Identity Guidelines

 

Frequently Asked Questions.

Q: Why are the Identity Guidelines necessary?
A: Establishing a consistent image and voice for a large institution such as Texas Tech University requires a common framework and graphic language from which designers, writers and publishers can work. When you consider the amount of daily correspondence, print collateral, environmental applications, as well as specialty applications being produced by numerous designers and vendors, the opportunity for inconsistencies is enormous. Identity guidelines provide a common reference point from which graphic standards for our identities, color, typography, imagery and layout can be consistently produced. In addition to the very pragmatic financial and managerial benefits, a consistent image and experience builds awareness over time and firmly establishes a presence in the minds of the audiences we most want to reach and influence. Click here for a detailed explanation of the research and rationale behind the guidelines.

Q: Who must follow these guidelines??
A: Anyone and everyone who is producing any communication materials, printed or electronic, on behalf of Texas Tech University, that represents the academic institution as a whole or as units. Organizations not under the direct management and supervision of Texas Tech that market non-academic products or services to the student population are not allowed to use the identity system. Contact Michelle Hougland in the Office of Communications and Marketing at (806) 742-2136 to find out the requirements of your organization.

Q: Who should I contact if I can't find the answer or resource I need?
A: Appropriate contact names are listed within each section of the guidelines with both their email address and telephone numbers. A comprehensive list of contacts is available in the resource section of the Identity Guidelines. Contact the Office of Communications and Marketing at (806) 742-2136 if you are unable to find what you're looking for.

Q: I have a special project that does not seem to be addressed in the Identity Guidelines. Can I make exceptions?
A: The Identity Guidelines is a living document that will be updated and amended to address exceptions or issues not identified at the time of publication. However, when they do arise, judgment calls will need to be made on a case-by-case basis. You should not make exceptions without first consulting Michelle Hougland in the Office of Communications and Marketing at (806) 742-2136 or your college or divisionís marketing director.

Q: What flexibility do I have in using colors other than red and black?
A: The university has official colors that are used on all of its signatures, Texas Tech Red and Black. No other colors may be used. There is a primary and secondary color palette that helps to distinguish its marketing and communication materials. Each primary palette uses our official colors to varying degrees along with white or gray. The university's materials are especially distinguished by their dominant use of Texas Tech Red and Black. The university also has secondary palette that is intended for information graphics such as tables, charts and graphs, as well as for distinguishing additional typographical hierarchies when necessary. Secondary color palettes should never replace the primary palette nor play a leading role in collateral.

Q: I need more information on who can use the Official Seals.
A: Official Seals will rarely be used outside of the executive paper systems and official communications of the Office of the President at each of our universities and of the Office of the Chancellor and Board of Regents for the system. These identities are reserved for the official business of each of the institutions and represent the highest-ranking symbols within the system. You'll find their use extended to a range of official applications, from diplomas to facilities and property of the system. The Official Seal of the Texas Tech University System or of Texas Tech University should not be used in place of a college or unit’s Academic Signature.

Q: What is an Academic Signature and how is it used?
A: Academic Signatures are any approved academic identity that "locks up" the Texas Tech Academic Coat of Arms with the name of a university, college, school, department, program, division, institute, center or office. Academic Signatures are used whenever we are representing the academic institution, including its supporting administrative and operational units in general correspondence, and marketing and communication activities. The Identity Guidelines provide examples of signatures in every category and configuration type, including centered, flush left, one color, two color and reverse. If there is a configuration or type needed that is not present on this site, please contact the Office of Communications and Marketing at (806) 742-2136.

Q: Can we reconfigure or change the wording on any of our official identities?
A: No. Official Signatures or Academic Signatures should never be altered in any manner. These master configurations have been carefully created for the most pleasing character spacing and name relationships. If you discover an application that requires additional analysis of the effectiveness of a current configuration, contact Michelle Hougland in the Office of Communications and Marketing at (806) 742-2136 for assistance.

