The purpose of this website is to illustrate and explain the uses and regulations regarding graphic identity aspects of The University of North Dakota, including its name, logos, logotype, seal, and colors and matters relating to them.

It is NOT a guide to graphic design; therefore, it is not a "how to" for designing publications and other visual pieces. That process encompasses the selection and placement of type, illustrations, colors, and other graphic elements to create an overall effect.

Whereas "design" refers to the process, "graphic identity" refers to a result. The graphic identity of The University of North Dakota includes both specific design elements and regulations for their use that will ensure the presentation of a strong, consistent, and professional visual image.

A consistent graphic identity through campus-wide use of the logotype and logo contributes to institutional recognition by providing an element of unified visual appearance even though communications come from hundreds of separate campus units.

• This is important for several reasons:
• It projects an image of professionalism and cohesiveness.
• It helps eliminate confusion in the minds of target audiences.
• It helps develop name recognition.
• It unifies the institution and its component parts.

University departments and other entities are parts of the whole, and incorporation of institutional graphic identity benefits everyone. Use of the broader institutional logotype is logically and logistically possible in most cases. This does not mean that all materials must look exactly alike. It means they should carry the logo or logotype, and when possible the recommended colors. This identifies them as part of the main institution.

The logotype is a combination of the logo and the name of the institution in the officially approved type styles and arrangements. If a logotype without the Grand Forks designation is used, the Grand Forks location must be used elsewhere in the printed or visual piece. IN MOST CASES IT IS PREFERABLE, TO USE THE LOGOTYPE INSTEAD OF ONLY THE LOGO. Use of the logo alone is by no means inappropriate, however, and for some situations it is the logical selection. Regulations and suggestions about their uses are included later on this web site.

The Office of the President has designated the Office of University Relations to monitor and determine use of institutional logotype, logo, and seal usage. Questions on logotype and logo design usage (commercial purposes, copyright regulations and royalties) should be directed to the Office of University Relations.

The University’s athletic logos are intended to be used only for purposes and situations concerning UND athletics. The athletic logos are not to be used by UND departments for general public information and marketing purposes; instead, the official UND logo, logotype, or seal is to be used as appropriate for the occasion. Regulations about commercial use of UND trademarks also apply to all athletic logos and visual representations.

To view more information about the Athletic Logo styleguide, refer to UND Athletic Style Guide.

Commercial use of any of UND’s registered trademarks (logo, logotype, seal, athletic logos) requires advance approval and generally involves the payment of royalties to UND. All language and symbols that are associated with UND are protected by federal and state trademark registration. Unauthorized use of them for commercial purposes, public or private, is prohibited. A licensing program has been established to monitor use of these marks in accordance with University policy. All products bearing verbiage or symbols protected by UND are subject to review and approval by the institution. At that time, a determination is made regarding obligations of the producer of the publication or object for royalties. Only manufacturers licensed by UND to reproduce its marks may do so legally. These legal regulations apply to UND entities such as departments, administrative areas, and organizations as well as non-UND users.

Questions about uses for commercial purposes, copyright regulations, and royalties should be addressed to:

Office of the Vice President for Finance and Operations
Room 314 Twamley
264 Centennial Drive, Stop 8378
Grand Forks, ND 58202
Phone 701.777.3511
FAX 701.777.4082

Occasionally, the name “The University of North Dakota” is left off UND visual materials. Or, if it is included, it is placed in a location and/or size of type that does not help the audience readily identify the institution. Using the name of the institution is a priority, and it should be spelled out. “UND” by itself is not readily understood as a reference to this institution.

