Guidelines for a Consistent Visual Image
A uniform policy describing the proper use of East Tennessee State University’s seal, logos, colors, flag, and mascots is necessary to maintain a consistent visual image that represents our campus in the best way possible. Please keep this policy for future reference.
East Tennessee State University representations, including the seal, mountain logo, and athletic mascot designs, are registered trademarks with the State of Tennessee. Registration of these indicia provides protection against the manufacture, use, display, or sale of imitations of any of these items without the consent of East Tennessee State University.
If the seal, logos, mascot, or other university symbols will be used in an unaltered state consistent with the guidelines in this document by a university department or in relation to an official university event, then no advance approval for such use is required.
However, any alterations being considered in the use or presentation of the logos, mascots, or other university symbols must be approved by the Office of University Relations. The seal may not be altered in any way.
If a registered university student organization wishes to sell or give away items incorporating the seal, logos, mascots, or other university symbols on them, the organization must request approval by sending a letter to the Division of Student Affairs explaining in detail the proposed use and distribution.
Organizations outside the university, both non-profit and for-profit, desiring to use the seal, mountain logo, athletic mascots, or other university symbols on any item should request approval for such use by contacting the Department of Intercollegiate Athletics/Media Relations. This process is required whether the item is to be sold or given away. Requests to use the Centennial logo should be made to the Office of University Relations.
The University Colors
The university colors were clearly established in 1911 as “Navy Blue and Old Gold.” Whenever blue and gold are used to imply that they represent ETSU’s official colors, then the two colors specified below should be used.
This includes their use in or on any publication, decoration, uniform, banner, or other object. While the source or vendor selection of colors may limit choices, every effort should be made to choose colors that closely represent the established ETSU colors. Consideration should be given to using alternate sources or vendors if acceptable shades of Navy Blue and Old Gold are not available from those initially contacted.
Special care should be exercised with vendors to ensure that they honor specific color requests and do not arbitrarily change the requested color without seeking authorization. When placing an order with a firm, the importance of the color selection should be stressed.
To assist in understanding and visualizing acceptable shades of Navy Blue and Old Gold, the following printing ink color identification codes are provided, and should be used as guides when choosing fabrics, ink, paint, etc.
Pantone Matching System (PMS) colors specified:
Navy Blue – PMS 289
Old Gold – PMS 875
When four-color printing is being done, use the following PMS formula for blue as an alternative to PMS Navy Blue 289: 100% Cyan, 84% Magenta, 42% Yellow, 50% Black. If the metallic version of Old Gold (PMS 875) is not available then Old Gold – PMS 1245 is specified. These PMS codes will not be applicable when dealing with anything other than printing ink colors. No particular attention should be given the name of a potential color selection, since the actual color is the important factor.
Special note regarding paint: A Navy Blue paint has been mixed specifically for the university. It is Sherwin-Williams Product Number B54T104 and is labeled “ETSU Imperial Blue.”
The university logos do not replace the official seal of the university. However, the seal generally has a more restricted, formal use – such as on stationery, official and legal university documents, diplomas, and certificates. It may be used on letterhead in the format shown in the following example. The official seal is the only seal that may be used by the university or any of its departments.
The seal may never be distorted in any way for the sake of design. It is not appropriate for use as a readily recognizable graphic logo in publications or other printed materials.
If printed in color, the colors should be the established university colors of Navy Blue and Old Gold.
The ETSU Mountain logo and the ETSU Centennial logo
Whenever it is appropriate to use a graphic design to represent the university, either one of these logos should be used. No logo other than these two or the official seal should be used. Uses of the logos include, but are not restricted to, stationery, publications, business cards, mailing labels, signs, and videotape or film productions.
Each logo may stand alone or be accompanied with type that designates the campus, institute, department, or division of the university using the logo. The logo may be embossed (except on stationery), but it is not to be otherwise redrawn, re-proportioned, or modified without the approval of the University Relations Office. It may not be combined into one graphic with any other university logo, such as the official seal, previous logos, athletic logos, or original art. Copy may not be overprinted on the logo. The logo may be reproduced as a graphic image on desktop publishing equipment, provided no loss of quality occurs.
The ETSU Centennial logo can be used beyond the October 10, 2011, conclusion of the Centennial celebration.
When the ETSU mountain logo is reproduced in a size too small for the line “East Tennessee State University” to be legible, only the logo art should be used (with this line removed).
The use of secondary logos on university materials is allowed. Departments or campus organizations may use individual logos on publicity and promotional material. This should be done only in good taste and when appropriate. Any questions on the proper use of individual department logos should be addressed to the University Relations office.
In special situations, a secondary logo may be approved for use on stationery. If a secondary logo is approved for letterhead use, it must conform to size and placement specifications. If campus colors are used for the logo, the following Pantone Matching System (PMS) colors are specified:
Navy Blue – PMS 289
Old Gold – PMS 875
If the metallic version of Old Gold (PMS 875) is not available then Old Gold – PMS 1245 is specified.
Any combination of these designated campus colors, including the use of Navy Blue or Old Gold alone, may be incorporated in presenting the university logo, except on stationery.
Persons wanting to use an approved logo representing a specific college or school at ETSU, such as the James H. Quillen College of Medicine, should submit that request to the Dean’s office of that particular area.
Creation of new logos : Colleges, departments, offices and other units on the ETSU campus are welcome to have their own logos. A final copy of the logo must be sent to and approved by the University Relations office prior to any use.
The official university mascot is “Bucky the Pirate.” An officially approved costume for this mascot has been purchased and is in use by the Department of Intercollegiate Athletics. Anyone wishing to schedule an appearance by the official mascot should contact the ETSU Department of Intercollegiate Athletics.
The approved likeness of Bucky, a registered trademark with the State of Tennessee and Strategic Marketing Affiliates, SMA (a subsidiary of Collegiate Licensing Affiliates, CLA), is shown on this page. A digital image of this Bucky logo is available by request to the ETSU Department of Athletic Media Relations.
At no time should Bucky, whether in costume or in graphic form, be used in any way that would cause embarrassment to the university.
The proper name of the university is:
East Tennessee State University
If initial letters are used, no punctuation is included. Thus, it is properly written as: ETSU.
If using the name with the logo, “East Tennessee State University” would appear as the first line of type, followed by no mark of punctuation; the name of the department or unit would appear as the second line of type.
For More Information
In order to assist with questions or policy interpretations, the following office has been designated to handle such inquires:
Office of University Relations
East Tennessee State University
ETSU Box 70717
Johnson City, TN 37614-1710