University Signature

Click here to download the PDF version of the TTU Visual Standards Guidelines.

The Tennessee Tech University Signature

UniversitySignatureThe university signature is the foundation of the Tennessee Tech University visual identity system. It is the primary identifier of the university, its programs and its units. As the primary identifier, the signature has been developed to consistently represent the university in all its communications. Over time, consistent and repeated use of the signature will establish and strengthen the visual identity of the university to those who see it.

To ensure consistency, however, it is critical for every user of the signature, regardless of personal preference, to use it in accordance with the guidelines that follow.

The university signature consists of two elements: the interlocking TTU logo and the university wordmark. Each of these elements maintains a special relationship to the other and must not be altered.

The university signature must be used as a single unit in all publications. Use of the TTU wordmark solo is not allowed.

The TTU logo may be used solo on clothing and promotional items, or if there are limited space considerations. If the logo is used solely, make sure the university is clearly identified in some other manner (such as "Tennessee Tech University" in a headline) to reduce reader confusion with other "TTU" acronyms.

Clear Space for the university signature

ClearSpaceClear space is defined as space immediately adjacent to the signature that must be clear of text and other graphics. Photographs or colored blocks used as a background may be placed under the signature, but must not reduce the legibility of the signature or logo.

University Signature

The university signature is to be used on all publications. Clear space requirements must be observed except for ads occupying less than 4 column inches (approxomately 8 square inches).

University Logo

The university logo may be used on clothing and promotional items. Clear space requirements must be observed except for small materials including, but not limited to, pens, flash drives, CD or DVD spines.

Minimum Size

MinimumSizeThe proportions of the university signature may not be altered. Any use of the university signature and its elements must maintain the same proportions (height:width) as the original graphic.

University Logo

The logo should never appear smaller than 0.375" wide.

It should command at least 5 percent of the publication's overall area.

University signature

The university signature should never appear smaller than 1.75" wide.

It should command at least 5 percent of the publication's overall area.

Special Size Waiver

There may be some cases that require special sizes or clear space allowances. Examples of these uses include, but are not limited to, pens, CD or DVD spines, or very small ads.

For questons about unique applications, clear space or sizes, please contact Creative Services at This e-mail address is being protected from spambots, you need JavaScript enabled to view it .

Acceptable Color Variations

University Signature

When possible, use of the two-color version of the signature is recommended.

colorsignatureAcceptable one-color variations of the signature include:

Black (K) Use the black signature and never a homemade grayscale version of the two-color signature.

Purple (PMS266) The purple signature is acceptable on any light background.

Yellow (PMS109) It is acceptable to use the yellow signature on a dark background providing adequate contrast.

Reversed (white) It is acceptable to use the reversed (white) signature on black and other background colors providing adequate contrast.

Using the signature on solid backgrounds

When the signature is used on a solid background color field or a solid color paper stock, a one-color version must be used to provide greater contrast and improved legibility.

University Logo

colorlogoAcceptable one-color variations of the signature include:

Black (K) Use the black logo and never a homemade grayscale version of a different-colored logo.

Purple (PMS266) The purple logo is acceptable on any light background.

Yellow (PMS109) It is acceptable to use the yellow logo on a dark background providing adequate contrast.

Reversed (white) It is acceptable to use the reversed (white) logo on black and other background colors providing adequate contrast.

Using the logo on solid backgrounds

When the logo is used on a solid background color field or a solid color paper stock, select a version that will provide the greatest contrast and legibility.

Outlining the logo

outlinelogoWhile the preference is to not outline the university logo, there are certain applications, such as embroidery, that a thin outline is needed to help delineate the logo from the background. When outlining the logo, do not outline each letterform. The approved treatment is to place the outline on the outside of the entire shape.

The outline stroke should be 6 points for every 2 inches of height.

Variation of the university signature

vertstackclearspaceStacked University Signature

While the use of the horizontal signature is preferred, there may be cases where the stacked version is acceptable. As with the horizontal signature, color, size and clear space requirements apply.

Clear Space

Clear space is defined as space immediately adjacent to the signature that must be clear
of text and other graphics. Photographs or colored blocks used as a background may
be placed under the signature, but must not reduce the legibility of the signature or logo.













vertstackminimumsizeMinimum Size

The stacked version of the signature should never be smaller than 1.33” wide. It should command 5 percent of the publication’s overall area.



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Unacceptable Uses

The university signature is designed to consistently represent Tennessee Tech University. Proper use is necessary to achieve that goal.

unacceptableusesDon’t reassign colors to the signature
The proper two-color assignment is purple logo and black wordmark.

Don’t use two-color signature on solid background
The two-color version of the signature must only be used on a white background.

Don’t sacrifice legibility
When the signature is reversed out of a photograph or another background, it must do so in an area of the image that does not compromise its legibility.

Don’t use the signature as a decorative element
The university signature should be used as a prominent element of any materials issued by
Tennessee Tech University. Using any part of it as a background design element dilutes its
importance and violates necessary clear space requirements.

Don't reposition, resize or separate components of the signature
The university signature was designed to be used as a unit. As such, neither its components
nor their relative position or proportional size should be altered.

Don’t apply graphic effects to the signature
Dimensional effects — such as drop shadows, highlights, bevels, or radial or gradient fills
— should never be applied to the university signature.

 

 

 

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