Logo Usage Guidelines
The logo is the single strongest visual element used to promote the UVA Darden brand. Therefore, the logo must be used consistently and correctly in order to effectively build awareness and to protect the Darden identity. The logo must be applied in accordance with the following standards and guidelines to ensure that every application achieves maximum consistency and visibility.
To maintain a consistent brand image, the Darden logo and family of sub-brand logos for specific business units and Centers of Excellence are the only authorized logos representing any department affiliated with the School. Individual departments may not create independent logos to be used in place of the Darden logo.
Only Darden faculty, staff and authorized student organizations may use the logo. Individual students are not permitted to use the logo without prior permission from the Office of Communication & Marketing.
The logo system designed by UVA for all schools and units is designed to be flexible, with options available according to usage. Guidelines are listed below.
This version should be used in most applications in which space allows and a degree of formality is appropriate. The primary logo identifies Darden and its relationship to the University. It is used on first reference or as a primary symbol. Examples are publications, letterhead and business cards, and formal correspondence. This is the logo that should appear in the return address on publications.
This version is designed for applications in which horizontal space is limited, such as in websites, envelopes, banners and trifold brochures.
The short-form logo is designed for more casual applications, such as when the audience does not need the full name and description of the School. Examples are:
- Signage for events at Darden, alumni print communications (such as for Reunion), promotional materials, T-shirts and giveaway items
This version is designed for applications in which horizontal space is limited, such as in websites, envelopes, banners and trifold brochures. The monogram logo is appropriate to use when the audience is familiar with Darden. Examples are give aways, physical products, and signage on Grounds and at trade shows. It is also approved for use in all display advertising, where there is a clear customer path to the Darden website as a destination, which identifies the full name of the School. The monogram may be used on publication covers as long as the primary logo appears on the back cover with the return address.
The UVA Darden monogram logo can be situated horizontally or vertically, depending on the execution. Given the small size and brevity of digital ads, the UVA Darden logo is displayed horizontally. For print and larger executions, the UVA Darden logo can be displayed vertically to allow for maximum impact alongside powerful photography. Throughout the current campaign, the monogram version of the logo is used.
Four renderings of the logo are available:
- Full color (blue and orange) on a white or light background
- Black on a white or light background
- White and orange on the Darden blue background
- White on a dark background
Darden Centers of Excellence Logo Usage Guidelines
Darden’s Centers of Excellence use a three-tiered logo. The work of the research centers is extremely important to the School. Care should be taken to adhere to Darden’s type, photographic and color standards. The logos for the centers should follow the same guidelines for use as the Darden logo.
Logo Usage Guidelines for Darden Executive Education
Darden Executive Education is provided by the University of Virginia Darden School Foundation and is taught by faculty from the University of Virginia Darden School of Business, the University of Virginia and leading industry professionals.
The official logo for Darden Executive Education is seen above. This logo must appear on all printed collateral — publications, brochures and videos.
The Darden Executive Education wordmark may be used on brochure covers and advertising. The purpose is to offer an option to identify Darden Executive Education in a prominent way on collateral. The wordmark is not to be substituted for the official logo.
The Foundation logo is used specifically on Darden Executive Education legal documents, contracts and certificates — program completion certificates, Certificate in Leadership, Certificate in General Management, and the Specialization in Design Thinking and Innovation.
The Rotunda symbol is based on Thomas Jefferson’s own rendering. The Rotunda was patterned after the Pantheon in Rome and like the Pantheon is based on a perfect sphere. Jefferson dotted an invisible globe on his sketch, and this adaptation replaces the dots with the 13 stars from the original American flag. This signifies Jefferson’s intention to create a national university and inspire the generation of leaders to follow.
Use of the Rotunda mark on its own is highly restricted and should only be used as a design element in approved applications. It should not be used in lieu of an official institutional logo.
Don’t use unapproved colors for the rotunda.
Don’t use the rotunda as an image box.
- Don’t manipulate or add to the rotunda in any way.