Style Guide v1.0 - Valid until August 1, 2017
Our Guidelines
Our name and reputation are known across the globe, and
three letters — UAB — carry the weight of the institution
with them wherever they go. A shared brand unifies,
simplifies and defines us.
“Knowledge that will change your world” captures
the essence of UAB and speaks to each facet of our
mission to educate diverse students, pursue research,
deliver the best patient care, serve our local and global
communities and expand economic development to
improve the quality of life in our city and state.
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Table of Contents
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Our Guidelines
4Logo
12Color
14Typography
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All logos and artwork shown in this manual are the property
of the University of Alabama at Birmingham, and artwork
may not be used with prior written permission.
Logo
This section covers the usage of the master logo, its construction,
and the variety of layouts available to you. If you need something
further defined please reach out to University Relations.
MONOGRAM & LOGO
C L E A R S PA C E
MINIMUM SIZING
L I M I TAT I O N S
OTHER MARKS
AT H L E T I C M A R K S
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The Monogram
The UAB monogram alone has a very visible presence and
on occasion may be used alone for special applications
when space is limited, such as signage or small promotional
items.
All UAB logos are registered trademarks and should be
used with trademark registration, with the exception of
digital spaces, letterhead/business cards and signage.
D E S I G N I S S O S I M P L E , T H AT ’ S W H Y I T I S S O C O M P L I C AT E D .
- PAUL RAND
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Anatomy of the Mark
This preferred logo incorporates three graphic elements:
the UAB monogram, “The University of Alabama at
Birmingham” as the wordmark and the tagline “Knowledge
that will change your world.”
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The wordmark should always appear as Avenir LT
Standard 85 Heavy ALL CAPS.
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The tagline should always appear as Avenir LT STD
85 Heavy, left justified and proportionally set to 80
percent of the Standard UAB logo.
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There is no period at the end of the tagline.
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It is preferred that the logo appear as two-color: the
monogram is Pantone 3425 CP and the wordmark
and tagline in black. Other color variations include
one color black or white.
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Logo White Space
The importance of whitespace around brand elements
and throughout all layouts cannot be overstated. It adds
confidence and clarity to the visual messaging. The more,
the better. These visuals are used to define minimums.
A. Spacing for Logo
spacing
The logo should be surrounded on all sides by clear space,
no less than one-half the height of the UAB monogram. Do
not print graphics, rules, typography or other elements in
this area.
B. Spacing for Mark
For the mark, the minimum clear space allowance should be
equal to half of the mark itself. Repeat the scale of the mark
around it, regardless of the scale per circumstance.
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spacing
Minimum Size
For readability, scale needs close attention.
A. Master Logo
The the logo should never be reduced below 90 pixels
wide.
120px
B. Mark
The mark can be reduced down to favicon size (16px by
16px). In print and other use cases it’s recommended not to
be reduced below 1/2 ”.
16px
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Inappropriate Usage
A. Change the orientation of the mark
B. Stretch forms to fill space
C. Rotate the mark
D. Change the color of the mark
E. Put “fun” layer effects on any visual brand materials
F. Outline the logotype
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University Seal and Secondary logos
The logo incorporates two graphic elements: the UAB
monogram and “The University of Alabama at Birmingham”
wordmark. The University Seal
The university seal is a registered trademark reserved for
official and ceremonial uses only, as determined by the
Office of University Relations. Examples include diplomas,
legal documents, commencement programs, policy
manuals, formal invitations, certificates and awards.
The University Watermark
The university watermark is a registered trademark and can
be used when it isn’t appropriate to use the University Seal.
UAB Health System
The UAB Health System has its own brand, similar to but
separate from the rest of UAB. If your website addresses a
component of the Health System, you’ll want to ensure it
complies with the Health System’s style. The Health System
Department of Marketing Communications can help you
design a page that matches your needs with its branding
and style.
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Athletic Marks
The UAB primary athletic logos are the preferred marks
to represent UAB athletics. The two primary logos can be
used interchangeably, and they should be used in strict
adherence to the identity guidelines in this manual. It is
greatly preferred that the full- or two color primary logos be
used whenever possible.
A. Blaze Head
The blaze head logo is not allowed to be facing left. This
mark must face right at all times.
B. Athletics Workmark
The vertical version allows for easy use in applications
that limit available width for display of the logo.
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Color
This section covers the usage of our color system, the print and
web specifications, and some simple visual guides.
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Core Palette
A single color communicates meaning almost instantaneously, and color is a key factor
in brand recognition. Color defines us, unifies us, rallies us.
The official university colors are green and white, with gold traditionally used as an
accent color. Acceptable shades of green and gold and other accents include the
following:
PA N T O N E
CMYK
RGB
HEX
3425 CP
93 / 13 / 85 / 44
28 / 112/ 77
#1E6B52
302 C
100, 43, 12, 56
0, 65, 101
#004165
2925 C
73, 13, 4, 0
0, 171, 219
#00ABDB
7541 C
10, 3, 2, 2
224, 230, 230
#E0E6E6
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Typography
This section covers the usage of our typography system. Because
of the simplicity in our brand, type plays an important part. If you
need something further defined please reach out to your contact.
AV E N I R
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Avenir
Typefaces do more than spell words. Used consistently, they become images or
symbols for our brand and demonstrate its essence.
Adrian Frutiger designed Avenir in 1988, after years of having an interest in sans serif
typefaces. Avenir is not purely geometric; it has vertical strokes that are thicker than
the horizontals, an “o” that is not a perfect circle, and shortened ascenders. These
nuances aid in legibility and give Avenir a harmonious and sensible appearance for
both texts and headlines.
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Avenir
Avenir is the leading typeface in our system.
Weights
The full set contains 10 weights, which adds great range for
all of our needs.
Aa
AaBbCcDdEeFfGgHhIiJjKk
AaBbCcDdEeFfGgHhIiJjKk
AaBbCcDdEeFfGgHhIiJjKk
AaBbCcDdEeFfGgHhIiJjKk
AaBbCcDdEeFfGgHhIiJjKk
0123456789!@#%^&*
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Our name and reputation is known across the globe,
and those three letters — UAB — carry the weight of the
institution with them wherever they go.
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