Logos & Lockups

The first and most important role a logo plays is identification — helping an audience recognize who is communicating with them. Like NYU, Tandon has a short and long version of our logo, which communicators have the discretion to select based on what is appropriate for the specific use and audience.

SHORT LOGO

The short version is our preferred NYU Tandon logo. It is easily recognized at a variety of sizes for both print and digital.

LONG LOGO

The long version is used for audiences who are not familiar with us and would not know us as a school of engineering.

The logo includes both the logomark (i.e., the torch) and the logotype (i.e., either “NYU Tandon” or “NYU Tandon School of Engineering”). Consistent use of the complete logo comprising both components is essential for a clear, recognizable logo that can be protected from imposters and unauthorized user.

Colors

The primary color logo is NYU Violet and black. It can also be reproduced in all black or reversed out to white from a dark background.

Minimum Size

To maintain full legibility, never reproduce the logo at heights smaller than 0.25 inches tall for print and 30 pixels tall for digital. There is no maximum size limit, but use discretion when sizing the logo. The only exception is embroidery.

Clear Space

Allow the logo room to breathe and maintain an appropriate amount of clear space around the logo. “X” represents one-half the size of the torch in the box and is used as a measuring tool to help maintain clearance.

Make sure to properly consider the background you are putting the logo on.

Do not use the torch as a window to a background by making it transparent:

Do not use the black logo on an NYU violet background:

Do not use the logo over busy backgrounds:

Do not use the logo over backgrounds where there is not enough contrast:

The logo should be positioned along the edges of the composition at an appropriate size relevant to the content (see Minimum Sizes above). The logo should ideally be placed in one of the corners (positions 1, 3, 4, 6 as seen in the image to the right), but can also be centered at the top or bottom of the page (positions 2 or 5). The Department lock-up and Tandon logo should ideally be placed in one of the corners.

Correct Placement

Incorrect Placement

Do not make the logo the most dominant image on the page:

Do not use the logo as a word in a sentence:

Do NOT change the Logo

The logo should not be altered in any way.

Do not distort the shape of the logo:

Do not create other logos with the torch:

Do not change the color of the logo:

Do not rearrange the elements of the logo:

Do not lock up additional type:

Do not separate the torch from the logo type:

Do NOT Create New Logos

Consistent presentation is vital in strengthening a brand’s recognizability and impact. New logos for your unit, project, department, institute, or center are unnecessary and add to the complexity and clutter of NYU’s visual landscape.

Why are new logos prohibited?

1. Separate or unique logos often confuse the audience and your message.
   Seemingly unrelated logos do not serve the interests of the individual unit or NYU as a whole.
2. A coordinated visual identity builds and reinforces the larger NYU brand.  
   By using the NYU logo, you are tapping into a globally recognized brand identity and a reputation that has been built over NYU’s nearly 200-year history. The name recognition of units within NYU is strengthened through the collective power of a single brand.
3. Using the NYU logo makes communications clear.
   Unfamiliar or multiple logos add to the complexity of communications and place an extra burden on the audience to decipher your messages.
4. Promoting a brand and logo takes considerable effort.
   Most initiatives do not have the resources or expertise to effectively brand themselves through widespread advertising and marketing over a long period of time.

To closely align administrative and academic units with the NYU Tandon brand, they must always leverage the official NYU Tandon logo in all internal and external collateral.

Academic and administrative units cannot create their own logos for initiatives, campaigns or programs.

For access to your unit's official NYU Tandon lockup, please contact engineering.creative@nyu.edu.

Examples: