Graphic Standards Manual

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WelcomeWelcome to the official University of Arkansas - Fort Smith Graphic Standards Manual. The members of

Marketing & Communications have created this document with you in mind. As collegiate faculty and staff, you

depend upon communication in order to maintain the highest levels of academic and professional excellence.

We endeavor to present a uniform style in all of our many publications and electronic media, a style that is

characterized not only by its power to convey messages effectively, but also by its consistency.

Our use of various communications media reflects directly upon our university. The images, symbols, websites

and written material we submit before the public defines who we are and creates a shared perception of

our institution. We represent a single institution, and even though our programs and activities are diverse,

it’s important that we communicate a consistent message throughout all of our recruiting, advertising and

promotional materials. This consistency helps build a successful and cohesive communication effort and

establish UAFS as a nationally recognized university.

Please refer to the rules contained in this guide when using the UAFS official trademarked and registered

logos.

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University Name The appearance and correct punctuation of the institution’s name are important standards in all written

material. For external audiences, spell out the complete name of the institution the first time you refer to it,

unless the context and nature of the document require an abbreviation (e.g., an advertisement). Example:

University of Arkansas - Fort Smith. Please note that the complete name includes a space, a hyphen and a

space. Use a hyphen, not a dash.

Approved NamesUniversity of Arkansas - Fort Smith

UAFS

University of Arkansas at Fort Smith (used only in legal documents)

Do Not UseU of A

UA-Fort Smith

U.A. Fort Smith

UA Fort Smith

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Color Standards UAFS’s official colors are navy blue and white, which may be accented with burgundy.

Our Pantone colors are blue 295 and burgundy 202. Avoid the liberal use of burgundy, as it is closely associated

with other universities within the UA System; it is an accent color only.

Our secondary Pantone colors are gold 465 (the gold in the lion logo) and cyan. These colors can be used with

the primary blue color as accent colors.

Pantone 465C Cyan

CMYK Values 25/40/74/3 80/0/0/0

RGB Values 190/149/91 0/185/242

Pantone 295C 202C

CMYK Values 100/57/0/40 0/100/61/43

RGB Values 0/45/86 152/0/46

Primary Accent

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University Logo Official logos are legally protected trademarks and should only be reproduced from authorized original

illustrations from Marketing & Communications personnel. The images should not be redrawn or otherwise

modified in any way. Please do not stretch or distort a university logo; if resizing a logo, be sure to resize

proportionally. You are strongly encouraged to contact University Marketing & Communications when using

official logos, whether you are a client on our campus or a vendor in the community. The graphic designers

will be happy to assist you in logo usage and review.

Official UAFS logo (horizontal version)The horizontal UAFS logo is one of two official logos for UAFS.

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Official UAFS logo (square version)The “square” UAFS logo is one of two official logos for UAFS.

AthleticsThe Athletics logo is mainly used for athletics.

Please be sure to use the correct white lion head when printing the lion on a dark background. The lion’s face should be light and the mane dark.

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The LionThe Lion is the mascot for the University. Student activities can also use the logo, but please contact University

Marketing & Communications before using and include us in your review process.

SealThe UAFS seal is a legally protected trademark, reserved for use primarily on official documents and emblems

such as diplomas, transcripts, certain institutional literature, flags, plaques, etc. With permission, the seal

can at times be used in other designs. Please contact University Marketing & Communications for permission

before using the seal.

Please be sure to use the correct white lion head when printing the lion on a dark background. The lion’s face should be light and the mane dark.

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Official UAFS logo for use when needed at small sizes.The UAFS logos without text underneath are reserved for use when the words won’t be legible at the small size

or when the words University of Arkansas - Fort Smith are spelled out elsewhere on the piece. Please contact

Marketing & Communications if you are unsure which logo to use.

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Logo Use and PlacementHere are some common mistakes to avoid when using the official UAFS logo. Please do not recreate the

logo for any publication. If you have any questions about the logo, contact the Marketing & Communications

department, and we’ll be happy to assist you.

