Toolkit
The University of Toledo’s brand is more than taglines, logos and colors, but these are important elements outward expressions of who we are. With our brand and The Power To Do creative platform, we reveal our personality, tell our story and differentiate ourselves from all others. This toolkit and the brand guide serve to ensure consistency across all communications and creative assets so that UToledo can connect more deeply with our audiences.
Toolkit Topics
Colors
The University’s midnight blue and gold are here to stay. Help these colors stay iconic by using the secondary and neutral palettes sparingly. In general, the primary palette should take up a minimum of 50% of the color of the design. The secondary palette should be limited to 35% and the accent and neutral palette no more than 15%.
Primary UToledo and UToledo Health
Midnight Blue
HEX: #003E7E
RGB: 0, 62, 126
CMYK: 100, 70, 0, 40
PMS: 294 C or 294 U
Gold
HEX: #FFD200
RGB: 255, 210, 0
CMYK: 0, 14, 100, 0
PMS: 116 C or 108 U
Secondary UToledo and UToledo Health with Accent Color
Secondary UToledo
Dark Blue
HEX: #000F3E
RGB: 0, 15, 62
CMYK: 100, 94, 39, 54
PMS: 282 C
Space
HEX: #102B5F
RGB: 16, 43, 95
CMYK: 100, 85, 5, 18
PMS: 280 C
Azure
HEX: #009CE5
RGB: 59, 178, 241
CMYK: 53, 2, 1, 0
PMS: 298 C
Accent UToledo
Magenta
HEX: #A2047D
RGB: 162, 4, 125
CMYK: 42, 100, 13, 1
PMS: 247 U
Secondary UToledo Health
Dark Blue
HEX: #000F3E
RGB: 0, 15, 62
CMYK: 100, 94, 39, 54
PMS: 282 C
Space
HEX: #102B5F
RGB: 16, 43, 95
CMYK: 100, 85, 5, 18
PMS: 280 C
Accent UToledo Health
Teal
HEX: #168F9C
RGB: 22, 143, 156
CMYK: 82, 27, 36, 2
PMS: 2222 U
Neutral UToledo and UToledo Health
Neutral UToledo and UToledo Health
Earth
HEX: #D3C1AE
RGB: 211, 193, 174
CMYK: 17, 22, 30, 0
PMS: 4247 C
Sand
HEX: #EDE4E1
RGB: 237, 228, 225
CMYK: 6, 9, 8, 0
PMS: 663 C
Content
The University brand is one of forward momentum, confidence and unstoppable determination. The language we use should capture this energy and provide inspiration and a bold vision for the future. Our goal is to make it clear to the world that Rockets have The Power To Do whatever it takes to make dreams a reality and help the people we care for live their best lives.
Licensing and Trademarks
UToledo trademarks and logos are recognizable to alumni, fans and students everywhere. That’s why it’s so important for us to protect these marks and images by following guidelines and when appropriate licensing their proper use.
University logos are available for download but must follow proper use in marketing materials. Any person or business/organization wishing to use the University trademarks or verbiage on a product must have an official license before offering the product or goods for sale. This includes companies working with University departments, campus organizations and student recognized organizations.
Preferred Suppliers of Promotional ProductsDownload license applicationLearn More about trademarks and licensing
Logos - Primary UToledo and UToledo Health
The University of Toledo and UToledo Health logos are the cornerstone of our brand. The marks support and enhance the greater identity system — unifying the many programs, departments, colleges, centers of UToledo and its health system. Consistent treatment of the logos increase recognition and promote connectivity. It’s important the UToledo and UToledo Health logos appear the same across all applications.
UToledo Primary Logo
Review Use Guidelines
Violations
Because consistency and recognition are key to the use of the UToledo logo, there are a handful of guidelines that should be followed.
- Don't alter the colors
- Don't adjust the pre-set spacing
- Don’t add stylized effects or drop shadows
- Don’t stretch or distort the logo
Clear Space and Minimum Size
The logos work best with breathing space. Please be mindful of the clear space when using the logo. Clear space is equal to one shield on each side of the logo.
For legibility and accessibility, please refer to these width guides for minimum logo size. This is calculated based on standard print materials; please scale appropriately relative to the media and application.
The full UToledo logo with shield and typesetting is preferred for visual continuity and brand recognition. The following versions are available for download. If you have questions or need a different file type, please contact the Office of Marketing and Communications.
UToledo Health Primary Logo
Review Use Guidelines
Violations
Because consistency and recognition are key to the use of the UToledo Health logo, there are a handful of guidelines that should be followed.
- Don't alter the colors
- Don't adjust the pre-set spacing
- Don’t add stylized effects or drop shadows
- Don’t stretch or distort the logo
Clear Space and Minimum Size
The logos work best with breathing space. Please be mindful of the clear space when using the logo. Clear space is equal to one shield on each side of the logo.
For legibility and accessibility, please refer to these width guides for minimum logo size. This is calculated based on standard print materials; please scale appropriately relative to the media and application.
The full UToledo Health logo with shield and typesetting is preferred for visual continuity and brand recognition. The blue outline version can be used on light or white backgrounds, but never on blue of any shade. The following versions are available for download. If you have questions or need a different file type, please contact the Office of Marketing and Communications.
