Visual Identity for the Web
Our Visual Identity is Important
Appalachian is known and recognized throughout the United States and the world. Therefore, it is critical that the visual elements that represent the institution and its image do so consistently and with integrity. Image consistency and cohesive visual identity standards enhance the value of the institution name and work together to build a foundation for successful branding. Successful branding occurs when an entity presents itself consistently over time, creating an emotional connection with desired audiences.
A proliferation of independent, decentralized identities and symbols creates confusion in the minds of audiences whose support we seek: students, prospective students, parents, alumni, and supporters. While logos and symbols are not the sole elements of an institutional brand, they are its visual representation and extension. When that visual representation is disconnected or inconsistent, it follows that the perception of the institution can also become disconnected or inconsistent.
A visual identity used consistently over time paves the way to an enhanced image, instant recognition, and higher recall among prospective students--all key components of the institution’s long-term success.
Visual Identity Standards
The following standards apply to all official university websites including college, department, programmatic, and administrative websites. These standards do not apply to web-based instructional media or web pages, personal faculty, staff or student web pages, or student club sites.
Web Templates and Banners
Official university websites (those listed in the paragraph above and subject to the Web Policy) must use either an official web template or a web banner. Web templates and banners are supported by the Office of Web Communications and are developed in conjunction with University Communications to reflect the institution’s visual identity standards and brand strategies.
Logotype Usage
Only websites that are formally affiliated with Appalachian State University may use the Appalachian logotype without express, written permission from the office of University Communications. Use of the logotype on unofficial websites constitutes a violation of the University's visual identity program.
- The linear logotype must appear in the upper left corner of every page of the website. Proper use placement of the linear logotype is accomplished through the use of an official web template or banner. If the template or banner header includes a two line unit signature (the site name and the universtiy name), the version without the bird is to be used. If the template or banner header includes a single line signature (only the university name), then the version with the bird is to be used.
- The stacked logotype may appear in the footer of each page of an official University website.
- The stacked logotype may appear in two forms, with or without the address line.
- The logotypes (stacked or linear) must be used as designed. Altering them in any way compromises its visual effectiveness and the overall program.
- The logotypes (stacked or linear) 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.
Linear Logotypes:
Stacked Logotype:
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; }
