STYLE GUIDE

Version 1.3
C NTENTS
Brand Basics 3

Brand Positioning 5

Tone 9

Typography 12

Mizzou Identity 16

Photography 22

Graphic Elements 27

Practical Examples 31

Contact Information 38
BRAND BASICS

OUR BRAND
Mizzou is where hands-on experience catapults careers and the opportunity to collaborate

inevitably leads to something greater. This is where you’ll find passionate, dedicated leaders

joining together to tackle the world’s most pressing problems. As the foundation of the

University of Missouri brand, this mind-set becomes the starting point for every story we tell.

Giving students, faculty, alumni, corporations, peers and outside observers something to

think, feel and respond to anytime there’s talk of Mizzou.

Beyond a design element or font choice, our brand reflects who we are and what we stand for.

It is up to all of us, from every corner of the University, to be good stewards of our brand—

living it out every day, in everything we say, do and create.

WHY MAINTAINING THE BRAND IS IMPORTANT

With a strong brand behind us, we can continue to shape the way people perceive the

University of Missouri. This document is for those responsible for creating communication

materials for Mizzou, from faculty recruitment pieces and foundation brochures to student

information packets and department newsletters. By using these established brand

standards, our look and feel remains consistent giving us a strong, unified voice. Every time.

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BRAND BASICS

KEY MESSAGING PILLARS

When thinking about our audience, we always ask, “why should they believe us?” The proof

is in the messaging pillars. These four key statements get to the heart of what Mizzou is

about and what makes us special. We look to them to guide and bolster everything we do.

(No pressure, Key Messaging Pillars.)

Combination of Strengths
Limitless opportunities to support growth and development of faculty and students.

Culture of Collaboration
Campus climate that fosters discussion, dialogue, and discovery, reflecting mission

and values.

Connected, Engaged and Impact Driven

Active presence and involvement locally and globally to gain deep understanding

of situations and needs.

Commitment to a Brighter Future

Unwavering focus on the land-grant and AAU missions and dedication to the success

of every student.

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BRAND POSITIONING

UNIQUE SELLING PROPOSITION

Boil down our Key Messaging Pillars into a succinct thought and you have the Unique

Selling Proposition, also known as the USP. When thinking about a powerful way to

position and guide our brand—how to really differentiate ourselves, we look at what we

already know and apply these truths to this internal strategic platform (USP) to help guide

external communication.

SEEK. SOLVE. SHOW.

Although it may be tempting, it’s important to note that this is not a tagline, but an

aspirational guideline for internal purposes. Short, sweet and relevant for multiple

audiences and campaigns.

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BRAND POSITIONING

RATIONALE
Our brand rationale is a summary that defines who we are as a university. The more familiar

you are with what Mizzou stands for and hopes to accomplish, the easier it will be to create

consistent and compelling messages.

WE’RE IN THE MIDST OF WHAT MATTERS. From the middle of a state

that’s in the middle of the country, you’ll find us fueling the

furthest reaches of what’s possible. We’re perfectly at home

in a state that’s pronounced two different ways. Here among

small towns and thriving cities serving all walks of life. This

is where opposite ideas attract incredible opportunity. Where

grand challenges are solved around columns of strength. Where

rigorous study meets the real world. Mizzou thrives in the spaces

among what’s already been established. Because that’s where

you’ll find what’s never existed before.

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BRAND POSITIONING

TONE WORDS
These carefully chosen tone words help further clarify the Mizzou voice and personality.

Look to them when developing communications for the brand. When delivering a message,

it’s important to think about your audience and adjust the tone words accordingly—

emphasizing or de-emphasizing certain words as needed to best communicate.

HONEST CURIOUS
CARING COMMITTED
COURAGEOUS AMBITIOUS
ENTERPRISING

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BRAND POSITIONING

REACHING DIFFERENT AUDIENCES

While our brand has one clear voice, the audiences who interact with it are varied and

we should adjust our communications accordingly. While the brand should epitomize the

characteristics of the tone words, the degree to which each audience feels them can vary—

dialed up or down to more effectively reach our individual audiences.