Q: Can we use Official Seals or the Coat of Arms as a background decorative device?
A: Yes, this is an acceptable use of these identities, provided that it is treated in a muted, tone-on-tone manner and is accompanied by either an Official Signature or Academic Signature to indicate the authorship of the communication. An example of this technique can be seen on the pocket folder design for the system where black and gray tones display the Official Seal. The artwork that should be used for an Official Seal is the line version, and the B&W version for the Coat of Arms, making sure to remove the contained black fields within the master file. The identities should never be placed at an angle or modified in any manner. The Official Seal or Coat of Arms cannot be used as printed background design on university stationary.

Q: Should we use TMs on the various identity lockups, University Seals and the Coat of Arms?
A: Yes. All of the identity assets available for downloading on the identity guidelines site have the appropriate trademark symbols in place. These should never be removed. Evaluate the need for smaller trademark symbols when producing exceptionally large identities for environmental applications, such as banners and signage.

Q: I really love using the Double T. When can I use it?
A: The Double T is a Spirit Mark. Its use is appropriate any time we want to highlight the spirit and traditions of Texas Tech and there's always a place for that in our marketing and communication materials. We've provided guidelines for understanding when and where its use is most appropriate, as well as examples of applications. The Double T is also highly recognizable as the "Athletic Mark" of Texas Tech University athletic and sports programs and, as such, the degree of its presence must be carefully considered when using it in marketing and communication materials highlighting our academic offerings. We've provided guidelines for Spirit and Athletic Marks to ensure that we provide an appropriate presentation.

Q: When is it appropriate to use Spirit Marks?
A: Spirit Marks such as the Double T and the Masked Rider graphic are the ideal choice for when we want to invoke the spirit or traditions of Texas Tech. That spirit can range from the friendliness and openness of our culture to our fierce competitiveness. It's important to consider which aspect of our spirit is being invoked and whether the Spirit Mark you've selected is right for the communication piece. The use of Spirit and Athletic Marks is closely managed by the department of athletics to ensure proper "in-house" use by the university communities and that proper licensing is obtained for external use. Contact Paige Holland in the Athletics Department at (806) 742-1195 for all inquiries related to use of the Double T and other Spirit and Athletic Marks.

Q: I'm not part of the Texas Tech staff but I'm a vendor partner (advertising agency, design firm, production designer, printer, etc.) that produces marketing and communications solutions for Texas Tech. Do these Identity Guidelines apply to me?
A:Yes, the Identity Guidelines apply to all who are working on behalf of the university across all of their academic campuses and centers. Discipline to our graphic standards and guidelines is critical to our ongoing relationships with our valued partners. A thorough understanding and agreed use of these guidelines are a prerequisite for producing work on behalf of the Texas Tech University. Contact Michelle Hougland in the Office of Communications and Marketing at (806) 742-2136 for information about training or questions regarding the use of these Identity Guidelines. Please note that approval from the Office of Communications and Marketing is required before the Purchasing Office clears payment on materials using the guidelines.

Q: I've seen signs, collateral and other examples that don't follow these guidelines. What's being done?
A: The inconsistencies and inappropriate use you may see in the marketplace is precisely why these guidelines are so important for all of us to adhere to, and why it has been necessary to create them initially. It is not unusual in the early years of implementation of a new identity and standards to see inconsistencies. There will be inventories of print collateral and paper systems that are being exhausted, legacy applications (such as architectural and signing implementations) and some incorrect treatments. Eventually, you will see less and less inconsistency, and a much more unified brand. If you need additional counsel on how best to resolve incorrect use, please contact Michelle Hougland in the Office of Communications and Marketing at (806) 742-2136 for assistance.

Q: I represent a student organization. We print T-shirts and collateral. Do we need to incorporate the Coat of Arms in our materials?
A: No. The Coat of Arms is reserved for official Texas Tech academic entities and their supporting administrative and operational units. As a general rule, student organizations or other groups not under the direct management and supervision of the academic institution are not authorized to use the Coat of Arms.

