Relations.
All marketing materials must be aligned with the university’s primary logo and comply with its standards.
Questions? Please contact University Relations at email@example.com.
Other logo exceptions
Because of the breadth and diversity of life and work within the university, there are many other cases that require special consideration regarding the logo. These include:
- Anniversary celebrations for colleges, departments or other units
- Special events for fund-raising or recognition
- Affiliate organizations (e.g., UAF Alumni Association)
- Special affiliations for accreditation or funding purposes
It is not possible to cover all of these exceptions in this guide. The general rule is to follow the spirit of the guidelines whenever possible.
UAF's mascot is the Nanook, which is derived from the Inupiaq Eskimo word for polar bear. A UAF Nanook bear is available as a trademarked graphic. The use of any other stylized, animated, hand-drawn or other versions of a nanook is not permitted. This undermines the logo system and brand consistency.
Using photos of a polar bear in content areas where logical is acceptable. For example, it’s logical to use photos of polar bears in their natural habitat in a report on the Arctic or Arctic research. However, including an illustrated polar bear in the header of your brochure, web site or poster would be considered a logo and is not allowed.
Please consult with firstname.lastname@example.org if you have any questions or need further help.
The A-bear, ALASKA, and ALASKA NANOOKS trademarks are reserved strictly for use by the UAF Athletic Department and its entities. The athletics marks should never be used in place of the UAF logo or in communications representing the university’s academic areas, research centers, institutes or student groups. The walking bear image may not be used alone. Contact email@example.com for specific guidelines or permission to use the athletic marks.
Downloadable UAF logos
Logos are provided in black fill, blue fill and no fill. Official UAF colors are Pantone® (PMS®) 647 blue and Pantone® 116 yellow. See the official UAF colors for web equivalents of these colors.
These logos must be used in accordance with UAF logo guidelines. Please review the logo usage guidelines above before downloading any files.
This logo may not be modified in any way. The recommended color variations are provided below. (Looking for oversize logos or acceptable alternative variations?) To download the logo in PDF format, click on the PDF link to the right of each variation. To download PNG files, right-click (control-click on a Macintosh) on a link, and select the save option (e.g., Save Link As, Download linked file) from the resulting pop-up menu.
Which format should I use?
(CMYK for print publications)
(RGB for Microsoft applications or web)
|Black UAF logo||PNG|
|Blue UAF logo||PNG|
|Transparent UAF logo with white text||PNG|
|Black UAF logo, horizontal||PNG|
|Blue UAF logo, horizontal||PNG|
|Transparent UAF logo with white text, horizontal||PNG|
- PDF: This is a vector-based format and the best to use for print production including printing on promotional items (e.g. pens, tote bags, USB drives). This is also the file format to use when sending artwork to an approved vendor for ordering promotional items.
- PNG: This format is the best choice for use with Microsoft programs (e.g. Word, Powerpoint). It can also be used in websites. To insert a logo using Word, go to the Insert menu and choose "Picture/From File..." then browse to the file on your hard drive and click "Insert."
If you see a white box instead of the logo, try downloading and using a different version or file format of the logo.
Send logo questions, comments or different file format requests to firstname.lastname@example.org.