03 — Logos

Logos

The primary signature is who we are at the highest level. Use the official files. If a mark is not in this section, it needs University Marketing’s approval.

Which mark

Situation	Use
Default marketing, especially outside the Midwest	Primary signature: Valparaiso University
Plenty of horizontal room	Horizontal primary. This is the one we use most.
Vertical space is tight	Horizontal stacked
Horizontal space is tight	Vertical
Friendly piece where people already know the nickname	Secondary signature: Valpo
A college or a department	Co-branded logo. Not for majors, minors, or programs.
Athletics communication	Athletics logo only. Shield plus the collegiate wordmark.
A mark with no wordmark	The shield, free-standing. Never the crest by itself.
Office of the President or high-dollar donor work	Prestige logo, on the prestige palette

Primary signature

Horizontal

Use this most. Choose it whenever the space allows.

Horizontal stacked

Use when vertical space is limited.

Vertical

Use when horizontal space is limited.

Approved color combinations

Logos go on primary colors only. Not on secondary colors.

Full color

The primary variation. Start here.

One-color brown

When the full-color mark lacks contrast behind the yellow flame. Pair with one-color white when you need a reverse.

Prestige

Only with the prestige palette. Use the one-color white reverse on that palette when you need it.

One-color gold

An inner-light alternative with accessible contrast on a full field of brown. Brown or other dark backgrounds only.

One-color black

Brown and gold are the distinction. Use black only when brown cannot meet accessibility. Prefer brown.

Grayscale

Rare. Only when color printing is limited.

Co-branded logos

Lead with the University logos on external marketing. Co-brands help for some audiences and mediums. They are issued for colleges and departments only. A longer name may break onto two lines.

Primary department

Horizontal stacked or vertical. Examples in the guide: Multicultural Programs, Financial Aid.

Primary college

Horizontal or vertical. Examples in the guide: Business, Nursing and Health Professions.

Secondary department or college

Vertical only, under the Valpo nickname signature.

Not eligible

Majors, minors, and other programs do not get a co-brand.

Secondary signature

The Valpo nickname is the familiar version. Outside the Midwest, where people may not know the nickname, lead with the primary signature. Use the secondary mark for a friendly, informal connection once the name is known.

Athletics logo

The Valpo shield plus a collegiate wordmark. Horizontal, vertical, or with a designation. This combination of mark and type is for athletics communications only.

Shield and crest

Shield

The Shield of Character has two parts. At the center is the Light, the source of all truth. The shield around it is our guardianship of the values Beacons share. It is part of the athletics logo, and it may also stand alone as a sign for the University.

Crest

The crest appears only inside the full Valparaiso logo. It is never used on its own.

Do not

These rules cover the primary logos and every secondary mark. Always use the official files.

Do not Add or remove text or graphic elements.
Do not Change the color of the logo’s elements.
Do not Place the logo on a secondary color.
Do not Stretch it or change its proportions.
Do not Add a drop shadow, glow, stroke, or other effect.
Do not Move the elements apart or rearrange them.
Do not Change the typeface.
Do not Set it in unauthorized brand colors, or in non-brand colors.
Do not Place other elements on top of it.
Do not Tilt it onto an angle.
Do not Build a new logo out of brand elements.
Do not Use the crest apart from the primary logo.