Logo System

UO logos

All around the world, people know the Oregon "O." You've probably had it happen to you—you're walking along in a faraway place, perhaps New Orleans or Tokyo or Machu Picchu, wearing some Oregon gear, and you hear, "Go Ducks!" Maybe someone throws you the "O." Maybe they start a conversation, and tell you their own Oregon story. The University of Oregon signature—the Oregon "O" plus the university wordmark—is the cornerstone of the UO identity system. It's the most immediately recognizable signifier of the Oregon brand, and should consistently represent the university in all of its communications. This is the element of the identity that requires the greatest degree of consistency in its use, and therefore includes more precise rules than you'll find elsewhere in this guide. Here they are. Follow them.

University Signature

The university signature is the cornerstone of the University of Oregon identity system. As the primary identifier of the university, the signature has been developed to consistently represent the university in all of its communications. Over time, consistent and repeated use of the signature will establish equity and strengthen the greater visual identity of the institution. To ensure consistency, however, it is critical for every user of the signature, regardless of personal preference, to use it in accordance with the guidelines that follow.

The UO logo and UO wordmark can be used together to form the university signature. The signature can appear as a positive mark or reversed out of colored blocks.

The university signature consists of three elements: the Oregon O, the rule, and the university wordmark. The university block signature consists of two blocks, one enclosing the "O" logo and the other the University of Oregon wordmark. Each of the individual elements maintains a special relationship to the others and must not be altered. Do not create your own artwork for the UO signature—get it by downloading from this site or contacting UO Marketing Communications directly. Creating variations or making changes to the UO signature is prohibited.

Block elements are based on x (width) and y (height) measurements. Additional elements (e.g., school wordmarks) should be contained in blocks that are multiples of X and Y.

UO logos
UO logos


Clearspace and Minimum Size

It's important to ensure adequate space around the University signature and block signatures in order for them to work best in print and on the web. If you want your office or department to appear in the block system, see The Branding Bar System.

Horizontal University Signature and Block Signature Clearspace Requirements

UO logos with markup

Horizontal University Signature and Brand Block Signature Minimum Sizes

The "O" should never appear smaller than 3/8" (.375") high. Exceptions may apply for extremely small applications (such as pens, small-space ads, or other). Call Marketing Communications ...

UO logos with markup

Color Variations

UO logos

Incorrect Use

1. Don’t reassign colors to the signature
Wrong colors

2. Don’t create other one-color variations of the signature
Wrong color

3. Don’t apply the two-color signature to a dark background
Two colors on a dark background

4. Don’t sacrifice legibility
Hard to read text over an image

5. Don’t fill any part of the signature
O with an image inside

6. Don’t use the signature as a decorative element
Logo used as a background

7. Don’t obscure the logo with type
Logo covered with text

8. Don’t move or resize signature pieces
Broken up logo
(other than as shown in the brand guidelines)

9. Don’t apply graphic effects to the signature
Logo with drop shadow

10. Don’t use the O as a typographic element in a word
V "O' te

11. Don’t use the logo to create other logos or shapes
O pinwheel

12. Don’t use elements to create the O logo or signature
O made of tiny Os

13. Don’t use the O logo to create an illustration
"Bouncing" O

14. Don’t create your own logo or signature
Non-standard logo

15. Don’t add text, taglines, or graphic elements to the logo or signature
Logo with extra text

Stacked Signature

The horizontal signature should be used as the primary signature. In cases where the horizontal signature doesn't work due to design or space considerations, the stacked signature is allowed. As with the horizontal signature, color, size, and clear space requirements apply (see below).

Stacked Signature

Stacked signature logo

Clear Space Requirements for the Stacked Signature
Stacked signature logo with markup

Secondary Signatures

Secondary signature examples

To access secondary signatures, go to our downloads page.

Existing secondary signatures:

  • School of Architecture and Allied Arts
  • College of Arts and Sciences
  • College of Education
  • Graduate School
  • School of Journalism and Communication
  • School of Law
  • Lundquist College of Business
  • School of Music and Dance
  • Robert Donald Clark Honors College
  • University of Oregon Libraries
  • Office of International Affairs
  • Academic Extension
  • Division of Student Life
  • Jordan Schnitzer Museum of Art
  • Museum of Natural and Cultural History
  • Office of the Vice President for Equity and Inclusion

UO in Portland

The signatures shown below are the approved configurations for all administrative and academic usage for the University of Oregon in Portland. It may also be used for approved signage, banners, and other stand-alone marketing efforts, to brand university schools, departments, and programs in Portland, and for administrative units at the University of Oregon in Portland.

Portland signature

Portland signature, secondary

Affiliate Marks

These are marks designed for affiliated organizations at the University of Oregon.

University of Oregon Foundation

[In development]

University of Oregon Alumni Association
Alumni logos

University of Oregon Athletics
Athletics logo

The Identity Block System

Among the most basic elements of the Univerity of Oregon branding system are identity blocks, which can contain logos, wordmarks, names of schools and colleges, and unit identifiers. Intended to be flexible, these blocks can be organized in different ways within any space being designed. Block elements are based on x (width) and y (height) measurements. Additional elements, such as school wordmarks, should be contained in blocks that are multiples of x and y. All blocks should maintain this size relationship.

Elements of the signature can be used in separate spaces on the page. However, to maintain their connection, the logo (the "O") and wordmark ("University of Oregon") must both appear prominently.

No more than four elements should be used in a horizontal block construction (e.g., UO logo, UO wordmark, school wordmark, department name). No more than two elements should be stacked vertically.

We've provided some samples here, and you'll find more in our portfolio of examples. If you have questions about using the identity blocks or any other elements of the branding system, our designers are here to help. Contact Tim Jordan at 541-346-5280 or tjordan@uoregon.edu.

Example of Identity Block Grids

Logo and brand positioning with markupBrand items in a grid with mark up


Examples of Identity Block System in Use