Prospective Students & Families Advocates

Families in the target markets and from Alumni, current students and parents,

around the state faculty and staff

Influencers General Public

Legislators, business leaders, community Missouri citizens, college bound students

leaders, general media, high school and their families, extension customers

counselors and school administrators

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TONE

COPY TONE OVERALL

Mizzou sits poised among dynamic backgrounds to glean insight and inspiration. Embracing

our differences to tap in to newer, better ideas, formulas, outcomes. To accomplish the

unimaginable. The tone of both headlines and body copy should reflect this ambitious, curious

and dedicated approach to hard work and collaboration. Our words should open minds to new

ideas and inspire and motivate our audience to think and act for the greater good.

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TONE

COPY TONE AUDIENCE VARIATION

Although our brand voice must stay consistent, we need to allow for some flexibility when

speaking to different audiences. You probably wouldn’t speak to a 17-year-old prospective student

the same way you would to a university donor or alumni. This is where our tone words, turned up

or down, are helpful when crafting copy.

For example, when writing for an undergraduate audience, the tone and voice should convey our

CURIOUS and AMBITIOUS nature. When speaking to a university donor or alumni, the tone and

voice should reflect our HONEST, CARING, and ENTERPRISING side.

Undergrad Example Donor or Alumni Example

Imagine diving into undergraduate research SHOW ME THE FOREST FOR

instead of just reading about it. Reporting on a WHAT IT TREATS
breaking news story from the only university- When agroforestry and biochemistry meet

owned commercial television station. Or taking head-on, a nuisance can become a lifesaver.

the lead in running a successful local business Researchers at Mizzou found that Red Cedar

all while you’re still in school. trees (an invasive species) contain powerful

compounds that can combat skin cancer and

“superbug” bacteria.
General Public

HANDS ON AND MILES AHEAD

Between academia and a career path lies the

Missouri Method—a strategic, learn-by-doing

approach that prepares students for their career.

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TONE

WRITING HEADLINES
Headlines are the best, and maybe only, opportunity to grab the reader’s attention and

encourage them to keep reading. So, they need to be quick, clear and intriguing. Don’t try and

say everything or you’ll confuse (then lose) your audience. Keep headlines focused, yet creative.

The term “Show me” invites readers in, connects with Missourians living in the Show Me state,

and creates a platform for confident and attention-grabbing statements. In addition to being a

bold way to kick-off a headline, it can also be a powerful way to punctuate one.

Examples

DON’T JUST TALK ABOUT CHANGING THE WORLD. SHOW ME.

FROM THE HEART OF THE BOOTHEEL TO THE DEPTHS OF THE MILKY WAY

SHOW ME THE FOREST FOR WHAT IT TREATS

SHOW ME HOW TO TURN VISIONS INTO VENTURES

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TYPOGRAPHY

PRIMARY TYPEFACES
This brand uses two primary typefaces, Graphik and Clarendon, that are stylistically

different, but work well together to deliver our messages effectively.

Graphik is a modern, slab sans serif that is meant to show a solid foundation and confident

attitude. Clarendon is a highly-legible, classic slab serif that excels at legibility and emits a

feeling of heritage and expertise. Its multiple weights make it very usable at any size, across

multiple applications and platforms.

GRAPHIK CONDENSED

ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890

CLARENDON URW LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
CLARENDON URW REGULAR CLARENDON URW MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

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TYPOGRAPHY

SECONDARY TYPEFACE
Gotham remains a secondary typeface. This font is to be used to support the primary

typefaces in instances where large body copy is being used.

HOW TO USE GRAPHIK, CLARENDON, AND GOTHAM

USE Graphik for: DON’T USE Graphik for:

Statements Body copy

Headlines
Mastheads
Billboards

USE Clarendon for: DON’T USE Clarendon for: *Clarendon Light for Body Copy:

Opening and/or short paragraphs
(50 to 100 words)
Supporting headlines and copy
Callouts
Text near or overtop Graphik
*Body copy more than 100 words When a serif font is necessary,
*Body copy that extends multiple Clarendon Light may be used
pages (booklets, pamphlets, ect.) following these parameters:
9 pt font size or larger, 13 pt leading

USE Gotham for: DON’T USE Gotham with:

Body copy more than 100 words Graphik Condensed Black

Text accompanying a unit or
university signature, e.g., addresses

REQUESTING FONTS
A limited quantity of font licenses has been purchased for both Graphik Condensed Black

and Clarendon URW. Graphic designers, marketing professionals, and administrators

creating materials for print are eligible for a free font license while they are available. To

request a license, please fill out the form at: identity.missouri.edu/typography/index.php

Other units and faculty/staff who do not qualify, or need extra licenses, are responsible for

purchasing them individually. For information on how to purchase the fonts, please email

identity@missouri.edu with your request.

