Marketing and Communications

Penn State Brand Book

The Penn State brand is the essence of who we are and everything we do to fulfill our mission of research, education, and service.

The brand toolkit will help University communicators understand how to position our brand in ways that build understanding of our unique qualities and help drive recognition and support for the University among key audiences, from prospective faculty, staff, and students to Pennsylvania voters, media, and our many alumni who serve as our greatest word-of-mouth champions.

Penn State Visual Identity Standards

Penn State has established brand standards to help bring the Penn State brand to life in a consistent and dynamic way. They outline the key elements of our brand and provide guidance on how to communicate in a style that is unique to Penn State. By using the guidelines, we will ensure that our key audiences clearly understand who we are, what we stand for and why we’re different—and help us communicate a compelling vision about the unique experience Penn State offers our students, our shareholders and our associates.

Penn State's Visual Identity website provides guidance on:

Positioning
Nittany Lion Shield
University Mark
Special-Use Marks
Brand Architecture
Color
Correct Mark Use
Mark Misuse
Typography

Visit the Visual Identity website

Also see:

EMS Wordmarks | Penn State Wordmarks

Our University (or academic) mark is the single most widely seen visual expression for Penn State. The mark is used to identify everything we communicate through our website, print communications, presentations, social media sites, and signs. Having a clear and consistent visual identity helps build greater recognition for and awareness of our University and our many colleges, campuses, and administrative/academic units.

Note: The two-color mark is the preferred color version and should be used wherever possible. Never redraw or try to recreate the college or University marks. Any modification of our mark diminishes its impact and weakens our legal protection. Only authorized artwork may be used. For more information, please visit Penn State's Visual Identity Standards.

If you need CMYK or reverse marks, please contact your unit's communicator. See member of the EMS Communications Committee.

Department and Institute Word Marks (Tier 3 marks)

The two-color mark is the preferred color version and should be used wherever possible. Never redraw or try to recreate the college or University marks. Any modification of our mark diminishes its impact and weakens our legal protection. Only authorized artwork may be used. For more information, please visit Penn State's Visual Identity Standards.

If you need a wordmark for your unit, please contact your unit's communicator. See member of the EMS Communications Committee.

Department and institute wordmarks are considered third-tier marks - see Visual Identity Standards for more information.

NOTE: Please contact Patricia Craig if you need high resolution, CMYK, or reverse marks.

PowerPoint Templates

Corner shield	Nittany Shrine
Blue shield background	White background with gray bottom
Obelisk white background	Obelisk blue background
Steidle white background	Solid blue background
Solid white background	Blue background with Nittany Lion
Blue background with gray bottom

Dutton Institute Power Point Templates

University Editor Number Request / Style Guidelines

What is a University Editor number?

University Editor Numbers (U.Ed.), established under the former University Editor Representative System, are used to denote publications and marketing materials that have been properly reviewed, written, designed, and prepared, and approved for use. U.Ed. numbers indicate that publications and marketing materials meet University publication standards. These standards can be found in the Penn State's Editorial Standards.

How do I get a U.Ed. number?

U.Ed. numbers are assigned by the college's director of marketing and communciations (Patricia Craig). Only publications and marketing materials that have been approved may receive the U.Ed. number. The director reviews and assigns U.Ed. numbers to all promotional publications and marketing materials that are produced by the college's units.

Please alert the director during the planning stages of the materials so it can be planned in the schedule accordingly. Please allow a minimum of 5 days for review. Newsletters, magazines and longer publications may require up to 30 days to review. These guidelines are dependent on other deadlines and priorities.

Submit publications for review by e-mail, campus mail, or share on Teams. For longer documents such as newsletters, the text needs to be reviewed separately before the piece is designed, in order to minimize editorial changes that may affect the layout. In most cases, the U.Ed. rep will also need to review the page proofs before assigning a number, so please incorporate that step into your time line.

Style Guidelines

Please make sure that your document adheres to the Chicago Manual of Style and Penn State's Editorial Standards before submitting for review. This will expedite the review process. All photos need to be a minimum of 300 dpi and of good quality. Photos need to include captions and photo credits.

Penn State Editorial Standards >>

What materials need a U.Ed. number?

Publications and marketing materials that should have U.Ed. numbers (and the requisite reviews and approvals) include:

All recruitment materials
Brochures
Flyers and monitor slides
Posters
Catalogs and handbooks
Calendars
Schedules of events
Booklets
View books
Invitations and programs
Annual reports
Newsletters
Magazines
And other similar materials, etc.

