2016 TAMUCT Brand Guide

TABLE OF CONTENTS
3 INTRODUCTION
14 UNIT SIGNATURES
16 CO-BRANDING
18 BRAND COLORS
21 STATIONARY
25 PHOTOGRAPHY
27 WEBSITE
29 CONTACT INFORMATION
6 IDENTITY MARKS
15 USAGE CHART
17 BRAND VOICE
20 BRAND FONTS
24 TRADEMARK LICENSING
26 VIDEOS
28 SOCIAL MEDIA

TEXAS A&M UNIVERSITY-CENTRAL TEXAS | BRAND GUIDE 3
CONTACT
Marketing and Communications
254.519.5491
marcomm@tamuct.edu
INTRODUCTION
Texas A&M University-Central Texas’ brand is an outward expression of its core values and helps
define who we are and what we do. As a regional institution offering upper-level undergraduate and
graduate level coursework, A&M-Central Texas meets the needs of the Central Texas region by
providing quality, higher education at an affordable cost. The brand guide ensures all parts of the
University are working together to communicate a unified message, voice and tone in the Central
Texas region, as well as nation-wide. Our diverse campus population compliments the region, and it is
important to portray a single cohesive look, unified voice and consistent message in everything we do.
The university name, “Texas A&M University–Central Texas,” should be spelled out on first
reference in publication text. Subsequently, “A&M–Central Texas,” or “the University,” may be used.
“TAMUCT” may be used for informal references, but is not encouraged. Texas A&M University–
Central Texas should not be referred to or be presented in communications as “Texas A&M
University,” “A&M University–Central Texas,” “Texas A&M–Central Texas,” “Central Texas A&M
University,” “TAMU,” or “TAMU–Central Texas.”
The University logos, marks, voice and photos should be used strategically to describe the University
in a way that maintains a clear, unified brand identity. The guidelines listed address usage of the
University logo, University symbol, department signatures, spirit marks and other related elements.
For more information or additional branding related questions in this brand guide, please contact the
department of Marketing and Communications.

CONTACT
254.519.5491
marcomm@tamuct.edu
INTRODUCTION: General Guidelines
Authorized vendors and organizations that need to utilize the official logo and other official graphics
should obtain source material from the department of Marketing and Communications rather than
attempt to recreate graphic material.
Digitally rendered images should not be disproportionately scaled.
Stretching digital graphics horizontally or vertically in a computer application that results in distortion
that denigrates the proportions of the design is not permitted.
Scale graphics proportionately by locking the aspect ratio or holding down the shift key while
dragging a corner resize handle. Be aware that scaling graphics can affect the resulting resolution.
Graphics may only be reduced in size.
Graphic elements should always contain enough resolution to properly display without discernible
pixels (square mosaic-like tiles which make up digital images).
For writing style guidelines, A&M–Central Texas uses The Texas A&M University System written
style guidelines and the current edition of The Associated Press Stylebook.
For high resolution logo requests,
please contact the department of
Marketing and Communications.

CONTACT
254.519.5491
marcomm@tamuct.edu
INTRODUCTION: General Guidelines
The University logo should always appear on the following material:
The following are exempt:
• Academic teaching materials and course content not produced by the department of Technology
Enhanced Learning
• Research presentations and publications not funded by the University
• Materials for student organizations and clubs
• Student produced publications, not sponsored by the University
• Student recruitment material
• Catalogs and class schedules
• External publications
• University forms
• University stationery and business cards
• Recruitment materials for faculty and staff
• All advertising
• Press releases
• Signage and displays
• Invitations
• Promotional items
• Staff, faculty and department web pages
• All presentations if representing the
University
• University marketing material
• University-sponsored student publications