Do not stretch. Do not outline.

Do not change colors.Do not place on backgrounds that decrease readability.

Do not use a version of the lion head that inverts the lion’s face. The lion’s face should always be light with the mane dark.

Do not outline.

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Don’t Use Retired LogosNever use any of the older versions of the University’s logos. If you are using any of the logos below in any of

your signage or marketing materials, please contact Marketing & Communications and we will help guide you

into getting new materials.

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TypographyThe UAFS logo is designed to complement a variety of design styles or stand on its own. There are no

restrictions on typefaces that can be used with the official logo, but the logo itself cannot be altered. Any

materials representing the UAFS core brand should use official university fonts.

The serif font used is Adobe Garamond Pro. If you do not have Adobe Garamond Pro, you may substitute

Times or Times New Roman.

The sans serif font used is Trade Gothic. If you do not have Trade Gothic, you may substitute Helvetica or Arial.

Adobe Garamond Pro RegularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Adobe Garamond Pro ItalicabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Adobe Garamond Pro BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Adobe Garamond Pro Bold ItalicabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Trade Gothic MediumabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Trade Gothic ObliqueabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Trade Gothic BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Trade Gothic Bold ObliqueabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Trade Gothic Bold No. 2abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Trade Gothic Bold No. 2 ObliqueabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Trade Gothic LightabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Trade Gothic Light ObliqueabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Trade Gothic Condensed No. 18abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Trade Gothic Condensed No. 18 ObliqueabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Trade Gothic Bold Condensed No. 20abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

Trade Gothic Bold Condensed No. 20 ObliqueabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789.:;”’-!?&

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Producing Materials with the UAFS Logoand/or ColorsIf you are producing materials on your own, you are responsible for ensuring that the university is correctly

represented on all forms of media you purchase. Such items include but are not limited to the following:

• promotional items (pens, table covers, banners, etc.)

• newsletters

• signage

• name badges

• T-shirts

To ensure that your item complies with the university standards for font type, image use and layout, please

contact the office of Marketing & Communications (jessica.martin@uafs.edu or laura.wattles@uafs.edu) for

review. The editor and graphic designers will be happy to assist you in producing high-quality materials that

reflect your goals as a department and our prestige as a university.

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TrademarksThe University of Arkansas - Fort Smith owns and controls the use of its signature logos, insignia,

seals, designs, symbols, service marks, trade dress, trade names, depictions of campus buildings used

commercially, and other trademarks, collectively called “trademarks,” that are associated with the university,

whether registered or not. These include, but are not limited to, the words University of Arkansas - Fort

Smith, UAFS, Lions and Lady Lions and The Blue Lion, as well as the university seal and Numa (or any

other derivations therefrom), and such other trademarks as are owned, developed, and adopted from time

to time by the university.

Use of the UAFS trademarks without license or permission is strictly prohibited. Prior authorization of the

use of the UAFS trademarks will not be construed as an authorization of future use; nor will any prior course

of conduct, use, or infringement prohibit the university from enforcing any of its rights with respect to the

trademarks. UAFS reserves the right to pursue any and all legal remedies and will take whatever measures

necessary to protect its trademarks from infringement.

Technical guidelines are established to describe how the university’s trademarks should be presented,

displayed, and reproduced. These policy guidelines may change from time to time. Current guidelines are

available from the University of Arkansas - Fort Smith Marketing & Communications.

UAFS encourages creative use of its trademarks in promoting school spirit and recognizes that concepts or

designs developed by licensees may not clearly fall within the guidelines. UAFS recommends that licensees seek

prior approval for such concepts or designs. Questions regarding these and any other licensing standards may be

directed to the University of Arkansas - Fort Smith Marketing & Communications.

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Contact InfoIf you have any questions about the style guide or need help in using any graphics, please contact us.

Jessica Martin, Marketing Coordinator - 479-788-7154 • jessica.martin@uafs.edu

Laura Wattles, Creative Director - 479-788-7510 • laura.wattles@uafs.edu