1Section OneIntroduction▾
What is a Brand Identity Style Guide?
A brand identity style guide outlines the essential elements of a brand's identity. For Samuel Merritt University, this guide serves as a key tool for content creators — whether they are staff, faculty, designers, or vendors — so they can maintain consistency when communicating the SMU brand across various platforms and materials.
This guide includes important information about how to use SMU's logos, color palettes, typography (including fonts and spacing), and photography. You'll find examples that illustrate what to do, and what not to do.
Why is This Guide Important?
The more consistent a brand is, the more effective and powerful it is.
Samuel Merritt University is a single institution that stands for exceptional quality in higher education, research, healthcare, and a variety of other programs and activities. Given our diversity, it is necessary to establish a set of guidelines that position the University's identity under one unified set of standards.
Each and every member of the SMU community has the responsibility to follow the brand standards, so we can best represent SMU in all that we do. When we maintain a unified brand image, it helps to distinguish SMU from other institutions and ensures that our brand and reputation are elevated.
How to Use This Guide
This guide provides design and brand tools for the broader Samuel Merritt University community. Some sections are at a high level so staff, faculty, and students can drive the direction of brand usage in their everyday work. You'll also find very detailed and technical information that designers and vendors will need.
This Brand Identity Style Guide should be used in conjunction with SMU's Editorial Style Guide, which can be found on the University Brand & Marketing page on SMU Connect.
Key Takeaways
- Maintaining the SMU brand is important, and we all play a role in ensuring brand consistency.
- You must follow SMU's brand guidelines.
- Use only approved logos, colors, and seals.
- Do not create custom icons or logos for any unit, department, or office. Contact marketing@samuelmerritt.edu for new artwork.
- Refer to this guide for approved templates: email signatures, PowerPoint, virtual backgrounds.
- Request design assistance via the project request form.
- Vendors without SMU Connect access should email marketing@samuelmerritt.edu.
Questions? Contact SMU's University Brand & Marketing team at marketing@samuelmerritt.edu
2Section TwoUniversity Logo, Seal & Spirit Mark▾
The University Logo should be used as the most frequent expression of the identity, either as a stand-alone mark or in approved lockups. Samuel Merritt University is the copyright owner by origination or assignment of any representation of a Samuel Merritt University mark.
Accessing Logo Files All logos can be downloaded from the University Brand & Marketing page on SMU Connect. Vendors without access should email marketing@samuelmerritt.edu.
University Logo — Primary Lockups▾
Primary Horizontal Lockup (Default Use)
Primary Logo — Horizontal LockupPLACEHOLDER_LOGO_H_URL
Centered / Stacked Lockup
Logo — Centered / Stacked LockupPLACEHOLDER_LOGO_C_URL
One-Line Lockup
Logo — One Line LockupPLACEHOLDER_LOGO_OL_URL
What is a Mark? In branding terms, a mark is the visual element of a brand that makes it recognizable. It may include graphics, text, or both.
What is a Lockup? In graphic design, a lockup is a combination of a logo and type that are "locked" into position and cannot be altered.
Clear Space Requirements▾
To create maximum impact, the logo requires specific clear space around all sides. Clear space must be free of imagery, graphics, folds, or any other element that may interfere with the clarity of the brand.
Unit of Measure For SMU logos, the unit of measure used to create clear space is the capital letter M. The boxes and rectangles around the logo represent clear space boundaries.
Clear Space DiagramPLACEHOLDER_CLEARSPACE_URL
Minimum Use Sizes▾
Logo Lockups Minimum usage is 0.5 inches wide measured at the University Logo Crest.
University Seal Minimum usage is 0.75 inches wide. No maximum usage restriction.
Spirit Mark Minimum usage is 0.25 inches wide. No maximum usage restriction.
Minimum Use Size DiagramPLACEHOLDER_MINUSE_URL
Logo on Dark Backgrounds▾
The colored Crest is the preferred usage on dark color backgrounds. The white crest should only be used when necessary due to printing restrictions.
