Coat of Arms

Coat of Arms Usage Standards

Printable version of the Coat of Arms Standards (PDF)

Logo background

The University of Calgary combines the best of long-established University traditions with Calgary's frontier spirit of originality and innovation.

Our logo was designed to reflect that spirit. The logo has two components: the Coat of Arms (including the escroll with our motto) and the wordmark. The coat of arms represents and respects our historical roots while the more contemporary wordmark reflects our focus on the future and leading edge.

The University of Calgary has had a number of wordmarks, logos and trademarks in the past. The University of Calgary Coat of Arms replaces and supersedes all other institutional wordmarks, logos and trademarks.

Our pride in the University of Calgary's history and future possibilities is reinforced each time we use the Coat of Arms on our communication tools (publications, external correspondence, garments, business cards, stationery items, fax cover sheets, Web sites, videos, posters, etc.).

Communications goals

• To build awareness of the University of Calgary
• To provide a consistent visual identity for the University in all communication tools
• To speak clearly and consistently with one voice or image
• To set the University of Calgary apart from key competitors
• To present the University as a unified institution with diverse parts

The logo up close

The University of Calgary's visual signature is its unique Coat of Arms. The Coat of Arms consists of two elements:

• a) the shield with the bull's head, crossed staves, books, rose and the escroll with the University's motto
• b) the wordmark "University of Calgary" in a specific format and font

Approved versions of the logo

Versions 1 and 3 are the preferred versions and should be used wherever possible. They are rendered in the University's official colours of red, gold
and black. They cannot be reproduced in any other colour combinations. Version 1 appears on the University's official letterhead and business cards.

Versions 2 and 4 are used on one or two-colour publications.
Version 2 appears on the word-processing templates provided by University Technologies. Versions 2 and 4 may also be used in a reverse format (ie. white against a dark background).

Approved U of C faculty versions of the logo

These versions have been developed to consistently represent the relationship between the University of Calgary and each faculty. We are also trying to curb the tendency to try and cram in too much information into a logo. Version 1-4 have been in used with varying degrees of consistency. We have now standardized the application. Please contact Printing Services to make sure you are using the correct version.

Version 5, 6, 7 and 8 are new and also allow for Department or Program identification but not both. They are not to be used for stationery and business cards. Instead they are better suited to print materials, signage and other larger formats.

The layouts for each faculty change depending on the length of the faculty name. Because of the varying lengths of faculty names, some logos include the words "faculty of", some do not. Some faculties have both options. The choice is yours to make.

The four colour versions 1, 3, 5 and 7 are the preferred versions and should be used wherever possible. They are rendered in the University's official colours of red, gold and black. They cannot be reproduced in any other colour combinations.

One coloured versions are used on one- or two-colour publications. Versions 2, 4, 6 and 8 may also be used in a reverse format (eg: white on background colour; this is not a preferred option). If you are producing a one colour publication which is not black, you may print the logo in that colour.

Either version of the 3 colour logo is best used on a black or white background. They can also be use on coloured background. Be sure to use the appropriate version. (see sample)

Care should be used when placing either of the 3 colour versions on a colour background. In this case, the one coloured logo would be the better choice.

Basic Guidelines for Using the Coat of Arms

The University of Calgary Coat of Arms must be used prominently on all communication materials including, but not limited to, signage, stationery, publications, promotional materials, Web sites, videos, branded clothing, posters, banners, etc.

The Coat of Arms consists of the shield, escroll and the wordmark (the words University of Calgary). All of these elements must be used in the exact format and proportions as stipulated in these guidelines and may not be modified in any way. The individual elements cannot be used separately.

The Coat of Arms has specific proportions. Do not change its dimensions or orientation in any way by editing, retouching, redrawing, skewing, flipping, tilting, rotating or distorting it.

Do not move any of the elements of the Coat of Arms into any other position, shape or size.

The Coat of Arms should be separated from other visual identifiers. Other script / logo’s etc should not be placed too near to the Coat of Arms.

The Coat of Arms should not be placed on a pattern background.

The Coat of Arms should have clear space around it, equal to the height of the letter ‘C’ in Calgary at whatever size the logo its

Approved high-quality versions of the Coat of Arms (as fonts, tiff, eps, jpg and gif files) and word-processing templates can be downloaded to your computer from this Web-site. To download, choose "Download" on the left menu bar and follow the step-by-step instructions. If you experience any difficulty, please contact the IT Support Centre (220-5555).

The wordmark is in Optima font. Do not substitute other fonts or attempt to re-create the wordmark.

Use only the official University colours in the Coat of Arms.

Avoid printing the Coat of Arms over other graphic images or use it as a screen under other images or type.

Do not create a black and white version of the Coat of Arms by photocopying a colour version. The official black and white version does not have shading in the shield.

The Coat of Arms, the shield and the wordmark are legally protected trademarks of the University of Calgary. The trademark symbol does not need to accompany them.

Exceptions

Using crest only: occasionally it makes sense to use the crest alone in street signage or to adjust dimension. Please contact Printing Services for assistance. Care must be taken as the crest without the words is not identifiable as the University of Calgary.

Clothing items: the logo may be stitched in tone on tone. For example, navy thread on a navy t-shirt.

All other exceptions must be discussed with Printing Services and / or External Relations

Colours

The University's official colours are:

These colours were chosen to reflect those in the original Coat of Arms. They can be reproduced accurately by all commercial printers and can also be reproduced as process colours.

There can be inconsistencies in colour reproduction using some types of laser printers Please contact Printing Services to ensure you are using the logo standards correctly.

Other University standards:

Stationary / business cards / templates:

Correspondence from the University of Calgary provides another opportunity for us to present a consistent image. The University has established standard formats for business cards, letterhead and envelopes. These have been established not only to ensure consistency in our appearance but also to realize printing and design efficiencies.

The logo used on University stationary (printed and digital template) and business cards is the University of Calgary version #1. Faculties and department can personalize these items by adding their faculty or department name below the red line on either the business card or letterhead.

Developing and printing other versions of stationery are strongly discouraged as they are costly to the University in both dollars and dilution of our brand image.

Business cards – a business card is intended to provide contact information for an individual. Care should be taken not to try and do too much with a business card. It is not intended to tell everything about a person or program. Trying to do so creates a clutter and confusion.

Business cards, letterhead and envelopes can be ordered from Project IMAGinE (formerly University Printing Services) at http://imagine.ucalgary.ca/

Developing other logos

Faculty logos other than those identified above are not permitted.

Logos are often developed unnecessarily and create confusion and clutter in our communications materials. They can easily dilute the brand. It is important to first understand your product and have a communications strategy and plan. This will help define if a logo is really necessary. In the absence of a communications strategy and well defined product and competitive analysis, developing alogo is just a design exercise, usually without a strategy and clearly defined objectives.

Also important to note, a logo or symbol begins to get recognized when it is used a lot, over many years…think of the Nike swoosh. Without budgets to showcase a logo, sometimes the best solution is to simply and clearly use the program, institute name.

If a logo is necessary, it must be used in conjuction with the University of Calgary logo and must not be larger. Care should be taken when developing these logo’s so that they can be applied harmoniously with the University of Calgary logo and stationary standards.

While a designer often designs a logo in large format, it actually gets used in small formats. Ask yourself: what will this look like in a 1/2 inch format? Will it fax legibly?

Does it complement my University of Calgary / faculty logo? Will it be easily understood by my audience or is it meaningful only to me? Remember acronyms often have different meanings to different people.