Introduction & Mission

Any institution of higher education makes itself known by its name and its distinctive trademark. Exposure of a name, logo, or symbol to a given audience, over a period of time, builds market recognition and defines the identity of an organization. Frequency and consistency build a level of comfort for the viewer and eventually leads to immediate recognition. Research shows that consistent use of a symbol that represents an organization not only builds recognition but, in many cases, prestige for that organization.

The University logo is the principal visual element in the graphic identifications system. The purpose of a visual identity system is to provide a framework. It is important that each component of the identity system be seen as part of a mutual system of support. Each successive communication builds on the last, and each sharpens the definition contributing to a strong, cohesive impression of the University.

Research also shows nearly 40 percent of people gather most of their information about a particular university through printed materials such as letters, brochures, catalogs, and posters. For this reason, it is important that the University’s visual materials project a clear, consistent, and easily remembered image that reflects the character of the institution.

The purpose of this standards guide is to help University personnel who develop all forms of printed materials, signage and web pages, or purchase promotional items and apparel use the official University logos appropriately. Please review the guidelines provided in this manual to properly present the visual identity system.

However, no manual can cover all possible situations. The Marketing & Communications Office is available to answer questions about logo usage not covered in this guide by contacting (605) 331-6596.

Licensing & Merchandise

The University of Sioux Falls logos and seals are not licensed or registered trademarks, thus royalties are not required from outside vendors.  However, all artwork and logo usage MUST be approved by the Marketing & Communications Office prior to manufacturing if the item(s) are not being specifically ordered by a USF employee. This applies to companies, students, or other individuals who are wanting to use any USF logo for personal use or for sale. Requiring material and design approval is the only way for the University to protect its image without a licensing program.

Downloadable logos are available on the USF Web site for University employees only. USF employees may download logos and send them to vendors when purchasing items. It is then the employee’s responsibility to ensure that the project adheres to the USF graphic standards.

Other vendors, media or individuals who need electronic logos and artwork may obtain them from the Marketing & Communications Office by calling (605) 331-6596 or (800)888-1047.