Find the resources and best-practices you need to successfully apply the Duke visual brand identity to your project.
Inside this resource:
- The Duke Wordmark
- Wordmark Composition & Proportions
- Branding for Units & Partnerships
- Trademark and Licensing
- Other Recognizable Graphics and Restrictions
The Duke Wordmark
The word “Duke” in Garamond font is the “Duke wordmark.”
A second version of the wordmark includes the word “University” and both are acceptable.
The wordmark should be used on stationery, business cards and letterhead. It may also be used in print materials, including brochures, newsletters, flyers and advertisements as well as on websites and in other digital properties.
The wordmark may be used as a standalone or combined with an entity name in compliance with Duke’s guidelines for sub-branding and partnerships.
- Always use an official wordmark file.
- Alterations of any kind are not permitted.
- The wordmark may not be surrounded with—or placed on top of—a pattern or design.
- The wordmark may not be rotated or rendered three-dimensionally.
- Additional copy, images or any other new elements should not be added to the wordmark without approval.
Composition, Proportions and Spacing
The Duke wordmark is set in the typeface Garamond LT 3. When using the Duke wordmark, always use an official logo file. Never try to recreate the wordmark. To re-size the wordmark, always constrain proportions by locking the aspect ratio so the height and width are scaled together. There should always be a buffer zone surrounding the Duke wordmark, with no type nor graphics appearing in the zone (the buffer zone is the space that is half of the height (1/2 x) of the capital D in “Duke” (x) in the wordmark – it extends above, below, to the left and to the right of the wordmark). For a printed piece the Duke wordmark placement shall be at least 1/2” from the edge or top of page. The capital D in “Duke” in the wordmark shall be no smaller than 3/8” (see height of x).
Branding for Units and Partnerships
There are established conventions and compositional rules for using the Duke brand as part of the visual identity for university units and for external partnerships.
For guidelines and downloadable templates, please visit the Branding Guidelines page.
Trademark and Licensing
The Office of Trademark Licensing governs the guidelines and procedures related to the use of Duke’s trademarks to protects their integrity and ensure appropriate use. The Director of Trademark Licensing oversees Duke’s Office of Trademark Licensing.
Other Recognizable Graphics and Restrictions
Athletics Graphic Identity
Duke Athletics maintains a distinctive graphic mark, commonly referred to as “The Iron Duke D.” The single block D is used for athletics teams and donors. The Athletics identity system should only be associated with student/athletic entities and never used for academic or administrative content in any media.
The University Seal
The University Seal is a legal “signature” for the university and is only used on diplomas and other official documents. Any use of the seal must be approved by the Office of the University Secretary.
The University Crest
The University Crest is only available for use by the Board of Trustees, the Office of the President and special university ceremonies. It may not be used by any other group or function without special approval from the Board of Trustees.
The University Shield
The University shield was decommissioned in 2009. Though still in use across merchandise within University Stores, the shield is now a legacy icon and may not be used as part of the modern Duke brand.