General Questions

Common Questions

Q: What’s the difference between the UF “brand” and the “identity”?

A: Our identity is made up of all the visual elements such as colors, logos and printed materials that we are often identified by. Our brand is made up of all the ways our audiences identify with UF. That means not only the trademarks, fonts and colors our audiences love — but the manner in which we communicate, how we carry ourselves, what we present to the world and how we tell our stories.

Q: Where can I download the UF signatures?

A: Downloadable TIFF and EPS versions are available at Primary Logos and Usage.

Q: I prefer to use the Gator Head athletic logo. May I use it on my publication?

A: The Gator Head logo is the university’s athletic symbol and cannot be used in place of the UF monogram/wordmark.

Q: When can I use the Athletic Association Gator Head logo?

A: Use of the Gator Head must be approved by the UAA. Contact Debbie Gay at for consideration.

Q: Can I use the UF signature for my department or unit, but alter it to be a little different to set us apart?

A: No, the UF signature is a registered trademark and as such cannot be modified in any way. Also, unique departmental and unit logos are no longer approved by the identity standards.

Q: May I take the UF monogram out of the logo and use it as a graphic element on my brochure?

A: Yes, the monogram can be used as a separate design element. However, it may not be used in place of the primary or vertical signature.

Q: If I have questions or need approvals, who do I contact?

A: The Office of University Communications at 352-846-3903, or e-mail

Q: What is a secondary signature? What is proper usage?

A: Secondary signatures allow for individual identifiers while retaining an overall university identity. These signatures are not to be used on publication cover designs, stationery or business cards.

Q: How do I obtain a secondary signature for my unit?

A: EPS and TIF versions of many college/unit/department signatures are available at Secondary Logos. If you do not find your signature, please contact University Communications at 352-846-3903 or to have one created.

Q: Am I required to use the signatures established as the “official” marks of the university, and are there be penalties for not following the guidelines?

A: Yes, the identifiers are registered trademarks and must be used in all official university communications. Failure to use them, and use them properly, not only compromises the university’s branding efforts, but could result in the loss of trademark protection under the law. In some cases, improper use of official marks can lead to additional unit expenses, such as the costs to reprint materials when necessary.

Q: Where do I place the primary UF signature in print materials or on my web site?

A: In print materials such as brochures, newsletters and magazines, the primary university signature must be clearly and prominently displayed on the front cover. Unit secondary logos may not be used on front covers, but can be used on back covers, with other unit-specific contact information. On web sites, the preferred position is in the lower right-hand corner of the home page.

Q: We’re still using the old UF wordmark on our department’s web pages and on our print materials. Do we have to create new materials using the new logo?

A: You should have your web manager update your web site immediately. Printed materials that were printed prior to 8/1/06 can continue to be used until depleted. Any materials printed after 8/1/06 should already be in compliance.

Q: I would like to use another logo in addition to the UF signature on the cover of my brochure, since it is being paid for or sponsored by or is a joint venture? Can I use multiple logos on the cover?

A: Under these circumstances it is possible to include partners’ logos on the cover, but the UF logo must be prominent, and separated from the other logos. Do not form a group of logos that includes an official UF mark.

Q: What are the rules regarding adding logos of affiliated organizations?

A: It is possible to include strategic partners’ logos on the cover, but the UF logo must be prominent, and separated from the other logos.

Q: I want my work to stand out and be different. Can I use other formats, colors, fonts and images not described and provided in the Identity Guidelines?

A: Possibly, but UF signatures cannot be modified or physically associated with other logos or graphic elements. If you feel you may not be in compliance, discuss your concepts with the Office of University Communications.

Q: To what degree may publications create their own personality within the confines of the identity guidelines?

A: To a great degree. The guidelines are not intended to limit creativity or individuality – just to insure that the university is identified in an appropriate and consistent way.

Q: Do you need to use a specific font for UF publications?

A: No. Font requirements are only specific to the official university logo graphics.

Q: How should the themeline “The Foundation of The Gator Nation” be used in text?

A: When it stands alone, it should be written as “The Foundation for The Gator Nation.” In running copy, it can be written as “the foundation for The Gator Nation.”

