UH's graphic elements -- the logo, logotype and seal -- were redesigned in the 1970s to modernize the university's image. In 1992, a thorough examination found that these redesigned elements were no longer effective and that an update was critical to UH's mission.

Hence, the University of Houston signature has been redesigned to enhance our institutional identity. The University of Houston logotype was formatted in such a way that it reflects our position as a 21st-century university. Our original, trademarked interlocking UH logo has been revived universitywide. The two elements work together to balance and communicate the identity of the University of Houston.


THE SIGNATURE

The official signature of the University of Houston, consisting of the trademarked interlocking UH logo and the University of Houston logotype, needs to be positioned and proportioned in a specific way. Spacing and size relationships between the logo and the logotype have been carefully established so that University of Houston's identity will remain consistent in all applications.

Ratio

The distance from top to bottom of the U in University in the logotype is called the cap-height. This measurement is used to determine spatial relationships, specifically the size of the logo compared to the logotype. The height of the logo should always be three times the height of the logotype, or three times the cap-height. The logotype should never appear smaller than 8-point type, and the logo should never appear smaller than 1/4-inch high.

The Logo

While an integral part of the signature, the interlocking UH logo may be used in stand-alone applications. Generally this allows you to use the logo as a graphic element, appearing in various forms on or within your publication.

Logotype Configurations

Two logotype configurations are approved for use in the signature. (See also Typography for font specifications.)

Extended

'University' and 'Houston' are spaced with three spaces between letters and four spaces before and after 'of', which always is typed with no space between the o and f.

Condensed

'University' and 'Houston' are spaced with one space between letters and two spaces before and after 'of', which always is typed with no space between the o and f.

NOTE: These configurations apply only when the official typefaces are used. See Typography for alternative configurations.


SIGNATURE CONFIGURATIONS

As a general rule, both elements of the signature must appear on your document. For exceptions, refer to Special-Case Stationery or Special Applications, or call the Office of Publications and Marketing Communications at 743-8170.

NOTE: You may download images of the interlocking UH logo and extended and condensed versions of the logotype from the Images page of this manual.


SIGNATURE COLOR

To provide greater flexibility in designing attractive materials, you have several options in the use of color. The logo and logotype should be Pantone® 185 red or black. If only one color will be used, both elements are the same -- both in 185 red or black.

If you want to use the logo and/or logotype on a dark background, one or both elements may be reversed out.

You have the freedom to be creative, but you also have the responsibility of maintaining a look that is consistent with other UH documents. For special color applications, call the Office of Publications and Marketing Communications at 743-8170.


SIGNATURE USAGE AND STAGING

Signature usage varies with every application. Here are some general guidelines to follow. Regardless of regardless of which logotype configuration you use, the logotype ideally should be placed at the top of the first page or cover. The interlocking UH logo should be placed at the bottom of the page, but it may be placed on either the front or back cover.

NOTE: Remember, the logo should be scaled to the logotype as specified in the Ratio listing.

Space around each element of the signature must be sufficient to make it prominent on the page. These guidelines apply to all applications except stationery. Every item in the stationery category -- letterhead, business cards, mailing labels, etc. -- must be ordered from the UH Printing Department at 743-5900. The Office of Publications and Marketing Communications does create and must approve all cases of special-case stationery.


THE SEAL

According to historical accounts, the UH seal is the coat of arms of General Sam Houston. The seal was adopted for use by the university in 1938 in conjunction with construction of the new UH campus.

The seal is an official, trademarked symbol of the University of Houston. It is not to be used interchangeably with the interlocking UH logo.

The seal is reserved for academic use only by the Office of the President, the Provost's Office and deans. Other uses must be approved by the Office of Publications and Marketing Communications at 743-8170.


TYPOGRAPHY

With the exception of the logotype within the UH signature, significant flexibility is allowed in font selection for your document.

The approved fonts for the logotype are Futura Extra Bold and Century Old Style Italic. In the logotype, the words 'University' and 'Houston' appear in Futura Extra Bold, all capitals. The word 'of' appears in Century Old Style Italic, in lower case. (See also Logotype Configurations.)

Many computers on campus are not licensed for Futura Extra Bold and/or Century Old Style. If you don't have these fonts, please use the camera-ready logotypes and logos at the end of the manual. Simply paste them onto your piece before printing.

If you don't have the correct fonts and you cannot use the logo slicks effectively, you may use Times or Helvetica to configure the logotype, as these are standard fonts.

If you use an alternative font, the logotype must be typed entirely in that font. Format every letter the same, and capitalize only the U and the H. The idea is that you do not mimic the official logotype.

NOTE: It is imperative that you use the official logotype whenever possible. Use alternatives only as a last resort.

To maintain publication consistency, we recommend Times for correspondence, Helvetica and Times for publications. The Office of Publications and Marketing Communications can suggest fonts for specific applications.


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