Identity

logo_horizontal_300dpiTo maintain and strengthen its brand, which is among its most valuable assets, Duke has developed a set of identity graphics and standards for its print and online communications. It promotes the clear and consistent use of these standards across the university, thereby reinforcing Duke’s identity as a global, interdisciplinary university whose schools and units work together on behalf of a common mission. The standards extend to the use of wordmarks, logos, signature colors, type fonts and other matters that affect Duke’s visual identity.

These graphics reinforce Duke’s identity as a global, interdisciplinary university whose schools and units work together for a common mission. The standards extend to the use of wordmarks, signature colors, type fonts and other elements that comprise Duke’s visual identity.

This guide provides basic information about – and tools for using – the Duke University brand, and allows flexibility for schools, institutes and centers to simultaneously pursue their own brand needs. The identity graphics in this guide are registered trademarks and should be used as detailed here. The graphic system represents the identity of the university and should not be diluted through substitution or artistic mingling.