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WELCOME
TO

YOUR BRAND.

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Everything changes

ORANGE.

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after you turn this

page.
YoullIDEAS.
see the world
through Big Orange
lenses.
Youll discover how
awe-inspiring our
ideas can be. ORANGE.
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Youll understand
just how massive
our universitys
impact ORANGE.
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ORANGE.

Reputation.
We all tend to think of a brand
as an attempt to sell something,
whether its a refreshing soda, a
swanky pair of jeans, or a new
car that burns up the highways.
While that may be true, a brand
is much more.
Its more than just a logo, a
tagline, or a coloralthough all
of these are crucial.

BRANDING?
Its about reputation, and
our brand should reflect that
reputation. Do we give students
a top-notch experience? Our
publications should reflect that.
Do we have faculty working
at the forefront of research
and creativity? Our websites
should reflect that. Do we have
a university worthy of our Top
25 aspirations? Everything we
say and do should answer with a
resounding yes.

FROM THE

CHANCELLOR

The University of Tennessee,

Knoxville, is a place of energy. Were
powered by our excellent students,
our dedicated faculty and staff,
and our passionate alumni and
donors. And were enhanced by
our institutional partnerships, our
competitive athletic teams, and our
high-profile research and creative
activity. Tennesseansand friends
throughout the worldtake great
pride in our university.
Our universitys identity depends
on that pride and the energy found
on our campus. The Office of
Communications and Marketingwith
the help of campus communicators
and the feedback of students, faculty,
staff, alumni, and parentsdeveloped
Big Orange. Big Ideas. as the
tagline that encapsulates UTs brand.
This tagline and its related messages
and visual elements convey UTs
identity as a competitive institution

with proud traditions and futurefocused energy, whether were in

the classroom, on the field, or in the
laboratory.
Everything we do should reflect our
identity and support our brand. This
brand book is the perfect place to
learn about the UT brand and how
you can share our story using words,
color, imagery, and more. When we
present information about UT that
aligns with the principles found in
this brand book, we strengthen UT
and, by extension, strengthen our
community of students, faculty, staff,
and alumni.
Take a look at the brand principles
on the following pages, and help us
ensure UTs continued success.

Jimmy G. Cheek
Chancellor

FROM THE

PROVOST

The concept of branding may seem

miles away from the classroom, but
its not. Every day, in and out of the
classroom, were ambassadors of our
university.
How we communicate UTs identity
and strengths is essential to this
universitys success and, therefore,
the success of our faculty, staff,
and students. Each time one of us
positively represents UTwhether its
at a conference, in a media interview,
through a publication, or otherwise
all of us reap the rewards.
This brand book is a tool to help
us be more consistent in what we

say and how we say it. Familiarize

yourself with it and keep it handy.
Big ideas become reality every day at
UT. Lets share them with the world in
ways that are both unmistakable and
unforgettable.

Susan D. Martin
Provost

Our
BRAND
Energy.

Our mission. As the states flagship comprehensive

research institution, UTs primary purpose is to move
forward the frontiers of human knowledge and
enrich and elevate society.
Our position. UT embodies the best of our states
character and potential: fostering unwavering pride,
courageous optimism, and fiercely independent
thinking in an intellectual community where ambition
and civility are not mutually exclusive.

Our personality.
The tireless Volunteer, ready
to stand up for whats right.
Every institution, like every
person, possesses a distinctive
personality. The qualities that
the Tennessee Volunteer stands
forinitiative, selflessness,

This is the organizing principle

for all our communications.
Its not a tagline, and its not
a slogan. Instead, energy
provides the ultimate filter for
telling the UT story. No other
institution does more to
invigorate Tennessee than UT.

Our diplomas open

doors; our ideas
command attention.

compassion, collaboration,
civic responsibility,
leadershipreference our proud
history as Tennessees institution
of aspiration and opportunity.

Our audiences benefit.

I am a force to be reckoned with.
This is how people feel when they
affiliate with our brand. Respect
and competitiveness in the greater
world is the key benefit that
people seek from the UT brand.

Our diplomas open doors; our

ideas command attention.

Our pledge. Together, were

unstoppable. This is the promise
we make to our audiences. UT
offers the excitement of being
associated with an institution
that has incredible momentum.

Keeping that momentum

strong depends on everyone:
Were as dynamic as the
people who invest in us
emotionally, intellectually,
and philanthropically.

At the core of our brand identity is our

taglinea short, memorable phrase that is the
essence of who we are, what we do, and how
we do it. In a world cluttered with messages,

our tagline is a torch for everyone to carry

on campus, across the state, and around
the world.
Our tagline is an exclamation of pride, a
reminder of who we are, a challenge to what
we strive to be, and a promise to ourselves and
to the world.

