Visual Brand Identity Guidelines
The American University’s visual brand identity evokes a smart, passionate, focused, and engaged personality. Consistent and appropriate use of all elements within the visual identity helps viewers recognize and relate to the brand.
American University Logo
Use the American University logo in these three configurations. Do not use the logo in any other configuration. Do not publish the images below.
Official logo colors
Red Pantone 186
- CMYK
- 0 100 80 0
- RGB
- 237 26 59
- HEX
- #ED193A
Blue Pantone 072
- CMYK
- 100 79 0 0
- RGB
- 0 79 163
- HEX
- #004FA2
*Tru Match: 36-A2 CMYK: 100 70 0 12 *for large blocks of print coverage
Clear Space
Keep the AU logo a minimum distance away from surrounding artwork or text. The clear space is half the height of the primary mark horizontally and vertically. Addresses are an exception as they may fall within the minimum encroachment area.
Alternate Versions
Determine the logo colors by background and medium.
Follow these rules:
- Do not use two-color version on a red background.
- Do not change the logo color or any of its components.
- Do not stretch or apply effects to the logo.
- Do not break the logo apart or use any of its pieces.
Colors
The colors below complement the official AU logo colors and represent the AU brand. See Print Design Samples below for guidance on how to use these colors. Ensure optimal legibility by paying special attention to colored type on a colored background.
Alt Blue CAS
- CMYK
- 98 83 44 46
- RGB
- 15 40 70
- HEX
- #0f2846
- CMYK
- 100 57 0 38
- RGB
- 19 71 125
- HEX
- #13477D
- CMYK
- 99 77 9 0
- RGB
- 8 82 153
- HEX
- #005099
Alt Red SOC
- CMYK
- 36 90 88 55
- RGB
- 94 27 21
- HEX
- #5d1b14
- CMYK
- 26 99 89 25
- RGB
- 150 30 40
- HEX
- #961e28
- CMYK
- 0 100 80 20
- RGB
- 196 18 47
- HEX
- #C4122E
Taupe KSB
- CMYK
- 16 28 36 78
- RGB
- 77 64 55
- HEX
- #4D4037
- CMYK
- 16 28 36 49
- RGB
- 126 109 95
- HEX
- #7E6D5F
- CMYK
- 5 10 17 15
- RGB
- 208 196 182
- HEX
- #D0C4B6
Slate SIS
- CMYK
- 77 59 56 42
- RGB
- 50 68 72
- HEX
- #324347
- CMYK
- 70 34 38 30
- RGB
- 65 108 115
- HEX
- #406B72
- CMYK
- 34 17 22 0
- RGB
- 170 189 190
- HEX
- #AABDBE
Green SOE
- CMYK
- 67 39 86 26
- RGB
- 82 106 62
- HEX
- #526a3e
- CMYK
- 63 31 83 12
- RGB
- 103 133 78
- HEX
- #67854e
- CMYK
- 44 15 57 0
- RGB
- 152 182 134
- HEX
- #98b686
Teal SPA
- CMYK
- 91 47 48 22
- RGB
- 3 97 107
- HEX
- #00616c
- CMYK
- 86 33 38 5
- RGB
- 0 130 145
- HEX
- #008290
- CMYK
- 57 0 25 0
- RGB
- 100 199 199
- HEX
- #64C7C7
Yellow
- CMYK
- 24 53 100 7
- RGB
- 187 123 15
- HEX
- #bb7b0f
- CMYK
- 6 32 90 0
- RGB
- 238 177 55
- HEX
- #eeb137
- CMYK
- 4 21 82 0
- RGB
- 244 199 75
- HEX
- #f4c74b
Warm Blue SPExS
- CMYK
- 93 67 45 33
- RGB
- 24 67 89
- HEX
- #184359
- CMYK
- 95 60 30 20
- RGB
- 0 85 120
- HEX
- #005578
- CMYK
- 92 56 20 0
- RGB
- 0 103 150
- HEX
- #006796
Grey Library
- CMYK
- 70 60 57 43
- RGB
- 65 69 71
- HEX
- #414547
- CMYK
- 64 50 50 20
- RGB
- 94 103 105
- HEX
- #5e6769
- CMYK
- 40 28 28 4
- RGB
- 153 163 166
- HEX
- #99a3a6
Typography
American University collateral uses four typefaces: Interstate, Adobe Garamond Pro, Georgia Italic, and Clarendon Bold Condensed. Interstate and Adobe Garamond are the primary fonts and should cover most usage needs. Georgia Italic and Clarendon Bold Condensed are secondary fonts that add variety when illustrating numbers and provide a cleaner italic version for better legibility. Please see Print Design Samples for examples of font applications.
Primary Fonts:
Use this sans serif font primarily for headlines and display type.
Use this serif font primarily for body copy.
Secondary Fonts:
Use this serif font as a display font and as a substitute for Garamond Italic.
Use this serif font as a display font for typographic design elements.
AU 125 Anniversary Mark
As American University celebrates our 125th anniversary, we embrace the possibilities of our future as a leading, student-centered research institution. Through our dedication to collaborative discovery, integrity, and service, we empower a diverse community of leaders who create meaningful change.
Design Examples
These samples illustrate optimal use of the brand visual identity guidelines.
Print Collateral
Refer to these samples when designing print collateral. Click images below to open PDF.
Admit Pack
CAS Brochure
International Graduate Brochure
Digital Media and Advertising
Refer to these samples when designing digital media and advertisements.
SOC/CAS Game Design Digital Ads
