Brand Guide: Texas A&M University Division of Marketing & Communications

Brand Guide
Texas A&M University Division of Marketing & Communications
Revised July 2007

OPTION 1
Brand Guide
Something separates Texas A&M from every other

OPTION 2
institution of higher learning.
That something is our brand.
I am pleased to introduce our latest improvements in terms of how we represent this great University. An
important face of any brand is the graphic representation and interpretation of that brand. Fortune 500
companies and select universities have long realized the value of this consistency in style. Now, we are in
the same position.
The Division of Marketing & Communications has worked with groups on and off campus to create
graphic identity guidelines for our university. In simple terms, this means we will use common fonts,
common layouts, common stationery and a custom Aggie maroon. These elements will work in concert to
make our communications materials look like a close family as opposed to distant cousins.
This guide is only the beginning. It is designed to grow as brand alignment grows. It offers parameters for
guidance, while giving you the freedom to express your creativity. In day-to-day applications it should help
us all build a brand that, like our university, will continue to make us proud.
I urge you to review the guide and adopt it for all your internal and external print communications. This is
an important initiative and I ask for your full support. The strengthened university brand will be
beneficial for us all and will further highlight the magnificent work that is happening here.
Thank you,
Eddie J. Davis
Interim President, Texas A&M University
2
OPTION 1
Brand Guide
Contents
OPTION 2
Visualization........................................................ 4
Color Palette....................................................... 13
Typography......................................................... 15
Tone of Voice...................................................... 18
Signature............................................................ 21
Multiple Logos................................................... 36
Stationery........................................................... 39
Examples............................................................ 42
3
OPTION 1
Brand Guide
V i s ua l i z at i o n
OPTION 2
The Big Picture...............................................................................................5
Examples.......................................................................................................6
Examples.......................................................................................................7
Examples.......................................................................................................8
Examples...................................................................................................... 9
Examples.....................................................................................................10
Examples..................................................................................................... 11
Examples.....................................................................................................12
4
Visualization
Brand Guide The Big Picture
OPTION 2
The images, language and materials used in communications should evoke the quality and professionalism we bring to all interactions. Always use the finest
professional photographic images available. Always seek the best design and printing services.
5
Visualization
Brand Guide Examples
OPTION 2 Photographs of professors should suggest

Whenever possible, show students in
their authority in their fields. The
environments that depict their academic
environment should evoke the idea of depth
focus. The best images incorporate
and relate to their academic expertise. Interesting compositions will keep group
interesting backgrounds that capture the
photographs from becoming static.
Texas A&M ambience.
Photographs should convey the importance
and stature of professors, positioning
them to reflect their confidence and authority.
Compose student photographs to create a

dramatic sense of depth. Use unusual
perspectives.
Accent colors can be used adjacent to or behind photographs
to create visual appeal. Typography can be used with accent
colors as well. Be sure accent colors are consistent throughout
the brochure or collateral piece, and consider incorporating
white or black pages for contrast.
Portraits of faculty and administration should be

sophisticated and professional. Put subjects in
front of interesting backgrounds that reflect the
individual’s character.
6
Visualization
Groups representing departments should show strong unity. Always

OPTION 2 Corps photographs should reflect the
position the professors in a relaxed attitude and choose an engaged
organization’s history and ideals, as well as the
setting. Visual depth will make the image more dramatic.
pride and respect it has earned. Use intimate
compositions to capture the devotion and idealism
of Corps members.
Photographs should reveal student

involvement and the bond students
have with their professors.
When appropriate, use historical photographs to

show depth of experience and respect for tradition.
Portraits of individuals should look spontaneous and, if Iconic representations of academia should be
possible, display an attractive area of the university. Subjects used as secondary visuals. They play a
should evoke a high level of emotion to illustrate the strong supporting role and should never be larger
connection students and faculty have to Texas A&M. than 1/3 the size of the primary photograph.
7
Visualization
Use historical photography to reinforce the

OPTION 2
longstanding traditions of the university and
strengthen the perception of leadership.
Group photos of professors and

students can reveal the respect
students have for their professors.
Relaxed poses and interesting
environments communicate the
personalities and attitudes of the
individuals.
Iconic representations of academia should be

Architecture makes an interesting backdrop for
used as secondary visuals. They play a
portraits and suggests the intellectual depth of
supporting role and should never be larger
the subject.
than 1/3 the size of the primary photograph.
Even casual poses can remain professional,

especially if they capture moments
of introspection or serious thought.
Try to include interesting props or structures in a

professor’s portrait. Objects that capture the
subject’s unique personality convey depth of character.
8
Visualization
Black-and-white photography can function as the primary
OPTION 2 photograph and can effectively convey a sense of time and
place, especially with historical subjects. Black-and-white
Create depth with classroom
photography can also be used as secondary imagery, coupled
shots by exploiting atypical
with primary color photography. Design consistency is critical
vantage points and placement
when pairing black-and-white with color photography.
of subjects.
Portraits that frame the subject with an

intriguing background arouse the viewer’s
curiosity and interest.
These secondary colors can be used adjacent to or behind photographs to create visual appeal.
Typography can be used with secondary colors as well. Be sure accent colors are consistent
throughout the brochure or collateral piece, and consider incorporating white or black pages for
Let portraits tell a story. Introduce dynamic
contrast. Use the secondary color palette to support and complement the primary colors of
elements that illustrate what the subject brings to
Aggie Maroon, gold and silver. Always reproduce colors at 100%; do not screen.
the Texas A&M experience.
9
Visualization
Accent colors can be used adjacent to or behind photographs to create