Our tagline
Orange is more than a color, and we are more
than orange. We are Big Orange. Big Orange
is not just a cheer heard on game days. It is a
rallying cry for a university community built
on spirit, pride, and a tradition of excellence.
Ideas result from experiences, and our
experiences reach beyond the ordinary. We
inspire Big Ideas, which are more than just
mere pipe dreams. Theyre everything from
small discoveries to major breakthroughs.
Big ideas are the possibilities that exist in
everything we do.

OUR
STORIES
TO
SHARE
An important part of branding is sharing
storiesin UTs case, stories that illustrate
the energy and passion found on our
campus and among students, faculty, staff,
alumni, and the community.

Think of the following messages

as the five key stories that UT tells
to the world. Each message provides a

framework of facts and features, articulates

an institutional culture, and connects the
dots across the institution. Use these key
messages as a guide when formulating
specific messages for your audience.

OUR CORE
Big Orange. Big Ideas.

MESSAGE

Energy is a visible force at UT.

It drives everyone, from our highcaliber students and faculty to our
fired-up game day fans. Its everywhere,
from our ever-growing campus to our footprints
across the globe. We are the states flagship
institution, but the power of todays UT
reverberates beyond Tennessees borders. Were
pushing to the forefront of the twenty-first
century with fresh, creative thinking in a variety
of fields, including our world-renowned supply
chain management program, our highly ranked
printmaking curriculum, and our breakthroughs in
energy sciences. Energy is in everything we do and
in everything we are. Our Big Orange spirit ignites
us. Our big ideas make us unstoppable.

Big Leaders.
On the court and in the classroom, behind the scenes and above the fray,
leaders thrive at UT. Their names may grace a building or simply a syllabus.
They may be national championship coaches or professors talking one-onone with students. They dont lead for the glorythey lead for the results.
They want what is best for our university, our students, and our state by
solving problems, expanding horizons, and creating jobs. Leaders
at UT follow our Torchbearers creed: One that beareth the
torch shadoweth oneself to give light to others.
OUR

LEADERSHIP
MESSAGE

OUR

DISCOVERY
MESSAGE

Big Discovery.

Bold ideas and new breakthroughs are brought to life at UT.

Example: Physics professor Kenneth Hertel invented the partial
pressure indicator in the 1930s to measure the relative humidity of a gas. Years later,
he helped UT forge a partnership with what is now Oak Ridge National Laboratory
so young scientists could earn a graduate degree while working at the leading center
of scientific study. Today, thanks to our continued relationship with ORNL, UT is one
of only a few universities partnered with a national laboratory. We enjoy a similar
partnership with the Y-12 National Security Complex, and our faculty and students
reap the benefits of forensic research opportunities at the world-renowned Body
Farm and access to two of the worlds fastest supercomputers. UT is where worldclass researchers, brilliant students, and corporate and government investors come
to make the next big discoveries. UT is where the future begins.

Big Legacy.
Tradition is a vital part of UT culture, whether were making the long climb up the
Hill to Ayres Hall, or were listening to Smokey howl in tune with the Pride of the
Southland Marching Bands performance of Rocky Top. We give our students and
alumni a home away from home, and were making a better tomorrow through our
environmental initiatives and our promotion of civility and community on campus. We
want students of all generations to look with pride at the discoveries unfolding on our
campus and the timeless traditions shared by all of our alumni. A UT degree should
speak volumesin any languageabout our graduates exceptional
abilities and their preparation to become the leaders of the future.
OUR

LEGACY
MESSAGE

OUR

UNDERGRADUATE
MESSAGE

Big Experience.

The classroom is just the beginning. We believe education is

about more than lectures and exams. Our students enjoy an entire
experience at a big campus where they never feel small. They learn about UT
traditions at Torch Night and explore the world around them through service and
study abroad. They cover the Rock with a fresh coat of painted messages and work
side-by-side with professors who are experts in their field. UT students are among
the best and brightest undergraduates in the nation, and were here to make sure
theyre successful. We know our students have the potential to change the world,
and we empower them to do just that.

DIS C OV ERY
Research
Create
Delve
Dig
Explore
Hunt
Imagine
Invent
Investigate

Our LINGO
Good words are worth much, and cost little, wrote

seventeenth-century poet George Herbert. We agree. One

strong, emotional word can tell the UT story using only a
few letters. And those words are even more effective when
included in concise, direct sentences. Keep the following
words and phrases in mind when writing about UT.

