Brand architecture: Tier 3, Institutes and Centers

Institutes and centers are important entities within our University. We have developed two ways to help them build their visual identity and a strong association with the University.

If an institute or center is housed in one college only, use the college mark and separate the institute or center name from the college mark.

If an institute or center is interdisciplinary, with more than one administrating college, use the University mark and separate the institute or center name from the University and entity marks.

The purpose of these two systems is to allow the institutes to link back to Penn State, either through a single college or directly to the University. We want to avoid situations where two or more college marks would be used with a single institute or center.

The institutes and centers should not have highly distinctive symbols or logotypes. The examples shown here demonstrate how Avenir, our sans serif type family, can be used to create visual interest and distinction without competing with the college or University mark.

Note the tier 3 names should never impinge on the clear space surrounding our marks. The names should be in PSU dark blue, PSU light blue, or Pantone 285 to be in harmony, and not compete, with our University and entity marks.

The institute and centers should always be seen in context of the college or University mark.

College Mark

content image

Institute or center, within a single college

content image

University mark

content image

Institute or center, with more than one administrating college

content image

Institute and center design possibilities (to be used with a college mark or the University mark)

Change of weight

content image

Change of scale

content image

Change of capitalization

content image

Change of color

content image

Change of letter spacing

content image

Change of placement

content image

It is possible to communicate and identify a tier 3 entity, such as an institute or center, without using it as part of an entity mark.

Here we demonstrate that the tier 3 name should never impinge on the clear space surrounding our marks. The examples to the right and below indicate that additional distance is actually preferred to avoid creating the suggestion of a mark.

The purpose of these two systems is to allow the institutes to link back to Penn State, either through a single college or directly to the University. We want to avoid situations where two or more college marks would be used with a single institute or center.

The institutes and centers should not have highly distinctive symbols or logotypes. The examples shown here demonstrate how Avenir, our sans serif type family can be used to create visual interest and distinction without compet- ing with the college or University mark.

The institute and centers should always be seen in context of the college or University mark.

University mark with center, in close proximity, but outside of clear space

content image
content image
content image