OPTION 2 visual appeal. Typography can be used with accent colors as well. Be
sure accent colors are consistent throughout the brochure or collateral
piece, and consider incorporating white or black pages for contrast.
Use dramatic lighting and depth in

photographs of buildings to
emphasize the classical beauty of the
architecture.
Interesting portraits will invite the

viewer to discover more about the
Photograph campus buildings with dramatic
intellectual depth of the Texas A&M
angles, if possible incorporating the
faculty.
natural beauty of a sunrise or sunset.
Use iconic academic photographs as secondary

images, no larger than 1/3 the size of the
primary photograph.
10
Visualization
Student photographs should reflect a modern attitude. Instead of
OPTION 2 trite images, show camaraderie among students in a variety of
settings to convey the depth of relationships cultivated on campus.
Show students in hands-on activities with graphic and

appealing backgrounds. Students who are engaged and
absorbed show the depth of involvement that marks the Texas
A&M experience.
All portraits should be dynamic

and exciting. Remember the
importance of the subject and
shoot accordingly.
Accent colors can be used adjacent to or behind photographs to create

visual appeal. Typography can be used with accent colors as well. Be sure
Portraits that frame the subject with an intriguing accent colors are consistent throughout the brochure or collateral piece,
background arouse the viewer’s curiosity and interest. and consider incorporating white or black pages for contrast.
11
Visualization
Classroom photographs should be casual,
OPTION 2 spontaneous depictions of captivated students. Portraits that frame the subject with an intriguing
Such images illustrate the synergy between background arouse the viewer’s curiosity and
students and instructors. interest.
Portraits of faculty and administration should be

sophisticated and professional. Put subjects in
front of interesting backgrounds that reflect the
individual’s character.
When appropriate, use symbols that

represent Texas A&M, displayed in
innovative ways.
Iconic representations of academia should be used as Accent colors can be used adjacent to or behind photographs to
secondary visuals. They play a supporting role and create visual appeal. Typography can be used with accent colors
should never be larger than 1/3 the size of the primary as well. Be sure accent colors are consistent throughout the
photograph. brochure or collateral piece, and consider incorporating white
or black pages for contrast.
12
OPTION 1
Brand Guide
C o l o r P a l e tt e
OPTION 2
13
Color Palette
Brand Guide
OPTION 2
Color alone can identify our brand. A Primary Color B Primary Support Colors
Because Texas A&M colors are an C waiting R 80

Mon G 0
Metallic
only, no
R 139
G 108
C
M
0
0
R 182
G 184
CMYK
Y pantone B 0 values B 77 Y 0 B 186
essential component of our identity, K K 33
HEX 500000 HEX 76593A HEX 8F8F8C

it’s critical that the color is accurate. Aggie Maroon PMS 873 Gold (Metallic Only) PMS 422
On this color palette, Example A C Secondary Colors
designates our primary color, C

M
0
25
R 244
G 175
C
M
0
20
R 131
G 110
C
M
0
36
R 108
G 73
C
M
25
0
R 79
G 85
C
M
100
0
R 0
G 61
Y 95 B 0 Y 95 B 44 Y 100 B 29 Y 100 B 42 Y 9 B 77
which is Aggie Maroon, a custom- K 0 K 46 K 63 K 80 K 72
HEX F2AF00 HEX 836e2c HEX 6A491C HEX 4E562B HEX 003d4d
Pantone® color. Example B shows PMS 7408 PMS 4495 PMS 1405 PMS 7498 PMS 309
the primary support colors, which are C

M
0
9
R 183
G 166
C
M
0
10
R 95
G 87
C
M
98
0
R 0
G 88
C
M
100
80
R 41
G 62
C
M
70
100
R 81
G 50
Y 50 B 109 Y 33 B 79 Y 72 B 61 Y 30 B 107 Y 55 B 78
Pantone Matching System® (PMS) K 24 K 72 K 61 K 5 K 25
HEX b7a66d HEX 5f574f HEX 035652 HEX 263F6A HEX 51324e
colors 873 gold and 422 grey. Example PMS 4515 PMS 405 PMS 343 PMS 534 PMS 518
C shows the secondary color palette. D Accent Colors
Example D shows the accent colors C 0 R 186 C 0 R 231 C 0 R 231

M 0 G 188 M 3 G 222 M 2 G 225
Y 0 B 190 Y 10 B 208 Y 8 B 213
used to support our primary and K 31 K 10 K 10
HEX ADAFAF HEX CAC0B6 HEX D7D3C7

secondary colors. All colors must be
PMS Cool Gray 6 PMS 7528 PMS 7534
reproduced at 100%, and not screened.