Q: How do the Identity Guidelines apply to university entities such as institutes, centers or other affiliated entities like museums?
A: Any unit that represents the academic institution should fall within the Identity Guidelines. There are, however, some exceptions that can be made when those entities have either a market-facing presence, well-established brand equity in an existing identity or co-branding requirements due to affiliation, funding or sponsorship requirements. Institutes, centers, museums and other affiliated entities will be evaluated on a case-by-case basis to determine their Texas Tech branding requirements. For assistance in determining the right identity for your unit contact Michelle Hougland in the Office of Communications and Marketing at (806) 742-2136.

Q: What is the rule with regard to adding logos of affiliated organizations?
A: First, check with your dean, supervisor or vice president to obtain authorization. In specific instances where an identity of an affiliated organization is required, follow the same guidelines that we use for adding the Double T to the bottom right-hand corner of letterhead. The additional identity must be no larger than seventy-five percent the overall size of the Academic Coat of Arms. For more information, review the section on Spirit and Athletic Marks in the official identities section of the guidelines. For additional assistance contact your school's marketing director or contact Michelle Hougland in the Office of Communications and Marketing at (806) 742-2136.

Q: Can I use the words "Texas Tech" without the word "University"?
A: When referring to the institution as a whole, writers should use the full legal name of the institution: Texas Tech University.

Q: Where can I find approved photography to use?
A: Texas Tech offers a wide range of options for designers who require photographs. This archive currently contains transparencies and digital images in both black-and-white and color. It is regularly replenished with photos of locations, activities and events taken by Texas Tech staff. To identify photography that is appropriate for your marketing materials, contact Michelle Hougland in the Office of Communications and Marketing at (806) 742-2136.

Q: To what degree may publications create their own personality within the confines of the identity guidelines?
A: Publications such as magazines, newsletters and online newsletters should not look like university collateral; however, they should look as if they share the same DNA. These publications have the flexibility to create their own distinct personalities, yet simultaneously they should share the color palette, typography and basic grid structure of the Texas Tech University graphic identity.

Q: I'm not able to open an EPS file on my computer. What should I do?
A: All master graphics for our official identities are Encapsulated PostScript (EPS) files. They are primarily used by design, production and printing professionals who are accustomed to working with these high-resolution files in advanced design and illustration applications such as Adobe Illustrator, InDesign, PhotoShop and Quark Express.

These file types are not typically used in low-resolution applications such as Microsoft Office due to their larger file size. File formats that are appropriate for your printing needs may be requested by contacting Michelle Hougland in the Office of Communications and Marketing at (806) 742-2136. Lower resolutions files suitable for electronic publications can be requested through Allison Ralstonin the Office of Communications and Marketing at (806) 742-2136.

Q: I need a departmental logo. Who do I contact?
A: Contact Michelle Hougland in the Office of Communications and Marketing at (806) 742-2136.

Q: What is the best way to use this resource?
A: The Identity Guidelines are comprehensive. The best way to use this resource is to get as familiar as possible with our underlying strategy in "The Texas Tech Brand" section. This section goes over what has made Texas Tech what it is today and how we want to position ourselves in a highly competitive market. Get to know the key concepts and attributes that we want to reinforce every time our name appears and every time we interact through our various communication vehicles. This will help you to grow familiar with the system's new characteristics and will help guide you through all your future interactions.

To some degree it will be like increasing your vocabulary – much will seem intuitive and familiar, yet much of it will be new. Ideally, you should take some time to become fluent before you launch into your next assignment. You should understand the grid and color strategy, the typographic considerations and the photography categories. Once you have a good grasp of the guidelines, you will intuitively know what is on brand and what is not. If you have questions, first refer back to the guidelines to make sure you've read through them carefully.