brand graphics guidelines for print and electronic media - Southern ...

B R A N D G R A P H I C S G U I D E L I N E S 

F O R P R I N T A N D E L E C T R O N I C M E D I A

From

the Dean: 

Consistency is one of the keys to successful communication of any 

kind, whether you’re launching a new product across multiple 

channels or communicating to your various constituencies in times of 

crisis. By communicating consistent messages in a consistent voice 

with a consistent look and feel, institutions build credibility and trust 

with their audiences, and this leads to a stronger reputation. 

The purpose of this document is to establish a set of brand graphics 

guidelines for all Cox employees to follow. By adhering to these 

guidelines, we will present a strong, consistent identity on all fronts. 

Wherever our audiences encounter the SMU Cox brand–on the Web, 

at conferences, or in one of their favorite magazines–their positive 

image of our school will be reinforced. This, in turn, will enhance 

the equity of our brand and boost the credibility and trust we have 

worked hard to build with our different constituencies for more 

than 80 years. 

I hope you will study, learn, and apply these guidelines in your 

future marketing and communications efforts. By doing this, we can 

elevate the SMU Cox brand into the ranks of the truly elite business 

schools in the world. Thank you for your support. 

Sincerely, 

Albert W. Niemi, Jr.

Table of Contents 

6 

7 

8 

9 

10 

12 

13 

14 

14 

15 

16 

17 

18 

SMU Logo and Wordmark 

SMU Color and Typography 

Cox School Logo 

Alternate Cox School Logos 

Cox School Stationery System 

Cox School Color Options for Print 

Cox School Typography Options for Print 

Cox School Advertising Guidelines 

Cox School Direct Mail Guidelines 

Cox School Naming Conventions 

Cox School Promotional Items and Premiums 

Cox School Color Options for Electronic Media* 

Cox School Typography Options for Electronic Media* 

* Electronic media include the Web, marketing e-mails, 

and electronic newsletters.

6 Brand Graphics Guidelines 

SMU Logo and Wordmark 

The SMU logo is the centerpiece of the University’s 

visual identity, and an integral part of the Cox School 

of Business logo. The SMU logo portrays a stylized 

rendering of the University seal, featuring Dallas 

Hall, SMU’s first building. Because the SMU logo 

represents the cornerstone of the University’s identity, 

it should never be altered. 

The wordmark is the printed expression of the 

University’s identity. It has been designed with careful 

attention to dimensions and spacing to be readily 

identifiable and easily read. The typeface chosen for the 

wordmark is ITC Galliard, a classic Roman typeface. 

The wordmark should always appear in this typeface. 

The wordmark initials are an abbreviation of the 

wordmark and should be treated with the same 

respect. The typeface (ITC Galliard) is the same. 

The service mark (SM) must appear with the logo 

and wordmark initials as shown. 

The integrity of the SMU logo elements should be 

protected at all times and never altered. To ensure 

the highest quality of reproduction, logo elements 

should be reproduced only from authorized original 

artwork, available from the Cox Marketing and 

Communications Office or on the SMU Web site at: 

www.smu.edu/logos. 

The illustrations to the right demonstrate unacceptable 

alterations of the SMU logo and its related elements. 

1. Do not enclose the logo in a box. 

2. Do not distort the logo. 

3. Do not stack an office name or other 

information under the logo. 

4. Do not tilt the logo. 

5. Do not surround the logo with words. 

Southern Methodist University 

SOUTHERN METHODIST UNIVERSITY 

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5. 

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DEPARTMENT OF 

PSYCHOLOGY


SMU Color and Typography 

The official colors of SMU are 

Pantone ®* PMS 1925 Red for the logo and 

Pantone ®* PMS 286 Blue for the wordmark initials. 

Note: A number of factors, including the paper 

stock and the print processing technique, can cause 

variations in the actual colors rendered. For this 

reason, we have created an expanded color palette 

(see p.12) that reproduces better across different paper 

and printing techniques. Variations must be approved 

by the Cox Marketing and Communications Office. 

Note: We are legally required by Pantone, Inc. 

to state that the actual colors shown in this brand 

guidelines document are not intended to match 

Pantone color standards. 

The ITC Galliard typeface is used for all typography. 

* Pantone is a registered trademark of Pantone, Inc. 

