This is our guide to the Gallaudet University brand—unique in its reflection of our signing community and how we communicate with people across the globe.
We are all in this together, and we will find the best path to maintaining
the Gallaudet University brand. We are a world-class university with a rich history of transformation and impact; for more than 150 years, Gallaudet has been the political, social, and economic engine of our signing community. Equally important to us is that our community members feel right at home as they contribute to the many perspectives that make up the Gallaudet community.
This brand book contains all the tools you will need to create messages that will strengthen and resonate with the Gallaudet University brand.
Guidelines
Brand Messaging
If our brand were a person, this is what they would sound like
We're here to help
Brand Messaging
Alignment with the Gallaudet mission is critical if we want to build and maintain a positive association with the products and services provided by our university. Our work here impacts not only us here at home, but people in all corners of the globe.
The competitive, relevant, and differentiating place the brand occupies in its defined market.
Gallaudet University is the only university that welcomes deaf and hard of hearing students into a diverse and multicultural bilingual community to develop the leaders, innovators, and changemakers of tomorrow.
The human characteristics that set our brand apart.
We are committed to creating and sharing our knowledge, experience and research. If you meet someone from Gallaudet, these are the words you would use to describe them:
- Confident
- Compassionate
- Inclusive
- Resilient
- Insightful
Our core in one expression—becoming.
Taken directly from President Cordano’s State of the University Address in 2020: The sign for becoming starts with the “past” moving “forward.” This is not new. We have been “becoming” for 150+ years — since Gallaudet was founded. This is our story. This is who we are. Becoming is hard work. It has challenges. It is not perfect. Yet, our history is a story of much success. We are resilient as deaf people. We are becoming.
Our distinct way of signing, speaking, and
communicating to ensure we are recognized
and remembered.
- Authentic
- Articulate
- Respectful
- Inspiring
- Optimistic
Logos
The logo system is the common thread throughout our communications. Consistent, thoughtful usage builds our University’s name and reputation. Our logo may not be manipulated in any way. Third parties — agencies, suppliers, vendors, etc. — may not use our logo in their promotional materials (though they may list our name), to avoid implying endorsement or affiliation. University groups may not include “Gallaudet University” or “GU” as part of their official name because it results in awkward redundancy when paired with the sub-brand. We all share a stake in safeguarding the placement and integrity of our University’s logo system.
Primary Logo
Secondary Logo
- Improper Usage of Logos and Lockups
Sub-Brand Logotype
The sub-brand logotype is used to identify individual schools, colleges, or other entities. It must be used in combination with the University plate on internal communications that require a more formal approach.
Sub-brand Guidelines
Observe the same rules and guidelines when using sub-brand logos as for the main Gallaudet logo(s).
To request the creation of a specific sub-brand logo, please submit a request. Do not create (or hire anyone to create) a unique logo for your sub-brand.
Use the templates available for download here to create branded, professional documents and materials that represent your department.
Contact University Communications departments if you have speciific branding-related requirements.
Primary Colors
This includes, but is not limited to, publications, advertising, websites, multimedia presentations, stationery, business forms, and signage.
When used as predominant graphic design and communications elements, the University’s primary colors not only create a vibrant and distinctive impression, but they also communicate collegiate pride, tradition, and strength.
Color is an essential element of the University’s identity and must be used consistently in key applications, including graphic communications.
Blue
C99 M76 Y24 K8
Buff
C6 M19 Y63 K0
Navy Blue
C95 M80 Y38 K28
Black
C71 M65 Y64 K69
Bison Pink
C0 M88 Y53 K24
Secondary Colors
Secondary palette colors may be used as accents; as backgrounds to headlines, body copy, hyperlinks, and other content; and to help distinguish one Gallaudet publication from another, all without sacrificing a strong, clear brand, “family resemblance”, and continuity. Use of screen tints (percentage values) of University colors is permissible, especially in the interest of legibility. The logo colors cannot be changed, lightened, or tinted.
Red
Gold
Mustard
Teal
Ocean
Green
Sky
Azure
Bison Pink
Purple
Mauve
Brown
Black
Grey
Light Grey
Granite
Limestone
Cloud
Typography
Our typography provides additional style and consistency to the university’s brand. Gallaudet University uses two primary typefaces to help bring character and personality to every word we choose: Proxima Nova and Minion Pro. The geometric sans serif typeface Proxima Nova and wedge serif typeface Minion Pro complement one another when paired together.
Proxima Nova
Gallaudet University provides a lifetime of opportunity to connect, discover, and influence.
Minion Pro
Gallaudet University provides a lifetime of opportunity to connect, discover, and influence.
Patterns and Textural
Photo/Video Gallery
Communication Assets
How do you produce engaging communications that feel unique to our individual groups, schools, and colleges, yet ladder up to a singular GU brand? These guidelines will provide direction as you create your communications materials. Your work represents the voice of the entire University, which makes cohesion all the more important.
Every communication conveys information. But more than that, it leaves an impression of us.
Electronic Letterhead
We’ve created electronic letterhead templates in MS Word and Google Doc that you can use for digital communications.
Presentation
Giving a presentation? Put the power of the University behind it.
We’ve created PowerPoint templates to help you create branded presentations.
Email Signatures
Brochures
Explore our 8.5″ x 11″ bi-fold and tri-fold brochure templates, each featuring various layout designs tailored to meet your specific needs.
Zoom Backgrounds
Fun Zoom background templates for you to add a playful touch to online classes and meetings!
We're Here to Help
A powerful, recognizable, consistent brand benefits everyone at Gallaudet University. If you need help sorting all this out, attend a workshop or ask a question. Marketing & Communications can also help you with everything from marketing research and strategy, to writing and design, to websites and social media.