Materials excluded from U.Ed. numbers (no review or oversight by a MarCom rep required) include:

Classroom instructional materials
Scholarly journals
Faculty papers
Internal memorandum
Forms

Video and Photography

Photo/video/Audio release form

A release form must be completed by each and every individual recorded before any student or faculty media (photo, audio, video, etc.) can be used on any Penn State website or for any other public display including uploads to YouTube, Vimeo, non-PSU websites, portfolios, etc.

Download form | Complete online form

Filming on Campus

Organizations from outside the university, who wish to film/photograph at any Penn State location, must obtain advance approval. Please direct inquires to Joan Scholton in the Office of Strategic Communications Film Office at 867-1344 or sjs22@psu.edu.

Promotional Videos

All marketing or promotional videos must be approved by Penn State’s Department of University Marketing, Office of Strategic Communications. View procedures for requesting approval.

Guides

University Statements

Statement of Nondiscrimination (affirmative action statement)

(Use long version on all publications that exceed one page)

The University is committed to equal access to programs, facilities, admission and employment for all persons. It is the policy of the University to maintain an environment free of harassment and free of discrimination against any person because of age, race, color, ancestry, national origin, religion, creed, service in the uniformed services (as defined in state and federal law), veteran status, sex, sexual orientation, marital or family status, pregnancy, pregnancy-related conditions, physical or mental disability, gender, perceived gender, gender identity, genetic information or political ideas. Discriminatory conduct and harassment, as well as sexual misconduct and relationship violence, violates the dignity of individuals, impedes the realization of the University's educational mission, and will not be tolerated. Direct all inquiries regarding the nondiscrimination policy to the Affirmative Action Office, The Pennsylvania State University, 328 Boucke Building, University Park, PA 16802-5901, Email: aao@psu.edu, Tel (814) 863-0471.

Short Version

(For use on publications which have space limitations, typically one page)

Penn State is an equal opportunity, affirmative action employer, and is committed to providing employment opportunities to all qualified applicants without regard to race, color, religion, age, sex, sexual orientation, gender identity, national origin, disability or protected veteran status.

Affirmative Action/Equal Opportunity Statement

(Statement must be included in ALL publications (except formal invitations) in easy-to-read type, directly above the statement of nondiscrimination)

This publication is available in alternative media on request.

Accommodation Statement

(This statement must be printed in any publication that describes a specific program or special event, e.g., seminar, film, speaker, performing arts series, etc.)

The Pennsylvania State University encourages qualified persons with disabilities to participate in its programs and activities. If you anticipate needing any type of accommodation or have questions about the physical access provided, please contact _______________ in advance of your participation or visit.

Abbreviated Accommodation Statement

(Use only when space constraints are severe.)

Persons with disabilities who anticipate needing accommodations or who have questions about physical access may contact _______________ in advance of the program (or film, event, etc.).

University Policies

Other policies may be found online at: https://policy.psu.edu/policies

Licensing Guidelines

All individuals, groups, and organizations (both on- and off-campus) that desire to use Penn State indicia (marks, names, and logos) must receive written approval from the Office of Licensing Programs prior to the production of any products bearing these indicia.

Licensing Information for Penn State faculty, staff, and students

University-approved student clubs and organizations need to obtain the approval of the Office of Licensing Programs to use University indicia on merchandise.

University academic and administrative units may use the University mark on their printed and electronic communications, signage, vehicles, and promotional items. The mark is the only indicia authorized for general use by academic and administrative units. Other University indicia have very specific uses and should only be used in the proper context. Contact the Office of Licensing Programs for detailed information and written approval.

Producing Penn State Merchandise

Only manufacturers that are licensed by the University are authorized to produce Penn State merchandise. All designs for merchandise must be approved prior to manufacture. The manufacturer who holds the license to produce Penn State merchandise will submit the design to the Office of Licensing Programs for review.

For more information about producing Penn State merchandise, contact the Office of Licensing Programs or visit the Department of University Publications.

Restrictions on Sale of Merchandise

No faculty, staff, or student group, club, department, or organization may sell merchandise on the University Park campus without the express written permission of the Office of Licensing Programs. Student clubs and groups are permitted to sell merchandise only in designated areas and then only with permission. Contact licensing@psu.edu for more information.