PANTONE 

1925 

Galliard 

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 

a b c d e f g h i j k l m n o p q r s t u v w x y z 

1 2 3 4 5 6 7 8 9 0 

Galliard Italic 



1 2 3 4 5 6 7 8 9 0 

PANTONE 

286 

Galliard Bold 



1 2 3 4 5 6 7 8 9 0 

Galliard Bold Italic 



1 2 3 4 5 6 7 8 9 0


Cox School Logo 

Using the parameters established by SMU, the Cox School 

of Business has developed a logo to help communicate our 

identity as one of the nation’s leading institutions for business 

education. There are two approved treatments of the official 

SMU Cox School of Business logo. 

You may choose the logo treatment best suited for your purposes 

given the space constraints of your layout. These logo 

treatments should be used consistently in all communications, 

including business cards, brochures, flyers, posters, and 

invitations. Logo elements should never be altered. Alternate 

logos have been established for letterhead and envelopes, electronic 

media, and Cox sub-brands, as described on the following 

page. 

To ensure the highest-quality reproduction, SMU Cox logo 

elements should be reproduced only from authorized original 

artwork, available from the Cox Marketing and Communications 

Office or from the Cox Intranet site at: 

www.cox.smu.edu/intranet/marketing/brandguidelines 

The official colors for the Cox School of Business logo are 

Pantone ®* PMS 1925U ** Red for the logo and 

Pantone ®* PMS 286U ** Blue for the wordmark 

We recommend that the SMU Cox logo appear prominently 

in the top center or bottom center of the cover of any 

promotional piece as shown. The SMU Cox logo should be 

surrounded by adequate space, away from other graphic 

elements of the design. 

Symbols for institutes, programs, departments, clubs, or 

organizations may also appear on the cover of the piece as a 

graphic element or sub-brand logo. The SMU Cox logo 

should be given dominant or equal size and positioning in all 

printed materials. 

The Cox Marketing and Communications Office requests that 

you submit all pieces for review and approval before printing. 

Note: A number of factors, including the paper stock and the 

print processing technique, can cause variations in the actual 

colors rendered. For this reason, we have created an expanded 

color palette (see p.12) that reproduces better across different 

paper and printing techniques. 

Variations must be approved by the Cox Marketing and 

Communications Office. 

Note: We are legally required by Pantone, Inc. to state that 

the actual colors shown in this brand guidelines document are 

not intended to match Pantone color standards. 

PANTONE 

1925 U 

PANTONE 

286 U 


B R A N D G R A P H I C S G U I D E L I N E S 

F O R P R I N T A N D E L E C T R O N I C M E D I A 

** U indicates “Uncoated Pantone” for use on uncoated paper stocks.


Alternate Cox School Logos 

Alternate Logo for Letterhead and Envelopes 

Following SMU brand guidelines, an alternate 

Cox logo has been established for use on the Cox 

School of Business letterhead and envelopes. 

Alternate Logo for Electronic Media 

In addition, an alternate Cox logo has been established 

for use in electronic communications, including the 

Web site, e-newsletters, and e-mail marketing. 

Logos for SMU Cox Sub-brands 

The Cox Marketing and Communications Office 

has established guidelines for presenting sub-brands 

of the Cox identity. 

Sub-brand logos should appear beneath the Cox logo, 

presented in the approved SMU Cox blue color, in the 

approved SMU font (ITC Galliard), in all caps, not to 

exceed the width of SMU Cox above it. 

C O X S C H O O L O F B U S I N E S S


Cox School Stationery System 

All stationery, business cards, and name badges should be ordered through SMU’s preferred vendor. Please place all orders through SMU’s 

custom stationery Web site at: http://images.smu.edu/?page=stationery#. A summary of stationery guidelines is provided below. 

Letterhead Guidelines 

1. No secondary symbols (including symbols for 

institutes, departments, or programs) or seals may 

be printed on Cox School of Business stationery or 

other elements of the stationery package such as 

notepads and business cards. 

2. The return address information at the bottom of 

the stationery must follow SMU’s approved postal 

style, adopted to conform to U.S. Postal Service 

specifications. Postal style provides for the use 

of post office box numbers, not physical building 

locations. 

3. A department or institute name should reflect the 

official title of the unit. Titles on personalized 

stationery should conform to the University’s 

non-sexist language requirements and should not 

include gender-related designations such as Mr., 

Mrs., Miss, or Ms. 

Examples: John Jones, Chair (not chairman) 

Janet Jones, Chair (not chairwoman 

or chairperson) 

4. Academic titles or credentials may appear with 

names; however, such titles should appear on the 

same line as the name, not on a separate line. 

Example: John Jones, Ph.D. 

