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Name & Emblems

Our name and emblems are the most proprietary parts of our brand. Use them appropriately and properly.

Introduction
Must-read guidelines and policy
Stanford Signature
Downloads and guidelines
University Seal
Downloads and guidelines
Block S with Tree
Downloads and guidelines
Signature/Emblem Combinations
Downloads and guidelines
Legal
Proper use and rules

Introduction

Every Stanford unit can benefit from using the Stanford identity. Stanford’s identity incorporates visual elements that combine to give Stanford communication a distinct look – from emblems, to colors, to fonts, to campus images - Stanford’s identity elements capture our unique spirit.

Remember that you're speaking for all of Stanford

When you use Stanford’s name and emblems, you communicate on behalf of Stanford. Keep it consistent. Keep it high quality.

Use Stanford’s name and emblems properly and appropriately

Follow the guidelines for Stanford’s identity outlined in the Identity Toolkit. Use Stanford’s name and emblems only when communicating about university activities. The Stanford name and emblems are proprietary and protected under intellectual property laws. One way to protect the marks is by including the proper trademark designation ® when appropriate.

When to use ® on Stanford's emblems:
As a general rule, use the Stanford marks with ® designation when they will appear on products like clothing or other merchandise (for internal or external audiences, for sale or otherwise).

There are two versions of each emblem with the ® designation: if the emblem will be reproduced larger than 6 inches, use the large version; if the emblem will be reproduced 6 inches or smaller, use the small version. Both sizes of each emblem with ® are provided below.

When ® is not necessary:
As a general rule, ® designations are not necessary for emblems that appear on most printed or digital communications (websites, email, stationery, business cards, brochures, posters, etc), or when the Stanford wordmark is used as a part of a composite mark, i.e unit signatures. Use good judgement and reach out to Trademark Licensing with questions.

If you encounter a situation that is unclear or complicated, please contact us.


Do

  • Use Stanford’s name and emblems when communicating on behalf of Stanford
  • Use these design guidelines consistently to leverage and enhance Stanford’s reputation with your communications
  • Share these design guidelines and resources in the Identity Toolkit with vendors who work on Stanford projects
  • Use the appropriate emblems for your audience: the Wordmark and Block S with Tree are more versatile and appropriate for most contexts - the Seal and University Signature will communicate formality and academics
  • Use the emblems without ® trademark designation on communications like websites, stationery, business cards, email or other digital or print communications when appropriate
  • Use the emblems with the ® trademark designation on products like clothing or other merchandise when appropriate (files provided below)
  • Reach out to us with questions or for permission on use

Don't

  • Don’t use Stanford’s name or emblems on personal projects
  • Don’t use Stanford’s name or emblems for student activities unless you are a recognized student group
  • Don’t use Stanford’s name or emblems for alumni activities unless you are a recognized alumni group
  • Don't use Stanford’s name or emblems to imply a relationship, affiliation or endorsement of a product, service or business (even if you're a vendor we've worked with) without approval
  • Don't give permission to anyone outside of Stanford (including vendors, donors and research sponsors) to use Stanford’s name or emblems to imply a relationship, affiliation or endorsement of a product, service or business without approval
  • Don't incorporate Stanford’s emblems into, or as a part of another logo
  • Don't use Stanford’s name or emblems as a part of a non-Stanford product, business or services name or logo without approval
  • Don't use Stanford’s name or emblems to create any merchandise or physical products (for sale or otherwise) without approval from Trademark Licensing
  • Don't translate the Stanford name into other languages because it is a proper noun which cannot be translated
  • Don't alter Stanford's emblems in any way

Relevant Policies:

Use of Stanford Trademarks

Stanford's name and emblems are trademarks owned by the University. With limited exceptions, all products that include Stanford’s name or emblems must be licensed and are royalty-bearing. Non-Stanford entities must be licensed or have approval from Stanford Business Affairs to use these trademarks. Stanford trademarks are not to be altered, diluted, or otherwise misused. For additional information on how to use Stanford University trademarks refer to:

Trademark ™ and Registered ® use guideline

If you are using the Block S with Tree or Stanford word marks such as “Cardinal”, “The Farm”, or “Fear the Tree” on any item, you must use artwork that includes the appropriate ® or ™ trademark designation. Please contact Trademark Licensing at trademarks@stanford.edu for information about licensing Stanford's trademarks and obtaining artwork with proper trademark designations.

Trademark ™ and Registered ® use

Name Use Requests

Direct any requests to use Stanford’s name, emblems or photographs of the university in advertisements, marketing materials, press releases, videos, commercials, movies or television programs to University Communications.

