Spirit Identity

Home of the Lynx

Launched in 2013, CU Denver’s spirit identity is a distinct and energetic expansion of our brand. Used as a focal point for student and community pride, as well as club sports and student organizations, it is embodied by our mascot, Milo the Lynx.

As with other supporting graphics, CU Denver’s spirit marks are for content clarification and engagement. They are not used for identification of CU units, entities, or initiatives, or as replacements for CU Denver’s logo, campus, or unit signatures.

Quick facts

Name: CU Denver Lynx (always a capital “L” in Lynx)

Introduced: 2013

Mascot: Milo the Lynx (always a capital “L” in Lynx)

Species: Canada Lynx/Colorado native

Plural form: lynx (not “lynxes” or "lynx's")

Personality: adventurous, bold, active, clever, confident, fierce

Spirit identity elements

The CU Denver spirit identity includes a defined and regulated use of its name, as well as two approved spirit marks and an authorized illustration of our mascot, Milo the Lynx. See below for more detailed information.

Use of CU Denver's spirit identity is generally limited to expressions of student pride, student wellness, and/or CU Denver’s club sports program. This may include:

Club sports/team marketing
Retail/fashion apparel and merchandise (including Spirit Thursday apparel)
Spirit-based events (new student orientation, move-in day, on-campus and community events, etc.)
Select undergraduate and K-12 recruitment tactics
Select space and display graphics in student-facing areas (Student Wellness Center, student services, housing & dining services, etc.

The following uses are not approved:

Replacement of or substitution for CU Denver’s formal identity elements—including the brand logo, campus signature, or unit signatures
Uses that promote CU Denver academic, administrative, or research-focused content, communications, or marketing
Use in employee email signatures
As permanent signage
To promote initiatives, events, or entities at other CU campuses (including CU Anschutz and the dual-campus identity)

Spirit identity naming

Incorporating CU Denver’s spirit identity into the name of campus events, initiatives, and awards is a great way to connect audiences with CU Denver’s culture. Used responsibility, it both strengthens our brand and provides a focal point for user engagement.

Eligibility

All uses of CU Denver’s spirit identity name, including our mascot Milo the Lynx, must receive prior approval from University Communications. To begin the approval process, complete and submit a naming_proposal to brand@ucdenver.edu early in the development process for any proposed naming or name change.

Spirit naming is limited to CU Denver events, initiatives, and awards. Academic and administrative units (departments, programs, centers, etc.) are not eligible to incorporate CU Denver’s spirit identity into their name.

Naming of physical spaces requires additional approval from university leadership.

The following spirit-based names are currently in use and/or are unavailable:

Camp Lynx
HyperLynx
KnowledgeLynx
Lynx Academy
Lynxapalooza
Lynx-a-Thon
Lynx at Work
Lynx Alternative Break
Lynx Camp
Lynx Connect
Lynx Connected
Lynx Day of Service
Lynx Engage
Lynx Exchange
LynxFest
LynxGiving
Lynx Leadership Conference
Lynx Line
Lynx Links
Lynx Motorsports
Lynx National Arts & Media Camp
Lynx to College
Lynx to the Community
Lynx Summer Academy
Lynx Week
Lynx Up
Milo Mile
Milo’s Crowd
ScholarLynx

Shield

The shield spirit mark features the CU icon combined with a "leaping lynx" illustration, above wordmarks "Denver" and "Lynx." It is surrounded by a shield graphic that encompasses the Rocky Mountains at top and a stylized Denver skyline beneath.

Color options

The shield mark is available in full color and black-and-white versions, as shown above.

Minimum size

In order to ensure legibility, the shield mark must never appear smaller than the sizes below:

1.0" wide for print or physical media
72 pixels wide for online or digital media

Clear space

Clear space must always surround the shield mark, to improve visual impact and ensure legibility. The minimum acceptable clear space is equal to the height of the CU icon as it appears in the shield mark.

Floating mark

The floating spirit mark features the same iconography and wordmark, but without the encompassing shield and skyline elements.

Color options

The floating mark is available in full color, color reverse, black-and-white, and reverse black-and-white versions, as shown above.

Minimum size

In order to ensure legibility, the floating mark must never appear smaller than the sizes below:

1.0" wide for print or physical media
72 pixels wide for online or digital media

Clear space

Clear space must always surround the floating mark, to improve visual impact and ensure legibility. The minimum acceptable clear space is equal to the height of the CU icon as it appears in the floating mark.

Character / mascot illustration

The CU Denver spirit identity also includes an approved illustration of our mascot, Milo the Lynx. The character illustration is available in two versions: full body and head.

Color options

The character illustration is available in full color only, as shown above.

Minimum size

In order to ensure legibility, the character illustration must never appear smaller than the sizes below:

1.0" wide for print or physical media
72 pixels wide for online or digital media

Clear space

Clear space must always surround the floating mark, to improve visual impact and ensure legibility. The minimum acceptable clear space is equal to the height of the shield mark as it appears on the chest of the character illustration.

Improper use

CU Denver's spirit marks and character illustration are registered trademarks and cannot be altered in any way. Always use the approved artwork to maintain consistency and retain the integrity of the spirt identity.

The following examples are not permitted under any circumstances.