C O X S C H O O L O F B U S I N E S S 

John Doe 

Title 

Title 2 

Department 


PO Box 750333 Dallas, TX 75275-0333 

214-768-0000 Fax 214-768-0000 

cox.smu.edu


No. 10 Envelope Guidelines 

A standard No. 10 commercial flap envelope is 

used with the Cox School letterhead. Post office box 

numbers are listed in the return address, rather than 

physical building locations. 

As in other material, the official title of a department 

or institute should be used. 

The identifier at the bottom left of the envelope, 

“Cox School of Business,” should remain consistent. 

Specified colors for the No. 10 envelope are 

Pantone ®* PMS 1925U ** Red and 

Pantone ®* PMS 286U ** Blue. 

Business Card Guidelines 

A business card should represent only one individual; 

therefore only one name should appear on the card. 

1. Titles should be limited to two lines of copy below 

the name. 

2. If a person has more than one title, both titles 

may be used; however, the style of the listing must 

be consistent. 

Example: John Jones, Ph.D., Marketing 

Department Chair, Director of the 

JCPenney Center for Retail Excellence 

3. Titles should not include personnel classifications 

(such as Associate Director II). 

4. Following standard stationery guidelines, titles 

should conform to the non-sexist language 

requirements of the University and should not 

include gender-related designations. 

Note Card Guidelines 

These are available with the logo either blind 

embossed (raised above the surface of the card), 

printed in Pantone ®* PMS 1925U ** Red or Pantone ®* 

PMS 286U ** Blue, or for more formal uses, produced 

in gold foil. Also available are matching envelopes with 

the return address printed on the back flap in black 

ink. (Note: These envelopes should not be used for 

mass mailings.) However, if you use the note card 

format for mass mailing, such as invitations to events, 

the return address must appear on the front of the 

envelope to facilitate returns. 

Folded note cards are 6" x 9", scored to fold to 

6" x 4-1/2." Standard matching A-6 envelopes 

are specified. 


** U indicates “Uncoated Pantone” for use on uncoated paper stocks. 


Department 

PO Box 750333 

Dallas, TX 75275-0333 

Address Service Requested 

C O X S C H O O L O F B U S I N E S S 

Cox School of Business 

PO Box 750333 

Dallas, TX 75275-033 

214-768-0000 

Name 

Title 

cox.smu.edu 

214-768-0000 fax 

214-768-0000 cell 

name@mail.cox.smu.edu 

cox.smu.edu 

Office of the Dean 

Southern Methodist University PO Box 750333 Dallas, TX 75275-033


Cox School Color Options for Print 

A number of factors, including the paper and print processing techniques, can cause variations in the official University colors, red (Pantone PMS 

1925) and blue (Pantone PMS 286). For this reason, the Cox Marketing and Communications Office has selected an expanded color palette 

for use in advertising and marketing communications. This selection allows more flexibility in the design of materials and gives the Cox School a 

more traditional “corporate feel” in its many communications materials. Please consult the Cox Marketing and Communications Office when 

creating printed materials for an external audience. 

The suggested replacement colors are 

Pantone ®* PMS 540C ** Dark blue 

Pantone ®* PMS 186C ** Red 

Pantone ®* PMS 451C ** Khaki 

Pantone ®* PMS 877C ** Silver 

Pantone ®* PMS 873C ** Gold 

Light Blue-C-60 M-33 Y-0 K-33 

100% Black 

The use of screen mix tints of the approved blue 

and red (of any percentage) is allowed in print. Khaki, 

silver, gold, and black are suggested to be used as 

accent colors. Screen mix tints of these colors (of any 

percentage) are also allowed in print. 

In addition to reproducing all marketing and communications 

collateral in the suggested replacement colors, the 

SMU Cox logo may also appear in a reversed out background 

from the selected replacement color palette shown. 

Note: We are legally required by Pantone, Inc. to 

state that the actual colors shown in this brand 

guidelines document are not intended to match 

Pantone color standards. 

Note: For accurate Pantone Color Standards refer to 

the current edition of the Pantone Color Formula 

Guide. Pantone is a registered trademark of Pantone, 

Inc. used under license. 


** C indicates “Coated Pantone” for use on coated paper stocks. 

PANTONE 

540 C 

PANTONE 

451 C 

C M Y K 

100 55 0 55 

C M Y K 

33 28 58 0 

PANTONE 

186 C 

PANTONE 

877 C 

C M Y K 

0 100 81 4 

C M Y K 

0 0 0 100 

PANTONE 

873 C 

C M Y K 

60 33 0 33


Cox School Typography Options for Print 

The SMU standard of ITC Galliard is the basic typeface for the Cox logo and stationery system. The typeface within the wordmark should never 

be altered. However, in printed marketing and communications materials, you may use the following complementary typefaces for headlines and 

body copy. 

