Frequently Asked Questions

1. What is a trademark or 'mark'?
It is a name, logo, seal, insignia or other visual identity element that an organization uses to identify itself and to extend its brand-i.e., its persona-to other individuals and organizations through informational, advertising, promotional or other communications. To protect themselves legally, organizations often register these marks with the Patent and Trademark Office of the United States (and equivalent agencies in other countries). This is certainly the case with Baylor University's official marks.

2. What are the official marks of Baylor University?
Baylor's official, approved visual identity marks include the Baylor University wordmark, the University seal, the interlocking BU, the Baylor spirit wordmark, the bear head, the bear paw, and the sailor bear.

3. What are the official colors for University visual identity elements?
The University's official colors are:

Baylor green: Pantone Matching System (PMS) #560

Baylor gold: Pantone Matching System (PMS) #1235

4. Who makes decisions relating to graphic standards?
The President appointed a Graphic Standards Committee representing a cross section of the University, including academic, athletic and administrative departments. This committee evaluated the University's brand and made recommendations to the President, who approved implementation of the Graphic Standards Program. The President delegated to the Office of Public Relations the day-to-day responsibility for implementing this program.

5. How may the University's identity elements be used and by whom?

• The University seal is reserved for use exclusively by the Baylor Board of Regents and the Office of the President, or for purposes as approved by the Board of Regents or President.
• The Baylor University wordmark is the only mark to be used by administrative and academic units. No other identity element may be substituted for administrative or academic purposes.
• The interlocking BU and the Baylor spirit wordmarks are the preferred identity marks for Baylor Athletics. All official athletic materials of any kind must have at least one of the preferred marks. The bear head and the bear paw may be used as secondary marks in addition to a preferred mark.
• The sailor bear is for use exclusively by student-run organizations or approved vendor licensees.

6. Can I use a graphic that represents my department, office or program?
Such graphics may be displayed along with the University wordmark under most circumstances. It is best to ask the Office of Public Relations to review your design prior to publication.

7. Why do we need graphic standards?
Baylor's visual identity distills the qualities that make the University unique, and it conveys this "brand" to the world. The promise of academic excellence, Christian commitment, and development and growth of a caring community-these and other attributes of the University come alive in a very real and meaningful way for thousands of people around the world when they see the University seal, the Baylor University wordmark, and other Baylor "marks." Consistency in the ways these icons are presented is important for a thriving institution that is growing in quality and stature. A strong and consistent visual identity helps shape the way key constituents view Baylor, now and in the future.

8. What is co-branding?
Baylor University recognizes that its departments and other organizations possess unique and marketable traits. Co-branding effectively means, "sharing the brand," and it can benefit all parties involved. The co-branded department or organization benefits by being associated with the Baylor University brand and the goodwill attached to it. The University benefits by being associated with the activities of departments and organizations that further the University's stated mission and objectives. All co-brands must be created and/or approved by the University's Office of Public Relations.

9. May I create my own departmental graphic and can it incorporate approved University visual identity elements?
All co-brands must be created and/or approved by the Office of Public Relations. Departmental graphics may not include University visual identity elements.

10. May I alter University graphics for my own projects?
No.

11. May I create my own University graphic?
No. You must use the approved Baylor University marks as allowed in the Graphic Standards Program.

12. Where can I obtain the approved University visual identity elements?
The PDF version of this guide contains samples of the marks, and can be downloaded here. High quality electronic files may be obtained through the appropriate office listed on the Contact Information page. Digital versions are available online with your BearID here.

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