It also cannot be assumed that audiences knows the location of this institution. Confusion exists nationwide in connecting colleges and universities with their geographic locale, so most often it is best to include “Grand Forks,” and sometimes “North Dakota,” along with the name, “The University of North Dakota.” This configuration of name and location should include the institution as the primary element and the locale as secondary. One method to achieve this name and location identification is to use the official logotype version that incorporates the logo and the institution’s name and location, as a “package” (see earlier section on the official logo and logotypes). However, if the logotype is not being used to identify the name and location, the following are examples of how that presentation should be made. The institution’s name takes prominence in type size and/or appearance (e.g., bold face in some cases). For instance:

The University of North Dakota
Grand Forks, North Dakota

Depending upon a designer’s preference, or dictates of a design, those elements can be used in various relationships such as flush left, flush right, centered, or sometimes, for style and distinction, using italic type for one and regular for the other, etc.

A graphic identifying mark of the University should appear on every visual piece representing the institution. As noted above, it is most often preferable to use the logotype (the combination of the logo and the name) so that both the graphic and textual identifications of the University are presented as a visual package, using the correct arrangement of the official logo and typeface. In some instances, either because of propriety or a design situation, use of the logo alone is appropriate. However, UND identification can be used in a considerably secondary manner to an outside client’s identification in print and visual situations which involve an outside client that is employing an entity of the University to promote, market, or sell that client’s services or goods. Examples are conferences being conducted through Continuing Education for non-University organizations and for projects being conducted through the Energy and Environmental Research Center for outside clients. If there are questions, consult the Office of University Relations.

Placement and size of the logo, logotype, and name/location of the University in printed and visual situations varies in relation to other design and format aspects and purposes of a publication. The logo or logotype might be the largest identifying element or it might be a smaller, secondary, or lesser element than the title of a publication and/or a department name in placement and size. As noted in the preceding section, UND identification can be used in a considerably secondary manner to an outside client’s identification in print and visual situations which involve an outside client that is employing an entity of the University to promote, market, or sell that client’s services or goods. The basic rule, however, is to use one of the University’s graphic identifying marks somewhere in virtually all institutional visual presentations.

Examples of and suggestions for placement and use of the logotype or logo can be provided to the Office of University Relations.

The logo or logotype should never be incorporated into a sentence, phrase, or headline as a substitute for the abbreviation “UND” or for the name of the institution. Instead, when such references are made in those situations, use the typeface that is being used in the sentence, phrase, or headline, not the logo.

As with all professional logos, or “marks,” the UND logotype and logo are to be used in their original proportions and line weights (thickness). When resizing a downloaded logo, logotype, or seal, care should be taken to maintain the original proportions. The line weights will remain correct as long as the symbols are properly resized to maintain original width-to-height ratios. Personal computers make it easy to alter proportions and other characteristics of the logo and logotype, making for inappropriate and awkward appearing versions. Here are examples of INCORRECT, UNOFFICIAL, and OUT-OF-FORM alterations of the logo from its original, official version on the web sites:

The official type style of the logotype and for official UND stationery, envelopes, business cards, and some other uses is, in its original name, “Friz Quadrata.” It is also identified by various other names in some computer software, including “France.” When using the logo alone, type styles other than Friz Quadrata are certainly acceptable (usually the style being used in a particular publication) so long as they are not used to mimic the official logotype by inserting the University’s name next to the logo.

Friz Quadrata was selected as the type style for the UND identity logotype (as well as for many other uses for UND visual presentations) because the official logo is based on letterforms in that font and the visual characteristics of that font befit the nature of an educational institution.

Although the logo is based on the Friz Quadrata type style, and that is the style used in the logotypes, it is NOT a requirement that Friz Quadrata always or broadly be used as the display or text type style in UND visual situations. It is not particularly well suited for large text style copy blocks. However, that type style IS an element of the unified graphic design identity of the institution, so its use is encouraged when possible or appropriate. One example of such use is when the name of the University is being used alone in a print situation or on an item (e.g., mug, clothing article, advertisement line).