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TYPOGRAPHY

WEB TYPEFACES
Websites utilize the primary typefaces Graphik and Clarendon. A secondary typeface, Open

Sans, will be used for body copy and navigation. Graphik and Clarendon are available for

all websites on the missouri.edu domain. Please contact DoIT with any questions regarding

using these fonts on your website.

HOW TO USE GRAPHIK, CLARENDON, AND OPEN SANS

USE Graphik for:

Banners

USE Clarendon for:

Banner copy
Body copy headlines
Pull quotes

USE Open Sans for:

Body copy
Navigation elements

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TYPOGRAPHY

USAGE EXAMPLES

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MIZZOU IDENTITY

STACKED MU LOGO
The stacked MU logo consists of the letters MU stacked within a stylized shield. Always use the original and

approved art; never alter any aspect of it or attempt to redraw or recreate it.

The stacked MU logo may be used unaccompanied by a university wordmark in communications when

the target audience would immediately recognize it as representing MU. When in doubt about the

recognizability of the mark among the target audience, use the complete university signature.

The black-and-gold stacked MU should be used whenever possible. The 1-color version should be used only in

materials printed using a single ink (black).

2 or 4 color 1 color

Outlined Logo Clear Space Minimum Size

3/16”
or 24px

An alternative version of the logo
with a white outline around the
shield is to be used when the logo
appears on a background other than
white. The white rule surrounding
the stacked MU should be in
proportion to the size of the logo
and should never be smaller than
0.75 pt or 1 pixel.
To prevent crowding and preserve The stacked MU logo should
the integrity of the mark, a clear never appear smaller than
space equal to 1/3 of the width of 0.1875” wide when used in print
the stacked MU must be maintained materials or 24 pixels wide when
at all times. Other design elements, used in digital formats.
such as text or illustrations, should
be placed outside the designated
clear space. In addition, page trims
and fold lines may not fall within
the clear zone.
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MIZZOU IDENTITY

UNIVERSITY OF MISSOURI SIGNATURE

The university’s signature is a combination of the stacked MU logo and the official school

wordmark, which is the name “University of Missouri.”

The signature is part of a coordinated visual identity that includes consistent use of the MU

logo, colors and typefaces. It must be used in print and electronic communications as well as

promotional materials, such as banners and stickers.

The proportional relationship between the stacked MU logo and the wordmark may not be

altered. The stacked MU logo must always appear to the left or centered above the wordmark.

It may not appear to the right or centered below the wordmark.

The wordmark is composed in the typeface Janson Text. The spacing between the letters and

between words has been adjusted for maximum effect and should not be altered.

Do not attempt to re-create any part of the signature, including the wordmark. Rather

contact the Joint Office of Strategic Communications & Marketing at identity@missouri.edu

to request original artwork files.

Primary Signature (Horizontal)

Primary Signature (Vertical)

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MIZZOU IDENTITY

COLOR VARIATIONS
When the MU signature is placed on a black or dark-colored background, the wordmark

should be white. When the signature is placed on a field of MU Gold (see section 3.1), the

wordmark should be black. The stacked MU logo must always have a white outline when

the signature is placed on a background other than white.

When the MU signature must be printed in one color, follow the same guidelines, using

the 1-color version of the stacked MU logo.

2 or 4 color 1 color

Clear Space Minimum Size

Maintain a clear space equal to 1/3 of the width of the
stacked MU logo around the entire signature. Other design
elements, such as text or illustrations, should be placed
outside the designated clear space. In addition, page trims
and fold lines may not fall within the clear zone.
1.6035” 1.3536”
or 240px or 176px
The minimum size requirement for the stacked MU logo
(.1875” wide) must always be preserved. The minimum
width of the horizontal signature is 1.6035” in print or
204 pixels on the Web. The minimum width of the vertical
signature is 1.3536” in print or 176 pixels on the Web.