- Use the full-color crest on dark navy backgrounds whenever possible
- Only use the all-white crest when printing restrictions make the color crest unavailable
Logo Lockups on Dark BackgroundPLACEHOLDER_DARK_LOGO_URL
Secondary Lockup Styles (College / Department)▾
Secondary lockups are used when identifying a specific college, department, or program alongside the University name. The college or program name appears below the "Samuel Merritt University" wordmark in a smaller weight.
Secondary Logo Lockup Examples
(College of Nursing · Master Physician Assistant · Student Health and Counseling)PLACEHOLDER_SEC_LOCKUP_URL
(College of Nursing · Master Physician Assistant · Student Health and Counseling)PLACEHOLDER_SEC_LOCKUP_URL
Need a Secondary Lockup? Download from the University Brand & Marketing page on SMU Connect. To request design assistance submit a project request form.
University Seal — Formal Use Only▾
University SealPLACEHOLDER_SEAL_URL
The University Seal should be used in only the most formal applications of the identity. This historic seal has been updated to meet today's standards for print and digital applications.
Permission Required The seal may only be used with permission from the University Brand & Marketing team. Contact marketing@samuelmerritt.edu before using.
Approved Uses Only
- Diplomas and degree certificates
- Presidential communications
- Commencement: invitations, programs, podium signs, gonfalons
- Highest awards and official certificates
- Legal and official university documentation
Restrictions
- DO NOT use as a substitute for the SMU logo
- DO NOT use on promotional or marketing materials
- DO NOT reverse the seal (white on a solid color)
- DO NOT alter or vary the seal in any way
University Spirit Mark▾
University Spirit MarkPLACEHOLDER_SPIRIT_URL
The Spirit Mark should be used in informal applications and expressions of the identity, either as a stand-alone mark or in approved lockups. It may be used on products, merchandise, and printed materials, but should always be shown in conjunction with the name of the University.
Size & Clear Space Minimum use: 0.25 inches wide. No maximum restriction. Clear space: 1/4 of mark height on all sides.
Spirit Mark Usage ExamplesPLACEHOLDER_SPIRIT_USAGE_URL
Incorrect Logo Usage — What Not to Do▾
Please refrain from altering any of the SMU logos or marks. Below are common examples of modifications that are not permitted for any brand marks.
- DO NOT change the vertical scale
- DO NOT stretch the logo horizontally
- DO NOT modify the colors in any way
- DO NOT rotate or flip the logo
- DO NOT rearrange or re-orient parts of the logo
- DO NOT crop the logo
- DO NOT place a white box around the logo on a dark background
- DO NOT place the logo next to other logos or graphics
Incorrect Logo Usage ExamplesPLACEHOLDER_INCORRECT_URL
3Section ThreeColors, Typography & Design Elements▾
Primary Colors▾
These primary colors, carefully chosen to represent the Samuel Merritt University brand, work together in harmony. They should be used prominently in all branded materials to provide a consistent look and reinforce brand recognition.
Secondary Colors▾
The secondary colors should serve as accents in graphic elements. They complement the primary palette and should not overpower the primary navy and red.
Fonts & Typography▾
The SMU typography palette brings consistency and design sophistication to all University communications. There are two approved typefaces — the sans serif Neue Haas Grotesk and the serif Nantes.
Primary — Sans Serif
Neue Haas Grotesk
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ",.!/?#$@&*()"
Secondary — Serif
Nantes
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ",.!/?#$@&*()"
Approved Font Weights▾
These are the font weights approved for use for the University brand.
Neue Haas Grotesk Weights
- Ultra Thin
- Thin
- Extra Light
- Light
- Roman
- Medium
- Bold
- Black
Nantes Weights
- Light
- Regular
- Bold
Acceptable Font Substitutes▾
If Neue Haas Grotesk or Nantes fonts aren't available, the following font substitutes are acceptable for use.