Fonts are copyrighted products, and copies of them cannot legally be provided. Like other software, there is a cost for them. The most encouraged way to obtain the font is to buy it from an official retailer. Individual fonts (that is, Friz regular, Friz Bold, Friz italic, each one being an individual font) generally run from $21 to $29, depending upon the source. Some sources, like Adobe, may bundle it as a package: two faces of Friz and two faces of Benguiat, at $80 or more. A family package of Friz, including the regular, regular italic, bold and bold italic, is offered by itcfonts.com. The prime suppliers in this arena are adobe.com, itcfonts.com, and fonts.com. Generally, you can rely on these being quality products.

Because the logotype uses Friz Quadrata typeface does not mean that it is necessary to use that face on the other parts of the visual presentation. It is often preferable not to make surrounding type be exactly the same or close to the type in the logotype, but instead use contrasting type styles.

The official colors of the University are green and pink. However, this color combination is rarely employed outside of official or “ceremonial” applications. In most contemporary applications, green, white, and black are used as the UND colors. When color selections permit, orange is preferred for the flame in the logo, but it is not necessary to use that if ink colors being used on a printed piece do not allow for its use.

No specific color scheme has been devised for the official seal of the University.

Depending on the budget available, publications will be printed in one ink color, two ink colors, or full color.

In the first instance, the UND logo or logotype, along with all other text and graphic elements, will be printed in the one color specified. Some variations are possible, such as shading the “flames” in the UND logo, or reversing the logo/logotype out of a field of the single color.

In the second instance, more opportunities are available. With the logotype, for example, the logo could be in one color and the type in the second color. The “flame” might be in the accent color while the remainder of the logo is in the main color. Further variations are possible when reverses or shadings of the colors are used; experimentation and good judgment should guide these applications. The Office of University Relations is available to consult on such possibilities.

The official color scheme of the UND logo is Kelly green (PMS 347) for the letterform portion and orange (PMS 165) for the flame. Budgets and specific design requirements will determine when this color scheme is appropriate.

Using the Pantone Matching System of spot colors, UND green is designated as PMS 347 green and the orange is designated as PMS 165 orange. The pink is PMS 189 pink. A commercial printer mixing Pantone spot inks will be able to match these colors.

In full-color printing, the spectrum of colors is created by percentages of four primary inks known as process colors: cyan, yellow, magenta, and black. The process color equivalents and web equivalents of UND's official colors is listed in the following chart.

Designers using desktop publishing programs to create printed publications need to bear in mind several factors:

• First, the computer simulations of the various spot and process colors will vary considerably from the final product. In other words, the final printed piece will be different from what is seen on the monitor. This is inevitable because monitors and printers use completely different processes to create colors. It is important to consult printed color guides to understand what the appearance of the final piece should be.
• Second, the inks and processes used in most mid-range and lower-range printers also vary considerably from what is used in the commercial printing process. The four process colors used in common inkjet printers, for example, are often somewhat different in hue and intensity from those used by commercial printers. Thus, while many popular inkjet printers can be used to produce excellent photographs, they may have difficulty achieving close simulations of specified spot or process colors. When using inkjet printers to proof designs, it is important to keep this in mind. The output from these printers quite likely will not be a close match to the desired final product.
• Third, ink colors can be affected by the color of the paper stock. A commercial printer or University Relations can advise on this.

The UND logo, logotype and the seal may be copied for authorized uses. They can be downloaded or and hard copy reproduction slick sheets can be obtained from the Office of University Relations.

The University Printing Center also has copies. The downloadable and reproduction sheet copies can be adjusted for multicolored use by designers and printers (see preceding section on colors).

The UND seal is generally restricted to use for formal, ceremonial, and “official” situations, and the logo and logotypes are to be used for marketing, recruiting, and promotional purposes. However, in non-formal or ceremonial situations, the seal can be used as a subsidiary to the preferred logotype or logos when applicable. An example of such would be to illustrate an academic situation or environment that occurs as part of a larger context, such as in a viewbook.

The University has a policy regarding design and use of stationery, envelopes, and business cards for UND entities. All academic departments and programs and core administrative offices are required to use the official stationery, envelopes, and business cards design. Determinations about their design and use are delegated to the Office of University Relations.