The Office of Vice President for Business Affairs and Chief Financial Officer reviews requests for use of the Stanford name in connection with Stanford’s business activities or by outside entities doing business with Stanford.

University Name Use Requests

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Stanford Signature

This is our primary emblem. Get it here. Use it properly.

Signature downloads

The Stanford Signature is the uniquely drawn set of typographic characters that form “Stanford University” and is the primary logo for the university. Treat the signature as artwork, not as typography. It cannot be accurately reproduced with any typeface and should not be modified in any way.

If you are not sure if your situation requires the ® versions of the emblems or about which version to use, please refer to the guidelines above.



Correct Use Guidelines

Give it enough room to breathe

There should always be a buffer zone surrounding the signature or wordmark, with no type or graphics appearing in the zone. At a minimum, the space should be equal to the x-height of “Stanford” at any given size and extend above, below, to the left and to the right of the signature or wordmark. This applies to all signature and wordmark variations. Do not place other graphics or typography in the minimum clear space area, except for trademark designations when appropriate.

Make it large enough to read

Always make the signature at least .85in for print and 85px for digital applications so that they are reproduced at a size where they are clearly legible. The signatures may need to be larger when they are reproduced via low-resolution media such as on websites or in presentations in order to retain design integrity.

Use the white versions over images or dark backgrounds

Only use the white versions of the University Signature against darker identity colors or images. If you do place a Stanford mark over an image, make sure to avoid putting it over a visually busy image.

Use the cardinal red or black versions over light backgrounds

Use the red or black versions against light colored backgrounds to maintain enough color contrast so that it is readable. Use the black version if you must print in only black/white.

Common Mistakes

The wordmark and signatures should not be altered in any way, such as extending, condensing, outlining, adding borders, special effects or drop shadows, or attaching other words or graphics. The graphics on these pages are a few examples of incorrect usage and alterations of the Stanford wordmark. Please avoid these and all other changes to the Stanford wordmark and signatures.

Don't alter the letter weight to be thicker or thinner

Don't add a heavy drop shadow, outline, glow, or other text effects

Don't put the wordmark too close to the edge of another element (give it room to breathe)

Dont add or remove space between the letters of the wordmark

Don't use an image mask on the wordmark

Don't add other artwork

Don't stretch, skew or distort the wordmark

Don't use the wordmark as a part of another logo (use a department signature where applicable)

Don't use the wordmark to replace the word "Stanford"

Don't use other colors or gradients

Don't convert or save from CMYK for digital because the wordmark will turn magenta

Don't replace the Cardinal colored wordmark with Bright Red

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The University Seal

The Seal may be used on any Stanford communication which reflects Stanford's mission or administration.

University Seal downloads

The Seal is Stanford's strongest emblem. It lends authority and authenticity to any communication where it appears. The Seal has a formal and official quality to it, and therefore is not widely used on communications related to events and athletics, where the more informal Block S with Tree emblem is more appropriate.



Correct Use Guidelines

Make it large enough to read

Please use the seal only on communications of sufficiently high quality and resolution that it can be legibly reproduced. 3/8 inch is the minimum size for high-resolution printed materials. When the seal is reversed to white the minimum size is 1 inch.

Give it enough room to breathe

Whenever possible, allow more than 1/8 the diameter clear space to surround the seal. With the exception of trademark designations, do not place other graphics or typography in the minimum clear space area.

The Seal can be a watermark

The seal may be used as a simulated watermark by using a tone-on-tone treatment. The effect can be achieved by using a very light colored seal on a neutral colored background.

The seal is always one color

The preferred color presentation for the seal is in Pantone Cool Gray11C. When that color is not available or appropriate, a black seal may be used. The seal may be rendered in gold or silver foil stamping when printing on the highest quality communications.

The background field of the seal will usually appear in white. It is also acceptable to use a neutral colored paper stock or other background color as the background field of the seal.

Graphic design professionals can change the background field color of the seal by selecting the circular white disc at the back of the seal eps artwork. The disc color should only be changed to match a background color on which the seal appears.

Pantone Cool Gray 11

Black

Cardinal

Seal reversed to white on Cool Gray 11

Seal reversed to white on black

Seal reversed to white on Cardinal

Seal in Cool Gray 11 or black on neutral background equivalent to or lighter than 30% black

Special version of black seal artwork with additional white line around exterior for use on black

Special version of Cardinal seal artwork with additional white line around exterior for use on Cardinal

Common Mistakes

The Seal should not be altered in any way, such as by extending or condensing the emblem, outlining or adding borders, adding drop shadows or other special effects, or extracting the tree as a stand-alone symbol. Here are a few examples of incorrect usage and alterations of the Stanford seal. Please avoid these and all other changes.