Arial
- Arial Regular
- Arial Italic
- Arial Bold
- Arial Bold Italic
Helvetica
- Helvetica Light
- Helvetica Regular
- Helvetica Bold
Minion
- Minion Regular
- Minion Italic
- Minion Semibold
- Minion Bold
Times New Roman
- Times New Roman Regular
- Times New Roman Bold
Do Not Use These Fonts
- Comic Sans
- Courier
- Verdana
Particle Lines & Design Elements▾
Particle lines are an essential part of the design toolkit and should be created and used by designers. They appear in linear and circular forms and evoke a sense of movement and forward momentum.
Particle Lines — All Programs (except Podiatry)PLACEHOLDER_PARTICLES_G_URL
Particle Lines — College of Podiatric Medicine OnlyPLACEHOLDER_PARTICLES_P_URL
Rules — All Programs
- Gradient elements should follow upward/forward motion — left to right, or bottom to top when linear
- When using particles in circular forms, motion should be counter-clockwise
- DO NOT use particles in a downward/backward motion
- DO NOT use particles in solid lines — they should fade into solid color
- DO NOT have particles going in opposite directions in the same visual
College of Podiatric Medicine
- Always use shades of blue, dark blue, and white for all Podiatry visuals
- DO NOT use particles in yellow when creating assets for Podiatry
4Section FourPhotography▾
Photography plays a vital role in defining the University's visual identity. Whether capturing campus life or showcasing healthcare professionals, our imagery should reflect the university's brand values. These guidelines ensure all photography used in SMU's marketing and communications is consistent, impactful, and aligned with our visual identity.
Key Principles▾
Visual Impact & Composition
Photos should instantly engage viewers, telling a story aligned with SMU's mission to empower healthcare professionals. Subjects should be clear and well-composed, avoiding unnecessary distractions.
Personality in Every Image
Photography should capture SMU's essence, reflecting strength, innovation, and diversity.
- Empowerment: Confidence and strength
- Innovation: Hands-on, forward-thinking activities
- Diversity: Highlight SMU's diverse community
Consistent Quality
Professional photography is preferred. Images should be shot in RAW format to ensure high resolution and flexibility. Photos from staff or stock images must meet the same quality standards.
Photography Examples — Campus & Healthcare SettingsPLACEHOLDER_PHOTO_EX_URL
Photo Usage Guidelines▾
Credits
"Photo by [Photographer's Name]" or "Photos courtesy of [Name, Department, or Organization]."
Backgrounds & Settings
Keep backgrounds clean and avoid distractions. Use iconic SMU locations to reinforce brand identity.
Campus Photo Library
Additional Photography Tips
- Keep backgrounds simple
- Use professional equipment whenever possible
- Photograph a mix of vertical and horizontal images
- Ensure every image aligns with SMU's mission of empowering healthcare professionals
- Make sure SMU logos are properly represented in photos and that current logos are used
Ethical & Legal Considerations▾
Photo Releases
Obtain signed model releases for all identifiable individuals in SMU photos.
Event Photography
While consent may not be required in public spaces, it's courteous to notify individuals when their photos may be used. "Photography in Progress" signs can be borrowed for events.
Accessing Resources
Media Services provides photography resources, including professional photographers and equipment rentals. Access campus images and request photography support on the University Brand & Marketing page on SMU Connect.
Image Treatment — Particle Lines on Photography▾
When applying particle lines to imagery, the particles should be used to support and focus the eye on the main subject of the image.
Image Treatment Examples — Particle Lines Applied to PhotographyPLACEHOLDER_TREATMENT_URL
5Section FiveAccessibility▾
As higher education communicators, it is our responsibility to ensure all published content is accessible to anyone in our community. Accessible content benefits not only individuals with disabilities, but also improves the overall experience for a broader audience.
Importance of Accessibility▾
Although standards evolve rapidly, we strive to stay updated and welcome feedback and grace as we navigate the ever-changing landscape of accessibility, inclusivity, and equity.
Creating accessible content is an ongoing process that requires us to test, adjust, and update our practices as needed. In addition to implementing accessibility guidelines, always test your content using accessibility tools, such as screen readers and contrast checkers to ensure the experience is truly inclusive.