Power
Build
Competitive

Drive
Driven
Enhance
Force
Strengthen

ENERGY

Change
Dynamic
Inspire
Invigorate
Nurture
Transform
Light
Illuminate
Shine
Spark
Torch
Torchbearer
Vibrant

VOLU N T EER
SPIRIT
Service
Benefit
Collaborate
Common good
Community
Contribute
Responsibility
Volunteer

Civility
Celebrate
Community
Compassion
Differences
Global citizens
Global community
Humanity
Welcoming
Whats right

Results
Discovery
Opportunity
Possibility
Potential
Solutions

Motion
Advance
Catalyst
Climb
Drive
Incentive
Initiative
Motivation
Moving forward
Progress
Pursue
Spark
Unstoppable
Future
Aspiration
Aspire
Hope
Opportunity
Optimism
Possibility
Promise

PRIDE
History
Beacon
shining bright
Big Orange
Spirit
The Hill
Torch
Torchbearer
Tradition
Volunteer
Leadership
Big Orange
Competitive
Confidence
Spirit
Welcome

MOMENTUM

As we said earlier, a brand

is more than just a logo,
a color, or a tagline. Its
about reputation.
But to uphold that good
reputation through
our communications,
we should be proud
of UT and present an
immediate and positive
first impression. The way
we do that is through
our visual language
the elements of any
publication or website
that our audiences will
see before they even
read the first word.

OUR
VISUAL
LANGUAGE

The following core

elementslogo, color,
typography, and
photographyillustrate
our universitys energy
and embody the UT
brand.
Learn more about UT
visual identity, editorial,
and web guidelines at
communications.utk.
edu/identity.

We are orange. Orange is us. Others may also

wear orange, but for them it is a color chosen.
For the University of Tennessee, orange is at
the core of who we are.
Its origins, of course, lie in the orange
daisies that flourished on the Hill in the late
nineteenth century. Orange was literally
rooted in the center of the campus. Its shade
has shifted over the years, just as the campus
has shifted westward. But just as the Hill
remains the spiritual center of the campus,
orange remains central to who we are.

Orange is vibrant. Orange is energetic.

Orange commands attention, on the field
or in the board room. Orange leaves an
impression.

OUR LOGO

We wear it with pride. We should allow our

publications and websites to wear it with
pride, too.

The logoalso known as the iconis the primary identifier

for our university. Its the most immediate and most
recognizable way for our audiences to know that the
publication in their hands or the website on their monitor is from
UT. Our iconfeaturing the outline of the state of Tennesseeis
representative of the important relationship between UT and the state.
The icon is most often used as part of our campus wordmark. The
wordmark is like a signature for our campus and should be included in
all university communications.

OUR PRIMARY
COLOR

Orange stands front and center in our

audiences perception of UT, making
color a crucial component for our visual
communications. UT Orange, as we call our
specific shade of orange, requires a special set
of colors to accent and support it. Primarily,
White and Smokey should always be used
to underscore the boldness of UT Orange,
invoking a sense of
the pairing of our
institutions vibrant
momentum and
respect for
tradition.

ut orange
PMS 151
CMYK 0 50 100 0
hex F77F00

OUR PALETTE

white

smokey

PMS N/A

PMS 426

CMYK 0 0 0 0

CMYK 0 0 0 85

hex FFFFFF

hex 4C4D4F

Second level

VALLEY

TORCH

globe

LIMESTONE

PMS 329

PMS WARM RED 2X

PMS 308

PMS 454

CMYK 100 50 65 0

CMYK 0 85 100 0

CMYK 100 65 35 0

CMYK 5 5 10 0

hex 00746F

hex E65933

hex 006C93

hex F0EDE4

third level

Second-LEVEL and Third-Level Colors

Two additional color palettes may be used to complement our essential colors
of UT Orange, Smokey, and White. The names we have given to our chosen
colors point to an aspect of UTs history or the region we call home.

SUNSphere

RIVER

Leconte

rock

regalia

PMS 123

PMS 549

PMS 1945

PMS cool gray 9

PMS 260

CMYK 0 15 90 0

CMYK 70 40 25 10

CMYK 0 100 60 20

CMYK 0 0 0 55

CMYK 60 80 20 10

hex FED535

hex 517C96

hex 8D2048

hex 8A8C8F

hex 754A7E

Colors in the second level complement our core colors strongly. At this
level, the colors add energy when used with the core colors and suggest
movement.
Colors in the third level should be used to accent color schemes that include
core colors and second-level colors. Third-level colors suggest UT tradition
and geography and balance the boldness of colors at the upper levels.
Note: When using one of the colors, always use the PANTONE value for spot color printing, the CMYK breakdown for
four-color printing, and the hexadecimal code for web communications.

Summitt

legacy

buckskin

SWITCHGRASS

eureka!

