Visual Identity System


In the nameplate, each word receives equal weight to convey the equally significant values of Iowa State's location, classification as a state-related institution, and status as a full-fledged university. The combination of caps and lower caps, always a more classical choice, expresses the enduring power and strength of this institution with chiseled precision. This relationship between the initial caps and the rest of each word is custom-created. Rather than ego driven large caps, the I, S, and U are carefully modulated as a respectful nod to Iowa's native modesty. The nameplate anchors the entire visual identity system and the beauty and appropriateness of the visual identity lies in its systematic approach. Like Iowa State, this visual system provides a solution of increasing modularity for a complex organization, without making the organization appear complicated or difficult. Your participation in this system will foster a strong, unified image that will further the reputation of our entire university.

The nameplate consists of letterforms customized especially for Iowa State University. Do not attempt to typeset or recreate the nameplate. It should always be reproduced from a digital file. The Iowa State University nameplate and its configurations detailed in these guidelines are the only acceptable graphic identification for the university and its colleges, units, institutes, or centers. NO OTHER LOGOS, SYMBOLS OR TYPE TREATMENTS should be developed or used by colleges, departments, divisions, units, centers or institutes as they distract from the emphasis and identity of the university. Exceptions are granted under extreme circumstances if a unit is not central to the university's mission or competes in a retail or corporate environment. A request for an exemption must be made to the Director of University Marketing, Exceptions for a specific time period are granted for logos for special events such as conferences and anniversaries. Contact the Director of University Marketing,

The university has registered the nameplate to protect it as a trademark. As such, it can be used only for university purposes or licensed for use by others and cannot be modified without consideration of the trademark implications.

Digitized versions of the nameplate are available for download on the Printing Services web site.

If further explanation is required, please refer to our contacts list for the office that can provide you with the appropriate information.