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MIZZOU IDENTITY

ALTERNATIVE MIZZOU SIGNATURES

Signatures in select circumstances when the use of the “Mizzou” nickname is preferable to using “University

of Missouri,” the alternative signatures shown here may be used. Usage is limited to central campus

divisions and must always be approved by the Joint Office of Strategic Communications & Marketing.

The Mizzou variation may not be used for academic or operational unit signatures.

When using Alternative Mizzou Signature ‘B,’ the words “University of Missouri” must be present elsewhere

on the page/video/presentation. Do not attempt to re-create any part of the alternative signatures, including

the wordmark. Rather, contact the Joint Office of Strategic Communications & Marketing at identity@

missouri.edu to request permission to use these marks.

Alternate Mizzou Signature ‘A’ Alternate Mizzou Signature ‘B’

(Horizontal) (Horizontal)

(Vertical) (Vertical)

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MIZZOU IDENTITY

THE TIGER HEAD SPIRIT MARK & ATHLETIC LOGO

The tiger head is a familiar and recognizable icon with a large presence on the Mizzou campus and on

apparel and other promotional items.

Both the spirit tiger head and the oval Mizzou Athletics logo are available for use. Both tiger heads are

considered secondary marks that may be appropriate for communications in which academics, research,

health care and extension are not the primary focus.

The tiger head marks may be used as a supporting graphic/illustrative element—in the same manner as a

photo or illustration—but not as the dominant visual. It is also not a substitution for the stacked MU logo

and/or university signature. All MU academic units, research centers and other related Mizzou entities must

use an official unit signature with the stacked MU logo.

Tiger Head Spirit Mark Mizzou Athletics Logo

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MIZZOU IDENTITY
MU GOLD BLACK
COLOR
The official colors are black and MU Gold.

Color consistency is a very important aspect of

maintaining Mizzou’s graphic identity. In many

cases, colors reproduce differently on coated

and uncoated papers. Please refer to the CMYK

mixes provided here to make sure you achielve an Coated Paper CMYK: 60/50/40/100
PMS: 124 C RGB: 0,0,0
accurate MU Gold during printing. CMYK: 0/31/98/0 HEX: #000000

Uncoated Paper When a single ink is available,

Please consult your print vendor and/or the Joint PMS: 7406 U you can produce black by
CMYK: 0/19/100/0 printing 100K.
Office of Strategic Communications & Marketing
Digital
RGB: 241,184,45
at identity@missouri.edu for advice related to HEX: #F1B82D

matching MU Gold on specific projects.

Note to designers and printers:
Our recommended CMYK, RGB and HEX values for MU Gold are

METALLIC GOLD
In certain instances when a more formal feel is
different from those recommended by Pantone®. Many software
programs use Pantone’s color specifications, so it is necessary to
create these formulas within a document rather than relying upon
the program’s built-in conversion from spot color to process color.

preferred and budget allows, the use of metallic ink

METALLIC GOLD
may be appropriate. Pantone® 10123C (a premium

metallic) is preferred, but 871C is acceptable when

10123C is unavailable. When using metallic foils, the

PMS:
closest available match to MU Gold should be selected. 10123C

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PHOTOGRAPHY - PEOPLE
The people—whether students, faculty or staff—make Mizzou, Mizzou. Using natural light to capture
authentic personalities and individuals engaged in the moment will be more successful in bringing the
Mizzou brand to life than forced smiles and unnatural poses.

Show Collaboration Show Hands-On Experience

• place camera at the perspective of being one of the
members of the group
• include wider shots of the group surrounded by open
space to emphasize individuals working together
• create situations where individuals are presenting/
leading group conversations
• ensure there are contextual clues in the space to
indicate the type of hands-on experience
• shoot individuals from low positions
• include close crops of activity and wide angle shots
of environment

• capture multiple angles—high and low

• include detail shots of the work

ACCESSING BRAND PHOTOGRAPHY

We are building a library of on-brand photography. To access this library visit missouri.box.com/v/brand. If you
have photography you would like to contribute to this library, contact identity@missouri.edu.

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PHOTOGRAPHY - CAMPUS

Having a campus that’s considered “one of the most beautiful” in the country should make for easy source

material. Featuring the quad, the Columns, Tiger Plaza, and more is encouraged—just make sure to have

some dynamic element (like elevated views, unique framing, or close crops of details) to add some visual

interest and excitement.