PMS 304

PMS 562

PMS 4705

PMS 344

PMS 386

CMYK 25 0 10 0

CMYK 65 20 50 10

CMYK 60 70 70 15

CMYK 25 0 80 10

CMYK 10 0 75 0

hex B9E1E2

hex 579584

hex 705550

hex ABC178

hex EBEA64

COLOR SCHEMES
All the colors in the palettes should never
be used within one piece. Its best to find
a strong combination of three or four
colors from the various levels and use that
color scheme consistently and creatively
throughout a piece or series of pieces. To the
right are some suggested combinations of our
approved colors.

Orange, Smokey, Limestone

Orange, Regalia, Torch

Orange, Globe, LeConte

Valley, Buckskin, Limestone, Globe

Valley, Switchgrass, Eureka!, Legacy

LeConte, Rock, Summitt, Legacy

Regalia, Summitt, Legacy, Globe

Valley, Summitt, River, LeConte

Torch, Summitt, Valley, Sunsphere

Switchgrass, Buckskin, Sunsphere,

Limestone

Eureka!, LeConte, Regalia, Limestone

Valley, Eureka!, Summitt, Smokey

And remember, orange should always be the

dominant color in every piece.

PRIMARY TYPEFACES
got h a m

abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuv wx y z
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
123456789

OUR
TYPOGRAPHY
University communications are most effective when the words are
both consistent in content and in appearance. The following typeface
families were carefully chosen for UT communications. They reflect the
universitys identity and visually suggest the institutions momentum
toward future progress.
Primary typefaces for print
Gotham is our primary university typeface. Its a clean, modern
sans-serif typeface that works well for display copy, body text, and
everything between.
For a serif typeface for body text, Georgia is the preferred typeface.
For a serif typeface for headlines or display copy, Clarendon is the
preferred typeface.

C l are n d o n

abcdefghijk lmnopqrstuv wxyz

abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
123456789

GEORGIA

a bcde fghi j k l m nopqr s t u v w x y z

abc defg h ijk l m nopqr st uv w x y z
a bcdefghijk l m nopqr st u v w x y z
abc defghijklmnopqrst uv wx yz
a bcdefgh ij k l m nopqr st u v w x y z
ab c de f g h ijk l m nop qr s t uv w x y z
123 456789

SECONDARY TYPEFACES FOR PRINT

If you need to step outside the box or have a specialized need, three other
approved typefaces offer some flexibility.Gazole and Lobster 2 are youthful
and energetic and may be used accordingly for display copy. Bickham
Script may be used for decorative and formal purposes, such as invitations
to special events. Please note that these typefaces should never be used as
body text.

Primary typefaces for web

Arial and Cambria are the primary web fonts. The Office of Communications
and Marketing website (communications.utk.edu) serves as a good
example of how these typefaces offer easy-to-read text within a clean,
easy-to-navigate interface.
Below are the suggested font stacks for web use.
Sans-serif: Arial, Helvetica, Sans-serif

SECONDARY TYPEFACES
ga zo l e

abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
123456789

Serif: Cambria, Georgia, Times, Times New Roman, Serif

lo b s t er 2

abcdefghijklmnopq
rstuvwxyz
abcdefghijklmnopqrstuvwxyz
123456789

Bic k h a m s cri p t

a b c d e f g h i j kl m
n opqrstu v w x yz
abcdefghijklmnopqrstuvwxyz
123456 789

PHOTOGRAPHIC
STYLE
Less is more
Photography is a powerful way to communicate our brand and its academic
momentum. Simple, direct, and honest images are the best way to express
the complexity of who we are to our outside audiences. Unless youre
illustrating history, tradition, or nostalgia, photography should be free of
background or foreground noise and clutter. They should be recent and
timely, without objects, clothing, and hairstyles that are obviously outdated.
One way to achieve a strong look is to use single-focus compositions
that hold the foreground or subject in sharp focus, while allowing the
background to go soft or out of focus. Some examples of our photographic
style are shown on these pages and throughout this book.
More is too much
Photography is one of the most important visual elements in
communicating our brand. Be aware of all the essential components
of an image before shooting or using them in UT communications.
Avoid using images that are busy, too complicated, out-of-focus,
low-resolution, or too darkly lit.

Our BRAND
IN ACTION
These publications and websites are good
examples of how to effectively implement our
branding through text, design, imagery, and color.

Student

Life

WHAT YOU
CAN DO
Were all responsible for
promoting the university
and upholding our great
reputation, whether were
developing publications
and websites or just talking
with others about UT.
We all benefit from a better
UT. And if were consistent
in what we say and do
when representing UT, we
make our university an
even better place.
Learn more about the
UT brand and effective
communications at

communications.utk.
edu/branding.

Big Orange. Big Ideas.

The University of Tennessee is an EEO/AA/Title VI/Title

IX/Section 504/ADA/ADEA institution in the provision
of its education and employment programs and services.
PAN E01-0278-???-???-12. A project of the UTK Office of
Communications and Marketing, 865-974-0765. Rev: 2529