Creative Services
You’ve got a message to deliver. We can help.
Welcome to our service creative agency, part of the Office of Communications and Admissions at Gallaudet University.
We bring together a team of designers, editors, photographers, production specialists, videographers, and writers. Beyond our diverse skill set, we pride ourselves on being Gallaudet brand experts. Collaborating with us ensures your project leaves a unique impression while authentically representing Gallaudet.
What sets us apart? Our services are fully funded by the university, meaning Gallaudet departments can access the talents and expertise of our staff at no cost— you only cover printing and mailing expenses.
How We Support Gallaudet’s Mission
Creative Support
Brand Stewardship
Creative Resources
Consulting
Working with Creative Services
Before you reach out with a project request, here is some helpful information about partnering with our team.
We Support Projects That Have University-wide Impact
If we have to decline your job because of limited resources or because the job does not fit within the scope of our office’s mission, we’ll communicate with you promptly so that you have time to think about next steps. We can also provide you with a list of alternative resources to explore.
Request Support Using Our Project Request Form
- Is your request based around an event? If so, what is the date of that event?
- Provide a short description of how the purpose and audience for this requested piece aligns with the university’s mission.
- What are your goals for this piece, how will you measure its performance?
- Will this project require custom photography?
- How will you be distributing this piece to your target audience?
We Follow a Standard Process
Brand Review
Creative Services provides brand reviews of externally distributed materials produced by Gallaudet colleagues across the university.
What is a brand review?
What projects should I submit for review?
Publications—Newsletters, annual reports, magazines, and other short and long format pieces
Advertising—Print ads, billboards, posters, social media ads, commercials, and other media
Websites—New websites and marketing landing pages
Marketing—Program flyers, brochures, postcards, emails, and other recruitment or promotional materials
How do I submit my project for review?
To request a review of your product, submit a request to gu.live/request. Please allow a minimum of three business days for us to review and provide feedback for graphics, posters, and ads. Allow at least five business days for the review of publications and multi-part or page projects.
Where can I find more information?
The full policy is available on the university’s brand guidelines.
Still have questions? Contact us at university.communications@gallaudet.edu.
Production Process
To best leverage resources, most projects we support follow this standard production process.
Project Request Form
Discovery
Meeting
Intake
Meeting
Create
Client
Review
Publish
The Creative Services project request form is the best way to request a new project. Please provide as much detail as possible about your project, including the audience, your goals with the piece, time or budget constraints, and other key considerations. Complete and submit the form, and you will receive a confirmation email that your form was received. The Creative Services team will review your request, and one of our production staff will be in touch with next steps within three business days.
Unfortunately, demand for our services often exceeds our capacity, and we are unable to assist with every job. If we cannot take on your request, we can help connect you with freelancers and consultants.
Key stakeholders from your team will be invited to discuss your project request with our team. This meeting is your opportunity to share more information about your job request, as well as a chance for creative brainstorming and collaboration.
A typical meeting will touch on:
- Goals of the project
- Content and format of the deliverables
- Key contacts and stakeholders
- Timing and due dates
You do not need to have your content ready at the time of the meeting, but if you have a draft, samples, or examples, you are encouraged to share in advance of the meeting by emailing your materials to university.communications@gallaudet.edu.
Once you have your content together (copy, images, etc.), please email university.communications@gallaudet.edu and attach your text and images. Have large files? Let us know, and we can provide you with a file transfer link.
Content submitted to us should be:
- Finalized and approved—Please provide us with copy that is clear, free of errors, and has been reviewed and approved by key stakeholders. We are unable to accept draft or placeholder copy.
- Approved for use by Gallaudet—Does Gallaudet have permission to use the content you submitted? If you are unsure, please contact us for more guidance.
For larger projects, we will schedule an intake meeting with you a few days after you’ve sent us your content. At the meeting, members of our team will review your submitted content as a group with members of your team.
Once you submit your content, we will officially open your job. Our production team will provide you with a detailed schedule that includes milestone dates for each step of the production process, as well as time for you to review or make changes.
Why do things always look different in layout?
We understand you may need to make tweaks once you see your project designed. Please keep in mind that to best serve our campus community:
- You are limited to two rounds of changes.
- If multiple stakeholders review, you should consolidate edits into one document and resolve any conflicting feedback.
- For most projects, we ask clients to deliver their edits as marked-up PDFs. Adobe Pro has tools enabling you to mark up your PDF and it is available to all Gallaudet faculty and staff through GTS.
Despite our best efforts, projects don’t always stay on schedule. Please let us know as soon as possible if you anticipate missing a deadline, and we will do the same. Revised schedules will be dependent on the other jobs in the queue, and your final project delivery dates may be impacted.
Creative Services supports multiple distribution options:
- Print—We can help get bids from multiple state-approved vendors, write purchase orders, upload and approve art, and facilitate bulk delivery or mailing services.
- Digital—We work closely to ensure final files are accessible and meet the university’s standards. We can provide files in multiple digital formats and make recommendations on the best way to present your work online.
- Something new? We are excited to grow our offerings to align with the goals of the university. Connect with us to discuss your unique project.
Freelance Creative Professionals
- Photographers
- Videographers
- Graphic Designers
- Motion Designers
- Copywriters
- Marketing Agencies
These professionals have a track record of successful projects with the university, are registered with the Office of Communications and Admissions, and are well-acquainted with the Gallaudet brand. It is important to note that the cost of engaging these consultants is not covered by Creative Services, and we cannot guarantee the outcomes of their work.
Please reach out to university.communications@gallaudet.edu. We are here to facilitate connections and help you find the right external support for your creative needs.
