Identity Guidelines

Texas Tech University Identity Guidelines

Academic Coat of Arms & Signature Resources

Office of Communications and Marketing
Michelle Hougland
(806) 742-2136

All master graphics are Encapsulated PostScript (EPS) files. These high-resolution files are used in advanced design and illustration applications such as Adobe Illustrator, InDesign, PhotoShop and Quark Express.

These file types are not appropriate for low-resolution applications such as Microsoft Office. Contact Michelle Hougland for additional file formats.

Texas Tech University

Need an academic Signature for your college, school, department, program, division, office, center or institute?

Contact Michelle Hougland.

Texas Tech University Academic Coat of Arms

College & School Signature Files

Academic Coat of Arms and Signature

We've developed a unified academic identity for use by Texas Tech University, its component colleges, schools, departments, programs, centers, institutes, divisions and offices. This identity is derived from our historic coat of arms. When used in conjunction with the university name or its component entities, it forms the basis of a unified system of "Academic Signatures" representing the university itself along with all academic, administrative and operational units.

Much like the classic Spanish Renaissance architecture of our original Lubbock campus, our new academic identity will provide a visible reminder of a classic university experience and reinforce our commitment to academic excellence to everyone who encounters it. Our unified approach will equally elevate the academic quality and quantity of impressions among all our audiences.

Academic Coat of Arms and Signature Examples


Our Academic Signatures

To unify and strengthen our academic identity we've developed an integrated system of "Academic Signatures" that represent Texas Tech University, its campuses and all of its academic, administrative and operational units. We refer to these configurations as "Signatures" because they indicate official endorsement through the locking up of the Coat of Arms with the specific academic or supporting administrative or operational entity name set in our official typeface, Charter. We refer to these typeset entity names as logotypes. The examples on this page present an overview of the major classifications and examples of their representative "Signature" configurations.

Academic Coat of Arms Signatures Academic Coat of Arms Signatures

All component academic entities such as colleges, schools, departments, programs, academic divisions, centers and institutes will use Academic Signatures that highlight their entity names. Supporting administrative and operational entities will utilize the Texas Tech University Academic Signature on their business papers but may opt to utilize their specific signature for promotional purposes.

Some institutes and centers with significant brand equity, market-facing brands with consumer audiences, or co-branding requirements may be evaluated on a case-by-case basis. Ranges of solutions are available for ensuring the visibility of the Texas Tech University endorsement. If you have questions regarding the appropriate signature for your unit, please contact Michelle Hougland in the Office of Communications and Marketing at (806) 742-2136.

Correct Use

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Always use the official versions

It is important that the Texas Tech Coat of Arms and Academic Signatures are always used in their correct trademarked forms. They should never be altered in shape or proportion or set in a different typeface, nor should they appear in any other than the approved colors shown within these guidelines. Do not place the Academic Signature or Coat of Arms at a slant or align the Academic Signature vertically. They should appear prominently and be used in their entirety when serving as the primary identifier for the institution. The Texas Tech Coat of Arms may be used as an illustrative graphic in a tone-on-tone presentation within design solutions providing that the appropriate Academic Signature is present as the primary identifier.

Academic Coat of Arms and Signature Correct Use
Color, B&W or line versions?

Black-and-white versions have been created for those situations when reproduction integrity or financial constraints limit your color options.

Flush left or centered?

The master files are designed primarily for print and online applications and the symbols are sized to be reproducible at this minimum size. When developing design and production solutions for exceptionally large applications such as event and environmental signage, be sure to scale the trademark or registration symbols appropriately.

Academic Coat of Arms and Signature Correct Use

Incorrect Use

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Consistent graphic presentation of the Coat of Arms and Academic Signatures protects their integrity and contributes to uniform recognition. These official identities may never be altered in shape, proportion, typography or color and may not be combined with other university identities, such as the Double T, the Official Seal, or other Spirit and Athletic Marks

Academic Coat of Arms and Signature Incorrect Use

Color Applications

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Two-color and Black & White Use

When using the Coat of Arms or Academic Signatures, the two-color (red and black) version is preferred. However, when situations dictate, the Coat of Arms and Academic Signature also may be printed as a single color – solid black. You'll find links here for black & white, spot-color (Texas Tech Red and Black) and four-color (CMYK) applications. Use RGB file formats for Web pages, broadcast and computer-based presentations. To obtain the one color signature contact Michelle Houglandin the Office of Communications and Marketing at (806) 742-2254.

Academic Coat of Arms and Signature Color Applications
colored background

When producing materials with dark-colored backgrounds, always use the white 'reversed' or two-color reverse artwork. To diminish color conflicts with our signature red, avoid use of the two-color version on colored backgrounds other than red or black.

Academic Coat of Arms and Signature Color Applications

Clear Space

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Maintaining a 'clear space' around the Coat of Arms or Academic Signature will help to avoid any confusion that may result when competitive logos, marks or organization names are included in marketing and communication materials. For the Academic Signature, an easy rule of thumb is to measure the width of the Shield in the Coat of Arms to determine the amount of clear space needed. Then, add that amount of space to all four sides of the Academic Signature. No graphic items or text of any kind should intrude into this clear space.

Academic Coat of Arms and Signature Clear Space

Coat of Arms Minimum Size

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For the Coat of Arms and Academic Signature to be recognized, they must be readable. Therefore it is important to maintain a standard for the minimum size of reproduction. The minimum size of the Coat of Arms should be no smaller than .48 inches or 12.19 mm in height in print and 34 pixels at 72 dpi for on-screen viewing. In order to achieve an appropriate level of legibility and visibility, adjust these visual standards to adapt to the specific pixel resolution requirements of digital displays.

Larger minimum sizes may be required for embroidery, silkscreen, stamping or other reproduction methods where detail integrity is difficult to maintain. Contact Michelle Hougland in the Office of Communications and Marketingat (806) 742-2136.

Academic Coat of Arms and Signature Minimum Size

Signature and Tagline Lockup

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Our tagline – From here, it's possible – quickly communicates to all audiences that the tradition of fostering student and professional success at Texas Tech creates a culture where anything is possible. The tagline acts as a summary statement at the close of all of our conversations, supporting both our general and unique key messages to each audience. It also acts as an important strategic beacon as we develop ongoing communication and marketing solutions.

You can think of the Signature and Tagline Lockup as the official "sign- off" for Texas Tech University. The two should be used together whenever possible at the end of our marketing and communication materials to remind audiences of our unique claim.

Correct and incorrect use

The same standards for correct and incorrect use, including color applications, minimum size and clear space also apply to our Signature and Tagline Lockup. The simplest way to ensure the lockup is used in its correct form is to always reproduce the lockup from original artwork available for download on this page or by contacting Michelle Hougland in the Office of Communications and Marketing at (806) 742-2136.

Academic Signature amd Tagline Lockup