Title: Identity and signature system
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Permanent Link: http://ufdc.ufl.edu/UF00076665/00001
 Material Information
Title: Identity and signature system
Series Title: Identity and signature system. July 2006.
Physical Description: pamphlet
Language: English
Creator: University of Florida
Publisher: Board of Trustees of the University of Florida
Publication Date: 2006
Subject: University of Florida
University of Florida.   ( lcsh )
Spatial Coverage: North America -- United States of America -- Florida -- Alachua -- Gainesville
North America -- United States of America -- Florida
 Record Information
Bibliographic ID: UF00076665
Volume ID: VID00001
Source Institution: University of Florida
Holding Location: George A. Smathers Libraries, University of Florida
Rights Management: All rights reserved, Board of Trustees of the University of Florida


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Full Text

Identity and Signature System
July 2006

This document is subject to periodic revision.
Check www.identity.ufl.edu to make sure
you have the most recent version.


University of Florida
Identity & Signature System


3 Setting a New Standard

4 Signature System
Signature with Themeline
University Seal

6 General Usage Guidelines

7 Secondary Signatures
College, School,
Department & Units

9 Athletic Marks

11 Using the Graphic Identities
Clear Zones
Unacceptable Variations

14 Stationary System
Business Cards

19 Publications

20 Collateral Materials

21 Signage

22 Vehicles

23 Advice, Approvals & Licensing

24 Identity Platform

26 Resources and Services

The elements contained in this
manual are copyrighted and are for
official University use only. These
elements are not to be used on non-
university publications and websites.



Dear Colleagues:

I am very excited to introduce the University
of Florida's new signature (logo) and identity
standards. The new signature brings to mind
the history and tradition of the University while
introducing a strong and vibrant look for the

During the next year, it's our goal to see the
signature in use everywhere you might experience the University of
Florida; from university stationery, publications and marketing materials
to university building and vehicle signage.

The new logo will add to the momentum of the communications
campaign we started last year, University ofFlorida, The Foundation for the
Gator Nation. Just as that effort was the result of research and input from
UF students, faculty and staff, this new look is based on the collaboration
of many groups within the university.

As you look through this guide, you will notice a new UF "monogram"
and will see that the UF wordmark has been refreshed. We have also
developed a new design system for visual communications as well as
graphic standards to support institutional unity. This manual establishes
standards for consistency and ensures the integrity of UF's identity

The identity and signature system standards are effective today. Keeping in
mind our sustainability initiative, I encourage you to use existing supplies
of materials until they are depleted or within 12 months. I know that
you, like I, will use our new identity and graphic standards with pride and

Your participation is appreciated as we work together to advance the
University of Florida.

Go Gators!

c5 *

J. Bernard Machen


Setting a New Standard

The University of Florida is one of the nation's largest, most comprehensive institutions.
By many measures, Florida is ranked among the best universities and among the most
complex. For these reasons, it is important that all parts of the university project one clear
image through a coordinated identification program. A clear message and visual image
highlight the fact that the University of Florida is a multifaceted, but unified organization.
The university signature (UF monogram and
wordmark) is also the one unifying visual image for all the colleges, divisions, centers,
institutes and other organizational parts of the university.

Graphic identity is the sum of all the visual impressions associated with the University
of Florida name. With dozens of incompatible logos in use, our graphic identity needs
consolidation and consistency. Every college and unit of the university has developed a
reputation for superior scholarship and service. However, as our reputation has grown,
so has our variety of logos, graphic identities and other marks. We all make up a single
institution, and the whole is only as strong as the sum of its parts. The purpose of these
graphic standards is to highlight the unique identity of each college and unit while
reinforcing that the University of Florida stands behind each of them. The goal is for
campus communicators to have more consistency in identifying the university and its parts,
while preserving the flexibility demanded by a decentralized university culture.

The current seal and wordmark combination will be retired in August 2006. The seal will
remain an official symbol of the university and will be reserved for formal applications. The
current logo is being refreshed with several versions of the UF signature to answer differing
design needs and to create a signature system. This new system is designed to be flexible so
It will work in many formats, configurations, sizes and media. All new projects and reorders
should incorporate the new signature system. Existing supplies can be used until August

The success of this program depends upon the contributions and cooperation of the entire
campus community. Everything we do creates an impression; and every impression changes
the way people think about the University of Florida.

