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Brand Guidelines

UTAA Style Guidelines

The University of Tennessee Alumni Association serves more than 422,000 graduates of the UT System by providing events, lifelong learning, networking opportunities, legislative advocacy, career services, travel programs and alumni benefits. The UTAA brand reflects a balance between the UT System and UT Foundation, bridging the journey of students on campus to alumni worldwide.
The University of Tennessee Alumni Association is the formal name of the organization and is always used on first reference in external communications. Second and subsequent references can use UT Alumni Association or UTAA. Please refer to the UT Foundation written identity for guidelines on style and consistency in communications.

Colors

Primary Colors

Color is one of the most recognizable aspects of our brand identity. Additional colors within the palette work well as backgrounds and design elements.

UT System Orange
PMS 151
CMYK 0/55/100/0
RGB 255/130/0
HEX #FF8200

UT System Gray
PMS Cool Gray 11
CMYK 0/0/0/85
RGB 75/75/75
HEX #4B4B4B

UT System Black
PMS Black C
CMYK 0/0/0/100
RGB 0/0/0
HEX #000000

UT System White
PMS NA
CMYK 0/0/0/0
RGB 255/255/255
HEX #FFFFFF

Secondary Colors (Campus Colors)

The following colors are preferred when representing the five campuses of the UT System.

Orange
UT Knoxville

PMS 151
CMYK 0/55/100/0
RGB 255/130/0
HEX #FF8200

Gold
UT Chattanooga

PMS 124
CMYK 0/31/90/0
RGB 253/183/54
HEX #FDB736

 

Red
UT Southern

PMS 186
CMYK 0/92/77/22
RGB 200/16/46
HEX #C8102E

Navy
UT Martin

PMS 289
CMYK 100/66/0/76
RGB 11/35/65
HEX #0B2341

Green
UT Health Science Center

PMS 343
CMYK 89/19/72/60
RGB 17/87/64
HEX #115740

Accent Colors

These accent colors are used when greater color variation is desired. Colors in this palette should not be used in place of the primary colors nor dominate designs.

Rose
PMS Rubine Red C
CMYK 12/100/47/2
RGB 208/27/92
HEX #D01B5C

Daffodil
PMS 124
CMYK 3/42/100/0
RGB 241/160/31
HEX #F1A01F

Teal
PMS 7713
CMYK 100/33/42/7
RGB 0/123/137
HEX #007B89

Spring
PMS 376
CMYK 56/3/100/0
RGB 127/188/66
HEX #7FBC42

Logos & Graphic Elements

Primary Logo

The primary UT Alumni Association logo is the preferred visual representation of the organization and should be used whenever possible. The primary logo should never be altered. Never crop, rotate, recolor or stretch the logo. To maintain legibility and integrity, the logo should reduce to no smaller than .6” in height.

Which File Do I Use?

Print EPS and JPG files are built in the CMYK color space, so they are suitable for printing. EPS is a vector file format and can be scaled up without losing resolution. JPGs are raster files and can lose resolution if scaled up. JPGs are available below for download. Please contact the Office of Communications for EPS files.

PNG files are built in the RGB color space and are suitable for websites and digital display. PNGs are made of pixels and can lose resolution if scaled up. Logos are available in 1-color when you have limited printing or limited color available. Please contact the Office of Communications for 1-color logo downloads.

UTAA Logo

Primary Orange
Download JPG File | PNG File

Primary Gray
Download JPG File | PNG File

Shortcut Logos

The following logos are only meant to be used where space is extremely limited, or when communicating with and internal audience.

UT Alumni Shortcut Logo

Horizontal Shortcut
Download JPG File | PNG File

UTAA Shortcut Logo

Vertical Shortcut
Download JPG File | PNG File

Typography

Primary Fonts

In maintaining affiliation with the University of Tennessee, our primary typefaces are Gotham and Goudy Old Style. Both typefaces are used on all UT campuses and institutes.

Shift is an accent font and may be used sparingly to add dynamic emphasis to communications.

Gotham

Gotham is a sans serif typeface designed by Tobias Frere-Jones and released in 2000 through H&FJ (now known as Hoefler & Co.)

Gotham

To raise public, political, and financial support for the University of Tennessee
To raise public, political, and financial support for the University of Tennessee
To raise public, political, and financial support for the University of Tennessee

AaBbCc

Goudy Old Style

Goudy Old Style is a serif typeface designed by Frederic Goudy and released through American Type Founders in 1915.

Goudy Old Style

To raise public, political, and financial support for the University of Tennessee
To raise public, political, and financial support for the University of Tennessee
To raise public, political, and financial support for the University of Tennessee

AaBbCc

Accent Font

Our accent font should be used sparingly to add dynamic emphasis to communications.

Shift

Shift is a slab serif designed by Jeremy Mickel and was released through his foundry, MCKL, in 2011.

Shift Font