UTIMCO Brand Style Guide

The default logo for most placements — icon and full wordmark locked into a single unit. Reproduce from the canonical file at any size above the minimums.

Square contexts, favicons, and social avatars. Minimum 24px digital, 0.25in print.

Use a standalone wordmark when the icon would compete with surrounding content, or where a single delicate or oversized lockup reads better.

The full institutional name set as a typographic lockup, for footers, banners, and tight vertical placements.

• Stretch or distort the mark
• Recolor outside the approved palette
• Add drop shadows or strokes
• Place on a busy photograph without the masked variant
• Place text or graphics inside the clear space zone (minimum = height of diamond keystone)

Five core colors carry the identity. Dark Blue anchors; Aqua and Dark Teal add depth; Green is a light-surface accent.

A simple grayscale for backgrounds, dividers, and surfaces. Avoid pure Black for body text — use Dark Blue.

Reserved for content that explicitly references the universities. Never decorative, and never adjacent to one another.

• Dark Blue pairs strongest with White and Gray 100.
• Aqua pairs with Dark Blue or Dark Teal for depth.
• Green works as an accent on light surfaces but reads weakly on Aqua or Mid Blue.
• Never place UT Burnt Orange next to A&M Maroon. They compete and read as brand confusion.
• Always meet WCAG AA contrast — 4.5:1 for body text, 3:1 for large text.

A single scale from display to caption. Lead with weight before size when space is tight.

• Always create a clear difference between adjacent levels. If two consecutive levels look similar, drop one.
• Lead with weight before size when contrast is needed in tight space.
• Use Aptos Light only at large display sizes (40pt and up) where its delicacy reads.
• Aptos Narrow is reserved for sidebar labels, infographic data, and tight columns. Not for body copy.
• Aptos Serif Italic carries pull quotes only. Do not use it for body or running headers.

Type set on a dark surface — the most common reversed application.

Six approved decorative forms derived from the keystone, for layered backgrounds and structural dividers.

Photography reinforces four content areas. Real people, real outcomes — avoid generic stock. Aim for authentic institutional photography with natural light and a measured, unhurried editorial quality.

Recipe-driven layouts keep output consistent across channels.

Four default ground / type pairings for backgrounds and bands.