Questions can be directed to the Office of University Relations at 352-846-3903,
Publications Group at 352-392-0186 or e-mailed to identity@admin.ufl.edu.

Identity & Signature System 3

The University of Florida
Signature System
UF Signature
The University of Florida has several variations of the signature to meet differing design
needs. Together they comprise the university's signature system. The University of Florida
signature is the official logo for use on all university communications. The signature consists
of two elements: a typographic rendition of the monogram "UF" and the words "University
of Florida." These two elements work together to create a graphic identity representation of
the University of Florida.
The UF signature represents the evolution of the previous seal and wordmark while
providing a bold new iconic direction for the university. The "UF" monogram and
"FLORIDA" wordmark dominate the signature because they are the one-word identifiers
that distinguish the University of Florida from other universities. The wordmark combined
with the university monogram form the official mark. A vertical rule serves as a connector
between the monogram and wordmark. It is also used to connect primary and secondary
areas of the signature. The signature is the most identifiable image that the university uses.
It consistently represents the university in all of its communications.
The signature, monogram and wordmark artwork is available for download in several file
formats and colors at www.identity.ufl.edu.
Do not alter the signature artwork, aspect ratio or colors.

horizontal signature


monogram wordmark

vertical signature



Variations of the
University of Florida Signature

UF Signature with Themeline
The university's themeline is to University of Florida, The Foundation for The Gator Nation.
The themeline appears under the full length of the signature to increase its visibility and
reinforce the overall layout. It acts as a foundation, both in word and function.
The themeline is used with the UF signature whenever possible on publications and other
external and internal communications. The themeline may be used independently of the
UF signature. The type font must be maintained.

Vertical Signature
The vertical signature variation can be used when space is limited or when the signature
must be placed in a grouping of other logos, for example, sponsorship or partnership

UF Wordmark
When the complete signature is unable to be used for design reasons this version of the
signature is included for limited use on publications.

UF Monogram
The UF monogram alone has a very visible presence for apparel and promotional items. On
occasion this may be used alone but should never be combined with other logos, graphics
or titles.

University Seal
The university seal is a registered trademark and is reserved for official and ceremonial
uses only, as determined by the Office of the President. Examples include diplomas, legal
documents, commencement programs, policy manuals, formal invitations and certificates/
awards. The official seal symbolizes the formal authority vested in the university, and its
use will be at the discretion of the Office of the President. It will no longer be used in
conjunction with the wordmark. For permission to use the seal call 352-846-3903 or

The Foundation for The Gator Nation




Identity & Signature System 5

General Usage Summary

The following guidelines govern the use of the university signature, wordmark, monogram
and seal in all forms of communication, including but not limited to print and electronic
media. More detailed guidelines are stated throughout this manual.

* The signature, wordmark and monogram are essential means of visual communication.

* The signature, wordmark or monogram must be used as a prominent graphic element in
all publications print and electronic affiliated with the university.

* The signature, wordmark and monogram should not be used in conjunction with any
other logo.

* The signature, wordmark and monogram should not be modified in any manner. These
symbols may be reproduced only from original master copies at www.identity.ufl.edu.
If you do not find the signature you need, contact the University Relations Publications
Group at 352-392-0186 or identity@admin.ufl.edu.

* The signature is the primary identifier of the university and can be used in a horizontal
or vertical format as described in this manual. The wordmark and monogram are
secondary identifiers; the seal is reserved for formal, legal or academic uses.

* Any associations or affiliates of the university wishing to use a specific identifier other
than the university signature, wordmark or monogram must have prior approval and
must use it in accordance with the guidelines in this manual.

* Placing the university's themeline, "The Foundation for The Gator Nation," under the
signature or wordmark is preferred.


Secondary Signatures

These versions of the signature have been developed for use by colleges, units, departments,
schools, administration, centers, institutes and extended campus units. By replacing
the University of Florida with the unit name, the unit name receives prominence while
retaining an overall university identity. The secondary signatures are not to be used on
publication cover designs, stationery or business cards.

The Office of University Relations will be responsible for generating each original college,
school, department and unit signatures. An EPS version of your college/unit/department
signature is provided at MyUFL. If you do not find your signature please contact the
University Relations Publications Group at 352-392-0186 or identity@admin.ufl.edu to
have one created.