CONTACT
254.519.5491
marcomm@tamuct.edu
IDENTITY MARKS: University Logo
This logo may be used in full color, white on
University blue, University blue/black on white.
This logo must stand alone and it is not to be
used in addition to another mark. The logo must
be used as a single graphic, and not combined
with another logo, mark, graphic or other visual
element.
The University logo should be used on all print
and electronic resources and materials to ensure
immediate brand recognition, and must be placed
on the front or back cover of all publications, and
visibly present in the header of tamuct.edu and all
web applications.
Logo Sizing
To ensure legibility in print media, the University
logo may not be reproduced in sizes less than 1
inch wide. The minimum size for digital media is
75 pixels wide.
Logo Spacing
Whitespace surrounding the University logo is
used to maintain the mark’s impact and legibility.
In print media the minimum space is 1/4 inch.
The minimum space for digital media is 15 pixels
on all sides.

CONTACT
254.519.5491
marcomm@tamuct.edu
IDENTITY MARKS: University Logo (Stacked)
The stacked wordmark shown is another
dimension of the main University logo. It will be
used for promotional items and advertisements on
an as-needed basis with prior approval from the
The stacked logo may be used is full color, white
on University blue, University blue/black on
white. This logo must stand alone and it is not to
be used in addition to another mark. The stacked
logo must be used as a single graphic, and is not
to be combined with another logo, mark, graphic
or other visual element.
Logo Sizing
See the University Logo on page six.
Logo Spacing
See the University Logo on page six.

CONTACT
254.519.5491
marcomm@tamuct.edu
IDENTITY MARKS: Specialty Marks
University Symbol
The usage of the University symbol alone is
not encouraged and must be approved by the
Wordmark
The wordmark logo may be used in conjunction
with the University symbol. The wordmark may
be reproduced in full color, white on University
blue, black on white. This wordmark may be
used as a standalone, but can also accompany the
University symbol on marketing and promotional
material.
University Badge
The University badge is restricted based on
the needs as determined by the department of
Department badges may be created for social
media profile photos only (see page 28).

CONTACT
254.519.5491
marcomm@tamuct.edu
IDENTITY MARKS: University Seal
Use of the Texas A&M University–Central Texas
seal is highly restricted. Its use is confined to the
following documents: diplomas and certificates
evidencing completion of degree requirements
and/or courses of study; all transcripts of
grades earned for completion of coursework;
and all contracts and documents which require
the signature of the president and/or other
responsible university officers which involve
legal, ceremonial or financial transactions, if such
documents require a seal.
Use of the seal as a design element on pamphlets,
brochures, other printed pieces, and on novelty
items and apparel is discouraged, and approval
from the Office of the President is required for
such use.

CONTACT
254.519.5491
marcomm@tamuct.edu
IDENTITY MARKS: Spirit Mark
The Warrior logo is intended to be a spirited
mark for the institution, and may be used with the
slogan “We Are Warriors.”
The use of the Warrior will be limited to Student
Affairs, event promotion, student organization
and club sport promotion, as well as approved
special requests.
Student organizations and clubs must identify
themselves as “TAMUCT [club]” and if using the
Warrior, it should not be used as part of another
mark and should not be combined with another
logo, mark, graphic or other visual element.
Student organizations are not allowed to
incorporate any aspects of the University
logo or spirit mark in the creation of a student
organization logo.
All designs using the spirit
mark must be approved by the
department of Marketing and
Communications.
WE ARE WARRIORS.

CONTACT
254.519.5491
marcomm@tamuct.edu
IDENTITY MARKS: Spirit Mark (Continued)
This mark must face right, and right only.
The Warrior spirit mark must be used in its
entirety.
The Warrior spirit mark may not be modified, and
must appear in full color, white on University
blue and black on white.
No markings may be made on top of or through
the Warrior, unless approved by the department of
All designs using the spirit
mark must be approved by the
department of Marketing and
Communications.
Go WARRIORS!