Minion Display Regular 

Minion Display Italic 

Stemple Schneidler Roman 

Stemple Schneidler Italic Regular 

Frutiger 65 Bold 

Frutiger 75 Black 

Futura Bold 

Typography Guidelines 

1. Set type in upper and lower case. 

2. Align type flush left and ragged right. 

3. Never change the kerning or letter spacing. 

4. Never distort typefaces or add font or 

word-art effects. 

Minion Display Regular 



1 2 3 4 5 6 7 8 9 0 

Minion Display Italic 



1 2 3 4 5 6 7 8 9 0 

Stempel Schneidler Roman 



1 2 3 4 5 6 7 8 9 0 

Stempel Schneidler Italic Regular 



1 2 3 4 5 6 7 8 9 0 

Frutiger 65 Bold 



1 2 3 4 5 6 7 8 9 0 

Frutiger 75 Black 



1 2 3 4 5 6 7 8 9 0 

Futura Bold 



1 2 3 4 5 6 7 8 9 0


Cox School Advertising Guidelines 

The Cox Marketing and Communications Office is the only entity authorized to place advertising for the Cox School, its departments, 

programs, centers, and institutes. Please forward all requests for advertising to this office. We are required to coordinate with the SMU Office 

of Communications, and all advertising development and placement must be handled by the University’s official advertising agency of record. 

If the Cox School is co-sponsoring an event that includes program advertising, please work with the Cox Marketing and Communications 

Office to develop the appropriate advertisements. Standard ads and templates are available to meet most needs. If necessary, the Cox Marketing 

and Communications Office can take responsibility for producing a special-purpose ad. 

All ads must be approved by the Cox Marketing and Communications Office before publication. 

Cox School Direct Mail Guidelines 

Direct mail letters should be printed using official Cox School of Business stationery and envelopes. These can be ordered through SMU’s 

custom stationery Web site at http://images.smu.edu/?page=stationery#. 

The Cox Marketing and Communications Office has also established templates for direct mail pieces such as brochures, flyers, invitations, 

postcards, and event programs. You should adhere to these templates as you create materials to promote our school. In addition, the Cox 

Marketing and Communications Office has relationships with preferred designers and printers to help ensure a consistent appearance in your 

direct mail pieces. Working with these vendors ensures that materials will be designed and printed within the Cox brand graphics guidelines 

described in this manual. When designing a new print or electronic piece, please alert the Cox Marketing and Communications Office by 

completing a “New Project Request Form,” located at http://www.cox.smu.edu/intranet/marketing/forms. 

Approval by the Cox Marketing and Communications Office is required before printing any brochures or collateral materials for external 

distribution. In addition, the Cox Marketing and Communications Office encourages you to submit any internal communications, brochures, 

or collateral for our review before final printing and distribution.


Cox School Naming Conventions 

The full and correct name of our institution is the Cox School of Business at Southern Methodist University. However, the University is 

increasingly using its abbreviated name, SMU. So in the interest of space, you can use the “SMU Cox School of Business”, or “SMU’s Cox 

School of Business” in your first reference, followed in subsequent references by “SMU Cox”, “the Cox School”, or “Cox”. (Quotation marks 

are used here only to highlight acceptable references to the Cox School. In addition, do not italicize names or references to the Cox School in 

print or electronic media.) 

When using “SMU Cox” or “the SMU Cox School of Business”, there is no punctuation between SMU and Cox. Do not use a hyphen (-), a 

slash (\ or /), colon (:), or any other punctuation mark between SMU and Cox in any form of communication. 

Programs, Centers, and Institutes 

The Cox School has a number of special programs, centers, and institutes. Please use the following naming conventions for initial and 

subsequent references. The following list is not intended to be exhaustive, but rather include those programs, centers, and institutes that are 

commonly referred to in an inconsistent fashion. 

