Brand architecture: Tiers 1 and 2
Brand architecture is a powerful tool that allows us to connect the many entities within our University in a clear and logical manner. We achieve this by creating a system of the entities that use our mark, as shown here. These entity marks include our campuses, colleges, and many administrative/academic units.
We refer to Penn State as a tier 1 mark because it is the overarching entity to which all other entities are connected.
This tier includes all campuses, colleges, and administrative/academic units. The typeface and size relationships in our marks have been carefully resolved to provide a strong presence for Penn State while allowing for the addition of the entity names.
Note that when the Penn State logotype has an entity name below it, the logotype moves toward the top of the shield. This is done to maintain a visual balance between the shield and logotype.
Tier 2 also includes Penn State Health, which has “Health” placed after Penn State.
The same principles on color use, clear space, minimum size, etc., shown through these standards apply to our entity marks as well.
Tier 1: University mark
Tier 2: Health system mark
Tier 2: Campus Mark
Tier 2: College mark
Tier 2: Administrative/academic unit mark