University Life Brand Guidelines for Promotional Merchandise

Updated April 2022

Definitions:

  • Promotional Merchandise: T-shirts, sweatshirts, hats, blankets, stickers, buttons, pens. This does not include print or digital assets such as posters and flyers.
  • Department Logo: The official Penn-branded logo that is consistent with University logo identity guidelines.
  • Tagline: A short phrase used consistently to represent your department. Example: University Life is you!
  • Graphic motif: An original visual element used on merchandise to promote a specific department and/or its programing/events. This graphic does not replace the official department logo.
  • Custom event motif: An original visual element used on merchandise to promote a specific time bound event or program.
  • Large surface merchandise: A surface that has ample room to include two imprints: the department logo and a graphic motif. Example: t-shirts
  • Small surface merchandise: A surface that only allows for one, small imprint. If a promotional material is too small and you must choose a department logo or graphic motif, then the department logo must always be used. Example: pens

Guidelines:

All merchandise designs must be approved by University Life.

Department Merchandise

  • Must only use the official department logo.
  • The logo can be in the official Penn colors or neutral colors (black/white).
  • If the department has a secondary color story, the department can represent these colors in the actual merchandise.
raglin shirt with logo
pen with the Career Services logo

Merchandise with additional graphic motif/text/design (for Cultural or specialty Departments only)

  • Must use the official department logo.
  • Some merchandise can incorporate a custom graphic motif and/or tagline.
  • The graphic motif must be used consistently without altering the layout. Motif must be pre-approved by University Life.
  • If later a new motif is created, it again must be approved by University Life.
  • The department name should only be in the official logo (we don’t want the design to look like an alternative logo).
  • The official logo and graphic motif should be separate from each other.
  • Graphic motif should be an original design, not a parody or likeness of any trademarked logo/design.
  • Similar to above, taglines should be original and not quotations/song lyrics/parody/third-party language.
jeans jacket with button
collection of mugs with logos and graphic motifs

Merchandise for Department-funded Events/Programming

  • Must include the official department logo.
  • A custom event design can be created to represent an event/program.
  • The event/program name can be in any font/style.
  • Must include the date/year in the design.
  • The department name should only be in the official logo (we don’t want the design to look like an alternative logo).
  • The official logo and custom event/program design should be separate from each other.
  • Custom event design should be original, not a parody or likeness of any trademarked logo/design.
light blue t-shirt with program graphic motif