Brand architecture: Tier 3, schools and departments

It is possible to communicate and identify a tier 3 or 4 entity without using it as part of an entity mark.

The schematic demonstrations on this page show different ways in which a tier 3 entity can be used next to a tier 2 entity.

The first example shows how a school name can be used at a small size near the college mark. In this example, and all examples on this page, note the tier 3 name should never impinge on the clear space surrounding our marks

In some situations it may be useful to place the tier 3 name large, as shown in the second example. PSU dark blue has been used as the color for the tier 3 entity. Here we show Gamma Program, the tier 4 entity, linked with the tier 3 name.

In the third example, we demonstrate how reversing the name out of a blue band can be an effective way of both linking and separating the tier 2 and tier 3 entities.

Reversing the name in color out of a photograph is also a strong way of identifying our entities while communicating useful information.

Note on this page, we have used the Avenir typeface in each case. By using size, scale, color, and imagery, we have created difference and distinction for the tier 3 entities. This is a preferred approach rather than creating a highly-designed, separate symbol, which inevitably creates a visual conflict with our University mark.

The demonstrations here show the tier 3 entities to the right of the tier 2 entity. It is possible to apply the same principles below the tier 2 entity as well.

Tier 2: College mark

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Tier 3 entity name in Avenir Roman

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Tier 2: College mark

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Tier 3 entity name in Avenir Heavy with tier 4 entity
name below

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Tier 2: College mark

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Tier 3 entity name reversed out in white in blue shape

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Tier 2: College mark

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Tier 3 name in PSU light blue in different sizes

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