Unique college, school, department and other unit seals, logos or wordmarks may no longer
be used as a dominant graphic element on any university communication and no new logos
may be developed.

The University of Florida
as the primary identifier:

College of Design,
Construction & Planning

The UF signature system allows for up to three levels of academic colleges and units to be

First level: College or professional school (bold)
Second level: Schools and departments (italic, not bold)
Third level: Centers, institutes, programs that fall within a second level entity
(italic, not bold)
University of Florida (bold)

One Level Unit:

Two Level Unit:

Three Level Unit with
Supervising Unit:

UF L College of Design,
wU Construction & Planning

TUF College of Design,
yU Construction & Planning
M.E. Rinker, Sr. School of
Building Construction

SUF College of Design,
UF Construction & Planning
M.E. Rinker, Sr. School of
Building Construction
i;..,,. ^ Center for t.' ,/,t ,.i. Housing

Identity & Signature System 7

Major division (bold)
Department or sub-division (italic, not bold)
Office or service within a second level entity (italic, not bold)
University of Florida (bold)

Two Level Unit:

U TF Department of
UA Housing and
Residence Education
Division of Student i nf.1, ,

Consumer or public units
First level: Major division (bold)
Second level: Location name, sub-unit or program (italic, not bold)
University of Florida (bold)

One Level Unit:

Two Level Unit:

U F Harn Museum of Art

TF [George A. Smathers Libraries
F A Marston Science Library


Administrative offices

First level:
Second level:
Third level

Athletic Marks

The University of Florida athletic logo, trademark, mascot and name are reserved for use
by the University Athletic Association and its entities. The "Gator Head" logo should never
appear with or replace the university signature.

Publications: Approval to use the athletic logo in addition to the UF logo in special
publications that promote spirit may be given by the Office of University Relations at 352-
846-3903 or identity@admin.ufl.edu.

Advertising: Use of the University of Florida athletic logo, trademarks, mascot or name is
prohibited in advertising that promotes non-athletic activities and entities.

Licensed Products: The athletic logo is available to organizations that have signed
an agreement with the university. For more information, contact the UF Licensing
Department at 352-375-4683 or debbieg@gators.uaa.ufl.edu

Identity & Signature System 9

Unique Logos and Graphic Elements

In the past, some colleges, departments, programs, institutes or centers have requested a
unique logo design that is different from the University of Florida's identity, to convey
an emotion or message about their research or specialty area. While we understand the
desire for unique logos, we know that having a single visual element resonates with our
many audiences and provides quick, easy and consistent recognition of entities within
the University of Florida system. Therefore, no logo, graphic or visual elements designed
outside of the parameters identified in this manual will be endorsed by the University
of Florida. However, approvals may be considered for a graphic element to be used on
specialty promotional items, clothing and certain collateral material, as long as there is a
clear visual separation and delineation between the UF signature and the graphic element.
The graphic element cannot be grouped with the signature logo in any way as to appear as a
larger composite piece.

Graphic elements may never be used on letterhead, business cards or forms.

The UF signature must always be a dominant element of any advertising for the university
and its colleges and units.


Using the Graphic Identities

The preferred use of the UF signature is in its full signature format.

Orange and Blue
2 color version

PMS 287


White (reversed)




The themeline should be incorporated whenever possible.

Orange and Blue
2 color version

The Foundation for The Gator Nation

Clear Zones
The signature must be surrounded on all sides by clear space. The clear space should be
no less than one-half the height of the "UF" monogram. Do not print graphics, rules,
typography or other elements in this area.


X = Height of the
UF Monogram

1V2 X

For the greatest impact and readability, a minimum logo size has been established. The
size of the UF signature should not be less than one and one-half inch in length, and
proportions should not be altered.

minimum size 11/2 inch

Identity & Signature System 11


Orange and blue are one of the most distinguishable elements of the university's identity.
The two-color signature is always preferred. Both black and white may be used as a
substitute if the official colors do not work or are not available.

Official colors are Pantone 172 (orange) and Pantone 287 (blue).


UF Blue

UF Orange



287 0, 33, 165 C100, M60, YO, K20

172 255,74,0

CO, M70, Y100, KO






The University of Florida color palette (PMS, CMYK, Web) should be used whenever
possible. The traditional orange and blue will remain a dominant design element enhanced
by a palette of complementary and accent colors

Primary Color Palette

HAN I UNI 1/2 -AN I UNI- 2/
Spot Spot

HAN I UNI 49-1 HAN I UNI- 2Ub-1

To assist designers with color decisions, the below secondary color palette is offered.
This palette is meant to be a guide for publications and products and to complement the
primary palette.

