TTUHSC Identity Guidelines
Official Seal and Official Signature
The official seal and official signature may be used only for documents and publications that represent official business of TTUHSC. The official seal and official signature communicate the message that the document on which they appear is an official and formal communication of the institution. They may be displayed on diplomas and certificates, on printed pieces of highest official rank and on the business papers of the Office of the President. The official seal is considered the most formal symbol of the institution. Documents that are not official and formal should use the appropriate academic signature.
Correct UseBack to Top
Always use the official versions
It is important that the TTUHSC official seal and official signature are always used in their correct trademarked forms. The official seal and the official signature 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 official signature or official seal at a slant or align the official signature vertically. They should appear prominently and be used in their entirety when serving as the primary identifier for the institution. The official seal may be used as an illustrative graphic in a tone-on-tone presentation within design solutions providing that the official signature is present as the primary identifier.
The official seals of the Texas Tech University System, Texas Tech University and TTUHSC look identical except for the identifying text that surrounds the coat of arms. Careful examination should always be practiced when utilizing these seals to make certain you have the correct one.
The simplest way to ensure that use of the official seal and official signature in their correct forms is to always use the approved artwork provided by the 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. A black-and-white version has been created for those situations when reproduction integrity or financial constraints limit your options. We've also provided a line version for some reverse presentations and for unique production requirements such as the development of embossing or watermark dies. The line version is also a good alternative when considering a quieter or more reserved impression, such as on an invitation or more formal documents.
Flush left or centered?
In addition to the various versions of the official seals, you'll find two different configurations of the official signature – one 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.
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 official seal to the logotype. For assistance and approval in these special circumstances, contact Jamie Hinojosa at (806) 743-2143 in the Office of Communications and Marketing.
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 official seal and official 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 official seal and official signature protects their integrity and contributes to uniform recognition. These official identities may never be altered in shape, proportion, typography or color or combined with any other university identities.
Color ApplicationsBack to Top
Two-color and single-color use.
When using the official seal or official signature, the two-color (Texas Tech red and rich black) version is preferred. However, when situations dictate, the official seal and official 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 HSC 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 Official Seal or Signature on a 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 Texas Tech red or rich black. The rich black version is preferred when printing on a light color background.
Clear SpaceBack to Top
Maintaining a clear space around the official seal or official 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 official signature, an easy 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 official signature. No graphic items or text of any kind should intrude into this clear space.
Official Seal Minimum SizeBack to Top
For the official seal and official 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 official seal should be no smaller than .6 inches or 15.24 mm in diameter in print and 43 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.
Larger minimum sizes may be required for embroidery, silkscreen, stamping or other reproduction methods where detail integrity is difficult to maintain. Contact the TTUHSC Printing Center at (806) 743-2016 to review or obtain appropriately scaled files for your special requirements.
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 HSC 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.
File Naming ConventionBack to Top
In order to find logo files quickly and easily, a naming convention has been assigned to the logo files. When a new logo is created from a template, it should abide by the following naming system protocol.