Virginia Tech Identity Standards and Style Guide

Expressing the brand in publications

The visual standards for publications and other print media ensure that communications from every college, department, and office speak with a clear and uniform voice that best represents the image and brand of Virginia Tech.

The creative approach expresses the university brand through primary brand images and a design approach based on the following characteristics:

• Use of the branded logo and university tagline, Invent the Future.
• Bold use of typography as a design element.
• Primary, blended images that focus on the duality of the subject matter—for example, a thought-provoking portrait against a hands-on background image.
• Supporting images that illustrate the breadth of opportunities at the university and the engaging nature of the campus community.
• A contemporary color palette that reflects a forward-looking approach.
• A flexible grid design that organizes information using type treatment and visible grid lines to underscore the dynamic, innovative, results-driven nature of the university.

Branded publications capture the spirit of the university and reflect shared aspirations. High-level, university-wide, and major college publications are particularly well-suited to this creative expression. A consistent approach to both visual and print messages is integral to these branded publications.

Templates

Newsletter templates and brochure/flyer templates are available for download. You can see samples within this Brand Toolkit.

Use of the logo, brand, tagline, and full name of the university

The official university logo must appear on the cover of all print media. Using the logo configuration that integrates the tagline is encouraged, especially on major branded publications. This element should be set apart from other graphic elements, preferably by placing it within a segmented grid block.

Colleges and other brand extensions

Based on the brand architecture, brand extensions may opt to use the university’s logo combined with official brand extension logotype in the configurations used on the university’s letterhead. In these instances, the tagline may be used as a separate element.

With the introduction of this broadbased visual identity program, all previous logos are obsolete and should be replaced as print media are updated.

The full name of the university

Virginia Polytechnic Institute and State University should appear on either the front or back cover of every publication.

Branded publications assistance

For assistance with and development of branded publications, presentations, displays, or advertising, please contact University Publications at univpubs@vt.edu or 540/231-9054.

As part of the ongoing implementation process, publication guidelines continue to be expanded, including numerous design templates that will be available for download by the university design community.