Neutral Color Palette




Bright Color Palette



Muted Color Palette







Unacceptable Variations
Maintaining the integrity of the university signature is important. It must be
presented in a clear, consistent, and effective manner.


Do not rearrange
the signature


Do not change


Do not distort
original proportion



Do not use unapproved
color combinations

Do not re-space parts of
the signature

Do not use the university
seal without approval


Do not use the
UF signature with
other logos


Do not use the athletic logo
for academic or institutional

Do not use
discontinued logos

Always use original digital art downloaded from www.identity.ufl.edu.
The signature cannot be redrawn, re-proportioned or modified in any way.

Identity & Signature System 13

Stationery System

A simple guide to purchasing stationery easily, at the best price, with quick delivery can
be found at www.identity.ufl.edu. All university letterhead, envelopes and business cards
are to be standardized to provide consistent institutional identity and to reduce design and
printing costs. A desktop template of letterhead is available online at www.identity.ufl.edu
for electronically generated communication.

Letterhead 8 5 x 11"

College of Liberal Arts & Sciences
Department of History

025 Keene-Flint Hall
PO Box 117320
Gainesville, FL 32611-7320
352-392-6927 Fax

#10 Envelope 9 5 x 4 125"

Business Card 3 5 x 2"


John Z. Smith
Title/ Position
College/ Unit Name

226 Tigert Hall 352-392-1311
POBox 113150 352 392- 9506 Fa
Gamesvlle, FL 32611 0810 jsmith@ufl edu

The Foundation for The Gator Nation
An Equal Opportunity Institution



College of Liberal Arts & Sciences
Department of History
PO Box 117320
Gainesville FL 32611-7320

Color and paper: Orange and blue laser-compatible ink on an uncoated, smooth, white
laser-compatible paper. 20 or 24 lb. standard #1 bond is acceptable, but quality cannot
exceed 25% rag. Recycled paper should be given consideration when cost is not prohibitive
and when quality is assured for use in laser and other high-speed office printers.

Typeface: Palatino

Printing method: Offset lithography

Signature: The university signature is to be reproduced from an authorized original. The
monogram and wordmark together are 15 picas long (2.5 inches) and the words are 2.75
picas (.45 inch) high. Margin at left of signature is 2.75 picas (.45 inch).

Margins: Left margin is 7.5 picas (1.25 inch) and right margin is 3.75 picas (.625 inch).
Top margin is 3.75 picas (.625 inch) to top of signature .

Office, address and phone information: The primary purpose of printed information on
stationery and envelopes is to provide information for responses. That information, in its
minimum form, should include the university's name, the unit name, box number and/or
room number and building, city, state and 5 plus 4 zip code on the envelope. The stationery
should also include the general office telephone numbers with area code. No more than
three unit names (office, center, department, college) should be used (College of Liberal
Arts & Sciences, Department of History, for example). The unit name(s) are flush left with
a 7.5 picas (1.25 inch) left margin and should align with the word "FLORIDA" in the
signature and the baseline should be 8.5 picas (1.4 inches) from the top of the page. The
remaining address and telephone information are flush left with the longest line extending
to the 3.75 (5/8 inch) right margin. The address should include the post office box number
being assigned by the campus post office and the 5 plus 4 zip code. Fax numbers, E-mail
addresses, BITNET, Internet, Telex or VAX may be added if departmental (not personal).

Type sizes: The primary unit division, department, center or other name (unit sending
letter) is 10 point bold with 12 point leading. All other address information is 10 point
regular or Roman (not bold) with 12 point leading.

Names and titles: With the exception of the president of the university, printed stationery
is not to be personalized. Business cards are the appropriate place for such personalized

Themeline: Place "The Foundation for The Gator Nation" themeline so that the baseline is
2.5 picas (.4 inch) from the bottom of the stationery, flush left and set in 12 point Palatino
Italic type with a 7.5 pica (1.25 inch) left margin.

EEO Statement: Place "An Equal Opportunity Institution" statement so that the baseline is
1.5 picas (.25 inch) from the bottom of the stationery, flush left and set in 7 point Palatino
normal or Roman type with a 7.5 pica (1.25 inch) left margin.

