- General Guidelines
- Content Standards
- Domain Names
- Fonts, Colors & Logos
- Quality Control
- Social Media Policy
- Social Media Best Practices
Why were the Identity Guidelines created?
Although we are a diverse educational institution, our strength lies in the fact that we are all part of the University of North Dakota. By establishing standards, we are able to create a strong, overarching identity that is visually recognizable by the many audiences we serve.
In addition, one of our top priorities is to eliminate all misuses of the University's official logos and marks. Our logos are registered trademarks, and by law, they must be presented in a consistent form.
Why was the design of the primary UND logo changed?
For more than a year, the UND Design Group worked to address inconsistencies with how UND's identity was being presented. One of the main issues identified was the multiple variations of the Primary UND Logotype that were used by the campus community.
To address the inconsistencies, reduce the number of logo variations, and standardize UND's identity, the UND Design Group reviewed logo designs from peer institutions across the country, verified the official trademark for the University, and sought feedback from faculty, staff and students. The end result was a modernized UND logo design that accomplishes the following:
- It is consistent with the University's trademark, the University Seal, and many "permanent" signs on campus that use "University of North Dakota" instead of "The University of North Dakota."
- The words "North Dakota" are prominent in the design, which is representative of the flagship institution for the State of North Dakota.
In addition, some color combinations (e.g., black and orange) and UND logo variations (e.g., long horizontal UND logo, UND logo with Grand Forks location) were eliminated to increase the overall consistency for the University's identity.
For more information, refer to the UND Logo System.
How do I know which logo I should use?
Depending on your communication needs, a variety of logo designs may be used.
The preferred logo design is the Primary UND Logotype. You may use it on all official University communications. If horizontal space is limited, you should use the Vertical UND Logotype. Use of the UND Flame, the University Signature, and the University Seal are limited.
If your communication is for a specific unit, you may either use the Primary UND Logotype, or you may use a unit logo design. It is preferred that the Primary Unit Logo design is used for external communications. Secondary Unit Logos and Unit Stamps may be used for internal communications.
For more details, refer to the UND Logo System.
What are the differences between unit logos and unit stamps?
There are three different designs available for units:
- Primary Unit Logo - The unit name is placed below the Primary UND Logotype; the design is preferred for external communications designed at the unit level.
- Secondary Unit Logo - The unit name is placed above the University name; the design is preferred for internal communications and select external communications, such as the mailing panel of publications.
- Secondary Unit Stamps - The design allows for two unit levels to be represented, e.g. a college and a department; the design is preferred for internal communications. In general, the Secondary Unit Logo is preferred over the Unit Stamp.
Units are not required to use all three designs. For units that communicate primarily with external audiences, they may choose to use the Primary UND Logo or the Primary Unit Logo for all external and internal communications. For units that communicate primarily with internal audiences, they may choose to use the Secondary Unit Logo for all external and internal communications.
For more information, refer to the Unit Logos section of the Identity Guidelines.
Does my unit need its own logo?
Keep in mind that not every individual unit, program, or other entity may need its own logo. The power of a logo for creating a strong identity for the University increases with consistent, repetitive use. As such, units are encouraged to consider if they can use the logo for their "parent" organization instead of creating a separate logo. Instead of creating additional logos, units may choose to use the Primary UND Logo or the unit logo that represents the highest level within their organizational structure.
For example, rather than each unit, program, or other entity within the UND College of Business & Public Administration using different unit logos, the overall identity for the College of Business & Public Administration will be strengthened if they use the Primary Unit Logo for the College.
For advice, please consult with Division of University & Public Affairs (U&PA) (701.777.2731 or identity@UND.edu) as well as your unit's Design Group member prior to requesting unit logos. It preferred that unit logos are requested by your unit's marketing, communication, or graphic design professionals.
How do I request an official logo to be created for my unit?
The Division of University & Public Affairs (U&PA) is responsible for generating and approving all Unit Logos for each college, school, department, or unit.
Please consult with your unit's Design Group member prior to requesting unit logos. It preferred that unit logos are requested by your unit's marketing, communication, or graphic design professionals. To request the development of a Unit Logo or Stamp, complete the Unit Logo Request Form.
If you have questions, contact U&PA at 701.777.2731 or identity@UND.edu.
May I use a logo that is different from the official UND logos and marks?
Units are strongly encouraged to use the official logos and marks included within the UND Logo System. However, special approvals may be granted by the Division of University & Public Affairs (U&PA) to use a Unique UND Logo for specific occasions.
Please refer to Unique Logos & Graphic Elements for more information and to request approval from U&PA.
May I use the UND Athletic Logo (interlocking ND) on my communications?
The University's athletic logos are intended to be used only for purposes and situations concerning UND Athletics.
The athletic logos should not be used for general public information and marketing purposes.
May I use the University Seal in my communications?
The use of the University Seal is at the sole discretion of the Office of the President with approval from the Division of University & Public Affairs (U&PA). It is reserved for official UND documents, such as diplomas and awards.
For permission to use the Seal, contact U&PA at 701.777.2731 or identity@UND.edu.
May I use the UND flame as a design element in my communications?
Designers may use the UND flame as a stand-alone design element that furthers the UND brand. Although the UND flame is not trademarked or considered to be an official logo by itself, the integrity of the UND flame must be protected as it is an important element of the official UND Logotype.
As such, please follow the design guidelines established for using the UND flame as a stand-alone element.
In addition, if you want to use the flame in the design of a Unique UND Logo, you must get prior approval from the Division of University & Public Affairs. See Unique UND Logos for more information.
What are QR codes and how do I use them?
QR (Quick Response) Codes are unique bar codes that individuals can scan with their smartphones to learn more about an organization, event, product, etc. QR Codes should direct individuals to a mobile-friendly website, online video, or other mobile content.
QR Codes can be added to print or digital communications and are a valuable way to track the response rate for these communications. Refer to this article for more information about the proper use of QR Codes.
All UND entities should use a centralized system to generate and track QR Codes. To receive instructions, email identity@UND.edu.
What colors may I use in my design?
The recommended color palettes for your design will depend on the audience, purpose, and tone of your communication. Three UND Design Tiers have been developed to guide you. In general, external communications should use the Primary Color Palette of green and orange, while internal communications may use more of the Secondary Color Palette colors.
How do I order official UND business cards, letterhead and envelopes?
Institutional policy requires that all UND academic departments and administrative units use the official letterhead, envelope, and business card design. Currently, you should contact UND Duplicating Services at 777.5088 to order letterhead and business cards. A process for printing envelopes is being developed.
Is there an official employee nametag design?
In conjunction with Division of University & Public Affairs, the UND Design Group is working on a standard employee nametag design. We anticipate the new design will be available no later than the end of September 2013. Once it is available, an announcement will be made in the University Letter.
May I still use materials with the former UND logo design?
In an effort to conserve resources, you may use existing materials until your supplies are exhausted. Any new materials or reprints should use the new UND logo design and comply with the Identity Guidelines.