Our logos and marks provide a consistent impression of CU Denver. Every communication we create is an opportunity to tell our internal and external audiences who we are, both as part of the larger CU system and as a university with a unique and vital role in downtown Denver. These marks are our identity and should appear on all materials. The following guidelines apply to the CU Denver campus only.
A mark is a visual element (text or graphic) used to identify the brand of an organization, business, or product. Here are the types of marks that make up the CU Denver brand.
Think of the logo as the university’s “coat of arms.” Logos are the primary visual representation of a brand. They offer an immediate first impression and convey the university’s identity. Logos often include a wordmark, a graphic or icon, and specific formatting.
Lockups feature specific, consistent formatting and styling, providing fast recognition for internal and external audiences. Lockups usually include words and a graphic or icon. The CU Denver logo above combines two lockups, the campus mark and the CU in the City lockup. Lockups should never be combined with other elements. Our logo is the exception to this rule.
All CU campus marks (known as signatures) are lockups.
Our CU in the City mark is also a lockup.
A wordmark is a graphic design of a name or phrase. Adding specific formatting and styling to ordinary text resonates with audiences and provides a consistent visual element for communications.
University marks illustrate how CU Denver is both an independent campus and part of the larger University of Colorado system. A university mark is easily identified by the inclusion of the interlocking CU icon.
CU Denver’s spirit identity is a distinct and engaging expansion of our brand. Used as a focal point for student and community pride, as well as for club sports and other university organizations, it is embodied by our mascot, Milo the Lynx.
CU Denver has three spirit marks to show school pride: our shield, leaping lynx, and Milo illustration.
Secondary marks work in unison with university marks to create a unique way to recognize our brand and convey information for select marketing and communication tactics. The graphics may be geometric shapes, patterns, textures, or a simple text lockup. Secondary marks do not replace university marks, they complement them.
CU Denver recognizes more than 100 student clubs, organizations, honor societies, professional associations, and faith-based groups. Marks for these groups should be aligned with the CU Denver brand.