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.
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.
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
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 ...
1. Don’t reassign colors to the signature
2. Don’t create other one-color variations of the signature
3. Don’t apply the two-color signature to a dark background
4. Don’t sacrifice legibility
5. Don’t fill any part of the signature
6. Don’t use the signature as a decorative element
7. Don’t obscure the logo with type
8. Don’t move or resize signature pieces
(other than as shown in the brand guidelines)
9. Don’t apply graphic effects to the signature
10. Don’t use the O as a typographic element in a word
11. Don’t use the logo to create other logos or shapes
12. Don’t use elements to create the O logo or signature
14. Don’t create your own logo or signature
15. Don’t add text, taglines, or graphic elements to the logo or 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).
Clear Space Requirements for the Stacked Signature
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
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.
These are marks designed for affiliated organizations at the University of Oregon.
University of Oregon Foundation
University of Oregon Alumni Association
University of Oregon Athletics
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 firstname.lastname@example.org.
Example of Identity Block Grids