Don't use the seal as a logo or part of a logo

Don't use the seal as an avatar or profile icon (it's too formal)

Do not place the Cardinal seal on black background

Do not use the reverse seal on colors that aren't in the primary color palette

Do not substitute colors

Do not color in the seal

Do not place other images or program identities into the seal

Do not create a pattern with the seal

Do not place the seal on a busy, cluttered, or confusing background

Do not place the standard seal artwork on a dark background. (See above for correct version.)

Do not extract the tree as a stand-alone symbol.

Don't create other seals that look similar to the University Seal

Do not incorporate the seal into illustrations

Do not use more than one seal on the surface of a communication

Don't convert or save from CMYK for digital because the seal will turn magenta

Don't replace the Cardinal colored seal with Bright Red

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The Block "S" with Tree

Our most versatile emblem. Get it here. Use it properly.

Block "S" with Tree downloads

The Block S with Tree is one of the most proprietary emblems of Stanford University. The tree is based on the rendition of the Palo Alto seen on the Stanford seal. The symbol was updated slightly in August 2014.

For the Stanford Block S with Tree, the preferred presentation is in two colors: Cardinal Red and Palo Alto Green. The Block S with Tree in one color may be used when the preferred two-color version is not possible or appropriate.



Correct Use Guidelines

Make it large enough to read

The Block S with Tree should always be reproduced at a size where it is clearly legible in the medium in which it appears. 3/8 inch is the minimum size for high-resolution printed materials. The Block S with Tree may need to be rendered larger than this minimum size when reproduced via low-resolution media to retain design integrity.

Give it enough room to breathe

There should always be a buffer zone surrounding the Block S with Tree, with no type or graphics appearing in the zone. Whenever possible, allow at least 1/8 the height of the Block S with Tree at any given size and extend above, below, to the left and to the right of the Block S with Tree. Do not place other graphics or typography in the minimum clear space area, except for trademark designations when appropriate.

Use the correct Block S

The Block S with Tree has evolved over time to its current version. Please make sure you're using the most updated version. The plain Block S is not a recommended emblem for Stanford, so where you would have used the plain Block S, use the Block S with Tree instead because it is more distinctive and recognizable an image to represent Stanford.

For the Stanford Block S with Tree, the preferred presentation is in two colors: Cardinal Red and Palo Alto Green. The Block S with Tree in one color may be used when the preferred two-color version is not possible or appropriate.

Use this one!

Space around the tree inside the "S"

No tree, not distinct enough

Common Mistakes

The Block S with Tree symbols should not be altered in any way, such as by extending or condensing the emblem, outlining or adding borders, adding drop shadows or other special effects, or extracting the tree as a stand-alone symbol. Here are a few examples of incorrect usage and alterations of the Block S with Tree. Please avoid these and all other changes.

Don't substitute colors

Don't swap the green and red

Don't distort the artwork.

Do not remove the outline rule.

Don't tilt the Block "S" - always place it in an upright position.

Don't place the standard Block "S" artwork on a dark background (use the reverse version instead).

Don't substitute any other red for Cardinal, including Bright Red.

Don't alter the Block "S" symbol with any other artwork.

Don't use the Block "S" to replace the letter 'S' in a word.

Don't extract the tree as a stand-alone symbol.

Don't convert or save from CMYK for digital because the Block "S" will turn magenta

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Signature/Emblem Combinations

The Stanford University wordmark and signature system has been designed to be compatible with existing university emblems - the University Seal and the Block S with Tree.

Signature/Emblem Versions

In general, the seal reads best in formal correspondence and materials. The Block S with Tree is recommended for other communications.

Signature + Seal (Formal)

This signature configuration is best suited for formal materials: official letterhead, prestigious event invitations, awards, etc. As a refined illustration, the Stanford seal emblem does not reproduce well in small applications and on many online venues.

Signature + Block S w Tree (Informal)

This signature configuration is best suited for student activities, informal event fliers and other non-academic activities. The two-color block-S with tree should always be used in multicolor applications. A special one-color block-S with tree is available for use on limited color applications such as one color printing, black & white templates or copy outputs for internal communications.

Do

  • Use the Signature + Seal for formal applications
  • Use the Signature + Block S w Tree for informal applications
  • Give the marks enough free space to breathe - at least the x-height of "Stanford" on all sides
  • Make it large enough to read clearly - The Seal and Block S should never be less than 3/8 inches tall in print
  • For digital and low resolution applications, you may need to make it larger than the minimum so it's readable

Don't

  • Don't use the wrong mark for the tone of your communication
  • Don't combine the marks in different ways than provided
  • Don't reproduce the marks too small such that they are not clearly readable
  • Don't put anything (including the edge of your design) too close to the combo marks
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