Q: Where can I find approved photography to use?

A: The university stock photography library contains thousands of UF-related images.

Q: May I add my department’s name underneath the UF Signature?

A: See Secondary Logos.



Q: Who can use the seal of the University?

A: It is now reserved for use by the Office of the President, and on official UF documents such as diplomas and awards.

Q: My unit has always used the seal as our symbol. Can we continue to use it?

A: No, it is no longer approved for use as a logo, part of a logo, or a unit symbol.



Q: What about signage? Are there any standards for signs that need to be made for either the interior or exterior of buildings?

A: Yes, the identity standards do include signs, detailed info on approved sign layouts are under Vehicles and Signage.

Q: I have the old logo with the UF wordmark and seal in vinyl on the door to my department. Does this need to be removed?

A: No, but the new logo should be applied when any circumstance requires repair or replacement of the door.



Q: Is an electronic letterhead template available?

A: Yes, at Official UF Stationery.

Q: Can I print letterhead in black only on my laser printer?

A: The template available on the identity web site is intended for use on color printers only. It will not print properly on a black & white printer.

Q: My unit still has a supply of business cards and stationery with our previous logo but would like to eventually adopt the new signature. Do we have to switch now?

You may use all remaining supplies until depleted. Any new printings or reprints should comply with the standards.

Q: Is there more than one stationery style? Can I create my own version of stationery or business cards?

A: There is only one approved style for use by full-time employees of the university, all stationery must comply with that format and only full-time employees are allowed to use official UF stationery and business cards. There is an additional style available specifically designed for advanced degree students. No modifications to the official formats are permitted. Printed stationery is not to be personalized. Business cards are the appropriate place for such personalized information.

Q: Where can I order new stationery & business cards?

A: There are several approved vendors who already have all the appropriate graphic elements. A list can be found at Print Vendors.

Business Cards

Business Cards

Q: May I print a double-sided business card?

A: Yes. This is the preferred way to handle situations where joint funding requires recognition of an additional entity. Approval by the Office of University Communications is required.

Q: Can anyone purchase business cards?

A: Only full-time staff and faculty are authorized to use official university business cards. A separate design is available for advanced degree candidates, and an example is provided under Official UF Stationery. The approved print vendors can print both formats.




Q. Does everything have to be orange and blue?

A: No, detailed color-use guidelines are available Color Guidelines and Resources.

Q. What color can I use on the UF signatures?

A: The official UF signature can only be reproduced in orange & blue, blue, black, or white.

Q: What are the names (values) of the official orange and blue colors?

A: For printing, spot colors are: orange, PMS-172; blue, PMS- 287. CMYK colors are: orange, 70M 100K; blue, 100C 60M 20K. For the web, RGB colors are: orange – 250, 70, 22; blue – 0, 33, 165. Hex colors are: orange – #FA4616; blue – #0021A5.

Q: The orange RGB & HEX values doesn’t match previous versions, which was R255 G74 B0, #FF4A00. Why?

A: A slight adjustment was made to align the official UF orange with the Athletic Association’s RGB standard — so that all use online would be consistent. If you have existing web sites or pages that use the old orange standard, that this slight change be made during any routine maintenance or upgrades.

Q: The UF signature logo looks purple rather than blue when I preview it on my monitor. Why?

A: Monitors vary in the way they reproduce color. The values provided at Color Guidelines and Resources were selected to insure consistency in printed form.

Q: To what extent can the secondary color palettes be used?

A: The secondary palettes are provided to compliment the primary (orange and blue) colors, but should not be used to replace them where they are required, such as in official logo graphics.

File Formats

File Formats

Q: I downloaded the logo files for my department, but they are in eps and tif format. Why did you provide these formats?

A: Encapsulated PostScript (EPS) files are suitable for high quality print publications. EPS files are vector images on transparent backgrounds and can be scaled to any size without losing quality or resolution.

TIF files are suitable for printing from your personal/office desktop printer. They can be placed into software such as Word, PowerPoint, Excel, and Publisher.

Q: I downloaded the UF signature files, but I can’t open them. What should I do?