• BBA Business Scholars Program 

• MBA Distinguished Scholars Program 

• Business Leadership Center 

(BLC in subsequent references) 

• Edwin L. Cox BBA Leadership Institute 

(BLI in subsequent references) 

• MBA Career Management Center 

(CMC in subsequent references) 

• BBA Career Services 

• American Airlines Global Leadership Program 

(AAGLP in subsequent references) 

• JCPenney Center for Retail Excellence 

(JCPenney Center in subsequent references) 

• Maguire Energy Institute 

(Maguire Institute in subsequent references) 

• Caruth Institute for Entrepreneurship 

(Caruth Institute in subsequent references) 

• Business Information Center 

(BIC in subsequent references) 

• Center for Research in Real Estate and 

Land Use Economics 

• Southwestern Graduate School of Banking 

(SWGSB in subsequent references) 

• KPMG Institute for Corporate Governance 

(KPMG Institute in subsequent references) 

• Norman E. Brinker Institute for Hospitality and 

Restaurant Management 

(Brinker Institute in subsequent references) 

• Associate Board executive mentoring program 

(Note that executive mentoring program is not part 

of the formal name, but rather a descriptive phrase 

that often accompanies the formal name. Use 

Associate Board in subsequent references.) 

In headlines or initial use in body copy, you should clearly establish that a program or institute is a part of the Cox School of Business (e.g., 

the Cox School’s Caruth Institute for Entrepreneurship; the Cox MBA Career Management Center). Please consult the Cox Marketing and 

Communications Office with questions about these or any other Cox School programs, centers, or institutes.


Cox School Promotional Items and Premiums 

The basic guidelines set forth for print materials also govern the development of all promotional items and premiums. This includes T-shirts, 

coffee mugs, pens, book bags, totes, or other giveaway or premium items. 

The SMU Cox logo must appear on all promotional items. The SMU Cox logo should be given dominant or equal size and position relative 

to symbols for other entities such as institutes, departments, programs, or events that may be included. 

Color usage should be guided by the color palettes recommended on page 12. Reversing the logo in gold or white on a dark blue, red, gray, 

silver or black background is permitted. Again, SMU and the Cox School have relationships with recommended vendors for these types of 

promotional items. Please contact the Cox Marketing and Communications Office for information. 

Approval of all items and designs is required by the Cox Marketing and Communications Office before production of any promotional item.


Cox School Color Options for Electronic Media 

Colors for printed materials differ from colors used for electronic media. The Cox School color options for electronic media are within the RGB 

framework. The Cox Web site Content Management System will ensure that you adhere to these color options when making content changes to 

your Web pages. For other electronic pieces you might develop, such as e-newsletters or e-mail marketing campaigns, the proper mixes for the 

RGB colors are detailed below. Please consult the Cox Marketing and Communications Office when creating such pieces. 

Color Description R G B Hex Code 

Khaki Top Background 231 223 191 E7DFBF 

Page Main Background 0 0 0 000000 

Red Color 171 29 27 AB1D1B 

Page Title Background 15 29 78 0F1D4E 

Side Nav Bar Background 15 29 78 0F1D4E 

Bold Link - Underlined - Active 0 47 82 002F52 

Bold Link - Underlined - Link 0 47 82 002F52 

Bold Link - Underlined - Visited 0 47 82 002F52 

Bold Link - Underlined - Hover 171 29 27 AB1D1B 

Normal Link - Not Underlined - Active 0 47 82 002F52 

Normal Link - Not Underlined - Link 0 47 82 002F52 

Normal Link - Not Underlined - Visited 111 137 162 6F89A2 

Normal Link - Not Underlined - Hover 171 29 27 AB1D1B 

Top Link - Not Underlined - Active 11 61 145 0B3D91 

Top Link - Not Underlined - Link 11 61 145 0B3D91 

Top Link - Not Underlined - Visited 11 61 145 0B3D91 

Top Link - Not Underlined - Hover 171 29 27 AB1D1B


Cox School Typography Options 

for Electronic Media 

The Cox Web site Content Management System will ensure that you adhere to the proper typography options when making changes to your 

Web pages. But for other electronic pieces you might develop, such as e-newsletters or e-mail marketing campaigns, the approved fonts, styles, 

and sizes are detailed below. Please consult the Cox Marketing and Communications Office when creating such pieces. 

All fonts are Arial. The background colors are set to transparent. Font size runs from 12 to 14 pixels. 

Arial 



1 2 3 4 5 6 7 8 9 0 

Tag Size Weight Decoration R G B Hex Code 

H1 14px Bold None 44 52 45 2C342D 

H2 12px Bold Indent 23px 44 52 45 2C342D 

H3 11px Bold None 44 52 45 2C342D 

P 12px Normal None 45 53 46 2D352E 

B 12px Bold None 45 53 46 2D352E

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