Visual Identity
The University of Texas at Austin’s visual identity and brand architecture are rooted in academic tradition and excellence. Our global brand is most effective when we project a clear and consistent image that positions Texas as a leading public university.
Colleges, schools and units (CSUs) associated with the University should adopt the official logo configurations, typography, color palette and supporting marks to reinforce our brand and foster trust and recognition.
Colors
Primary Palette
Burnt orange and white are the official colors of the University. Burnt orange plays a major role in establishing our identity and should be implemented consistently in all digital and print applications.
Use of color must be consistent across the University. Referring to these Pantone®, CMYK, RGB and Hex values will eliminate the guesswork.
Color
Pantone®
CMYK
RGB
PMS 159
0, 65, 100, 9
191, 87, 0
#bf5700
Color
Pantone®
CMYK
RGB
—
0, 0, 0, 0
255, 255, 255
#ffffff
Color
Pantone®
CMYK
RGB
HEX
PMS 432
65, 43, 26, 78
51, 63, 72
#333f48
PMS 2011
0, 48, 99, 0
248, 151, 31
#f8971f
PMS 7527
3, 4, 14, 8
214, 210, 196
#d6d2c4
PMS 7543
24, 9, 8, 22
156, 173, 183
#9cadb7
Color
Pantone®
CMYK
RGB
HEX
PMS 7469
100, 31, 8, 42
0, 95, 134
#005f86
PMS 320
96, 0, 31, 2
0, 169, 183
#00a9b7
PMS 2277
63, 0, 97, 20
87, 157, 66
#579d42
PMS 2300
40, 0, 89, 0
166, 205, 87
#a6cd57
Logos & Marks
University Wordmarks
Our wordmarks are the primary means by which the University is recognized and should appear on all University communications. The wordmarks have been specially drawn and spaced; do not redraw, change, stack or reposition them.
How to Use University Wordmarks
The wordmarks may be used as instructed by the guidelines in all print and digital uses without additional approval. Any proposed use of the wordmark on merchandise — including but not limited to hats, mugs, pens and T-shirts — must have prior written approval from the Office of Brand, Trademarks and Licensing and be produced under a licensing agreement by an approved vendor.
College, School & Unit Marks
University Marketing and Communications (UMAC) creates all wordmark systems used across campus. CSUs should not attempt to make their own wordmarks. To request a new wordmark, please submit a request form.
Class Logos
These logos, created annually by University Marketing and Communications, are designed to unite cohorts of undergraduate students around their anticipated graduation year (e.g. the Class of 2030 logo is for students who were freshmen in Fall 2026). Colleges, schools and units (CSUs) are encouraged to use the class of logos in marketing and communications targeted to specific cohorts of students.
Longhorn Silhouette
The Longhorn silhouette represents the spirit of the University and is one of the most widely recognized University marks in the world.
The Office of Brand, Trademarks and Licensing must grant prior written approval for all uses of the Longhorn silhouette.
The Longhorn silhouette may be used by UT CSUs and sponsored student organizations and for licensed merchandise designed for pre-approved events of non-sponsored student groups. The silhouette must be used in the following manner:
- The Longhorn silhouette should always be secondary to CSU or student group logo/words.
- As the secondary mark, the Longhorn silhouette must be smaller than the primary logo on the merchandise.
- The Longhorn silhouette may not be the focus of the product. Its placement must be in a less prominent location than the primary logo or message.
- The merchandise must include a specific reference to a school, event, class or year.
- The merchandise artwork must not compete with items sold at retail outlets. A committee of brand, creative and trademarks representatives will review designs to ensure they are not competitive with licensed retail merchandise.
- Do not integrate the Longhorn silhouette with other designs, words or marks or use it to replace a letter or part of one. Designs/logos that utilize the shape or outline of the silhouette or superimpose other words or elements on top of the silhouette are not acceptable.
University Seal
The University of Texas at Austin seal is an important element in our visual identity. Its use is reserved for official communications from the Office of the President, as well as business cards and stationery for all CSUs and official University documents, certificates, awards and plaques.
Written requests for use of the seal should be sent to the Office of Brand, Trademarks and Licensing and should answer the following questions:
- Who is requesting use of the seal?
- What is the purpose of the use of the seal?
- When will the seal be used?
- Why is the seal being requested for a use outside officially approved uses?
- Where will the seal be used?
- Any other information that would be helpful for the approval process.
The seal should always appear in burnt orange (Pantone 159), with the exception of an all-black version and an all-white version for reverses on dark backgrounds. The full-color version of the seal is permitted for use by The University of Texas System.
Hook ‘Em Hand
The Hook ’em Hand is a widely recognized symbol of the University and represents Longhorn pride.
The Office of Brand, Trademarks and Licensing must grant prior written approval for all uses of the Hook ’em Hand.
- Only use the approved version. This is the only version of the Hook ’em Hand that should be used across campus.
- Stick to the official colors. The hand should appear only in burnt orange and white, or black and white when color isn’t available.
- Use the hand as a standalone graphic. It should not be used as part of a logo, to replace letters in a word, or combined with other graphics. Don’t layer text or other elements over the artwork.
- Do not recreate or alter the design. Use the official artwork provided. Please don’t create new illustrations or modify the design in any way
The Tower
The Tower is a well-known symbol of the University and represents our academic excellence; present its image tastefully and respectfully.
The Office of Brand, Trademarks and Licensing must grant prior written approval for all uses of the Tower.
Depict the Tower in its pure form.
- Do not substantially alter it or depict it in ways it is not used.
- Do not use as an element in a logo or lockup.
- Do not re-create the Tower artwork.
- Do not superimpose text on or across the Tower artwork.
- Tower art must have adequate clear space around the Tower.
- Tower artwork may only be used by campus entities.
Typefaces
Each of our official typefaces has a specific use. Together, they represent our brand while being optimized for ease of use across the University.
Serif Typefaces
GT Sectra
GT Sectra is the font used in the academic wordmark. It is a contemporary serif typeface chosen for its legibility and as a nod to academia.
Charis SIL & Georgia
When GT Sectra is unavailable, Charis SIL is the default alternative. Native to Windows and MacOS, Georgia is acceptable when neither GT Sectra nor Charis is an option.
Sans-Serif Typefaces
Benton Sans
Benton Sans is the primary font for all University publications. UMAC will provide a limited number of licenses for each CSU in limited weights.
Libre Franklin & Arial
Libre Franklin is web friendly and replaces Benton Sans in your web/digital environment. Libre Franklin can be downloaded for free via Google Fonts.
Arial is acceptable in print pieces when Benton Sans is unavailable.
Usage
Do:
- Use different typefaces together to create emphasis and a visual hierarchy that assists the reader in navigating your text.
- Use fonts, weights, color and point size to tell a story.
- Use plenty of surrounding white space.
Do not:
- Use all capital letters in blocks of type of three lines or more.
- Condense or expand typefaces.
- Add spacing between characters.
- Overuse emphases. Too much emphasis can have the opposite effect. If everything is emphasized, nothing stands out.
- Substitute any variation other than those listed above.
Licensing
UMAC has a limited number of licenses for Benton Sans and GT Sectra for use by faculty and staff members. Student employees who need access to these fonts should have their faculty or staff supervisor make a font request on their behalf.
Additional licenses can be purchased from Grilli Type for GT Sectra and MyFonts for Benton Sans.