A: UF Signatures are available in eps and tif file formats. Only an illustration or photo software program such as Adobe InDesign, Illustrator or PhotoShop will open eps files. EPS files can be placed into graphics software such as InDesign, Quark, Illustrator, Pagemaker, Photoshop or any program that imports EPS files. Tif files can be placed into software such as Word, PowerPoint, Excel, and Publisher.

Q: How do I import an EPS file into my MS Word document?

A: Use TIF files for Word documents. TIF files can be placed into software such as Word, PowerPoint, Excel, and Publisher and are suitable for printing from your personal/office desktop printer.



Q: When do you need permission to use the University marks?

A: As long as you are an official unit of the university and are in compliance with the UF identity standards, you do not need to request permission. However, if you are not certain of compliance, it is recommended that you contact University Communications at, or 846-3903.

Q: When do you need a license to use the University marks?

A: You do not need a license if you are officially associated with the university and using it for university business. You do need a license if you are planning to associate the marks with any non-UF commercial product, service or enterprise. More detailed guidelines can be found under Merchandise and Licensing.

Q: Do I have to use the TM or Registration marks when using the UF signature?

A: Not on official UF communications.



Q: Can students or student groups use the signature or seal?

A: Only sponsored student groups can use the signature. The seal can only be used by the Office of the President, and for official documents such as awards and diplomas. The seal is also authorized for use on graduation-related materials such as invitations.

Q: Can students order University of Florida business cards?

A: Only full-time faculty and staff can have university business cards. A separate design is available for advanced degree candidates, and an example is provided under “Print/Stationery System.” The approved print vendors can print both formats.

Q: I represent a student organization. We print T-shirts and collateral. Do we need to follow the identity guidelines?

A: Yes. Any person or group associated with the university must comply.

Outside Users

Outside Users

Q: May businesses and individuals outside of the university use the logos and marks of the university?

A: Not without authorization from the Office of University Communications.

Q: I am working with an outside vendor to have T-shirts made. The vendor asked for a vector version of the logo. What should I give them?

A: EPS (encapsulated postscript files) are vector files.

Q: I’m not part of the UF staff, but I’m a vendor partner (advertising agency, design firm, production designer, printer, etc.) that produces marketing and communications solutions for the University of Florida. Do these Identity Guidelines apply to outside projects also?

A: Yes. The university’s logos are registered trademarks and as such must always be represented in a consistent manner. Outside organizations must acquire prior written approval before using any of the official marks. Any questions regarding proper or consistent application of the UF branding to your projects can be addressed by contacting University Communications.

Q: Can alumni or student groups sell products using the University’s marks as a fundraiser?

A: Only with prior written authorization from the Office of University Communications.

Q: A corporate vendor has provided many products for use in my department at a favorable cost. In exchange, the provider wants us to let them use the university name and logo on their website and in their marketing materials. Can we?

A: It is possible for them to use the name of the university, but not any of the UF trademarks. Any use of the university name by corporate vendors requires prior written approval from the Office of University Communications.

General Guidelines

General Guidelines

Q: As an academic institution, why should we care about branding?

A: The university competes with many other institutions for students, faculty, staff and funding. Our branding efforts are designed to project a consistent, positive image for UF, which makes us attractive to these critical audiences, and allows us to defend and grow our position in the academic world.

Q: Why is it important to follow the Graphic Standards?

A: First, we are an extremely diverse institution, but our real strength lies in the fact that we are all part of the University of Florida. Our graphic standards allow us to communicate that relationship. Second, our logos are registered trademarks, and as such, by law, must be presented in a consistent form.

Q: I have a special project that does not seem to be addressed in the Identity Guidelines. Can exceptions be made?

A: Possibly, but you will need prior approval from the Office of University Communications. Contact us.

Q: Who must follow the identity guidelines?

A: Anyone who is using the official university marks for any purpose.

Q: How do the Identity Guidelines apply to university entities such as institutes, centers or other affiliated entities like museums?

A: All official units of the university must follow the identity standards. In some cases for unique marketing purposes, exceptions may be considered, but it is recommended that the official guidelines always be followed as closely as possible.