The University of Tennessee, Knoxville

Office of Communications and Marketing

Download Unit Names

Graphic Identity Guidelines

New university logo

The university began implementing a new logo on January 1, 2015. The logo and associated communications resources are being rolled out across campus in four phases, ending June 1, 2015.

Information about the new logo and the implementation process is available at

Please continue to use the resources found on this page until your unit’s approved rollout. Once your unit has been approved to begin using the new logo, you should work with your logo liaison to obtain the approved files.

Unit Names

Departments, offices, and other units may combine their name with UT's visual identity elements according to the guidelines and specifications below. Department, office, and other unit names should appear in the Gotham Light typeface when combined with the college name as shown in these examples. Likewise, college names should always appear in Gotham Bold. Feel free to create a mark for your unit using these specifications. If you need help creating a mark for your unit, please submit a project request, and our office will be glad to work with you.

Primary Usage—Unit Wordmarks

Our wordmark can be combined with the names of departments, offices, and other units. Only the horizontal wordmark can be combined with unit names. Do not combine the "stacked" wordmark OR the tagline wordmark with unit names or other identifiers.

Examples of Primary Usage

approved primary usage examples



Nesting Unit Names

Adding nested department/college names to the horizontal wordmark is sometimes necessary. However, it is better to identify your unit elsewhere and in a more prominent location. See "Secondary Usage" below for a guide to combining names with the UT icon.

Approved Nested Unit Name Examples

approved nested unit name examples



Secondary Usage Guide For Combining Unit Names With The UT Logo

The name of the college, department, office, center, etc., may be used with the UT icon alone. When using this treatment, the UT wordmark should appear elsewhere on your piece of communication, especially if its being used off-campus. These names may fall on multiple lines. If the entity name can fit on one line then the height of the type is equal to the height of the UT icon. If the entity names falls to two or more lines, the UT icon must be the height of the first two lines only.

The top line names the department, office, center, etc., and should be upper and lower case Gotham Light. The color of this text should be Smokey (85% black). The letter spacing (kerning) should be set to -30.

The bottom line names the college or school (parent unit) and should be set in all caps Gotham Bold. This color of this text should be Smokey and the kerning set to -30 as well.

Ampersands (&) should be used in place of the word “and” and should never be placed at the beginning of a line. Commas should not be used before ampersands.

Approved Secondary Usage Examples

Approved Examples

Unacceptable Secondary Usage Examples

Unacceptable Examples




Instead of creating your own version or copying images from your screen, please download the appropriate image file from the following menus.

Primary Usage—College Wordmarks




Secondary Usage—College Names



  • JPG is a compressed, bitmapped image that can be displayed in any standard web browser or image application. The JPG images you download here can be proportionately reduced in size but never used at a larger size.
  • "Reversed" images have the background and foreground colors or values reversed. For the reversed images here, the background is always black, the wordmark type is white, and the UT logo is orange if the wordmark is a two-color version.
  • PNG is another type of compressed, bitmapped image that is used most often on the web at the standard 72 dpi (dots per inch) web resolution. The PNG format supports transparency–often useful in web applicatons. Like JPG, the PNG images you download here can be reduced in size but never used at a larger size.
  • EPS is a vector image (PostScript) and can be either enlarged or reduced in size proportionately without limitation. Also, element and background colors can be easily changed in standard publishing applications such as Adobe InDesign. For this reason, reversed EPS images are not provided here.
  • NOTE: The resolution of the bitmapped image files provided here are: JPEG–300dpi, PNG–72dpi. For larger images to be used in print, open the EPS file versions in a standard publishing application (such as Adobe InDesign) to create the minimum print resolution of 300 dpi at the image dimensions you desire.



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