C 0 R 255 C 6 R 238 C 0 R 232
M 4 G 242 M 9 G 225 M 8 G 211
Y 18 B 212 Y 23 B 198 Y 35 B 162
K 0 K 0 K 10
HEX F1E3BB HEX DDD3AF HEX D3BF96

Note: The color formula for Aggie Maroon is
different for both coated and uncoated. Always PMS 7401 PMS 468 PMS 7502
provide this information to printers to ensure

the integrity of Aggie Maroon. PANTONE® is the property of Pantone, Inc. The colors shown on this page and throughout this guide have
not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE® Color Standards. For
accurate standards, refer to current PANTONE® publications.
14
OPTION 1
Brand Guide
T y p o g r a ph y
OPTION 2
Primary Typefaces......................................................................................... 16
System Default Fonts ..................................................................................... 17
15
Typography
Brand Guide Primary Typefaces
OPTION 2 The primary typeface for Texas A&M is Primary Typeface: New Baskerville
New Baskerville Regular New Baskerville Bold

New Baskerville, a serif face. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Recommended uses: abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890#$%&? 1234567890#$%&?
• cover titles New Baskerville Italic New Baskerville Bold Italic
• initial caps ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
• large statements
1234567890#$%&? 1234567890#$%&?
• quotes
• and body copy. Secondary Typeface: Frutiger
Frutiger Light Frutiger Bold

The secondary typeface is Frutiger, a sans serif ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
face. Use Frutiger along with New Baskerville.
1234567890#$%&? 1234567890#$%&?
Do not use the condensed version of Frutiger. Frutiger Light Italic Frutiger Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
• headings 1234567890#$%&? 1234567890#$%&?
Frutiger Regular Frutiger Black
• subheads ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
• initial caps abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
• and body copy. 1234567890#$%&? 1234567890#$%&?
Frutiger Italic Frutiger Black Italic
The tertiary typeface is Aachen Regular, a ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
custom-designed face. Use it sparingly to avoid
1234567890#$%&? 1234567890#$%&?
overkill.
Tertiary Typeface: Aachen
Recommended uses: Aachen Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
• bold statements
abcdefghijklmnopqrstuvwxyz
• quotes 1234567890$%&?
• and impact.
16
Typography
Brand Guide System Default Fonts
OPTION 2 When primary typefaces are not an option System Default Primary Typeface: Georgia
Georgia Regular Georgia Bold

it may be acceptable to use system default ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
fonts in lieu of the primary typefaces. The abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890#$%&? 1234567890#$%&?
following are the recommended Georgia Italic Georgia Bold Italic
substitutions: abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
A. New Baskerville => Georgia 1234567890#$%&? 1234567890#$%&?
B. Frutiger => Arial System Default Secondary Typeface: Arial
Arial Arial Black

C. Aachen => there is no system equivalent ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890#$%&? 1234567890#$%&?
• in conjunction with stationery templates (e.g. Arial Italic Arial Black Italic
memos, faxes, invitations) abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890#$%&? 1234567890#$%&?
• emails
Arial Bold
• and other internal communications. ABCDEFGHIJKLMNOPQRSTUVWXYZ

Not allowed: 1234567890#$%&?
Arial Bold Italic
• These font substitutions are not allowed in ABCDEFGHIJKLMNOPQRSTUVWXYZ
print publications.
1234567890#$%&?
17
OPTION 1
Brand Guide
Tone of Voice
OPTION 2
What we say.................................................................................................19
How we say it...............................................................................................20
18
Tone of Voice
Brand Guide What we say
OPTION 2 Our brand has more than a look and feel. Intelligent
We are enlightening and informative. We bring valuable insights and useful
It has a distinct personality. We express our
knowledge to the marketplace. We talk about ideas that enrich people’s lives.
brand personality through visuals, of Interesting
course, but our words must also do the job. We awaken curiosity. We fascinate, stimulate and entertain. We leave people
thirsty for more.
People recognize a strong brand by how it
Relevant
speaks as well as how it appears. We call this We talk about what matters, what has meaning and what has value. We do
not live in an ivory tower. We walk and talk in the real world.
our brand voice. It’s what we say and how we
say it, the conversation we have both with
ourselves and with the public. In the same
way we adhere to the visual style of our
brand, we should also choose words that
speak in character. We are the voice of
Texas A&M, so what we say must be
intelligent, interesting and relevant.
19
Tone of Voice
Brand Guide How we say it
OPTION 2 Just as important as what we say is how Genuine

