Logo Usage, Color, and Typography
On This Page
Clear space is the amount of space around a logo. In the diagrams below, x is equal to half the height or width of the torch box. Across all versions of the logo, there should be at least x space around it on all sides.
For example: If the height of the short logo is .5 inches on a poster, it should be placed at least .25 inches away from all other elements on the poster, including the edge of the page.
Do not separate the different parts of the logo.
Do not stretch the logo.
Do not remove the torch from the box.
Do not create other logos using the torch.
Do not crop the torch in a different way.
Do not make the torch a different color.
The logo should be positioned along the edges of the composition at an appropriate size relative to the content (see Minimum Sizes below). The logo should ideally be placed in one of the corners (positions 1, 3, 4, and 6 above), but it can also be centered at the top or bottom of the page (positions 2 and 5 above).
The logo should never be the main element on a page, as demonstrated in the example above. The NYU logo should always be a supporting element to the main content of your composition. There is no maximum size limit, but use discretion when sizing the logo.
When using the logo in print, the torch box should measure at least .25 inches in height (for the short and long versions) or width (for the stacked version).
When using the logo in digital, the torch box should measure at least 30 pixels in height (for the short and long versions) or width (for the stacked version).
Our brand color is NYU Violet. It can be seen everywhere, from our logo and website to the flags hung around New York City.
The purple color, too, has had a long history with the university. NYU’s sports teams have always been known as the “Violets.” It’s a distinctive, vivid color that calls attention to itself when used on a flag hung from a city building or painted on the side of a university shuttle bus.
CMYK: C80 M100 Y0 K0
RGB: R87 G6 B140
Typography is an integral part of our brand expression at NYU. Gotham and Mercury Text are our core typefaces, used in central communications and on our website. Our logo is set in Gotham Bold. While these typefaces are part of our core brand identity, other fonts can be used in various communications and school brand identities to match the style and tone of the design.
NYUʼs primary typeface for headers and body copy is Gotham. Gotham is available in a range of weights and styles, lending it versaility and adaptability to a range of messaging needs.
Every designer has admired the no-nonsense lettering of the American vernacular, those letters of paint, plaster, neon, glass and steel that figure so prominently in the urban landscape. From these humble beginnings came Gotham, a hard-working typeface for the ages.
— Gotham Design Notes on Hoefler&Co.
The University currently holds a select number of institutional licenses for Gotham, which may be available upon request by contacting firstname.lastname@example.org. The Gotham font family can also be purchased directly from the type foundry, Hoefler&Co.
Mercury Text (Secondary)
NYUʼs secondary typeface is Mercury Text. Mercury Text can be used in more formal communications or as an accent type.
The product of nine yearsʼ research and development, Mercury Text is a family of high-performance text faces designed to thrive under the most adverse conditions.
— Mercury Text Design Notes on Hoefler&Co.
Mercury Text can be purchased directly from the type foundry, Hoefler&Co. At this time, the University does not have an institutional license.
Montserrat is the closest open-source alternative to Gotham. This font family is compatible with Google Workspace and can be downloaded for free under the SIL Open Font License.
Frank Ruhl Libre (Secondary)
Frank Ruhl Libre is the closes open-source alternative to Mercury Text. This font family is compatible with Google Workspace and can be downloaded for free under the SIL Open Font License.