Our logo is the most important and recognizable element of our brand’s identity. It is a graphic symbol that represents our organization to the outside world and acts as an identifying and unifying mark. The logo is comprised of two main elements: the Rotunda symbol and The University logotype.
(1) The University of Virginia logotype features several hand-tailored character joins
(2) The width of this “T” has been reduced for better balance with the other characters
(3) The join between the “T” and the “Y” includes a custom treatment of the top of the “T”
(4) The Unusual placement of the word “of” gives the whole logotype a distinctive look
(5) The logotype uses larger small capitals than those originally drawn by the type designer.
The Rotunda Symbol
The Rotunda symbol is based on Thomas Jefferson’s own rendering. The Rotunda was patterned after the Pantheon in Rome, and like the Pantheon, it is based on a perfect sphere. Jefferson dotted in that invisible globe on his sketch. This adaptation replaces the dots with the 13 stars from the original American flag to signify Jefferson’s intention to create a national University to inspire generations of leaders to follow.
The University Logotype
This logotype is based on Adobe Caslon, a 20th-century adaptation of a typeface originally designed by William Caslon—the founder of Britain’s first type foundry. This typeface was used extensively throughout the British Empire during the 1700s, including the British colonies in America. When John Dunlap of Philadelphia typeset the first printed edition of Thomas Jefferson’s Declaration of Independence, Caslon was the typeface he chose.
Primary, Centered and Horizontal Versions
There are three variations of the UVA logo that serve specific purposes, primary, centered and horizontal. The role and usage of each is explained in these guidelines. Using these variations consistently ensures that we build and protect the equity and recognition of our brand.
The primary logo is the preferred mark to use on all communications. When appropriate, the horizontal and centered logos are also acceptable. Institutional logos should not be altered or redrawn, and additional words or graphic elements should never be added.
Placement
To maintain a flexible consistency in appearance, the primary logo should either be left aligned at the top of the page as an intro or right aligned at the bottom of the page as a sign-off.
Placement of the logo on promotional pieces is more flexible based on the relationship to artwork and photos.
Color Variations
Preferred Full-Color Logo
The Pantone, CMYK or RGB full-color logos are preferred. Use Pantone or CMYK for any print use such as collateral or business materials. Use RGB for electronic use such as PowerPoint presentations, digital or video.
One-Color Logos
Use the solid color scheme when full-color printing is not an option and for applications such as embossing, debossing, die-cutting or extrusion.
Reverse (Knockout) Logos
Use the reverse logos for applications on color or photographic backgrounds. Use the two-color reverse logo on solid blue backgrounds only. Always ensure that the background you choose provides sufficient contrast for the logo.
Downloads
This is the University of Virginia’s primary logo. To establish brand consistency, it should be used whenever possible to represent the University as a whole. Its compact geometric construction allows for maximum versatility and usage, either on its own or as a part of a larger system.
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The centered logo is used to represent the University as a whole in situations where the primary and horizontal logos will not work as effectively. Because of its centered construction, it works best when centered on the page and on the back of collateral.
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The horizontal logo is used to represent the University as a whole in situations where space or alignment does not allow for the primary logo. The horizontal logo should not be given preference over the primary logo.
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Incorrect Use
Correct and consistent use of the primary logo is an essential part of building and maintaining brand equity. While a great deal of flexibility has been built into the visual identity system, the correct use of each element has been carefully defined.
The examples shown here represent some–but not all–of the ways the UVA logo might be used incorrectly. If you have questions about the correct or incorrect use of the UVA logo, contact University Communications at brandguidelines@virginia.edu.
Incorrect Use: Primary Logo
- Do not add a drop shadow or any other effects to the primary logo.
- Do not use unapproved colors for the primary logo.
- Do not use unapproved color configurations of the primary logo.
- Do not place the primary logo in a container shape of any type.
- Do not change the typeface of any part of the primary logo.
- Do not rearrange the elements of the primary logo.
- Do not add additional information to the primary logo.
- Do not place the primary logo on a color that does not provide sufficient contrast.
- Do not place the primary logo on visually distracting backgrounds.
Incorrect Use: Centered Logo
- Do not add a drop shadow or any other effects to the centered logo.
- Do not use unapproved colors for the centered logo.
- Do not use unapproved color configurations of the centered logo.
- Do not place the centered logo in a container shape of any type.
- Do not change the typeface of any part of the centered logo.
- Do not rearrange the elements of the centered logo.
- Do not add additional information to the centered logo.
- Do not place the centered logo on a color that does not provide sufficient contrast.
- Do not place the centered logo on visually distracting backgrounds.
Incorrect Use: Horizontal Logo
- Do not add a drop shadow or any other effects to the horizontal logo.
- Do not use unapproved colors for the horizontal logo.
- Do not use unapproved color configurations of the horizontal logo.
- Do not place the horizontal logo in a container shape of any type.
- Do not change the typeface of any part of the horizontal logo.
- Do not rearrange the elements of the horizontal logo.
- Do not add additional information to the horizontal logo.
- Do not place the horizontal logo on a color that does not provide sufficient contrast.
- Do not place the horizontal logo on visually distracting backgrounds.