Brand Identity & Visual Standards

Guidelines for creating UofL-branded marketing materials and websites


Our brand, our story

UofL is part of the fabric of our city and a cornerstone of this community. We are a university powered by progress, never settling for mediocrity. Our academics and athletics, our programs and our people are on the move. Our momentum defines us. It carries us forward.

More than just a logo, colors or tagline, the University of Louisville brand represents the core of who we are—from what it feels like to be a part of the Cardinal family to the interactions that our faculty and staff have with students, families, fans and supporters.

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Fallback banner image of students walking on campus


Discover how we speak in one voice, as one university.

Who is this information for?

The information on this site is intended primarily for the staff and faculty at the University of Louisville as a resource for creating content—written or visual—as part of marketing or advertising efforts.

We've published this information publicly to help inform the general campus community, partner agencies and external vendors of the various standards surrounding the use of our brand.

More about the rules

Frequently Asked Questions

With a brand as large and complex as ours, you can imagine there are qualifications for eligibility for sub-brand marks...

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It depends. We love our mascot, but using the correct mark is important. The bird head by itself is our athletic logo...

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Making an emotional connection with your audience is the key to getting them interested in learning more and taking action...

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Our brand is a long-term, enduring manifestation of who we are. A campaign is shorter-term, a chapter in our history...

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All UofL logos, academic and athletic, are federally trademarked and license managed. So in order...

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The bedrock of our brand.
Find out more about our palette.

Our Palette


Our face to the public.
Find out about the various styles.

Our Identity


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Communications & Marketing

University of Louisville

2323 S. Brook St.

Louisville, KY 40208

(502) 852-6171