Furman University Brand Guidelines

The trademarks should use the ® or the TM in the text on any item that will be sold to the public.

The smallest the logo should be represented is 1.5" wide.

The minimum clear space is defined by the height of the "F" and should be maintained proportionally as the logo is resized.

All academic departments and administrative units should use a department logo created and provided by University Communications.

The Furman seal is to be used for official presidential communications only. Use must be approved by University Communications.

The Furman Advantage logo is to be used only when directly referencing facets of the Furman Advantage.

Every Division I sport at Furman needs to utilize the Diamond F wordmark, the Diamond F, Paladin full logo, Paladin head or Paladin sport-specific logo. Creating a separate logo for individual sports is prohibited.

The lower "arm" of the "F" in the Diamond F logo should be shorter than the top arm.

Do not rearrange parts of the logo or create marks that are not provided within these guidelines. Do not alter the colors of the logos or use off-brand colors. Do not add drop shadows or other text style effects. Do not condense, extend, crop, rotate, warp, twist, skew, stretch or alter the logo from its original proportions in any way. Do not use outdated logos.

The use of any of the official marks or logos is prohibited on distasteful or explicit products. These include inherently dangerous products, obscene or disparaging products, sexually suggestive products or any other product deemed to be in bad taste.

Avoid static portraiture when profiling individuals. Avoid staged academic and student life photography. Do not use photography that appears indistinct. Do not crop an image so that the subject and the emotion of the photograph are compromised. Do not use stock images of people. Do not use images that are pulled from the internet or Google Images.

Any person, business, or organization must obtain approval and/or a license to use Furman University’s trademarks and logos in any manner and for any purpose.

All university departments and student organizations will use vendors that are officially licensed with Affinity Licensing, even for their giveaway products and premiums, to ensure consistency of the use of the marks and brand standards. All vendors may apply to be a licensee.

All (on or off) campus installations of signage, environmental graphics, branded décor, and more must be submitted to the Brand & Licensing Review Board to ensure all brand standards have been met.

The official trademarks and registrations for the university are: Furman®, Furman® University, Furman Paladins®, Paladin®, The Riley Institute®, The Richard W. Riley Institute®, FU™ , Furman Family™, Dins™.