TTUHSC Identity Guidelines
Academic Coat of Arms and Signature
In keeping with our objective of defining and promoting a unified identity for all academic entities within the Texas Tech University System, we have developed a new identity to represent the academic offerings of both Texas Tech University and TTUHSC. This identity is derived from our original official seal and features an enhanced coat of arms design, comprised of the national eagle atop our university shield bearing our historic symbols representing school, home, state and church.
Our enhanced official seal retains its original cotton boll motif in recognition of both our rich agricultural heritage and the culture of nurturance and growth that will continue to guide us into the future. Our new unified academic identity will feature the remaining symbols to more appropriately reflect the wide diversity of academic disciplines found within both our universities and across our numerous campuses.
Much like the classic Spanish Renaissance architecture of the original university campus in Lubbock, our academic identity provides a visible reminder of a classic university experience and reinforces our commitment to academic excellence. Our unified approach will equally elevate the academic quality and quantity of impressions among all our audiences.
Our Academic SignaturesBack to Top
To unify and strengthen our academic identity we've developed an integrated system of academic signatures that represent TTUHSC, its campuses and all of its highest-level academic units. We refer to these configurations as signatures because they indicate official endorsement through the locking up of the Texas Tech coat of arms with the name, "Texas Tech University Health Sciences Center" set in our official typeface, Charter.
Academic signatures have also been created for schools and a select group of institutes, centers, programs, divisions and offices. The examples on this page present an overview of the university and academic unit signatures.
Some institutes and centers with significant brand equity, market 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 TTUHSC endorsement. If you have questions regarding the appropriate signature for your unit, consult with your respective supervisor, dean or vice president. You may also contact your campus Office of Communications and Marketing or your school's marketing director for additional assistance.
Correct UseBack to Top
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. The simplest way to ensure that you're using academic signatures in their correct forms is to always use the approved artwork provided by TTUHSC via links within this page or by contacting the TTUHSC printing center at (806) 743-2016.
Color, B&W or line versions?
Our official colors are vital components of the TTUHSC identity and should be the first choice when representing the institution. Black- and-white versions have been created for those situations when reproduction integrity or financial constraints limit your color options.
Two different configurations are approved for academic signatures – one that is in a flush-left arrangement and one that is centered – to accommodate the range of applications required within the system. 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.
Special versions for specialized use
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. There may be some exceptional environmental applications where it would be advantageous to adjust the relative size of the academic coat of arms to the logotype. Contact your campus Office of Communications and Marketing or your school's marketing director for assistance and approval in these special circumstances.
Reproduction techniques used in promotional merchandise such as embroidery for apparel demand greatly simplified artwork to ensure that graphics reproduce at an appropriate size and at an acceptable level of detail. Exceptionally small or coarse printing techniques used on items such as writing pens or other premium items will also benefit from the use of a simplified design. As a result, we've developed special artwork for some of these unique applications. The simplified version of the academic coat of arms and signature should never be used for general print reproduction. Contact the TTUHSC printing center at (806) 743-2016 to identify the best solution for your special reproduction needs.
Incorrect UseBack to Top
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 Texas Tech identities, such as the Double T, the Official Seal, or other Spirit and Athletic Marks.
Color ApplicationsBack to Top
Two-color and single-color use
When using the coat of arms or academic signatures, the two-color (Texas Tech red and rich black) version is preferred. However, when situations dictate, the coat of arms and academic signature also may be printed a single color – solid rich black. Use RGB file formats for Web pages, broadcast and computer-based, presentations. These may be obtained by contacting the TTUHSC printing center at (806) 743-2016. Texas Tech red is a specially formulated color mixture and officially approved ink specifications must be obtained from service representatives from the TTUHSC Printing Center at (806) 743-2016.
Using the coat of arms or academic signatures on colored background
When producing marketing and communication materials with dark-colored backgrounds, always choose the white "reversed" or two-color reverse artwork. In order to diminish color conflicts with our Texas Tech Red, we generally avoid use of the two-color version on colored backgrounds other than red or black. The black version is preferred when printing on a light color background.
Clear SpaceBack to Top
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, a 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.
Coat of Arms Minimum SizeBack to Top
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.
File FormatsBack to Top
There will be occasions when alternative file formats such as JPG, PNG or GIF files are needed for presentations, broadcast applications or the Web. Always contact the TTUHSC printing center at (806) 743-2016 to obtain correct conversions for your special requirements. Conversions from our master graphic files will ensure the appropriate level of quality. Never use 72 dpi images for print reproduction.
File Naming ConventionBack to Top
In order to find master identity files quickly and easily, a naming convention has been assigned to the files. When a new master is created from a template, it should abide by the following naming system protocol.
Signature and Tagline LockupBack to Top
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 Health Sciences Center. 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 the HSC Printing Center at 806-743-2016.