These are the most commonly asked questions about the Texas A&M brand. However, if your question is not answered in the list below, please contact us.
- What is the purpose of a brand guide?
- How do I know which logo to use?
- What is a “lockup”?
- What is the official lockup for the Texas A&M College of Veterinary Medicine & Biomedical Sciences?
- Why can’t we use our custom lockup on letterhead and business cards?
- Can I use the Texas A&M logo on a t-shirt or other item?
- Can student organizations use Texas A&M logos?
- What is the Pantone number for Aggie Maroon?
- What do all these color terms mean: RGB, CMYK, etc?
- The color palette seems limited. Can we deviate from these?
- Where do I find the brand fonts?
- What if I can’t purchase the Aggie Fonts?
- Can I use the official A&M seal?
- Why can’t I use the CVM seal?
While a brand exists in the mind of the audience, the visual experience has a tremendous impact on the opinions formed.
As the university’s official logo, the Primary Mark is always appropriate. The other appropriate logo for all groups under the umbrella of the Texas A&M College of Veterinary Medicine & Biomedical Sciences is the VetMed lockup.
A lockup is the only university-approved identifying mark for Texas A&M University units. The VetMed “lockup” is the official identifying mark, or “logo,” representing the CVM. This is a graphic design term that refers to several elements grouped together and used as a whole. A logo symbol—such as our block “TAM”—grouped with specific type treatment plus a vertical or horizontal line, and arranged in a deliberate manner are “locked together,” forming what is called a lockup. A logo lockup should be used in whole and never disassembled.
What is the official “lockup” for the Texas A&M College of Veterinary Medicine & Biomedical Sciences (CVM)?
The VetMed lockup consists of the Block TAM and the words “Veterinary Medicine & Biomedical Sciences” typeset in all caps, to the right or beneath, in a stylized version of Frutiger, the main campus Brand Guide approved sans serif typeface. “Texas A&M University” is then typeset beneath the college name in New Baskerville, the TAMU Brand Guide approved serif font.
Stationery, which includes printed letterhead, envelopes, business cards, and related items, should always feature the university’s formal identity. While a customized brand architecture allows information and marketing pieces to focus on a specific discipline, our stationery system remains focused on the university as a whole, which ties us all together. For more information, please see https://brandguide.tamu.edu/visual-style/stationery.html
If you plan to use any Texas A&M or CVM logo or mark on items for sale, you must obtain permission from the Office of Business Development. Departments, divisions, and programs on campus may use university logos and marks on T-shirts and promotional items, but must use a licensed vendor. For more details, please contact a graphic designer in CVM Communications
As independent groups, the student organizations at Texas A&M are not held to university brand guidelines. In fact, they are encouraged to create their own unique logo/identity. To show university affiliation, Texas A&M logos may appear in a separate area from the organization logo, like on the sleeve of a T-shirt, for instance. However, if they do choose to use the Texas A&M logos in any way, they must be used appropriately.
Aggie Maroon™ is a custom Pantone® mix, so you will not find a number in a Pantone® swatch book. The color was developed in 2007 to yield a more consistent signature color for printing. If a vendor says they must have a Pantone® number, refer them to Brand Colors. Contact the Division of Marketing & Communications if your vendor needs a printed Pantone® swatch of Aggie Maroon™ for matching purposes.
It’s important to understand color distinction when working in print media versus electronic media. To quickly summarize:
CMYK refers to the 4-color process (cyan, magenta, yellow and black) used on a commercial printing press. The 4-color process for Aggie Maroon™ is C=15 M=100 Y=39 K=69. CMYK images will NOT work in electronic media.
RGB refers to the color on a computer screen or monitor (red, green, blue). These colors are usually listed as a percentage of each value, so, for instance the RGB value of Aggie Maroon™ is 80-0-0, which means 80 percent red, 0 percent green and 0 percent blue. Files in RGB format will NOT work in commercial printing.
Hexadecimal is another color term used in website design. The 6-digit number is called a “Hex Code.” The Aggie Maroon™ Hex Code is 500000. See Brand Colors for more detail.
A color palette is key in establishing a visual identity. Look at the corporate example of AT&T: their color palette is pretty much limited to blue, orange and white. Limiting? Perhaps. But even from a distance, you can recognize their materials at a glance due to this strict adherence to their color palette. Our color palette was carefully selected to work effectively with our signature color, Aggie Maroon™. Whenever possible, consult a professional graphic designer, who is trained to work effectively within a color palette.
Texas A&M University brand typefaces may be purchased at a reduced rate through the Texas A&M Software Center. The fonts are sold as “Aggie Fonts” at a cost of $50 for the bundle of four typefaces (ITC New Baskerville, Frutiger, Aachen and Sloop).
While it is strongly recommended that your department invest in the brand fonts, the following alternatives are acceptable:
Serif fonts: Substitute Georgia or Times New Roman for ITC New Baskerville.
Sans Serif fonts: Substitute Arial or Helvetica for Frutiger. Verdana can also be used, but be aware that this font is larger than similar fonts at the same point size.
Printing of the university seal is restricted to correspondence from the president’s office and official documents, such as diplomas and some certificates. The seal is only used in select official permanent installations on campus as approved by the Division of Marketing & Communications, and may not be used on printed marketing material, business cards, presentations or websites.
The CVM seal is retired and is no longer being used on anything, by anyone.