Watermarks, Embossing, Engraving: There is no requirement for a university watermark.
Engraved or embossed stationery requires permission from the Office of University

Note: Measurements are provided in standard printing terms (followed by close
approximation in inches).

Identity & Signature System 15

College of Liberal Arts & Sciences top of 025 Keene-Flint Hall
Department of History page PO Box 117320
Gainesville, FL 32611-7320
352-392-6927 Fax

^------------------------------------------ ---------------------------------

Addressee Name
Company Name
pity, State, Zip


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-L ----------------------------------------------------------------------~

Allow at least a
The Foundation for The Gator Nation 1 inch margin at
AnEqual Opportunty Insttu ton bottom of page

Letterhead 8 5 x 11"

For typing letters, the block style is preferred with a 7.5 pica (1.25 inch) left margin and
a 3.75 pica (.625 inch) right margin. Begin body of letter at least 15 picas (2.5 inches)
from the top of the page and allow at least a 6 pica (1 inch) margin at the bottom. Left

justification is preferred. Preferred typestyle for the body of letters is Palatino or Times
Roman, when available.


Monarch size: For more informal correspondence, a monarch-size stationery has been
approved. The paper size is 7.25 by 10.5 inches. All other specifications are the same as
the standard office stationery except that the top margin is 3.5 picas (9/16 inch) to top of

The standards for envelopes with the return address printed are largely dictated by
requirements from the U.S. Postal Service. Mechanical limitations of optical scanning
equipment are the primary factors for some restrictions, such as the last two lines of the
return address must be the post office box number (being assigned by the university's post
office) followed by the city, state (official postal abbreviation) and 9- digit zip code on
the last line. It is important that no comma or other punctuation be used in the last two
lines. The return address cannot be printed past half the length of the envelope or lower
than 16.5 picas (2 3/4 inches) from the bottom of the envelope followed by the city, state
(official 2-letter postal abbreviation) and 9-digit zip code on the last line.

Color and paper: The same as the letterhead with orange and blue laser-compatible ink on
a white, laser-compatible paper. Standard wove 20 lb. or 24 lb. (quality cannot exceed 25%
rag). Recycled paper should be given consideration when cost is not prohibitive and when
quality is assured for use in laser and other high speed office printers.

Typeface: Palatino

Printing method: Offset lithography

Signature: The university signature is to be reproduced from an authorized original and the
size of the signature should be 2 picas (.375 inch) high and 11 picas (1.8 inches) wide. The
signature goes in the upper left-hand corner of the envelope.

Margins: Top and left margins are 2 picas (.375 inch). The address cannot extend beyond
half the length of the envelope and not lower than 16.5 picas (2.75 inches) from the
bottom. These are postal requirements.

Type sizes: The unit name and address will be 9 point regular or Roman with 11 point
leading and the top of the first line of type will be one pica (3/16 inch) from the baseline of
the signature. Type should align with the word "FLORIDA" in the signature.

Names and titles: The names and titles of individuals are not to be printed on envelopes.

Embossing, Engraving: Envelopes are not to be engraved or embossed.

Monarch size: For more informal correspondence, monarch-size envelopes have been
approved. The standard envelope size is 7.5 inches. Specifications are the same as the
standard office envelopes.

Large envelopes: For envelopes larger than the standard #10 business envelope, the size of
the university signature and the return address may be increased but with consideration for
the postal regulations.

Identity & Signature System 17

Business Cards
Color and paper: Orange and blue ink on 80 lb. uncoated cover, smooth white, recycled
card stock, 3.5 inches by 2 inches.

Typeface: Palatino

Margin: 1 pica (3/16 inch) on all sides.

Signature: The signature is to be reproduced from an authorized original with the size of
the signature 10.5 picas (1.75 inches) in length. The signature goes in the upper left hand
corner of the card. The 1 point vertical orange rule extends from the signature to one pica
(3/16 inch) from the bottom of the card.