Our ideas may be lofty; our words are not. We speak in plain language and
we say it. Our brand voice has a
communicate with simple, clear statements. We are sincere, conversational and
personality, so the message it delivers has approachable. We are real.
Wrong, pretentious
a particular inflection—a way of speaking
At the time, students affiliated with the Corps are afforded the opportunity to
that identifies it as the voice of Texas occupy two realms of experience: that of inhabiting a military academy
A&M. To be recognized, our voice must milieu while at the same time frequenting classes among their scholastic
colleagues at a contemporary preeminent institution of higher learning.
get the message across using a consistent
Right
tone. It should be as clear and true as our Students in the Corps have the best of both worlds — living in a military
environment and being part of a major modern university.
colors. As a general guide, always speak to
Confident
your audience in a voice that is genuine, We are the training ground for leaders. We’re in the business of making a
confident and smart. positive change in the world. We speak as one who is worthy of the task.
Wrong, passive
If the bark of Reveille is heard in the course of a class lecture, it is customary
for the class to be dismissed immediately.
Right
Tradition holds that if Reveille barks during a class, the class is over.
Smart
We have a proud heritage of educational excellence. Our words are backed by
knowledge and understanding. More than just intelligent, we are aware and
informed. We live. We learn. We teach.
Wrong, trite
Even though Aggies come from all over the map, at the end of the day we’re
just one big happy family.
Right
Though they come from around the world, all Aggies are members of the
same family.
20
OPTION 1
Brand Guide
S i g n a tu r e
OPTION 2
Components of the Graphic Identity System........................................................22
Examples of Signature...................................................................................23
Primary Mark .............................................................................................24
Secondary Marks.......................................................................................... 25
Logo......................................................................................................26
Logotype................................................................................................. 27
Seal............................................................................................................28
Minimum Size..............................................................................................29
Area of Isolation............................................................................................30
Background Colors........................................................................................ 31
Incorrect Usage - Primary Mark ...................................................................... 33
Incorrect Usage - Backgrounds.........................................................................34
Email Configuration..................................................................................... 35
21
Signature
Brand Guide Components of the Graphic Identity System
OPTION 2
The Texas A&M signature system is the
simplest, most fundamental element of

our brand. Our signature should appear
prominently in every form of visual
communication. Therefore it is crucial
that any reproduction of the signature
follow a strict set of guidelines. The more
consistent our brand is, the more effective.
The signature system is made up of the
following components, which we will
define and provide guidelines for in the
next section:
A. Primary Mark
B. Secondary Marks
C. Seal
Rule one: Always reproduce the logo from original

artwork only. Never redraw, distort or alter it in
any way.
22
Signature
Brand Guide Examples of Signature
OPTION 2
It is extremely important A Examples with signature unify our image
to protect the Texas A&M
signature system. This is achieved Department of Physics
Origin of the
by applying our brand with T he U
ni
consistency at every level of
ve
A public lecture by world-renowned physicist
Stephen Hawking
rse
Sunday, April 15, 2007 2:30pm
communication. The consistent Rudder Auditorium
and strategic application of our

brand strengthens our identity in A public lecture by leading astrophysicist
Th
Rocky Kolb
eD
rk April 14, 2007 6:00pm
the worldwide community, which
a
Si Zachry Building
de
of
the
U ni
verse
creates brand recognition and

loyalty. AN ENDOWED LECTURE SERIES: Sponsored by the George P. and Cynthia W. Mitchell
Institute for Fundamental Physics and Astronomy which seeks to provide insights into
the cosmology of the universe and the ultimate unication of the elds of nature.
http://physicsfestival.tamu.edu
If you have questions about usage,
contact the Texas A&M Division of
Marketing & Communications,
B Examples without signature appear divergent
brandguide@tamu.edu.
Professional Program Information Technology in Science

Center for Teaching and Learning
in Biotechnology
ITS Center Program
The ITS Center Program is ideal for graduate
TEXAS A&Minterested
students UNIVERSITY
in exploring how information
technology impacts science and mathematics
education and how current university research
can be transferred to classrooms across the state
and nation.
Insid
The ITS Core
Established by the National Science Foundation in
Our core curriculum, which emphasizes technology
October 2000 (Grant No. ESI-008336), the ITS Center
skills and pedagogical content knowledge, results in
is a partnership between the College of Science and the
12 graduate credits that may be applied toward a College of Education at Texas A&M University. It was
master's degree or doctorate at Texas A&M funded through a grant developed and administered by
COMPUTER SCIENCE University <http://www.tamu.edu>. Tuition and
fees are waived for these 12 hours, and stipends are
the Texas Engineering Experiment Station.
$)34).'5)3(%$ available to offset other costs.
LECTURER SERIES ITS Research

Science Graduate Students have an unequalled
opportunity to establish one-on-one relationships
with experts and work in collaboration to perform
2005 – 2006 Academic Year research and disseminate the results. Science
Education Graduate Students work closely with
science education researchers to conduct research
related to the center's goals of investigating how
teaching and learning science and mathematics is
impacted by the use of information technology for
5ĖĩĒĤ"é.6ğĚħĖģĤĚĥĪ modeling, visualization and interaction with complex
data sets.
ITS Financial Support

Backed by National Science Foundation funding and
generous assistance from partners across the state
and nation, ITS Center students benefit from a
variety of financial support, including tuition and fee
waivers, summer stipends, travel funding and
assistantships.
To Apply
To participate in the ITS Center program, you must
be admitted to graduate school at Texas A&M
University. Please visit our web site at developing science education specialists
http://its.tamu.edu for more information.
23
Signature
Brand Guide Primary Mark
OPTION 2 Primary mark for 4-color projects, 2-color projects (Aggie Maroon + PMS color),
The Texas A&M Primary mark is the master brand
or 1-color projects (Aggie Maroon only)
and has two components: the approved arrangement
Colors used: Aggie Maroon
of the Texas A&M logo and the Texas A&M logotype.
Guidelines:
• Always use the prepared artwork, comprised of
elements configured as a unit and placed in fixed