Download UToledo Health Primary Logo
Using the UToledo and UToledo Health Logo Lock-up
The joint logo lock-up is used to communicate both the University and UToledo Health are partners in the project they are featured on. Instances include community outreach, sponsorships, communications to staff of both the university and clinical spaces. In such cases, the following logo lock-up may be requested from the Office of University Marketing and Communications.
Logos - Colleges, Divisions, Units and Service Lines
While any University unit may use the UToledo or UToledo Health primary logos, there are times that a college, division, unit or service line-specific logo is preferred. In such cases, the following logos may be requested from the Office of University Marketing and Communications.
Review Use Guidelines
College and Divisions
College and division logos feature The University of Toledo crest with the college/division name accompanied by the institution name. All academic departments are encouraged to use their respective college logo to reinforce the college recognition.
University Units and UToledo Health Service Lines
Unit and service line logos feature the UToledo or UToledo Health wordmark with a lock-up of the unit or service line name. Please note that these do not include the college or division associated with the unit.
Logos - Restricted Use
The University maintains several restricted use logos that may be used with the consent of the University Marketing and Communications and other related University offices.
Shield
In certain applications approved by the Office of Marketing and Communications, the shield may be used by itself separate from the typesetting. If needed, please submit a request for this artwork and approval.
Rocket Athletic and Vintage Athletic Logos
Rocket Athletic logos are reserved for athletic marketing purposes only. These marks may not be used for University marketing and promotion.
Presidential Seal
The University seal is reserved for official use by the Office of the President and the Board of Trustees, and is not available for download.
Heritage Logos
The UToledo logo with the date of establishment is considered a heritage logo and may be used for special projects such as commencement, anniversary materials or other special occasions. Please contact the Office of University Marketing and Communications for more information.
News and Media
We can help you share your story with the community and beyond.
Submit your news ideaMeet our expertsLearn more
Photography
University faculty and staff may request a brand photo shoot to support marketing University and health system programs and services. A selection of photos is also available through the photo database to University stakeholders with a UTAD. UToledo and UToledo Health do require appropriate signed consent forms for participants in photo and video shoots.
Best Practices for Photo Shoot
- Have a shot list of the photos you’d like to capture and include this in your photo request.
- Ensure you plan enough time for set-up and travel between multiple locations if your shoot is not in a single place.
- Include diversity in race, age, gender, religion and background. The photography collection should be reflective of the whole UToledo community.
- Exclude all non-UToledo branding. Attire with words or busy graphics is discouraged.
- Whenever possible the attire should be somewhat neutral, as well as appropriate for the activity portrayed being captured.
- Represent individuals from the UToledo community “in their element” – especially highlight unique opportunities.
- Highlight the UToledo community through candid, lifestyle and conceptual portraits. These portraits are to feel authentic and inspirational – as if they are capturing a real moment in the community, as well as a collective institutional personality.
- Aim for visually interesting and dynamic settings, but avoid busy or distracting backgrounds.
- Whenever possible, show the subjects in their environment, as opposed to a completely empty background.
- Plan for negative space and wide framing that allows for use on website, and other design materials, while leaving space for text and design elements.
Typography
Poppins is UToledo’s brand typeface. Various weights are used to create dynamic layouts and add emphasis where needed.
Licensing
Poppins is available as a free download from Google Fonts or can be activated via Adobe Fonts as part of your Adobe Creative Cloud license.
Primary Typesetting Styles
UToledo Typesetting
Headlines
Poppins Extra Bold is used for headlines all caps with tracking at 10pt and line spacing matching the font point size.
Subheads
Poppins Extra Bold is used for subheads title case with tracking set at 10pt.
Body Copy
All body copy is Poppins Regular sentence case.
UToledo Health Typesetting
Headlines
Poppins Medium is used for headlines sentence case tracking at 10pt.
Subheads
Poppins Bold is used for subheads sentence case with tracking set at 10pt.
Body Copy
All body copy is Poppins Regular sentence case.
Bulleted Lists
When creating bulleted lists, please choose round bullets whenever possible.
Video
Video is an engaging way to tell the UToledo story by showing the campus experience. For video support please contact Cam Norton.
Web
The University and health system websites are our most important marketing assets. Our public websites showcase the UToledo brand in design and content that engages our community and tells our story.
View Training and ToolsRequest HelpLearn More
Employee Resources
Use these tools and templates in university email communications, presentations, virtual meetings and document creation.
Email signature maker that generates a branded email signature to use in Microsoft Outlook.
Excel
UToledo and UToledo Health Microsoft Excel templates that include brand colors.
Download UToledo TemplateDownload UToledo Health Template
Powerpoint Presentations
UToledo and UToledo Health Microsoft Office PowerPoint templates include brand colors and multiple layout options for your poster or presentation.
Download UToledo TemplateDownload UToledo Health Template
Research Posters
Updated 38x46 Microsoft Office PowerPoint and Canva templates that include brand colors and multiple layout options for your research poster presentation.
Download PPT TemplateCanva Template Options
Virtual Meeting Backgrounds
Main Campus
Main Campus
Main Campus
Main Campus
Main Campus
Health Science Campus
Health Science Campus
Health Science Campus
Health Science Campus
Health Science Campus
Health Science Campus
Word
UToledo and UToledo Health Microsoft Word templates that include brand colors.