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Brand Identity Standards

Brand Identity Standards


Milo the Lynx and the CU Denver cheer dance team
 

CU Denver Mascot Identity


Milo, the CU Denver Lynx mascot, is a valuable tool for building university awareness, engagement and spirit. As a new aspect of CU Denver’s identity system, care must be exercised to ensure the use of our mascot reinforces—rather than replaces or conflicts with—our academic mission, identity and brand, as well as that of the University of Colorado System.

For more information about CU Denver's mascot, including how to schedule an appearance and answers to frequently asked questions, visit the mascot website.

 
Mascot naming conventions

Full Name/First Use:

  1. University of Colorado Denver Lynx
  2. Milo the Lynx

Short Name/Subsequent Use:

  1. CU Denver Lynx
  2. the Lynx
  3. Milo

Capitalization:

When referring to our university mascot, use a capital “L.”

  • Example: This weekend, the Lynx will make an appearance at the hockey game.

When referring to the wild animal, use a lowercase “l.”

  • Example: Distinctive for its long ear tufts, the lynx is found in subalpine forests of North America.

When referring to the mascot, use a lowercase “m.”

  • Example: Students come to Spirit Thursdays to hang out with the Lynx mascot.

Species Information:

Name: Canada lynx

Plural: “lynx"

Genus Name: Lynx canadensis

Weight: 20-30 pounds

Length: Three feet

Habitat: North American dense subalpine forest

The Canada lynx or “lynx” is not only found in Canada but in various mountainous regions of North America. The lynx disappeared from Colorado in about 1973 and was reintroduced to the state in 1999, according to Colorado Parks & Wildlife.

Visual expression

Commercial University SealThe CU Denver mascot is visually expressed in two ways: the mascot himself (the performer), and the character illustration. Use of both is subject to prior approval by the university brand manager, as well as the offices of Student Life and University Communications.

Mascot visual elements have limited application, and MAY NOT be used for:

  • Academic group identification (e.g., university, campus, schools, departments, offices, units or programs)
  • Administrative unit identification
  • University business cards or letterhead (with the exception of official Club Sports)
  • Email signatures

The following usage types MAY incorporate mascot visuals (upon receiving prior approval from the university brand manager and the offices of Student Life and University Communications):

  • Marketing and promotion of school spirit-focused events (new student orientation, move-in day, homecoming, block party, Spring Fling/Fall Fest, senior sendoff, etc.)
  • Signage, sculptures and other public display elements (permanent installations require appproval from the Chancellor and CU Design Review Board)
  • Select admissions and recruitment-focused communications
  • Official student clubs and organizations

Custom-designed mascot visuals—including alternate logos, wordmarks or other graphic treatments—are not permitted.

For more information on the CU Denver mascot's identity—or to request usage of the mascot name or visual elements—contact brand@ucdenver.edu.

General eligibility and use

General Eligibility

Use of the CU Denver mascot is reserved for marketing, activities and events that promote school spirit. It should never be used as a substitute for the university's academic identity or logo.

Use of CU Denver mascot names

All names associated with our mascot—including Milo the Lynx, the Lynx and the CU Denver Lynx—are reserved for select spirit-focused promotions and elements. Use of the mascot names to identify with academic or administrative departments, units, offices or programs must receive prior approval from the university brand manager, as well as the offices of Student Life and University Communications. In the case of permanent naming and signage—the Chancellor and/or the CU Design Review Board must also provide approval.

Use of CU Denver mascot visuals

Please see "Visual expression," above

Other CU mascots, athletic and spirit marks

All CU mascots, athletic and spirit marks should only be used in accordance with their parent organizations' guidelines and/or trademark limitations, and may not be used by other campus or university groups or affiliates without prior written consent from the campus brand manager or identity standards boards specific to the mark(s) being requested.

For more information on other CU mascots, athletic and spirit marks:

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For more information on the CU Denver mascot's identity—or to request usage of the mascot name or visual elements—contact brand@ucdenver.edu.​

University of Colorado Denver

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