Identity Overview
Using this website | About our name | Marks on licensed products | Visual identity and terminology | Visual identity elements
Using this website
The Virginia Tech Identity Standards & University Style Guide establish official policy and standards for the design and text of Virginia Tech publications, stationery, signage, and other applications, including the Web.
The University Style Guide describes specific rules and usages to be followed by authors and editors. Adhering to these standards will help 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.
It is important that Virginia Tech project an image of excellence and cohesiveness to all of our many audiences. This website establishes consistent visual and editorial policies and covers many applications of the visual identity system, including proper usage of the official Virginia Tech logo (the new horizontal logotype and shield). The logo and official university names have registered trademark protection, and any use of the logo or official university names other than those prescribed in this manual is prohibited, regardless of funding sources.
Questions concerning usage of the new logo in publications should be directed to University Relations at identity@vt.edu or 540/231-8639.
About our name
Our official name is Virginia Polytechnic Institute and State University, but using the full name is cumbersome. Thus, using “Virginia Tech” is preferable in all but formal uses.
Virginia Tech is used in news releases, feature articles, and publications and on the Web. When using the full name of the university, never use an ampersand instead of “and.” Never use VPI&SU, VPI and SU, VA Tech, or Virginia Tech University.
“Tech” is acceptable after a first reference to “Virginia Tech,” but it should not be used repeatedly or solely.
“VT” and “Va. Tech” are acceptable only in limited, informal situations, such as a news headline where space is tight. Do not use “VT” or “Va. Tech” in body copy, in titles of publications, on signs, or in any formal publication.
Questions concerning usage of the university name and/or nickname should be directed to styleguide@vt.edu or 540/231-9468.
Marks on licensed products
The contents of this website are protected by copyright. All restrictions apply. Design or color alterations to the specifications outlined in this website are prohibited without the consent of the Office of University Relations. Virginia Tech reserves the right to reject delivery of materials containing unauthorized or incorrect usage based on the guidelines in this website or in the licensing guidelines.
Registered trademarks of the university include the following:
- Virginia Tech®
- Hokies®
- Virginia Tech Hokies®
- HokieBird®
- The university seal
- VT®
- The university logo
- Invent the Future®
- The university shield
- Hokie Tracks™
- Virginia Polytechnic Institute and State University®
With one exception, the registered trademark symbol ® must be used with all university marks (note that the ® must be used with the graphic representation of the university seal, shield, and logo). The ™ symbol should be used with Hokie Tracks™.
Athletic trademarks are applicable only in athletic and informal usage and must not be used for academic applications, academic products, or university websites. Using the university seal in nonuniversity publications is prohibited without prior approval from University Relations.
Questions concerning commercial use of the university logo, name, nicknames, or other university trademarks should be directed to licensing@vt.edu or 540/231-3748.
Visual identity and terminology
Shield
The shield used in the university logo embodies the motto of the university—Ut Prosim (That I May Serve)—by incorporating a simplified image of the Pylons, where this motto is etched in stone. The shape of the shield reflects the collegiate heritage of all universities, and the founding year “1872” reinforces the traditions of more than a century of service to the Commonwealth of Virginia.
Identity Terminology
- Visual identity program
- A system of visual communications, graphically coordinated in such a way that the public easily identifies Virginia Tech, its constituent parts, and its activities.
- Symbol
- A graphic identifier, one that reflects the university’s spirit and philosophy and promotes immediate identification by the public.
- Logotype
- The university’s name designed in a unique and individual style.
- Logo (Signature)
- The official graphic arrangement of the symbol and logotype.
- University brand
- A consistent, encompassing approach to expressing the university’s personality and aspirations.
- Compatible typography
- Typefaces that complement the logo and are used for supplementary copy, such as address blocks, signage, publications, and advertising.
Visual identity elements
Acceptable elements of the visual identity program can be found on this website. Strict enforcement of guidelines is vital to copyright protection.
Primary logos
The logo without tagline consists of two parts: the shield symbol and the logotype in an updated horizontal configuration. The name “Virginia Tech” appears in a customized Raleigh typeface.
The logo with the tagline consists of three parts: the shield symbol, the name “Virginia Tech” in a customized Raleigh typeface, and the tagline in Franklin Gothic ITC italic or Arial regular italic.
Use only officially prepared logos. No other typefaces or combinations of typefaces are permitted in these two primary logos.
Secondary logo (restricted use)
The secondary logo is similar to the logo first introduced in the early 1990s. Use of this alternative configuration is strictly limited to formats where a vertical or centered design makes it difficult to use the primary logo.
The secondary logo is not available for download. Requests to use this version of the logo should be directed to the identity system coordinator in University Relations
at identity@vt.edu or 540/231-8639.
Existing print media using earlier versions of the logo will be phased out as existing supplies are depleted.
The traditional seal
The formal university seal is reserved for ceremonies, watermarks for official documents, diplomas, and building plaques.
Using the university seal in non-university publications is prohibited without prior approval from University Relations.