Only use the reverse primary
positions. mark when there is a maroon
• Never alter or rearrange this artwork in any way. background or the contrast of the
primary mark will be otherwise
• If using the primary mark in the maroon or black compromised.
format, both the logo and logotype should be white.
• Do not use the primary mark in any other color

Primary mark for copier, 1-color projects
version than these shown. Colors used: black
• The primary mark should always “bleed” from an edge
or a rule line. See page 45 for examples. Only use the black primary mark
Recommended uses: when designing a 1-color (black
only) publication. It may also be
• This mark is recommended as the first choice for used for copies and faxes.
identification with the university in any
communications piece.
Digital files for the artwork can be found at

http://www.brandguide.tamu.edu.
24
Signature
Brand Guide Secondary Marks
OPTION 2
The Texas A&M brand has two secondary marks. These A
are to be used for internal audiences and in cases where
communications are more informal in nature or when
simplicity/clarity is paramount.
A. Logo
B. Logotype
25
Signature
Brand Guide Logo
OPTION 2 The Texas A&M brand has four versions of the logo to
A B
allow for legibility in various situations.
Recommended uses:
A. This logo, a component of the primary mark, is the

first choice for general use.
B. This logo is applied to promotional items that use the
accent color palette or have a white background. It
can be used when legibility is not an issue.
C. This logo features fine detailing that will disappear if C D
it is reproduced any smaller than shown. Use this
logo for promotional materials where 4-color process
is not being used, such as screen printing on t-shirts.
D. This logo is simplified, so it is best used where
visibility and legibility are critical. It should be used
when the reproduction quality is low, such as for
pens, key chains, classified ads or limited-space
applications.
26
Signature
Brand Guide Logotype
OPTION 2
The Texas A&M logotype (the “Texas A&M Logotype in 1-color format: Aggie Maroon, black
University” portion of the primary mark) is a

proprietary design.
Guidelines:
• Always use the prepared logotype art.
• Never attempt to re-create the logotype and never
alter it under any circumstances.
• The logotype also may be reversed out of a
background, as long as it reverses out white.
Recommended uses:
• inside pages of publications
• back cover contact information (see more in
Examples section)
Note: In the Texas A&M logotype, the height of the ampersand

(&) is reduced in comparison to the height of the letters “A”
and “M.” This specification applies only to the logotype, and
not to the words “Texas A&M University” in text.
27
Signature
Brand Guide Seal
OPTION 2
The Texas A&M University seal is an
A The Texas A&M University seal in full color
essential part of our brand identity.
It symbolizes our university’s proud
heritage. Because the Texas A&M seal is
so important to our institution, it must
always be reproduced consistently.
Guidelines:
• The Texas A&M seal is limited to official
university documents such as invitations
from the President's Office and
graduation diplomas. B The Texas A&M University seal in one color

• The Texas A&M seal may not be defaced,
altered, overprinted or dismantled in
any manner.
• The one-color seal can be reproduced in
Aggie Maroon, black and PMS 873 gold.
Note: To preserve the integrity of the seal, always

use art obtained from:
http://www.brandguide.tamu.edu.
28
Signature
Brand Guide Minimum Size
OPTION 2
This page shows the minimum sizes for Correct Minimum Sizes
reproducing the Texas A&M primary

1.75"
mark, logo and logotype. These logos
must never be reproduced smaller than
.42"
A
the sizes shown.
A. Primary mark
B. Logo
C. Logotype .75"
.57"
.38" .38"
D. Seal .28"
.75"
.49"
B
.38"
.38"
.24"
1"
C
.2"
1"
D
1"
29
Signature
Brand Guide Area of Isolation
X X
OPTION 2 X
The Texas A&M primary mark, the logo, X
A
the logotype and the seal must always
be reproduced with an area of isolation.

X
This is the area that surrounds the logo, if
used alone, and also surrounds the entire
signature primary mark. It must always X
X
remain free of any other graphic element. X
This distance is represented by a red “X” B
in the illustration. The area of isolation,

or “X” space, must be consistent in every
application of our brand. X
A. Primary mark C X
B. Logo X
C. Logotype
D. Seal
X
D X
X
30
Signature
Brand Guide Background Colors
OPTION 2
When choosing a background color for
the Texas A&M primary mark, use only:

• white
• black
• Primary Support Colors (see page 14)

(metallic gold or Pantone 422)
• or approved Accent Colors. (see page 14)
If you have any questions about the correct

application of the primary mark, contact the Texas
A&M Division of Marketing & Communications,
NOTE: The white primary mark is

recommended only when there is a maroon
background.
31
Signature
Brand Guide Background Photos
When using color photos, don't use the On dark photos, allow for contrast. The maroon version is preferred, but the
OPTION 2 When applying the primary mark to a black logo. white is also acceptable.
photographic background, make sure it
is applied to an area that provides

sufficient contrast for legibility.

