Brand Identity & Visual Standards

Guidelines for creating UofL-branded marketing materials and websites

Primary Signature & Logo

The Primary Signature and the Primary Logo are the main marks for the University of Louisville.

General Use Guidelines

Either mark may be used interchangeably, however context and audience should be taken into account. Since the Primary Signature is a combination mark that utilizes the primary athletic mark, the Cardinal head, in conjunction with our wordmark, there are times when using the Primary Signature is not as appropriate given its more illustrative and athletic nature. In other instances, use of the Primary Signature may be beneficial due to the audience's relationship to UofL Athletics.

Various color combination examples are shown below. In order to maximize brand impact, full-color is preferred when possible. At all times, it is imperative that the logo be clear and visible. On darker backgrounds, using the all-white version is often the safest.

The UofL logo should never be recreated or typeset. Official logo files should be used in all communications.


Information on obtaining our logos can be found on the download page.


Any printed materials or merchandise that include our primary logo or signature must be produced by vendors specifically licensed to reproduce our trademarks. For more information can be found in this section or by contacting

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Clear Space

Always observe the protected area around the logo. Nothing should intrude into this specified clear space when employing the logo in any application.

Regardless of scale, the minimum size of the clear zone for the primary logo and primary signature must equal the size of a box represented in the yellow box labeled “X” (equaling the height of the word “Louisville”).

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Minimum Size

At a certain size, our primary logo and primary signature become illegible. To ensure the integrity of these marks, do not reproduce them at a size less than 1.5˝ (108px) wide (including clear space).

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The preferred placement for the logo (in print applications) is in the corners of the layout. For example, in an advertisement or the cover of a publication, the logo should be in the top right of left corner, ideally.

On desktop websites, the logo should always be top-left in placement, as is digital standard. For mobile uses, the primary signature or logo may be substituted for the one-line logo or monogram to save vertical screen real estate.

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Communications & Marketing

University of Louisville

2323 S. Brook St.

Louisville, KY 40208

(502) 852-6171