On This Page

Logo Usage

Clear Space

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.

x is equal to half the height or width of the torch box.

X equals half the height or width of the torch box

If x equals half the height of the torch box, there should be at least x space around the long logo.

Long logo clear space

TktkIf x equals half the height of the torch box, there should be at least x space around the short logo.

Short logo clear space

If x equals half the height of the torch box, there should be at least x space around the stacked logo.

Stacked logo clear space


Incorrect Usage

Using the logo in a consistent way is important to maintain the integrity of the brand. Do not alter the logo in any way. Below are some common mistakes to avoid.

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.


Placement and Scale

NYU logo positoning on a page

Placement

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).

Tktk

Scale

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. 


Minimum Sizes

Minimum size for print is .25 inches

Print

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).

Minimum size for digital is 30 pixels

Digital

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).

Color

 

NYU Violet

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.

— From Chermayeff & Geismar & Haviv NYU logo design case study

NYU Violet

NYU Violet
PMS:
2597
CMYK:
C80 M100 Y0 K0
RGB: R87 G6 B140
HEX: #57068c

Logo Color Variations

White NYU logo on NYU Violet

NYU logo in white on NYU Violet background

Black NYU logo on white

NYU logo in black on white background

Violet NYU logo on white

NYU logo in NYU Violet on white background

White NYU logo on black

NYU logo in white on black background

White NYU logo on image

NYU logo in white over an image

Typography

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.

Official Typefaces

Gotham (Primary)

Gotham font family sample

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 urpa.styleguide@nyu.edu. The Gotham font family can also be purchased directly from the type foundry, Hoefler&Co.

Mercury Text (Secondary)

Mercury Text font family sample

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.


Alternate Open-Source Typefaces

Montserrat (Primary)

Montserrat font family sample

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 font family sample

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.