On light photos, don't use the white logo. On light photos, allow for contrast.
32
Signature
Brand Guide Incorrect Usage • Primary Mark
OPTION 2 The following examples illustrate what Never change the shape of the primary mark. Do not change the color of the primary mark.
not to do with the Texas A&M primary
mark.
• Always use the primary mark with the
logo and logotype in their original,

Do not add a border or change the color of any components. Do not tilt the primary mark.
authorized configuration.
• Never re-create the primary mark.
• Use only artwork obtained from the
Texas A&M Division of Marketing &
Communications.
Do not move components within the box. Do not change the color of the logotype.

Do not alter the typeface of the logotype. Do not alter or retype the logo or the logotype.
TEXAS A&M
UNIVERSITY A MT Texas A&M
University
33
Signature
Brand Guide Incorrect Usage • Backgrounds
OPTION 2 The following examples illustrate what
not to do with the Texas A&M primary
mark on backgrounds.
• Never use the Texas A&M primary mark
on bright or any unauthorized color
backgrounds. Always use the approved
accent colors (See page 14) .
• Do not apply the Texas A&M primary
mark to pastel backgrounds or any
striped, geometric, floral or dotted
patterns.
If you have any questions about background

applications, contact the Texas A&M Division of
34
Signature
Brand Guide Email Configuration
OPTION 2 Every communication from Texas A&M is part of HTML Email signature configuration
our brand identity. This includes email
A Full Name
correspondence. The Texas A&M email configuration Title
Department
acts as a business card and lets your recipient know Texas A&M University
Email Address
that the email is an authorized correspondence from
Texas A&M personnel. Therefore it is critical that you Mailing Address | College Station, TX 77843
follow our email signature guidelines for all emails. Tel. 123.455.7890 | Cell. 123.456.7890 | Fax. 123.456.7890
Guidelines http://Website.tamu.edu
• Never personalize an email signature; it will confuse Welcome to Aggieland
the recipient.
• Set the type in 10 pt. Arial, single-spaced, flush left.
• Always begin with your full name (bold), title, Non-HTML Email signature configuration
department, Texas A&M University and your email

B Full Name
address. Title
Department
• Insert a line space between groups of information as Texas A&M University
Email Address
shown.
Mailing Address | College Station, TX 77843
• Provide appropriate telephone, cell and fax numbers.
Tel. 123.455.7890 | Cell. 123.456.7890 | Fax. 123.456.7890
• Email signatures can be customized with an optional
departmental or college tagline in Aggie Maroon (see http://Website.tamu.edu
page 14 for RGB formula) at the end of the signature in italics Welcome to Aggieland
(see right).
If your email application does not support HTML formatting

please refer to example B.
35
OPTION 1
Brand Guide
mu l t i p l e LOGOS
OPTION 2
Working with Internal Logos........................................................................... 37
Working with External Logos..........................................................................38
36
Multiple Logos
Brand Guide Working with Internal Logos
OPTION 2
The university recognizes that there will often
be times when the primary mark is not the main

concern of the intended audience. When
dealing with internal logos, please contact the
Texas A&M Division of Marketing &
Communications (brandguide@tamu.edu) to discuss
the best way to continue use of existing logos or
typography.
37
Multiple Logos
Brand Guide Working with External Logos
OPTION 2 When working on projects where texas a&M is
one of many contributing sponsors, it is
recommended that you use the logotype to

represent Texas A&M University as a partner or
sponsor.
Cognitive
Learning
Seminar
SPONSORED BY:
38
OPTION 1
Brand Guide
St a t i o n E r y
OPTION 2
Paper Stock.................................................................................................. 41
39
Stationery
Brand Guide
OPTION 2
The university stationery system is designed to
ensure the consistency of all Texas A&M DWIGHT LOOK

COLLEGE OF ENGINEERING
DEPARTMENT/CENTER
communications. This system defines the design Jason Wilson

Title
of the letterhead, #10 envelope, business card and

other common stationery items.
Guidelines
• Do not alter the design in any way.
• Do not add artwork, such as cartoons, logos,
illustrations or other graphics.
• The letterhead has a new watermark. Aggie Bond DWIGHT LOOK

Jason Wilson
Title
is no longer available.
Department/center
third line
125 Olin E. Teague Research Center

3134 TAMU
College Station, TX 77843-3134
• Text prints in black.

Tel. 979.123.4567x1234 Cell. 979.123.4567 Fax. 979.123.4567
jason@tamu.edu
www.mywebsite.tamu.edu
Templates to use in conjunction with pre-printed stationery

are available online at: http://brandguide.tamu.edu/ 3134 TAMU

Tel. 979.123.4567x1234 Cell. 979.123.4567 Fax. 979.123.4567
templates/stationery/ jason@tamu.edu
www.mywebsite.tamu.edu
Using Strathmore Script 100% Recycled fiber eases pressure on forest resources
Stationery can be ordered at http://gsnet.tamu.edu DWIGHT LOOK

DEPARTMENT / CENTER
Center

3134 TAMU
40
Stationery
Brand Guide Paper Stock and Printing Specifications
OPTION 2 University Stationery System
General Letterhead and Envelope: Strathmore Script Writing 100% PC White Smooth, 24 lb. text weight, prints 2 color only
The letterhead has a new watermark. Aggie Bond is no longer available.
Business Card: Strathmore Script Writing 100% PC White Smooth, 100 lb. cover weight, prints 2 color only
#10 Envelopes: Two options are available based on use

