Secondary marks work in unison with CU Denver’s university marks to create a unique visual way to recognize our brand and convey more specific information. The following guidelines apply to the CU Denver campus only.

What is a Secondary Mark?

Certain communication and marketing tactics may require the use of special graphics, symbols, or iconography to convey additional information for a specific external and/or internal audience. Secondary marks do not replace university marks, they complement them. University and secondary marks, while working together, should not be graphically combined in any way. In the rare instances where university marks do not fit due to readability and/or size restrictions, secondary marks may be used on their own. Any newly created secondary mark must be approved before use by the University Communications team. To submit an approval request, go to our design & brand request form.

Types of Secondary Marks

Campaign Marks

Campaigns are organized, strategized efforts to promote and reach specific goals, such as raising awareness of a brand or new program, or capturing customer feedback.


Campaign Mark

Promotional Marks

Promotional marks help raise awareness and make a particular product or school/unit stand out among its competitors.


Abbreviated Mark

Event & Celebratory Marks

When your goal is to create a lasting memory, there’s no faster way than with an identifying mark to associate your experience.


Event Mark

Pairing Secondary and University Marks

Secondary Marks - Pairing

When pairing marks, follow all clearance space and other guidelines for each mark. Marks should never be placed next to each other where they can be interpreted as a single mark. The proportion of each mark depends on the content with which it is paired. Do not make marks the same size because they will compete for attention. The mark that best aligns to the content should be larger. Avoid multiple secondary marks because too many marks is confusing.