Type placement and sizes: Mailing address information is flush left and builds from
the bottom up in 6 to 7 point type on 7 to 8 point leading and aligns with the word
"FLORIDA" in the signature. Phone, Fax and E-mail information are flush left with
the longest line extending to the 1 pica (3/16 inch) right margin and builds from the
bottom of the card up in 6 to 7 point type on 7 to 8 point leading. The new postal format
should be used for the address, with abbreviations and without punctuation. Between the
signature and the address, the name and title should be visually balanced with the name in
a minimum size of 10 point bold on 12 point leading or a maximum size of 12 point bold
on 16 point leading. The title size is 8 point on 9 point leading (not bold). Both the name
and title should be flush left and should aligns with the word "FLORIDA" in the signature.
Contact information can include office phone, cell phone, office fax and UF e-mail address.



John Z. Smith
College/ Unit Name

226 Tigert Hall 352-392-1311
PO Box 113150 352-392-9506 Fax
Gainesville, FL 32611-0810 jzsmith@ufl.edu


The university and its many colleges, schools, departments, offices and institutes issue
hundreds of publications every year. Brochures, bulletins, posters, newsletters, magazines,
Web sites, video and other forms of communication should create a favorable, long-lasting
impression, generating interest and support for the university. An effective publication
- whether printed or in an electronic form is one that is written clearly, well designed
and produced with an attention to quality. Individually and collectively, these publications
create an impression. To provide a consistent visual image that every publication is related,
it is important that each publication appear as a member of a family, sharing common
graphic elements. The identity and graphics standards which have been developed provide
this visual consistency while also giving creative freedom for those designing individual

* An approved university signature must be clearly and prominently displayed on the front
cover of all university publications.
* No other logo or icon affiliated with the University of Florida may appear on the cover
of primary publications. Some exceptions to this standard may be allowed for secondary
publications targeting limited and/or internal audiences.
* Units of the university that have long-standing graphic identifiers can use such marks
only on inside pages or back cover of printed materials. No secondary logos are allowed
on the front cover of publications or in proximity of the University of Florida signature.
In the case of one-sided printed materials, the secondary logo can be used if necessary,
but must be reserved to the lower third of the page.
* In magazines, the signature, wordmark or monogram must also appear in the masthead
and on the back cover. When and where appropriate, the words "University of Florida"
are to be used in page folios.
* The signature, wordmark and monogram may be printed over a photograph, texture or
other image, provided they remain a prominent visual element.
* Likewise, all licensed or promotional products displaying established college or
department logos or icons are acceptable providing they are not used in conjunction with
the university signature, wordmark, monogram or seal.
* Logos of non-UF partner institutions, such as funding or research partners, may be
included on covers with the University of Florida signature, as long as there is sufficient
distance maintained.

UF is committed to diversity of people, thought and opinion, inclusiveness and equal
opportunity. Campus communicators are encouraged to reflect diversity in imagery and in
text by using gender neutral language and picturing the broadest possible diversity of age,
racial and ethnic groups, gender and ability.

Identity & Signature System 19

Collateral Materials

Fliers, Announcements, Advertisements, Posters,
Banners, etc.
Print advertising and other collateral materials may vary greatly in design, but accurate
application of the identity standards will ensure a consistent representation of the UF

The UF signature must be used in all advertising and appear prominently in the layout.
When used with a partner logo, the second logo should appear at a bottom corner.

Occasionally, there will be opportunities to display the UF signature that are not described.
When appropriate, the UF signature should be used only in the university's colors and
typeface. These applications may include banners, exhibits, displays, plaques, clothing
and specialty items. Do not use the UF signature in conjunction with other logos without
permission from the Office of University Relations. 352-846-3903 or identity@admin.ufl.

Audio and Video
All radio, video and film produced for the university requires a "University of Florida"
reference in the completed published or aired version.



Building signage is part of the University of Florida identity program. While consideration
is given to such factors as donor recognition, special applications, architectural environment
and landscape, a signage program has been adopted and is being gradually updated
throughout the university, including on-and off-campus sites. Consistency is maintained
with the university's identity program by using the university signature and official
university colors with blue being the dominant color.

A low cost sign replacement is available through Physical Plant/Facilities. Contact 392-2855
or lsolt@ufl.edu.

UFGrinter Hall

Afrimn and Asian Languages and Literaftnes
Latin American Studies
UF Graduate School
UF International Studies




Identity & Signature System 21

Business Services
Office of Admissions
Student Financial Affairs
University Registrar
University Financial
L Services J

All University of Florida vehicles that display a logo or other signage must conform to the
university's graphic standards program. Vehicles include, but are not limited to, trucks, cars,
vans, boats and motorized carts. The University Police Department and University Athletic
Association are exempt from these standards. These standards apply to all newly acquired
vehicles that display a logo. They are optional for those units who wish to apply the new
identification to existing vehicles.