For use with letterhead: Strathmore Script Writing 100% PC White Smooth, 24 lb. text weight, prints 2 color only
Bulk mailing of items not printed on letterhead: Commercial Grade Wove, prints 2 color or available in one color (black)
Large Notepad and Small Notepad: Via 100% PC Cool White Smooth finish, 70 lb. text weight, prints 2 color and one color (black)
Note Card: Strathmore Script Writing 100% PC White Smooth, 100 lb. cover weight, prints 2 color only
Note Card Envelope: Strathmore Script Writing 100% PC White Smooth, 70 lb. text weight, prints 2 color only
If you have questions about paper stock, contact the Texas A&M Division of Marketing & Communications, brandguide@tamu.edu or
Strategic Sourcing & Purchasing Services/Print Acquisition , 979.845.5841.
41
OPTION 1
Brand Guide
e x a mp l e s
OPTION 2
Cover Designs............................................................................................... 43
Cover Grid ..................................................................................................44
Cover Grid Diagram . ................................................................................... 45
Interior Pages...............................................................................................46
Interior Grid Guides...................................................................................... 47
More Interior Examples..................................................................................48
Back Cover Grid...........................................................................................49
Templates.....................................................................................................50
42
Examples
Brand Guide Cover Designs
OPTION 2 Usually, the first glimpse prospective

students see of Texas A&M is through Department of Physics
rigin of th
eO e
our printed literature. It is imperative Th U
ni
that we make this first impression as
ve
A public lecture by world-renowned physicist
Stephen Hawking
rse
Sunday, April 15, 2007 2:30pm
dynamic and memorable as possible. Rudder Auditorium
This style guide allows each group within

the university to present its unique A public lecture by leading astrophysicist
Th
Rocky Kolb
eD
rk April 14, 2007 6:00pm
a
message to its constituents, while Si
de
of
the
Zachry Building
U ni
verse
maintaining the overall standards of the

Texas A&M brand. Using key brand AN ENDOWED LECTURE SERIES: Sponsored by the George P. and Cynthia W. Mitchell
Institute for Fundamental Physics and Astronomy which seeks to provide insights into
the cosmology of the universe and the ultimate unication of the elds of nature.
elements, this design platform will assist http://physicsfestival.tamu.edu
12" x 18"
you in developing literature that clearly
comes from one source. At the same time,
it will not hinder the individual strength
2006-2007
Texas A&M University

Parent’s Guide 8" x 11"
and impact of the brochures you create.
admissions.tamu.edu
7" x 10"
43
Examples
Brand Guide Cover Grid
OPTION 2
This grid system was developed to assist you
in creating Texas A&M literature covers.

The guide is easy to follow and allows for
creative freedom and flexibility in design.
The grid provides a format for positioning
the primary mark, which should run
horizontally on the right side of the cover,
according to the alignment shown. This
consistent positioning visually connects every
See the cover grid Diagram on the next page
piece of Texas A&M literature and maintains
the integrity of our brand identity.
Guidelines
• The height of the primary mark defines “X.”
• The placement of the primary mark is flush
with the right hand side of the page and “X”
height down from the top of the page.
• Always follow this guide for positioning the
primary mark on covers. Do not alter the
placement in any way.
If you can’t afford a bleed on a project, it is

recommended that you create a 1-pt. border and begin
the grid alignment to that border.
44
Examples
Brand Guide Cover Grid Diagram
OPTION 2
1.75 INCH WIDE LOGO 2 INCH WIDE LOGO 3 INCH WIDE LOGO 4 INCH WIDE LOGO
Publications 4" to 5" in width Publications 5" to 10" in width Publications 11" to 13" in width Publications 14" to 18" in width
3" Contact the Division of Marketing &

2" Communications, brandguide@tamu.edu for
any size larger than 18".
X X
1.75"
X
X X BUDGET WILL NOT ALLOW
X FOR A BLEED?
Place a border .5" from the edge of the paper
and place the primary mark just inside the
border.
45
Examples
Brand Guide Interior Pages
OPTION 2
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or you can establish a traditional look by 20 21
using only one font. You may use a

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Remember, it takes exciting layouts as

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well as exciting content to capture the
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attention of the reader.
46
Examples
Brand Guide Interior Grid Guides
3/4" 1/2" 3/4"
1-1/8"
OPTION 2
These page examples show the 1"
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im veniam, quis nostrud exerci tation im veniam, quis nostrud exerci tation im veniam, quis nostrud exerci tation im veniam, quis nostrud exerci tation
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materials for Texas A&M. The example tate velit esse molestie consequat, vel
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tate velit esse molestie consequat, vel
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im qui blandit praesent luptatum zzrildelenit
at top uses a two-column format,

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designed for copy-heavy brochures.

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smod tincidunt ut laoreet dolore magnaali- smod tincidunt ut laoreet dolore magnaali- smod tincidunt ut laoreet dolore magnaali-
quam erat volutpat.
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When using the two-column format, do nisl ut aliquip ex ea commodo consequat.