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PHOTOGRAPHY - FACILITIES
Inside our buildings is where the magic of learning happens. Capture the uniqueness of your space---from
the clay-smeared ceramics stuido to the fish tanks in Bond Lifescience Center---showcase what makes your
area unique and exciting.

Wide-angle Close-crop

• capture as much as the space as possible in the frame • capture details/textures of unique equipment/tools

• include equipment/tools that are unique to that • shoot smaller work areas or work stations
particular facility/space

• do not include people OR include one or two people in

the background—working or walking by with motion
blur

• if the space has windows and there is ample sunlight,

experiment with a wide aperture and overexposing
portions of the image

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PHOTOGRAPHY - LANDSCAPES

Images of landscapes can be used to speak to the actual varied landscape of Missouri. They can also be used

to relate to subject matter and serve as device for texture when some visual interest may be needed.

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PHOTOGRAPHY

GOLD OVERLAYS AND SATURATION

When appropriate and usually when other full-color imagery is being used, the use of MU Gold as an overlay

or screen on an image can be used. These images may be one of a few in a series or strip, and using the

overlay device can help set it apart, to stand out or to reduce it back to more of a background textural image.

NOTE TO DESIGNERS

This can easily be achieved by making a fill layer (or shape) of

MU Gold over an already grayscale or heavily desaturated image.

The blend modes (locations vary per CS applications) “Multiply,”

“Screen” or “Overlay” often produce the best results, but vary

depending on the saturation, brightness and contrast of the

existing photo.

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GRAPHIC ELEMENTS

ACCESSING BRAND GRAPHICS

Brand graphic elements and patterns are available at missouri.box.com/v/brand. If you have any

questions, please contact identity@missouri.edu.

PAGE TEARS
Rough-edge paper tears can be used to isolate type, add a touch of color, or frame an image. When used

sparingly, it can add an organic, hand-doneness to a layout.

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GRAPHIC ELEMENTS

VECTOR GRAPHICS
Vector graphics can be used throughout layouts. In some instances the plus + plus asterisk device

(intended to nod at ‘the space between’) is used—sometimes as a super-graphic or as a smaller callout/

indicator. Likewise, repeating patterns of thin ‘+’s can be used to add texture where appropriate.

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GRAPHIC ELEMENTS

INKED TEXTURE
Depth and interest can be added to a solid color background (MU Gold or black) by using an inked

brayer-like texture. Use it at a lower opacity so not to offset the color too much. The contrast of the

texture may require adjustment, depending on the method of production.

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GRAPHIC ELEMENTS

TEXT HIGHLIGHTS
To callout certain pieces of information, set apart copy from a similarly colored background, or simply to

add some movement to a layout—rectangular boxes can be used to highlight text. When using this device, it’s

preferred to use MU Gold or black.

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PRACTICAL EXAMPLES

Paper tear Color overlay/saturation

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PRACTICAL EXAMPLES

Paper tear Text highlight Custom Graphik

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PRACTICAL EXAMPLES

Vector Pattern treatment

for more formal brand
application

Clarendon for headline

copy for more formal
brand application

Graphik in all-caps for

supporting copy

Streamlined University
branding

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PRACTICAL EXAMPLES

Vector graphic

Clarendon for body copy

Color overlay

Paper tear

Vector Pattern

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PRACTICAL EXAMPLES

Clarendon for Custom Graphik

supporting copy

Paper tear

Ink brayer texture provides a

softer transition between color
and image

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EXAMPLES OF DONT’S

The paper tear should not be Do not put the highlight lines
used more than once in a single too close together.
application. Do not make the text too
large to fit comfortably in the
Outlined type should not highlight lines.
include a fill color. There may
be instances where a mostly
transparent white fill (only)
is appropriate to improve
readbility. This should be rare.

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EXAMPLES OF DONT’S

Do not use Custom

Graphik for body copy

Ensure the University

logo has the proper
presence and enough
legibility

Do not use the larger

vector graphic for
decoration; it should
always complement
photography or content

Gold overlays should be used

and/or satutration levels should
be adjusted when combining
imagery to ensure that they
don’t conflict with one another.

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CONTACT
For information regarding this document, please contact:

Jessica Church, Brand Manager

identity@missouri.edu
573-882-7256