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Brand Identity Standards

Brand Identity Standards


Subidentities and co-branding


The brand equity for all university units, schools and colleges rests with their affiliation with the University of Colorado and its campuses. Subidentities (including logos, wordmarks, typefaces and alternate design elements other than those officially approved) detract from the university’s ability to project a consistent, coordinated identity. Therefore, any and all logos, wordmarks and alternate identities that deviate from the approved CU brand identity standards are prohibited.


CU logo signature architecture A small number of entities at the university operate under the auspices of, or in conjunction with, external entities such as agencies of the federal government. Those that do may be granted use of the external entity’s logo in conjunction with the university logo, as approved by the University Brand Identity Standards Board.

Co-branding Usage Guidelines
  • Approved co-branded logos may only be employed by those groups that meet requirements and have received approval from the University Brand Identity Standards Board and the CU president.
  • Approved co-branded logos may be used for marketing, communications and promotional purposes.
  • Approved co-branded logos can be used with or without an accompanying wordmark identifying the entity.
  • Approved co-branded logos may be used on university business cards or letterhead.
  • In all other aspects, co-branded logos follow the same usage guidelines as standard university logo signatures.

Co-branding Eligibility Requirements

In order to receive a co-branding exemption, the following eligibility requirements must be met:

  1. Entity must have a permanent contractual connection establishing them as a joint entity between the university and an outside entity or be a university institute that has been approved by the Board of Regents.
  2. Entity must detail why the inclusion or utilization of a custom logo or mark will benefit their business objectives more than using the standard CU identity system.
  3. Entity must receive a recommendation from its chancellor.
  4. The University Brand Identity Standards Board must approve a co-branding exemption.

For any questions or elements not covered here, please review the Brand FAQ or contact us at​

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