Duis autem vel eum iriure dolor in hendrerit
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re dolor in hendrerit in vulputate velit
commodo consequat. Dui

commodo consequat. Dui

in vulputate velit esse molestie conse esse molestie consequat, vel illum dolore eu
esse molestie consequat, vel illum dolore eu esse molestie consequat, vel illum dolore eu
not use it on every page, but mix it with quat, vel illum dolore eu feugiat nulla facili-
sis at vero eros et accumsan et iusto odio
feugiat nulla facilisis at vero eros et acc
umsan et iusto odio dignissim qui blandit pra
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delenit augue duis dolore te feugait nulla dolore te feugait nulla facilisi.Nam libertem-
other formats as shown in the bottom

dolore te feugait nulla facilisi.Nam libertem- dolore te feugait nulla facilisi.Nam liberco
facilisi. Nam liber tempor cum soluta nobis por cum soluta nobis eleifend option
por cum soluta nobis eleifend option
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congue nihil imperdiet doming id quomazim
doming id quod mazim placerat facer possim
placerat facer possim assum. Lorem ipsum
example to avoid monotonous page

assum. Lorem ipsum dolor sit amet, con-
1/2"
layouts.
3/4" 1-5/8" 3/4" 7"
1"
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1/2"
47
Examples
Brand Guide More Interior Examples
OPTION 2
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“Cultures Cannot Survive Without Education”
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Dr. Douglas J. Palmer, Dean
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48
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Examples
Brand Guide Back Cover Grid
OPTION 2
on back covers it is recommended that
you use the following grid to add Texas

A&M contact information to your
publications. Similar to the email
signature, consistent configuration of
back cover contact information acts as a
business card. This consistent positioning
visually connects every piece of Texas
A&M literature and maintains the
integrity of our brand identity.
1.5"
Guidelines
X
X
Department or Unit Name
• The recommended width for the 1111 TAMU
College Station, Texas 77840-1111
Tel. 123.455.7890
http//:website.tamu.edu
logotype is 1.5 inches. Welcome to Aggieland
2X
• Always begin with the appropriate
college, department or unit.
• Provide appropriate telephone, mobile
and fax numbers. If you have forgone the use of your internal
logo on the cover, you may choose to use a
• Back covers can be customized with an
college, department or unit logo on the back
optional departmental or college tagline cover.
at the end of the signature in italics. Department or Unit Name
1111 TAMU
College Station, Texas 77840-1111
Tel. 123.455.7890
http//:website.tamu.edu
Welcome to Aggieland
49
Examples
Brand Guide Templates
OPTION 2 Templates of our most common print
scenarios will be made available online at
http://brandguide.tamu.edu.
If you would like to suggest other templates,

formats or need to procure custom design
work, contact the Texas A&M Division of
50

Brand Guide: Texas A&M University Division of Marketing & Communications

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Brand Guide

Texas A&M University Division of Marketing & Communications

Revised July 2007

Something separates Texas A&M from every other

OPTION 2 Photographs of professors should suggest

Compose student photographs to create a

Portraits of faculty and administration should be

Groups representing departments should show strong unity. Always

Photographs should reveal student

When appropriate, use historical photographs to

Use historical photography to reinforce the

Group photos of professors and

Iconic representations of academia should be

Even casual poses can remain professional,

Try to include interesting props or structures in a

Portraits that frame the subject with an

Accent colors can be used adjacent to or behind photographs to create

Use dramatic lighting and depth in

Interesting portraits will invite the

Use iconic academic photographs as secondary

Show students in hands-on activities with graphic and

All portraits should be dynamic

Accent colors can be used adjacent to or behind photographs to create

Portraits of faculty and administration should be

When appropriate, use symbols that

Because Texas A&M colors are an C waiting R 80

HEX 500000 HEX 76593A HEX 8F8F8C

On this color palette, Example A C Secondary Colors

designates our primary color, C

the primary support colors, which are C

C shows the secondary color palette. D Accent Colors

Example D shows the accent colors C 0 R 186 C 0 R 231 C 0 R 231

HEX ADAFAF HEX CAC0B6 HEX D7D3C7

reproduced at 100%, and not screened.

HEX F1E3BB HEX DDD3AF HEX D3BF96

provide this information to printers to ensure

New Baskerville Regular New Baskerville Bold

• initial caps ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

Frutiger Light Frutiger Bold

Recommended uses: Aachen Regular

Georgia Regular Georgia Bold

B. Frutiger => Arial System Default Secondary Typeface: Arial

Arial Arial Black

• and other internal communications. ABCDEFGHIJKLMNOPQRSTUVWXYZ

OPTION 2 Just as important as what we say is how Genuine

simplest, most fundamental element of

Rule one: Always reproduce the logo from original

and strategic application of our

the worldwide community, which

creates brand recognition and

Professional Program Information Technology in Science

$)34).'5)3(%$ available to offset other costs.

LECTURER SERIES ITS Research

ITS Financial Support

• Always use the prepared artwork, comprised of

elements configured as a unit and placed in fixed

• Do not use the primary mark in any other color

identification with the university in any

Digital files for the artwork can be found at

A. This logo, a component of the primary mark, is the

University” portion of the primary mark) is a

• Always use the prepared logotype art.