For further details about stationery, envelopes, and business cards policy, see Stationery and Envelope Design.

There is no required memorandum design, but whatever is used should be identifiable as part of the institution. Following is a memorandum letterhead which includes UND graphic identity elements and is recommended for use.

Plans to improve graphic design uniformity for campus signs and related items are under way. Institutional graphic identity principles and designs included in this Guide apply when possible.

Photographs of UND activities and scenes can be downloaded from the University Photo Gallery. Paper prints are also available. Copies and assistance can be obtained from the Office of University Relations.

Web pages make up a substantial part of the visual representation of The University of North Dakota and must adhere to graphic and content standards to ensure not only visual institutional cohesiveness but also accessibility and consistency. For more information about websites contact the Web Team at 701.777.3923.

Logos representing UND academic colleges, departments, organizations, and programs are permitted for placement on other visual materials, but there are special regulations for using them on official UND stationery. When used on other visual pieces, departmental and unit symbols and logos must not replace or be more prominent than or dominate UND institutional visual representation.

The use of departmental logos on UND stationery must be approved by the Office of University Relations.

The University’s graphic identity guidelines apply to videotapes, CDs, multi-media projects, and broadcast advertising. All of these media must conform to the University’s graphic identity regulations and feature the University’s logo or logotype in their content and on external packaging, if applicable.

For University guidelines and standards in regards to social media please contact UND Social Media at 701.777.6536. A directory of all University of North Dakota Social Media can be found at UND Social Media List.

Various forms of advertising must adhere to the UND graphic identity standards. They should be readily identifiable as being part of The University of North Dakota through use of graphic identity elements such as type styles (where applicable) and the logo or logotype. Use of UND trademarks in commercial advertising may be subject to licensing regulations. In such cases, consultation must be made with the Office of the Vice President for Finance and Operations.

There are certain responsibilities and obligations connected to the use of the University's name and trademarks.

People within the University may use UND name and trademarks according to established visual and editorial guidelines, for purposes of recruitment, development, or general promotion of the institution. Merchandise or specialty product items, such as T-shirts or ball caps, must be subject to promotional agreement and approval through the Office of the Vice President for Finance and Operations.

People external to the University may not use the North Dakota name or trademarks for any promotional or commercial purpose without appropriate permission from the Vice President for Finance and Operations and the Licensing Department.

Licensing at the University of North Dakota
Federal registration and licensed use of the University's official marks is managed by the Licensing Resource Group (LRG). LRG is a collegiate licensing and marketing representative headquartered in Holland, Michigan, that was formed in 1991 to assist collegiate licensors in protecting and controlling the use of their logos through trademark licensing. The LRG Consortium consists of more than 120 universities and conferences. LRG oversees the applications and contracts for new licensees, reviews all proposed designs for merchandise featuring North Dakota indicia, and provides usage guidelines. Additionally, the LRG actively polices the marketplace to make sure that merchandise bearing the University of North Dakota's registered names and trademarks is licensed and authorized.

Who must be licensed?
Individuals, organizations, and companies that want to use any of the University of North Dakota's registered names or trademarks for retail sales or promotion must obtain the appropriate license or agreement.

What products must be licensed?
Any product bearing North Dakota's registered names or trademarks must be licensed. The University reserves the right to decline to license certain products such as alcoholic beverages, tobacco, drug paraphernalia and firearms.

How can I identify a legitimately licensed product?
Promotions or merchandise that have been officially approved and licensed are easily identified by the Collegiate Licensed Product label. This label assures consumers of quality and guarantees that their purchase or consumption of the product will benefit the University of North Dakota and its students.

Are royalties always required for promotional or licensing agreements?
All goods bearing the University of North Dakota's names or trademarks must be licensed. However, royalty payments may be waived under certain circumstances. Written requests for a royalty waiver must be sent to the Licensing Coordinator. All exemptions are determined on an individual basis.

Licensing Resource Group Guidelines

Trademarks Use Request Form