Visual Identity for the Web
Appalachian State University's official websites represent Appalachian to a variety of internal and external audiences. It is critical for these websites to reflect a clear and consistent brand distinguishing Appalachian from its competitors while delivering relevant and current information. In the past, Appalachian has often presented a fragmented image of itself to various constituent groups. The quality of publications, including webpages, has sometimes been inconsistent. The University's visual identity program provides carefully considered procedures for producing communications of consistently high quality.
All University websites - with the exception of personal websites for staff, faculty and students - are encouraged to adopt a University template. Where the University template is not used, websites internal to a college or department should adopt the look and feel of the parent website through the use of color or iconic representation.
This statement constitutes official University policy as it pertains to the logo, proper used of the logo and other registered identifying marks, the name of the institution as it appears on Appalachian websites, the use of University colors, and the use of fonts.
General Policy
Appalachian State University recognizes that everything we say or do conveys something about us, good or bad. In carrying out the University's visual identity program, we seek to increase the clarity and effectiveness of our messages by a coordinated, consistent use of our logo and other registered marks. These marks reflect the dynamic nature and character of Appalachian.
Application of the Logo
As the focal point of the Appalachian State University visual identity program, the University logotype is used on web media which communicate the University to its publics.
- The University logotype must appear on each page of an official University website.
- The logotype may appear in two forms, with or without the address line. However, the logotype must be used as designed. Altering it in any way compromises its visual effectiveness and the overall program.
- The logotype should not be merged with other design elements, such as photographs or other logos.
- Departmental or program logos are not permitted in the top banner of pages using the University template.
- Use of the logotype on unofficial websites constitutes a violation of the University's visual identity program.
University Seal
The seal is reserved for traditional applications, such as for use on diplomas. It is not to be used generally to identify the University; nor is it to be used as an identifying or decorative element on websites either for internal or external audiences.
Name of the University
The first reference in any webpage should be to "Appalachian State University." After that, "Appalachian" or the "University" may be used. References such as "ASU," "App State," and "Appy State" are prohibited.
The official names of divisions, colleges, and departments are those listed as titles in the General Bulletin , e.g., "College of Business." Use these titles in contact information and first titles in text. Shorter adaptations, such as "English department" or "business college" may be used in text references that follow.
University Colors
Web developers who wish to incorporate the University colors into their website should use the following color values for Appalachian Black and Gold:
- Black - HTML (hex): #000000, RGB: 0=R, 0=G, 0=B
- Gold 1 - HTML (hex): #FFCC33, RGB: 255=R, 204=G, 51=B
- Gold 2 - HTML (hex): #FFCC66, RGB: 255=R, 205=G, 102=B
- Old Gold - HTML (hex): #847248, RGB: 132=R, 114=G, 72=B
Although the official colors are not a part of the visual identity program, their use is encouraged in the color scheme of publications issued by the University.
Typography (Fonts)
Web developers who wish to incorporate the University template font styles into their website should use the following font declaration: "Lucida Grande", Arial, "Bitstream Vera Sans", Verdana, Helvetica, sans-serif. For example, use the following style declaration:
body { font-face: Lucida Grande, Arial, Bitstream Vera Sans, Verdana, Helvetica, sans-serif; }
