Logos & Marks / Secondary Marks

Promotional Marks

Promotional marks have various uses, such as building pride and identity within a group or creating graphic treatments that call attention to the mission or goals of specific program or organization.

These marks are designed for both internal and external audiences. They should never replace official university marks but can be paired with them to create more of an impact.

Typical Mark Characteristics

Mark Construction

Mark Construction Promo and Abbreviated Marks

Best Practices

Because these marks are for promotional purposes, they often use more detailed graphics to draw attention.

  • Keep the graphics simplified and focus on flat artwork, such as line art and textures. If the sub-brand graphics represent a school/college, make sure they align with the guidelines.
  • Use CU Denver’s brand font.
  • Use CU Denver brand colors.

Pairing with University Marks

Because these marks should always be paired with a campus or unit signature, unless spacing doesn't allow it, there is no need to include the name CU Denver in the mark itself. Be sure to visually separate the campus affiliation mark from the secondary mark.

Examples of Marks

Secondary Marks - campaigns

Mission Statement Mark

Secondary Marks - campaigns

Abbreviated Name Mark


Secondary Marks - campaigns

Graphic Lockups

Application Examples

Secondary Mark Application Examples

Usage Guidelines

All secondary marks should include specifications about mark construction and the details listed below. For files and guidelines, please contact University Communications.

Color Variations

All secondary marks should come in full color, reversed full color (when applicable), black, and white.

Minimum Sizes

Minimum sizes will be customized to each secondary mark based on the detail and legibility of the marks.

Clearance Space

Clear space will vary for each mark to ensure visual impact and legibility.