Informal wordmarks

The informal wordmark is a simpler representation of the brand's visual identity and is primarily used for internal communications and limited external communications including promotional items, advertising and applications that have space restrictions.

• Only Level 3 colleges and schools will receive informal wordmarks, which are included in their brand mark packages in the Downloads section.
• Website branding has unique requirements—refer to the VCU brand guidelines for websites to ensure proper usage.
• The informal wordmark should NOT be used on formal or legal communications.
• The informal wordmark may also be used on campus environmental and building signage.

Official lockup

Informal wordmark

Entities with informal wordmarks:

• VCU Engineering
• VCU Business
• VCU Education
• VCU Humanities and Sciences
• VCU Wilder School
• VCU Dentistry
• VCU Nursing
• VCU Medicine
• VCU Robertson School
• VCU Social Work
• VCU Arts
• VCU World Studies
• VCU Pharmacy
• VCU Health Professions
• VCU Public Health

 

Simple Seal

When the full seal will not reproduce properly due to size or production technique, the simple seal should be used.

The simple seal should be used at a maximum .625” height (unless embroidered).

The simple seal is not to be used on printed collateral or web (unless designing for responsive or mobile).

Spirit Mark

The VCU RamCrest is sanctioned for use by university units, departments and students strictly for school spirit and campus and alumni activities on merchandise, apparel, decals, signs, banners, posters, fundraising, student recruitment, etc.

The spirit mark is not to be used for institutional or academic-related programs, should never be locked up with the VCU brand mark or primary and secondary unit wordmarks, and is not meant to replace the unit brand mark.

It is required that VCU be identified along with the spirit mark. The VCU brand mark can be used as long as the two logos are separated.

The spirit mark must always have the registered trademark symbol.

Spirit marks can be downloaded here.

Improper uses

DON’T use the spirit mark to replace the seal, and never lock up the spirit mark with the VCU typography.

DON’T remove background crest.

DON’T add additional elements.

DON’T change colors.

DON’T flip orientation.

DON’T rotate.

DON’T distort.

DON’T use the outdated VCU Rams logo.

The only approved spirit mark for usage by institutional and academic units is the Ram Crest.

The VCU Ram Horn logo, the Charging Ram and all VCU Rams word and combination marks are NOT to be used as spirit marks or replacements for the academic mark; they are reserved for VCU Athletics use ONLY.

Applications

The spirit mark may be used by academic units when promoting support for the VCU Rams, as long as the mark is separated from the master or unit brand mark.

The spirit mark is never a replacement for the seal.

Never use the spirit mark in association with academic-oriented activities or programs.

DO use the spirit mark and the VCU brand mark separately.

DON’T use the spirit mark and VCU typography together. The spirit mark is never a replacement for the seal.

Dual branding

The dual branding configuration is used primarily for co-hosted events. The marks must be sized equally.

When creating materials for co-hosted events, it is recommended that the angle container not be used. Never place more than one brand mark inside an angle container.

Multiple unit branding examples:

Limit brand placement in a single context to two marks. If more are required, resort to a list format of wordmarks to avoid cluttering the page.

Sub-brands

Used for services, programs and initiatives that have a need for continued marketability to the VCU community. Approval by Enterprise Marketing and Communications is required. NOTE: Schools, departments, offices and divisions are not sub-brands.

All sub-brands that have previously been approved are able to use their mark until further notice. No new sub-brands are being allowed at this time.