Laura McMasters
Laura is the director of alumni affairs and annual giving at UT Southern.
Primary Logo
The UT Foundation primary logo creates visual recognition of the organization and serves as the baseline of our identity. The use of the icon helps leverage our connection with the University of Tennessee, while the Foundation identifier maintains our separation as an organization.
As such, the primary logo is the preferred visual representation of the UT Foundation and should be used whenever possible. The primary logo should never be altered. Never crop, rotate, recolor or stretch the logo.
In order to maintain legibility, the UT Foundation logo should reduce to no smaller than .3125” in height. It should be surrounded on all sides by an amount equal to half the height of the UT icon. These spacing rules apply to all UT Foundation logos.
Campus Identifiers
Within the suite of logos, each campus and institute have the option to utilize the primary logo with an identifier.
The identifier should only be used in instances where the campus or institute is not obvious, and can be used in orange or gray.
For example, an annual giving appeal that utilizes campus marks, colors and photography would use the UTFI primary logo without the identifier. Letterhead or notecards utilizing one logo and limited visual elements could use the identifier to provide their campus or institute affiliation.
Departmental Identifiers
At times, it is necessary to identify departments within the Foundation. Departmental logos are intended for internal use within UTFI only. Any external communications, including the UT System communities, should use the primary logo.
The visual elements of departmental logos are specifically configured, placed, sized and rendered in a precise relationship. These logos should not be altered, nor should departmental logos be created outside of the UTFI Office of Communications.
Logo Extensions
To help manage a visual identity, our core brand is the UTFI primary logo and should be used on the vast majority of communications. Within the Foundation we have core brand extension through programs that advance our mission and align closely with our core brand.
A brand extension may include a program with collaboration throughout multiple campuses and institutes, a high degree of collaboration with external stakeholders, a limited duration project or initiative or a priority that requires flexibility in design and a distinct identity.
Graphic identities for these programs must align with the UT Foundation brand and be approved through the UTFI Office of Communications.
Graphic Elements
Capturing the brilliance of our alumni, donors and friends, the Foundation ensures that their talents and treasure are used to reveal the true potential for the future of the University of Tennessee.
Telling our story visually incorporates this notion through the geometric facets of a gemstone. The facets add distinction, significance and value by allowing the unique beauty to shine.
When incorporating elements, angular or geometric figures are preferred. Following a principle of simple elegance, our textures are understated. The facets can be used by adding linear elements over a solid color or by using a variety of shades to produce a prismatic effect.
A handful of faceted gemstones have been developed for unique usage and can be used sparingly throughout communications. For example, these graphic elements can be used in part or whole to add character in bullet points, as a watermark within solid areas of color or to enhance the visual flow of the publication.
Brand Guidelines for the University of Tennessee Foundation are maintained by UTFI Office of Communications.
Contact
(865) 974-2115
utfi@utfi.org
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Adam Wilgus
Adam is the director of development for the Haslam College of Business at UT Knoxville.