CONTACT
254.519.5491
marcomm@tamuct.edu
IDENTITY MARKS: Additional Logos
Wellness Logo
The A&M-Central Texas Wellness Logo may
be used only in relation to the System initiated
Wellness program, and is to be used only by the
department of Human Resources.
This logo may only be used in full color, white on
green or black on white.
Online Logo
The “TAMUCT Online” logo is to be used when
marketing 100% online programs, or anything
in relation to the department of Technology
Enhanced Learning. This logo must appear as
shown on all marketing material; however, in
some circumstances, only the icon may be used,
as approved by the department of Marketing and
Communications.
The “TAMUCT Online” logo may be reproduced
in full color, white on blue, black on white.
Additional licensed logos are
available; however, use of these
logos is highly restricted.

CONTACT
254.519.5491
marcomm@tamuct.edu
IDENTITY MARKS: DO’s and DON’Ts
Do use only approved, unaltered versions of the
A&M-Central Texas logos and wordmarks.
Do ask if you do not have the correct file or
file type. If these file types are needed, please
contact the department of Marketing and
Communications.
Do remember when scaling (enlarging or
reducing) the wordmark, to always use the ‘shift’
key to maintain the original proportion of the
logo or mark.
Don’t re-create any logos.
Don’t use any logos within text.
Don’t combine the logo or symbol with any
other marks, graphic elements or words except as
specified.
Don’t alter any logos except to scale
proportionally.

CONTACT
254.519.5491
marcomm@tamuct.edu
UNIT SIGNATURES
To protect A&M-Central Texas, a unified identity
is imperative. Any communications representing
any facet of the institution should use the brand
consistently. The A&M-Central Texas symbol
is part of the University’s official logo, and
serves as the identity mark, and when branding
departments, it’s always the first choice.
To allow colleges and departments and other
University units to emphasize that they are
an integral part of the University, the A&M-
Central Texas symbol will be combined with the
department service or college name for some
marketing material and promotional purposes.
The University website will be shown below
the symbol with any and all department/college
signatures (tamuct.edu).
Unit signatures may be allowed on promotional
items, apparel and some marketing material with
approval from the department of Marketing and
Communications.
Marketing and
Communications
tamuct.edu
tamuct.edu
College of
Education

CONTACT
254.519.5491
marcomm@tamuct.edu
USAGE CHART
For spirit mark usage, please
reference page 10.
Material
Stationary
Flyers/postcards
Newsletters
Advertising
Invitations
Videos
Banners
Displays
Padfolios/binders
Apparel
Promotional Items
University Logo Unit SignatureWordmark

CONTACT
254.519.5491
marcomm@tamuct.edu
CO-BRANDING
A&M-Central Texas has a variety of strong partnerships, and co-branding can help strengthen the
image of these partnerships associated with the University. Co-branding with A&M-Central Texas
provides instant recognition for clients, partners and public entities working with associated groups
and partners of the University.
In order to successfully co-brand, we discourage the use of visual marks, colors and identities that
place the units within or too close to the University logo. For more information on how to abide by
the co-branding rules, please see below.
Size
The co-branded logo and the A&M-Central Texas logo should be similar in size and proportional to
the other. A logo being used for co-branding may never be larger than the A&M-Central Texas logo.
Color
The preferred presentation of a co-branded logo is full color; however, they may be used in a singular
color (black or white) as approved by the department of Marketing and Communications.
Separation
The preferred spacing between co-branded logos is half the width of the University logo.
Any logo requests must be sent
directly to the department of
All co-branding marketing or
advertising materials must be
approved by the department of
prior to distribution.

CONTACT
254.519.5491
marcomm@tamuct.edu
BRAND VOICE
Voice
Organic, consistent imagery and well-protected
marks are important ingredients to maintaining
the A&M-Central Texas brand identity. While
these visuals are important, brand personality is
also the product of the printed and spoken word.
What is said is the message; how it’s said is the
voice.
A&M-Central Texas is a powerful and engaging
regional institution, focusing on the transfer
student experience as well as engaging with
the regional and local communities. The voice
and message coming from the institution
must be representative of these qualities and
characteristics, while maintaining a traditional,
yet inspirational tone.
“What is said
is the message
“How it’s said
is the voice
Editorial Style
Consistent punctuation, grammar and overall
style is also imperative to clear and effective
communication. The Associated Press Stylebook
should be the go-to resource for any and all
marketing and communications content. The
A&M System style guide can be found at
http://www.tamus.edu/marcomm/written-style-
guidelines/.
All marketing and communications content must
be approved by the department of Marketing
and Communications. Departments needing
professional assistance regarding creation of web
content, news releases, newsletters, magazines
and marketing collateral may reach out to the
marketing and communications staff.