Encourage your team members to review and provide feedback on accessibility and be open to improvements. Together, we can uphold our commitment to inclusivity and create content that is accessible for all.
Web Accessibility▾
The goal of web accessibility is to ensure people with disabilities have equal access to websites and digital content. Websites should meet the Web Content Accessibility Guidelines (WCAG 2.2) at a minimum, which include principles for designing accessible content for users with varying abilities.
WCAG 2.2 introduces new success criteria, particularly benefiting individuals with cognitive and learning disabilities. By keeping up with these guidelines, we ensure our web content is usable by everyone, regardless of their device or ability.
Video Accessibility▾
To comply with the Web Content Accessibility Guidelines, all videos must have captions available. Not providing captions excludes a significant portion of the audience and is unacceptable. There are two types of captions:
Closed Captions — Preferred
Created as a separate file, usually a SubRip (.srt) file uploaded alongside the video. Can be turned on or off and customized for the user's needs. This is the preferred method when supported by the platform.
Open Captions — Burned-On
Embedded directly into the video and cannot be turned off. Use when closed captioning is unavailable or when the video is distributed externally, ensuring captions are always visible.
Think about how your video will be displayed or published before deciding which option is most appropriate. Closed captions or uploading an .srt file is always the first-tier option, but some platforms don't support .srt uploads. Open captions are also appropriate when a video is distributed by entities outside SMU and the end use is uncertain — for example, if an outside organization requests a video of the President providing remarks, use open captions to ensure captions are always available.
Things to Consider
- Some platforms (e.g., social media) auto-generate captions — always edit them for accuracy before publishing
- When using open captions, check text visibility with the WCAG Contrast Checker
- Body text needs a minimum color contrast ratio of 4.5:1; larger text (120–150% of body), icons, and graphs need 3:1
- Include captions for non-verbal sounds, background music, and song lyrics to provide full context
Captioning Tools
Tools to help transcribe and create .srt files or videos with open captions:
TrintOtterAiRevMixCaptionAdobe Premiere
Always review transcripts to ensure accuracy.
Image Accessibility — Alt Text▾
Alternative Text (Alt Text) is crucial for making images accessible — especially for users with vision impairments who rely on screen readers. Alt text provides a description of an image, allowing everyone, including those using assistive technologies, to understand the visual content.
Avoid
"Photo of a sunset"
Better
"Bright orange sun setting over the ocean, casting a golden glow on the waves."
Things to Consider
- Be specific, concise, and focus on accuracy
- Only provide details if necessary to understand the image's context
- Use neutral, fact-based language
- Alt text must be added to every photo, graphic, or GIF that is posted
- DO NOT make assumptions about people's identities — only include identity if known and relevant to context
- DO NOT include words like "photo" or "image" before the description — just describe
- Avoid overlaying words on an image — assistive technology can't detect them
- If you must overlay words on a graphic, include them in the alt text in addition to the photo description, and ensure they're legible with enough contrast
6Section SixTemplates & Brand Examples▾
Templates and examples of SMU's brand applied across common design elements — presentations, signatures, ads, apparel, and more. All templates can be downloaded from the University Brand & Marketing page on SMU Connect.
PowerPoint Templates▾
Use the editable PowerPoint template to incorporate the SMU brand into all your presentations. The SMU PowerPoint template is available on SMU Connect.
PowerPoint Template PreviewPLACEHOLDER_PPT_URL
Virtual Backgrounds▾
Several approved virtual backgrounds are available for use during video calls. Download from the University Brand & Marketing page on SMU Connect.
Virtual Background 1PLACEHOLDER_VBG_1_URL
Virtual Background 2PLACEHOLDER_VBG_2_URL
Email Signatures▾
All faculty and staff should have an email signature consistent with the SMU brand when sending emails from University accounts.
