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Policy on Branding and Logos

Updated April 14, 2025

The consistent use of the University’s brand brings together the efforts of all who constitute the University, including schools, centers, institutes, departments, and offices; it unifies and strengthens the University’s reputation; and it distinguishes Tufts from other institutions of higher learning, enhancing its relationships with all constituencies, public and private.

Scope

This policy governs the use of all University branding for any purpose and applies to the entire University system. Consistency in the use of University brand elements and assets strengthens their value and our ability to protect them from unauthorized use. University Communications and Marketing (UCM) should be consulted for any use that is not specifically addressed in this policy or included on brand.tufts.edu.

Definitions

Brand: The identity and purpose that differentiates one organization from another that is represented by a standard set of visuals, messaging, tone, voice, and creative assets to clearly communicate to audiences.

Logo: The official graphic representation for Tufts University

Lockup: A lockup (the combination of the core logo and supporting name) is a visual representation of the schools, centers, and departments throughout Tufts and their relationships. For more information about the lockup system, see the Lockup Guidelines.

Policy Statement

Campuses, colleges, departments and individuals may only use University brand elements and assets in strict accordance with this policy and the guidelines on the Brand website. In general:

  • No University mark may be altered or combined with any other mark or element.
  • All University logos and lockups must be created by University Communications and Marketing; all other logos and lockups are not approved for use and are a violation of this policy.
  • A unit may use its name with the University’s logo only as outlined on the Brand site.
  • The wordmark is required on all official external communications, excluding individual email messages. No graphics intended for internal communications may be used to replace the wordmark on official communications.
  • University colors and branded elements must appear prominently on all official communication and marketing materials.
  • The use of taglines, icons or graphics as logos or in logos for university units is prohibited, unless explicitly approved by UCM.
  • All entities within Tufts University, including named centers and institutes, must use the university standard for naming construction to ensure format consistency and brand alignment:[Donor Name] Center/Institute for [Purpose/Topic] at [School Name/Tufts University]
  • All tufts.edu websites must use an official web template header and footer.
  • Use of University trademarks in print and electronic materials including email and social media must conform to brand requirements.
  • Third-party commercial entities must work with the University’s Tech Transfer office to sign a licensing agreement in order to reproduce University trademarks on any merchandise created and sold by that entity.  Before production and sale, all merchandise creative must be approved by University Communications and Marketing.

Tufts University Seal

The seal is reserved for use on official documents bearing the signature of the president; on official University awards and diplomas; and in connection with events or facilities that are frequently used by or have a unique connection to the Board of Trustees or president. All other use is prohibited except in extremely rare and specific instances, and only with explicit approval. To request use of the seal, contact University Communications and Marketing at nameuse@tufts.edu.

Use of University Logos and Lockups

By Colleges, Schools, Departments, Campus Life Programs, and Other Units

Units are required to use the wordmark and appropriate logo or lockup in connection with official University business for external audiences and general public. This includes adherence to the approved brand fonts and color palette.

By Student Organizations

Registered student organizations from any campus may request use of the University name that represents the school, department, or unit they are overseen by on communications materials. Student organizations must reach out to their school’s Office of Student Affairs or nameuse@tufts.edu for approval.

Custom lockups are not available for student organizations and no custom-created graphic to represent student organizations can attempt to approximate the official University marks.

Name Use Policy

The use of the University name, logo, or insignia is governed by the Name Use Policy. If a violation of this policy is identified, units will be required to work with University Communications and Marketing to determine the action needed, which may include redesign of print and/or electronic materials. With respect to all violations of this policy, the University reserves its right to seek appropriate remedies under applicable federal or state law.

Exceptions

Units may submit a request for a special exception to University Communications and Marketing for consideration via nameuse@tufts.edu.

Implementation Guidelines and Approved Assets

Current brand implementation guidelines, approved creative assets, and additional resources are available at brand.tufts.edu