CONTACT
254.519.5491
marcomm@tamuct.edu
BRAND COLORS
University Blue (Primary)
PMS 655
CMYK 100,80,12,63
RGB 0,32,78
HEX #00204e
PMS 655 (University Blue) should be
the primary color used on all print
and digital media where color is
used.
PMS 202 (University Red) should
never make up more than 30% of
overall color or exceed the amount
of the primary color (PMS 655).
Accent colors should never make up
more than 10% of the overall color or
exceed the amount of the primary
(PMS 655) or secondary color used
on print or digital media.
University Red (Secondary)
PMS 202
CMYK 29,95,75,29
RGB 138,36,50
HEX #8a2432
Green
PMS 363
CMYK 79,23,100,9
RGB 59,138,36
HEX #3b8a24
Purple
PMS 7447
CMYK 71,80,28,11
RGB 95,72,118
HEX #5f4876
Yellow
PMS 7408
CMYK 3,26,100,0
RGB 248,191,0
HEX #f8bf00
Cyan
PMS 308
CMYK 100,59,35,15
RGB 0,87,125
HEX #00577d
Primary and Secondary Colors
Accent Colors

CONTACT
254.519.5491
marcomm@tamuct.edu
BRAND COLORS (Continued)
Grey 1
PMS 877
CMYK 47,39,40,3
RGB 140,140,140
HEX #8c8c8c
Grey 2
PMS 5
CMYK 31,24,25,0
RGB 179,179,179
HEX #b3b3b3
Grey 3
PMS 420
CMYK 19,15,16,0
RGB 204,204,204
HEX #cccccc
Grey 4
PMS 663
CMYK 9,6,7,0
RGB 230,230,230
HEX #e6e6e6
Neutral Colors

CONTACT
254.519.5491
marcomm@tamuct.edu
BRAND FONTS
For more information on purchasing
the official University font, please
contact the department of
If you do not have access to the
primary University font, Helvetica
may be used as an alternative in
print and digital media; however, it is
highly discouraged.
Primary
Gotham
Usage Examples
• University Marks
• University marketing material
• Headers (when available)
Secondary
Times New Roman
Usage Examples
• Body copy
• Limited use for promotional items

CONTACT
254.519.5491
marcomm@tamuct.edu
STATIONARY: Letterhead
Upper left-hand corner will include the A&M-
Central Texas logo.
Upper right-hand corner will include the
University website, tamuct.edu.
Department names may be listed at the bottom of
the page above the address.
The mailing address is centered in a single
bottom line and includes 1001 Leadership Place,
Killeen, Texas 76549 as well as phone and fax
numbers.
Format consistency on letterhead is important for
brand identity.

CONTACT
254.519.5491
marcomm@tamuct.edu
STATIONARY: Envelopes
Envelopes must include the A&M-Central Texas logo in the upper left-hand corner, no exceptions.
Department names may be listed in the upper left-hand corner if applicable.
The mailing address will be listed under the University logo and will include A&M-Central Texas’
address: 1001 Leadership Place, Killeen, Texas 76549.

CONTACT
254.519.5491
marcomm@tamuct.edu
STATIONARY: Business Cards
To communicate effectively,
business cards should contain only
essential information, organized in
the user-friendly format shown here.
All University business cards must
be of standard size (3.5 inches by 2
inches).

