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Brand Guidelines

SMU Brand Guidelines

This graphic standards guide was developed by Development and External Affairs to provide a foundation for consistent communications about SMU.

Although the University comprises an extraordinary range of schools, areas and programs, it is important that SMU's public identity be expressed in an engaging and recognizable manner that employs consistent visual elements, message and tone. Maintaining consistency enables audiences to recognize quickly the SMU brand, which conveys quality and credibility.

This guide contains sections on both visual and verbal components of the SMU message. That includes instructions about the proper use of symbols such as the SMU logo and seal, as well as stationery guidelines, web standards and guidelines for citing The Second Century Campaign. Guidelines on branding SMU's centennial celebration and key institutional messages will be added at a later date.

The guide is designed to assist in the development of materials by all schools, departments and areas of the University. In addition to providing guidelines that ensure consistency, it will simplify many aspects of the process involved in creating new publications or organizing University events by supplying the correct visual symbol.

Please address any questions regarding the content of this document, as well as any other issues regarding graphic standards and University messaging, to SMU's Office of Public Affairs.