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Logo Use


The official ETSU logo is a representation of both our history and our vision for the future. It is a graphic identity that is representative of our deeply rooted traditions and our longstanding commitment to excellence.

The ETSU logo consists of two elements. The ETSU logo consists of a banner in a traditional style depicting an E with the shape of the state of Tennessee serving as the middle arm of the E.

The second element of the logo is a customized rendering of East Tennessee State University in a modified version of the type font, Rotis Serif. The special design treatment adds character and refinement and renders it unique to the University.

The ETSU logo is at once classic and contemporary, appropriate for an institution respectful of its heritage while being innovative and visionary in its educational mission for the future.



There are two primary versions of the ETSU logo. One consists of the ETSU logotype and a graphic mark, and the other displays the logotype. Both versions are equally acceptable to use, and can be used alone or in combination (for example: using the logotype on the cover of a brochure, and the logotype with graphic mark on the back cover with the address block). Whenever possible, a primary version of the ETSU logo must be used, printed in the specified PMS colors or in a process color conversion of those PMS colors. 

Primary Vertical logo Format                                                                             Primary Horizontal Logo Format

Primary Vertical Logo Format                    Primary Horizontal Logo Format    

ETSU Vertical Logo Extended                         ETSU Horizontal Logo Extended



The graphic mark was designed to work with the logo or occasionally as a stand-alone graphic. For use as stand-alone graphic, please email iden­ (See Logo Variations and Graphic Mark Dos and Don’ts for guidelines regarding its usage.)

When used as a stand-alone graphic, the mark can appear only in the following specified colors: PMS 282, PMS 123, black, a 10 percent screen of black, or 3 percent screen of black when creating a watermark effect. If the PMS colors are not an option, the process color conversions are always acceptable (see Logo Colors on page 2.5).

When used as a stand-alone graphic (as in a background for a PowerPoint slide), the mark should appear as a background image in a light screen of black or PMS 282. In this format, text may be printed over it. In any color for­mat other than a light screen of the previously mentioned colors, overprinting text or imagery is unacceptable.

*The background of the shield should never be white or gold. The shield should always be navy (or black if color is not an option).





The width of the gold bars must line up with the inside edge of the banner. The "E" should never be removed from the banner.

Logo Dimensions


When the logo is used in marketing materials together with photography, illustration, or other typography, a minimum amount of clear space must surround the logotype. This space is equivalent to the width of .25". 

minimum clear area


The primary horizontal logo with graphic mark may not be reproduced any smaller than 1.5" inches in width. 

The primary vertical logotype cannot be reproduced any smaller than 1.125 inches in width. 

minimum reproduction size




The East Tennessee State University color palette combines the classic blue and gold. Used correctly and consistently, our university colors show institutional pride and school spirit. 

ETSU also has complementary, bold, and neutral color palettes available to provide flexibility in the use of color, while promoting a consistent, coordinated appearance in our marketing and communication materials. Use the supporting colors in all media, including print, web and other electronic communications. Formulas for printed materials are included in the table below but may also be obtained from the Office of University Relations. 

Note that these supporting colors are intended to complement but never replace our primary university colors. Some combination of gold and blue should always be used prominently to help build recognition and association with the university. 

In most cases, no more than two or three of the supporting colors should be used in your materials. The addition of too many additional colors can dilute your design and mask the primary university colors. Other similar shades of these colors may also be used with consent of the Office of University Relations. 

The representation of color throughout this guide is not an exact match due to the limitations of the digital reproduction process. For this reason, please refer to a Pantone® swatch book, available from either the Office of University Relations. 

*Gold on uncoated paper is preferable as solid PMS 121 rather than a CMYK build.

*Crown 4450 Gold Gloss Pigment Foil should be used.