CONTACT
254.519.5491
marcomm@tamuct.edu
TRADEMARK LICENSING
For more information regarding
trademarks or licensing, please
contact the department of
Trademark licensing protects and promotes the names, marks and logos of Texas A&M University-
Central Texas and is administered as part of the Business Office, and the department of Marketing and
Communications. The University has contracted with Learfield Licensing to aid in the administration,
protection and marketing of the University’s trademarks and brand.
The use of any university trademark on a promotional item of any type requires prior written
approval. This applies to all products, including those designed by students or student groups.

CONTACT
254.519.5491
marcomm@tamuct.edu
PHOTOGRAPHY
Photography is one of the most
important aspects of marketing
the University. Photos used in
marketing material must represent
the spirit and voice of our campus
community. Real-to-life photos are
key to illustrating the A&M-Central
Texas experience.
Please consult marketing
and communications for any
photography requests.
For faculty, staff and students
who take photos and would like to
submit them to the department of
Marketing and Communications,
please email the photos to
marcomm@tamuct.edu.

CONTACT
Academic Media and Web Services
254.501.5959
web@tamuct.edu
VIDEOS
The department of Academic Media
and Web Services has experienced
video/audio professionals available
to assist colleges and departments
in creating well-crafted, branded
videos.
One of the most effective tools for communications at A&M-Central Texas is video. To ensure
a consistent user experience and brand standards, it is critical that videos are of high quality,
demonstrate excellent production values, and are distributed in the proper format and resolution.
Distribution Standards
• External marketing videos will be distributed through YouTube or Vimeo
• Internal marketing videos will be distributed through the University media streaming system
(Kaltura)
• Branded title and closing slates will be added to all videos
• Videos will be produced in no less than 1080i with a 16:9 aspect ratio
• Videos will include required open or closed captions

CONTACT
254.501.5959
web@tamuct.edu
WEBSITE
Additional questions regarding the
website and web governance should
be directed to the assistant vice
president of Technology Enhanced
Learning.
collaborates with campus clients
to design websites and web pages
for the University community,
specifically for academic and
administrative units.
Web and content experts ensure consistency and maximize usability. Web and marketing and
communications staff are here to help you communicate to your key audiences and deliver relevant
information that is important in today’s digital environment. The department of Marketing and
Communications will be responsible for content development and approval, while the department of
Academic Media and Web Services maintains appearance, usability and infrastructure.
The Website serves as one of the most powerful marketing and communications tools for the
University:
Marketing
• Recruiting new students
• Recruiting new faculty and staff
• Event promotion (University calendar)
Communications
• Public interest information, like news and stories
• Compliance information

CONTACT
254.519.5491
marcomm@tamuct.edu
SOCIAL MEDIA
“Social media
moves in real
time, which
makes it more
vital to think
and review
twice before
publishing
For more information on the A&M
System policy, please visit http://
www.tamus.edu/marcomm/
socialmedia/.
The department of Marketing and Communications oversees the main, institutional social media
accounts on Facebook, Twitter, Instagram, YouTube and more. Social media is a great way to keep
current and prospective students informed of campus happenings, share institutional and academic
information, promote events, while serving as a brand extension. The department of Marketing
and Communications will provide social media training to any division, unit or student group upon
request, and will work with any and all departments to create compelling content to promote their
division or unit.
A consistent message and marketing plan is key for a successful a social media presence.
Policy
Employees managing and/or posting on behalf of the institution on official social media accounts are
expected to follow the same standards of conduct online as anywhere else in the workplace.
When a unit or department expresses interest in opening a social media account, it may be opened
and operated as a University social media account once the department has created a marketing and
communications plan, and it has been approved by the department of Marketing and Communications.
In addition, if a University social media account has been opened, the department of Marketing
and Commuications should be notified as soon as possible. The department of Marketing and
Communications, at its discretion, may conduct a social media audit at any time, for any reason.
Department badges may be created by the department of Marketing and Communications for social
media profiles only.

CONTACT INFORMATION
MARKETING AND COMMUNICATIONS
254-519-5491
marcomm@tamuct.edu
ACADEMIC MEDIA AND WEB SERVICES
254-501-5959
web@tamuct.edu

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