July 31, 2026: Brand Refresh

What’s New?

There is a lot of information on the Oregon Brand site, and with the brand refresh it can be overwhelming to find what’s new. This entry is a summary of all the major changes that are part of the brand refresh. We’ve pinned this entry to the top of the Brand Blog for easy reference. Use it as a starting point to quickly understand what’s new and where to go next.

OUR BRAND

  • Three new pages have been added that address who we are as a university and how we speak about ourselves.
    • Messaging Framework, sometimes referred to as a "messaging house," provides a clear structure for communicating our story, aligning the many voices of the university around a shared narrative.
    • Voice addresses our character—fearless, creative, open-minded, adventurous, energetic. This section also provides a list of words and guidelines for how we use the word “Duck.”
    • Tone talks about how we sound—friendly, fun, inspired, serious, kinetic—and how we modulate those attributes for different audiences.
  • The editorial style guide was updated. Associated Press and Chicago Manuel of Style continue to share writing space at the UO. Review the style guide to understand when and how to use them, and to find other editorial style updates.
  • The acronyms page has been updated with additional information on usage. 
  • The Earned Media page was updated. A link to submit story ideas to the news and content team along with guidelines for what would be considered a news-worthy story have been refreshed.
  • (Updated July 29) The UO School and College Descriptions page has been updated with new verbiage for common messaging.
  • (Updated July 30) The Duck page has now been added to the Brand Platform. This new page provides more guidance on how to properly represent The Duck in your projects.

MARKS AND LOGOS

Primary logo guideline’s most notable change includes instructions on how and when to apply the Oregon “O” on projects. Other updates on usage of the primary logo are noted below.

  • Clear space guidelines now address the minimum buffer around the Oregon mark for large print projects such as billboards, banners, environmental installations, etc. It is 1x the widest part of the “O.”
  • Logo color usage guidelines have been updated to clarify which version of the mark should appear on what color background.
  • New usage guidelines for when and how to use the primary logo for internal projects versus externally facing ones have been added.
  • (updated July 20) The Oregon “O” by itself can be used and cropped for projects, with written permission and review from Marketing and Brand Strategy, by emailing uobrand@uoregon.edu. It remains off limits as a single element for internal merchandise.

University Marks now include updated versions of the webfeet and introduction of the shadow stack marks and guidelines for use of the Duck.

  • (Updated July 30) The Duck Illustrations and Images guidelines have been added to clarify the appropriate use of the Duck's likeness and for creating original, generic duck artwork moved to the new The Duck page found under the Our Brand section of the Brand Platform. This new page provides more guidance on how to properly use The Duck in your projects.
  • The webfoot mark has been reimagined and comes in three versions: one-color, two-color, and gradient.
  • The shadow stack marks emphasize dynamic forward momentum through type. These marks can be used on bold backgrounds and large sizes to create an impact.
  • (Updated June 8) Specialty Marks have been given their own subpage. Information about the UOAA, Foundation, and Webfoot Warriors logos now appear on this page.
  • (Updated July 30)  Information and guidance regarding the Interlocking UO mark, UO Athletic marks, and the Disney Duck marks have moved the Trademark Licensing and Brand Management site.  

VISUAL IDENTITY

  • Typography has been refreshed with three distinct typefaces.
    • (Updated May 12) Agitat – A UO custom headline typeface drawing inspiration from Hayward Field and the speed and momentum synonymous with our running culture and our pursuit of discovery. Note: Fixes were made to how Agitate appears in rotalic applications. If you downloaded the Agitat font on or before May 11, please download it again for the most up-to-date version.
      (Updated June 25) The kerning for all Agitat headline types has been changed from “Optical” to “Metric.” 
    • Newsreader – An accent typeface that visually connects to academia and complements the serifs of our primary logo.
    • Source Sans – Our body copy typeface that is a clean, highly legible sans serif suited for longer passages and smaller text sizes.
  • Using Type in print, for web, URLs, and statistics have been updated to reflect the application of the new typefaces.
    • (Updated June 5) Minimum body copy size specifications were added to the “Using Type” section.
    • (Updated June 5) Large and small URL copy size specifications were added to the “Using Type” section.
    • (Updated June 9) Statistics type has been updated to include specifications for "stat copy" and "stat info emphasis."
  • Colors
    • Secondary brand colors have been updated drawing inspiration from Oregon’s geography and natural landscape. Follow suggested color ratios with the UO primary colors for best results.
    • Color gradients are offered in seven linear color variations using our primary brand colors and some of the new secondary brand colors. 
    • Metallic colors are now limited to chrome, UO Yellow, and UO Green foil, still limited to be used for special and impactful projects.
    • (Updated July 15) UO Print Services color adjustments are now defined for UO Yellow color builds when printing on coated and uncoated stocks. These builds apply when sending files to UO Print Services.
  • Duotones replace color overlays. When used thoughtfully, they can guide attention, emphasize key moments, and add a sense of movement and depth without overwhelming the composition. The three duotone options include: Evergreen/UO Green, Duck Bill/UO Yellow, and UO Green/UO Yellow.
  • Graphical elements include new design assets that visually support the university’s story with unique elements rooted in our history, community, and environment.

    • (Updated June 24) Patterns include three new assets including the webfoot pattern, trees pattern, and waffle pattern. The soaring and swimming duck patterns remain.

      Note: The trees and waffle patterns were updated on June 24, to address alignment issues when building repeated patterns. If you acquired the patterns prior to June 24, please visit the Brand Library to re-download the assets.

    • Treeline is a single, non-repeating element that highlights the relationship of our natural environment to our research and technology.
    • Icons are refreshed with a thicker line weight to create a stronger visual impact.
    • Shape elements can be used as decorative background elements or for cropping photography.
    • Illustrations allow for a variety of illustrative approaches that connect to the brand through the repeated use of core elements.
  • (Updated July 16) The Photography in Layout page has been added to the Visual Identity section of the Brand Platform. The new page provides examples of the five different ways to apply photo treatments to your designs. The page also includes a video tutorial for applying the Motion Cutout style.

APPLYING THE BRAND

ASSETS AVAILABLE FOR DOWNLOAD