Logos

Required spacing

To protect the integrity of the logo and registered trademark, maintain at least one-half of the “M” height as clear space around the logo. Place the logo on solid or uncomplicated backgrounds so that it stands out.

School and area logos

Secondary SMU logos have been created for schools and administrative units with their names in proper relation to the logo. School and unit marketing offices have these logos, plus other versions that are available for use on promotional items only.

    
Official style for school, endowed centers, institutes, departments and area logos.

    
For informal and promotional logos, contact the school’s marketing office for correct usage.

Service marks, trademarks and registration marks

A small registered trademark symbol, which consists of a circled “R” and protects use of the logo, should appear to the right of the University logo.

On the rare occasions when the Dallas Hall icon appears on its own, the trademark symbol “TM” should be used next to it on merchandise and the “SM” service mark should appear on all other materials, such as publications and banners.

These symbols are required unless the icon in question is large enough that a commensurately large trademark or service mark would be distracting and unsightly. Conversely, if the symbol is illegible at a small size, it can be removed then as well.

Color variations

The official colors of the logo are blue or red for the "SMU" wordmark. Preferred color is blue. Alternate versions are available for limited uses.

• When producing publications that use only black, blue or red, the entire logo may appear in that color.
• When placing the logo on dark backgrounds of SMU colors or photographs, never reverse the colors of the SMU logo or allow the logo to appear transparent. Instead, use a logo with the “SMU” wordmark in white type – available exclusively through SMU Marketing and Communications. Note that when used on a photograph, the photo should not interfere with the legibility or integrity of the logo.

Preferred logo color is blue


Logos for single-color applications

The photo should not interfere with the legibility or integrity of the logo.

Logo should not be distorted, condensed or expanded

Logos in red or blue on the opposite background are less legible. In case of doubt, use white logo. 

Alternate logos with Peruna are available for informal or spirit executions.

Outlined logos are available for use in distinguishing from a background or providing a more athletic feel. 

Logo requests

For new logos, please submit request using our online form.

Color is red or white, only.

Peruna, the official Mustang graphic icon, is a component of the SMU Brand. The Peruna icon should not be used as a substitute for the SMU logo, but it may be used to symbolize spirit and pride in SMU. It also can be used on its own on promotional items where the SMU logo can’t be used.

Required spacing

To protect the integrity of the registered trademark, maintain at least one-half of Peruna’s height as clear space around the icon.

Outline around Peruna

The weight of the outline around Peruna has been predetermined and should not be altered. The interior space of the legs matches the color of the stoke.

Registration marks

When the Peruna icon is used alone, a small registered trademark symbol, which consists of a circled “R” and protects use of the logo, should appear to the lower right of the icon.

Incorrect usage

The mane and tail of Peruna are different from the "correct" Peruna, we call this the phony pony, do not proliferate it.

Logo should never run toward the left. 

Other colors are not permitted.

Patterns are not permitted.

Type should never be placed inside Peruna.

Avoid placing the text around Peruna that creates the appearance of a new logo.

The outline has been modified and the interior space of the legs does not match the color of the outline.

Required spacing

The Dallas Hall icon is a brand element that can be used flexibly to communicate a sense of tradition or formality. It can also be used on promotional items.

Note that the Dallas Hall icon is not a substitute for the SMU logo appearing on everything we create. The SMU wordmark is the primary and most important logo for our brand recognition.

Color

The Dallas Hall icon must always appear in red with white lines, unless printing with a limited number of inks or a physical installation that makes that impossible.

The Dallas Hall icon should not:

• be reversed, rotated or distorted
• contain a pattern or text
• be attached to the SMU wordmark
• be used to create a new logo

Use the icon on solid or uncomplicated backgrounds so that it stands out.

Outline Variations

The icon is available with and without an outer red outline. The outlined version is preferred when the edge of the icon needs to be distinguished from a white or clear background.  The version without the red outline can be used when the icon naturally sets apart from the background, or it would create an excessive number of rings.

Examples

SMU Athletics teams use a logo with an energetic "SMU" wordmark above or to the right of the icon representing Peruna, the SMU mascot:

The Athletics marketing office has approved logos that incorporate individual team names and the word “Mustangs” in proper relationship to the logo. 

Additionally, the Peruna icon and the Athletics wordmark may be used on their own by athletic teams or other campus users to show spirit.

Remember that outside of official SMU Athletics uses, you are still required to include the primary SMU logo, even if you’re using the Athletics logo, or the Peruna icon to show spirit. 

Required spacing

Except for official sports team logos created by SMU Marketing and Communications, there should be at least one-half the height of the “M” as clear space around the Athletics logo.

Outline around SMU or Peruna

The weight of the outline around both the SMU wordmark and Peruna has been predetermined and should not be altered. The interior space of the legs matches the color of the stoke.

Registration marks

A small registered trademark symbol, which consists of a circled “R” and protects use of the logo, should appear to the lower right next to the Peruna logo.

Incorrect usage

Incorrect. Clear space around the spirit logo must be at least one-half the height of the “M”.

Incorrect. Clear space around the spirit logo must be at least one-half the height of the “M”.

Incorrect. The outline has been modified and the interior space of the legs does not match the color of the outline.

SMU partners with The Collegiate Licensing Company (CLC) to manage the SMU marks. Visit the CLC website for more information and to apply for an SMU license.

The “Triple-D SMU logo” is co-owned by SMU and the City of Dallas. It should not be used interchangeably with an official SMU logo. Its use should be confined to licensed use for retail, with any applications submitted through CLC for University approval and will require payment of appropriate royalties.

For any further questions, please email Brad Sutton in SMU Athletics.

The official University seal is a significant element in the University’s historic identity and is used exclusively for official business of the University. The seal is maintained by the Office of the University Secretary and used for corporate purposes. It also is used on academic documents produced with the approval of the Office of the Provost in conjunction with the Office of Marketing and Communications.

The seal should be used only for the purposes specified and never as a substitute for the University logo.

The same care and respect should be accorded the official seal as the University logo. The seal always should be placed in an upright position and never altered or tampered with. Care should be taken to leave adequate space on all sides of the seal.

No lettering, symbols or graphics should be placed close to, behind or on top of the seal.

Variations of the University’s official seal are prohibited.

Any questions regarding production of embroidered items should be referred to purchasing@smu.edu, where issues regarding logo and brand compliance and execution can be addressed.

To ensure high-quality presentation of the SMU logo, small type needs to be at least 3/16" tall. Additionally, because of their clean lines, sans-serif fonts are preferred for embroidery or silk screens. The “Informal Stacked” logo is the best solution from the existing logo system for embroidery use. Additional logos have been and can be constructed to achieve the right proportion and size, and can be provided upon request. For assistance, please email brand@smu.edu.

There are three major embroidery thread manufacturers: Robison, DMC & Madeira. Below are the thread color numbers that correspond closest to SMU Red & Blue.

An important way in which the SMU brand is expressed is through events sponsored by the University. Such signs communicate that SMU’s stature and reputation stand behind the conference or presentation in question or that the University is the official sponsor of the event or gathering.

To aid in visibility, these designs have been granted a special exception to the University standard for clear space around the wordmark.

Under SMU guidelines, podium signs should include the SMU wordmark and the Dallas Hall icon. Podium signs also may include the names of any of SMU schools as a secondary identifier, if appropriate. Signs may appear in either blue or red.