Navy PMS 282 Gold PMS 123                            


Pantone 282 C 

C100 M90 Y13 K68 

R4 G30 B66 


Isacord #3355 


Pantone 123 C 

C0 M19 Y89 K0 

R255 G199 B44 


Isacord #0800 

ETSU Color Palette




The use of the logo has to be more flexible than the standard one-color positive image. These logo variations provide choices for all communication materials that represent the university. For one-color applications, the logo should appear in navy and white. If color is not an option, then black and white should be used.

When reversing the logo, use a solid color as the background and knock out the logo in white. It is acceptable to reverse the logo on a back-ground color other than the ETSU PMS color but use caution when doing this. Do not print the mark in colors other than the PMS 282, PMS 123, black or white.

These variations also apply to the primary logotype and alternate format versions of the logo.

color options


The following logos represent Colleges, Schools and Departments that make up ETSU. When producing communications for any of the Colleges and Schools, the complete format of the logo must be used, printed in the specified PMS colors or in a process color conversion of those PMS colors. 

These are the only versions that can be used to represent the various operating units of ETSU. No other variations are acceptable. 


Logo Variations




The ETSU monogram logo was designed for secondary graphic applications such as campus banners, bags and brands merchandise. The monogram is never a replacement for the primary logo, especially in the case of key external applications, such as admissions materials, the web site and the alumni magazine. If employed on an external application, it may be necessary to use the version that includes the words “East Tennessee State University” below the monogram so that an external audience can interpret the acronym. It is acceptable to use the following alternate logo format if printed in the specified PMS colors, black, white (knock out), or in a process color conversion of those PMS colors. 

Note: For reasons of aesthetics, the font Rotis Serif was used for the ETSU monogram. Do not attempt to recreate the monogram—graphics will be available through the Office of University Relations.





Using the official logo correctly will maintain consistency and respect for the ETSU identity. Please follow the guidelines below. These guidelines also apply to the primary logotype and alternate format versions of the logo. 

  • Do use the primary form of the logo whenever possible. 
  • Do maintain the minimum clear space and reproduction size specifications (see page 2.4). 
  • Do print the two-color version of the logo on a white background when possible. 
  • Do consult this style guide when in question. 

Dos and Donts


Using the graphic mark correctly will maintain consistency and respect for the East Tennessee State University identity. Please follow the guidelines below. 

  • Do use the graphic mark in PMS 282 or black. 
  • Do maintain the proper clear space around the mark. 
  • Do print the mark on the preferred white background. 
  • Do consult this style guide when in question. 

Dos and Donts 2




As the university launches and sustains its new graphic identity, it will be imperative that all communication tools carry the approved East Tennessee State University logo. In putting forth a consistent, recognizable institutional image, it is necessary to eliminate any previously accepted logos and graphics. 

The logos below are just a few examples of the previously approved designs that are not to be used for any purpose. 





The seal is to be used only for official documents and occasions. It must not be used as a casual logo or identity, a design element in recruitment materials or a decorative element. University seal is used for official Presidential business. The seal illustrations shown here are watermarked as examples only and are not intended or authorized for any use. Prepared digital art of the East Tennessee State University seal must be requested.

The seal can appear only in the following specified colors: PMS 282 and PMS 123, black and white, PMS 875 Metallic and PMS 282, or 3 percent screen of black when creating a watermark effect.

Uses for the seal include:

  • Official legal documents
  • Transcripts
  • Convocation and Commencement documents
  • Honor society documents
  • Diplomas
  • University stationery watermark





Rotis Serif is the typeface used for the East Tennessee State University logo. The typography in the logo cannot be rearranged or modified in any way. Rotis Serif and Rotis Sans Serif shall be used for the ETSU logo. Georgia and Arial should be used in recruitment, advertising and publications. 

Alternate typeface for correspondence

Georgia, Arial and Times New Roman, standard on most computers, are acceptable when letters or memos are created in word-processing software and laser-printed on official stationery. 

Typography for electronic media

Arial and Helvetica are used for the ETSU website and can be used for e-mail and other electronic media, such as PowerPoint presentations. It is most important in electronic media that the chosen typeface is clear, easy to read, and professional-looking. Choices for PowerPoint presentations 




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