The preferred vehicle color is white or medium to dark blue. To have the UF signature
installed on a vehicle contact the University Physical Plant Division, Work Management
Center at 352-392-1121. The exact location and configuration of the UF signature and unit
name will be determined by the University Physical Plant based on vehicle type and style.

Considerations include:
* UF Signature and unit name should be displayed on the front door panel of a car, van or
truck using the seven-inch sizing.
* The placement and spacing of the signature will follow spacing relationships established
in earlier sections of the graphic standards manual.
* When the unit name is to be included with the UF Signature, the unit name should be
upper and lower case letters positioned under the signature. The unit name will be left
or right justified based on the size and shape of the door panel. The unit name cannot be
longer than 2 lines and should not
be larger than three inches high.
* If the vehicle is light in color,
the UF Signature and unit
name will be the official
blue color (PMS 287). 0
If the vehicle is
dark in color, the O
UF Signature and
unit name will be
bright white. -
* The UF Signature
and unit name will
not be used in
with other
logos on O 0


Advice, Approvals and Licensing

These standards have been developed as a resource for anyone responsible for the creation
or implementation of communication materials. Should you need a custom signature,
additional information or interpretation, please contact:

Office of University Relations
352-846-3903 or identity@admin.ufl.edu

Office of University Relations
Publications Group
352-392-0186 or sharonla@ufl.edu

IFAS Communication Services
Institute of Food and Agricultural Sciences
352- 392-2411 or zwill@ifas.ufl.edu

Health Science Center Office of News and Communications
352- 273-5810 or amithkim@vpha.health.ufl.edu

The name, marks and image of the University of Florida cannot be used to imply or suggest
endorsement of any product or service not provided by the university. The university's
signature, seal and other marks are registered and protected by law. Colleges, schools,
departments, offices, centers and other units of the university do not need approval to use
the university's registered marks for official use. Individuals and organizations outside the
university who wish to use any of the official marks must first obtain written permission for
use by contacting the Office of University Relations at 352- 846-3903 or identity@admin.
ufl.edu. Inquiries regarding use of the Gator Head and other Athletic Association licensed
logos should contact the Athletic Association Licensing Manager at 352-375-4683 or

A trademark licensing program gives the university control over its logos and marks, thus
ensuring the quality and consistency of all uses and merchandise. Anyone wishing to use
the signatures, logos, and symbols of the university must obtain a license. A license can be
obtained by contacting:

The Collegiate Licensing Company
290 Interstate North, suite 200
Atlanta, GA 30339

Identity & Signature System 23

Identity Platform

The marketing and communications plan is designed to be the internal and external
communications road map that guides how well we tell the UF story. It follows the simple
steps of determining key goals and objectives, targeting audiences that are most important
to reach, pinpointing key messages and highlighting faculty research and unique selling
points all of the UF community can buy into and use internally and externally. We need
all entities in the UF community to echo these key messages and illustrate in a way that is
unique and special to their college, center, department, etc.

* Bring the University of Florida vision to life in a way that is meaningful, compelling and
motivating to all audiences.
* Introduce a sustainable communications effort designed to create consistency of
both identity (University of Florida and The Gator Nation) and product (colleges,
departments, centers, etc.) in the marketplace.
* Create a unified force of community, with energy and synergy among the various
audiences, UF and The Gator Nation.
* Gain meaningful national recognition for the university and its academic excellence.

University of Florida Mission
Providing an unparalleled experience where the very best create and share knowledge to
serve the people of Florida and the world.

University of Florida Values
At the University of Florida, we:
* are curious-we explore, create and discover
* have the courage to shape the future
* believe in diversity of people, thought and opinion
* build community (The Gator Nation)
* pursue excellence
* enhance lives

University of Florida Vision
Defining by example how a public research university can best serve the global community.

Theme Position
University of Florida, the Foundation for The Gator Nation.


Theme Personality
The Gator Nation: strong bond, inclusive, access, acclaimed reputation, no boundaries,
service-driven, innovative, leading research, multi-disciplined, global outreach, unique
university experience, exceptional faculty and students, asset to the state and beyond.

