Graphic Standards Introduction

The visual identity of Guilford College is one of the college’s most valuable possessions, and establishes to the world what Guilford represents.

In the past, when Guilford’s visual identity was unregulated, the image of the college was blurred because a clear message wasn’t reaching the public. Therefore, the college was at a disadvantage in defining itself to the community.

As Guilford continues to grow and develop as a college, the growth must be met with a careful cultivation of the college’s image. By implementing a consistent and unified identity, the college projects a more professional image.

The intention of this policy is not to have all visual communication be identical, but to share visual elements that identify them as coming from Guilford. By defining the framework by which visual communications are created, we have limited some design options but have left ample room for creativity.

Visual communication includes but is not limited to:
  • Publications and collateral materials (posters, postcards, flyers)
  • Stationery
  • Advertisements
  • Signage
  • Web pages and other forms of electronic media (television, media boards, CD/DVDs)

The graphic standards policy must be used and upheld by all departments, offices and/or individuals working to communicate on behalf of the college. The easiest way to ensure compliance with the policy is to work with the Office of Communications and Marketing in developing your promotional and communications material. In accordance with college commitments to sustainability and stewardship, departments should exhaust current supplies that have outdated or incorrect logos and order supplies with correct logos when needed.

No document can anticipate all possible circumstances and situations that may arise involving the use of the college’s logos. The graphic standards policy was developed to provide a long-term benefit to the college and the many elements that make up the college. We will continue to evaluate, expand and revise the content and scope of the policy as needed.

The success of each unit of the college contributes to the reputation of the institution as a whole, and the reputation of the college affects the success and reputation of each unit. It is in everyone’s best interest that our promotional efforts across campus present a consistent, high-quality image.

Guilford asserts ownership over its name and all logos. Guilford’s logos cannot be used to imply or suggest endorsement of any product or service not provided by the college. The college’s official logo, seal, athletics logo and other logos are registered and protected by law.

Individuals and organizations outside the college who wish to use any of the college’s visual elements for commercial purposes or promotional activities must first obtain permission from the Office of Communications and Marketing.

For additional information about using the college’s logo and graphic standards, or about developing print advertising, contact the associate director of communications and marketing (design).

Trademark

Official Guilford College marks are registered with the U.S. Patent & Trademark Office and protected against unauthorized uses. They are most effective when the entire college and its subsidiaries use them correctly.

The tree logo must have the trademark added to it when it is reproduced on a commercial product. The registration mark is not necessary on letterhead and other official college stationery.

Since the logo is a registered trademark, items designed for sale must be submitted to the Office of Communication and Marketing for licensing approval.

Anyone with a question about application of this policy should contact the Office of Communications and Marketing at 336-316-2168.