Email Signature Preview
SMU LOGO
Full Name
Title
Department
3100 Telegraph Ave., Oakland, CA 94609 · 510-555-1234 · She/her
Required
- Name
- Official title
- Department or office name
Optional
- Gender pronouns
- Department's physical address(es)
- Office phone number
- Mobile phone number
- Fax number
Restrictions
- No mottos, quotations, or taglines
- No borders or backgrounds
- No photos, GIFs, or emojis
- No additional logos or images
- No personal quotes or statements
Need the Template? Email marketing@samuelmerritt.edu to receive the University's email signature template.
Iconography▾
The University iconography is primarily used on web pages and for screen displays around campus. Occasionally, the icons may also be used in flyers or posters.
Iconography Sample SheetPLACEHOLDER_ICONS_URL
Ad Templates — Design Rules▾
Design requirements for ad templates ensure that all digital and print advertisements maintain a cohesive and consistent brand identity. These six rules guide the placement of key elements like logos, text, and imagery to create visually unified ads across platforms.
1
Subject focus. The photo used should have your subject clearly focused.
2
Particle treatment. Particles should overlap the color block at the bottom and travel behind the subject in focus.
3
Headline. Always Neue Haas Grotesk Medium. Never more than 3 lines.
4
Logo placement. SMU logo always in the bottom-left corner, left-aligned with the headline above.
5
Call-to-action. Button always aligned with the bottom of the SMU logo.
6
Background color. Podiatric Medicine ads use white. All other programs use SMU blue.
Annotated Ad Template ExamplePLACEHOLDER_AD_URL
Seal & Spirit Mark Usage on Products▾
University Seal
The University seal is only used for official documents like diplomas, and it should not be substituted for the SMU logo in any context. It should not be used for promotional materials.
Important DO NOT use the official seal in combination with the logo. DO NOT use the seal on any items without consent of the University Brand & Marketing team.
University Spirit Mark
The University Spirit Mark may be used on products or merchandise and in printed materials, but should always be shown in conjunction with the name of the University.
Spirit Mark on Light Shirt & MugPLACEHOLDER_MERCH_URL
Logo Usage by Third Parties▾
Third parties, including non-SMU organizations and vendors, may want to use University brand elements for projects such as:
- Showcasing a partnership on a flyer not created by an SMU department
- Placing the SMU logo on a non-SMU website
- Using the SMU logo on a presentation showcasing event sponsors
Authorization Required The University Brand & Marketing team must authorize the use of SMU brand elements for all third parties. All materials must be submitted to marketing@samuelmerritt.edu for review and approval before being posted, transmitted, or produced. Approval is for one-time usage and not for ongoing or general use.
Apparel & Branded Items — Approved Colors▾
SMU staff, faculty, and students may order items featuring the University brand for internal use. All items must follow these guidelines, and the design must be approved by the University Brand & Marketing team before an order is placed. SMU branded items may not be sold.
Examples of Approved Internal-Use Items Pens distributed at orientation events · T-shirts for student organization members · Notepads for office use · Mugs as gifts for graduate assistants
University Colors
Neutrals
PMS & Thread Colors For embroidery and personalized apparel, use these PMS thread colors as references: PMS 3025 C (SMU Navy), PMS 180 C (SMU Red), White, and Black.
Guidelines for Student-Designed Apparel▾
SMU encourages students to celebrate their connection to the University with personalized designs. Remember that University logos are trademarked and must follow the brand guidelines outlined in this document. All designs must be pre-approved by the University Brand & Marketing department.
- Feature the University logo and/or "Samuel Merritt University" wordmark separately from your design (e.g., personalized art on the front of a shirt, University logo on the back or sleeve)
- Choose University colors for items. Use SMU yellow only as an accent color, never as the main color
- You may use the acronym "SMU" within your design
- DO NOT pair the University logo or "Samuel Merritt University" wordmark with another logo or graphic (e.g., stethoscope, caduceus)
- DO NOT distort, modify, remove elements, or change the typeface of the official University logo
- DO NOT use any shade of purple, green, or neon colors
Submit Your Design for Approval
All designs must be pre-approved by the University Brand & Marketing department before production. To avoid unnecessary delays, submit your project early.