Current Key Audiences
Faculty, staff, students, prospective faculty, staff and graduate students, alumni
and friends, donors and potential donors, business, government and professional leaders,
peer institution leaders, funding agencies, Floridians, city and county community and key
media (local, state, national).

Key Messages

Research and Discoveries

Educational Excellence

Sustainability Leader

Service Mission

Tradition, History and Culture

The University of Florida is in Gainesville. The Gator Nation is everywhere.

Identity & Signature System 25

Resources and Services

All units should consult with on-campus service centers before using outside vendors for
work including, design, production, printing, art, photography and video production.
Working with university service centers and adhering to visual standards are intended
to help the University of Florida achieve an effective, efficient and cost-conscious
communications program.

An online version of this manual can also be found at MyUFL in the Communications
Network Community.

Office of University Relations
101 Tigert Hall, ph: 352-846-3903
141 Stadium, ph: 352-392-9092
1. Design/Publications
2. Photography
3. Public Relations & Marketing Communications Consulting
4. Print News
5. Broadcast

Office of Academic Technology
1012 Turlington Hall, ph: 352-392-0365
C3-03 Communicore (Health Center), ph: 352-273-5044
1. Graphics and Photography
a. Graphics
http://www. at.ufl.edu/graphics-photography/graphics/
b. Photography & Film Processing
http://www. at.ufl.edu/graphics-photography/photo/
c. Television Production & Video Duplication
http://www. at.ufl.edu/graphics-photography/television/

2. Center for Instructional Technology and Training (http://citt.ufl.edu/)
a. Web & Multimedia Development
b. Video Editing & Digitization
c. Audio Recording
d. Virtual Reality
e. Scanning

3. Video & Collaboration Services
a. Production
b. Streaming
c. Videoconferencing
d. Campus Cable
e. Satellite Downlink


Mail & Document Services
Bldg. 715 Radio Road, ph: 352-392-1134
MG009 Health Science Center, ph: 352-392-3605
1. Design
2. Copying & Printing
3. Mail

Digital Worlds Institute
102 Fine Arts Building, ph: 352- 294-2020
1. 2D and 3D animation
2. Image design
3. Concept development
4. Media-rich web design
5. Interactive kiosks
6. Image compositing
7. Audio recording and mastering
8. Video editing
9. Storyboard and pre-visualization
10. DVD authoring

IFAS Communication Services
Bldg. 116 Annex Mowry Road, ph: 352-392-2411
1. CD-DVD duplication
2. Communication campaign
3. Graphic and web design
4. Instructional design
5. Identity products
6. Photography
7. Poster printing
8. Printing/copying
9. News & media
10. Publications consulting
11. Video

Identity & Signature System 27

Unit Services

College of Agricultural and Life Sciences
(IFAS Communication Services)
Bldg. 116 Annex Mowry Road, ph: 352-392-2411

College of Business Administration Publications
115 Bryan Hall, ph: 352-392-2397 x1222

College of Design, Construction & Planning Information & Publication Services
360 Architecture, ph: 352-392-4836 x 221

College of Education News & Publications
G416 Normal Hall, ph: 352-392-0728
http://education.ufl.edu/web/?pid= 53

College of Dentistry Office of Communications
Dental Science Building, ph: 352-273-5782

College of Engineering News & Information
349 Weil Hall, ph: 352-392-0984

College of Fine Arts Information & Publications
101 Fine Arts Building A, ph: 352-392-0207 x 235

College of Journalism and Communications Publications
2096 Weimer Hall, ph: 352-392-0466

Levin College of Law News and Publications
287 Holland, ph: 352-273-0650

College of Liberal Arts and Sciences News and Publications
2008 Turlington Hall, ph: 352-846-2032

College of Medicine News and Communications
C3-25 Health Center, ph: 352-273-5810

College of Nursing Public Relations and Communications
4211 HPNP, ph: 352-273-6421
http://con.ufl.edu/news/news.asp?ID= 1

College of Pharmacy Information and Publications
2209 NW 13th St., ph: 352-392-2137 x 231

College of Public Health and Health Professions
4181 HPNP, ph: 352-273-5816
http://www.phhp.ufl.edu/ .... 11, II 1.1. /

College of Veterinary Medicine Public Relations
VAB1-136, ph: 352-392-4700 ext 5206


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