Visual Brand and Logos

Visual Brand Guidelines

Compared to art, which is artistic expression, graphic design is functional, intentional visual communication. Graphics and visual elements can help solve communication issues, convey messages, tell stories and inform the Wolfpack community of events, programs and services.

All visual assets created within the division will adhere to NC State’s brand guidelines. Consistent brand compliance strengthens the NC State brand and also provides your department or unit with recognition, allowing it to be perceived as trustworthy, reliable and established. 

Color

Color is an instant and recognizable element of the brand. NC State’s brand colors include three core colors and an extended color palette allowing creativity and flexibility. These colors were strategically and purposefully selected. When choosing colors, prioritize contrast and legibility.

Design Conventions and Style

NC State’s visual identity is reflected through the intentional use of geometric shapes, logical layouts, clear typography and storytelling imagery. Pursue a straightforward, bold look without the distraction of visual embellishments. Designs should prioritize function over flair. The main goal is to clearly convey a message or information.

Tips:

• Effects and embellishments, such as gradients, drop shadows and textures are not allowed.
• Wolfpack Red should be dominant (“dominant” can be portrayed in a variety of ways).
• Less is more. Remove unnecessary language and visual elements if they do not add substance to your message.
• White/clear/negative space is your friend.
• Use branded Marq templates (see Marq below).

Imagery

Purposeful, high-quality images can increase the impact of communications. Whether you’re capturing new photos or using NC State or DASA stock photos, be intentional and aware of guidelines around the use of singular images, perspective and style.

Typography

NC State’s brand typeface is another visual element that establishes and reinforces the university’s brand to create cohesion. The Roboto type family (regular, condensed and slab) is what you should use for all of your print and digital marketing and communications materials. Roboto is the most recent addition to the approved typefaces under NC State’s brand guidelines. For the time being, NC State is still using Univers and Glypha, in addition to Roboto, but as a division DASA is only using Roboto moving forward.

Typography tips:

• Roboto regular or condensed pair well with Roboto slab.
• Create hierarchy within your content with contrast. Use big and small, bold and light, regular or condensed with slab to help communicate your message.
• Concise copy is most effective; cut as much as possible and use powerful action words.

Logo and Identifiers

The “brick” is NC State’s official logo and should be used on all communication materials. Departments and units may use their identifiers/lockups (the brick with the department name) in specific instances, though generally using the brick alone is most appropriate. 

Logo tips:

• Remember to allow appropriate clear space around the logo.
• Do not use the Block S or Tuffy/Wolf in any communication materials.

Please note that custom unit logos are not allowed. Colleges, departments, units, initiatives and other campus entities cannot create or use their own unique logos. Graphics, photos and other artistic elements that help illustrate the purpose or mission of the unit may be created and displayed on unit communications in the general proximity of the unit name and brick logo. However, graphics that are frequently [more than three instances] displayed on unit communications in a consistent, locked-up format with campus entity names, especially when the brick logo is absent, will be deemed impermissible unit logos and the unit will be asked to remove them.

To request a set of official identifiers/lockups for your unit, please submit a project request.

Graphic Design Tools and Resources

Marq

Marq (formerly Lucipress) is brand templating platform that allows you to easily build on-brand communication materials using pre-made, customizable design templates. Using Marq gives you the freedom to produce marketing and communication materials quickly and efficiently, without submitting a project request and waiting for it to be fulfilled. 

DASA’s MarComm team provides templates to fit your project needs and help you quickly create digital billboard slides, social media graphics and flyers through your Marq account. Once your design is approved by MarComm using the Marq approval process, your file(s) will be ready to download in a variety of file formats.

Each DASA department is granted one team login. To request a login for the division’s Marq account, email dasa-communications@ncsu.edu. Logins are provided based on need and availability.

Branded Assets

Downloadable assets including color swatches, Roboto fonts, icons, logos, billboard templates and more are available if you’re creating visuals outside of Marq.

Accessibility

Use the tools and features provided by IT Accessibility to help ensure that all content is readable and accessible for all.