Brand Guidelines for Vendors
Penn’s story is told through every school, center, and department. By aligning our visual identities, we create a cohesive experience that honors our heritage and highlights the qualities that define us— excellence, collaboration, and innovation.
Together, we can present a unified University working toward shared goals.
This page is intended for vendors and to assist in the process of adhering to the Penn brand when working on university collateral.
Process
This page is intended for vendors and to assist in the process in adhering to the Penn brand when working on university collateral. All contracted work that exhibits the Penn brand needs to be approved by Penn Procurement Services. Design approval is done in collaboration between the Office of University Communications, Office of the University Secretary and Business Services.
For Web Design
Website design can be a complicated project when branding needs to be considered. Below are some guidelines for designing websites and ensuring they protect the Penn brand, including color, logos, and some common exceptions to the rule.
Web Color Palette
The colors of the Penn web are inspired by our insignia, with the Penn Red and Blue being our dominant colors.
The other colors in this palette are used as accent colors.
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Web Color Percentages
These percentages depict the approximate use of each color on the Central Penn web identity.
Top level Penn centers & departments
The examples below show how top level Penn centers and departments within the University can be added to the identity system without compromising the integrity of the Penn brand.
- The Penn Red and Blue must be used.
- The Perpetua font must be used.
- A vertical line may be used to separate the full Penn logo and the name of the center or department for instances where the full Penn logo is used.
- No secondary logo (motif) may be introduced into the lockup.
- More details are on pages 13-15 in the Penn style guide (PDF).
School level departments
For centers and departments within one of Penn’s 12 schools, the school logo may be used in conjunction with the center or department name, utilizing the vertical line treatment.
- More details on pages 30-31 in the Penn style guide (PDF).
Guidelines on custom logos (motifs)
- “Motifs” are custom logos that are designed independently (sometimes in legacy collateral), often detracting from the central Penn brand. They may sometimes be used as a secondary design element lower on the website.
- “Motifs” may not reside in the top hero / banner or the Penn logo lockup and must not be used in conjunction with a department (or initiative) name.
- “Motifs” must be approved by the branding committee.
- The sample below shows how the Penn LGBT Center used their legacy logo as a design element on the page while following the brand guidelines for the main center logo. Previously, the LGBT “motif” was situated next to the center name.
Web Accessibility
All contracted work through procurement must follow WCAG 2.2 Web Accessibility Standards. Any questions on accessibility can be sent to Kara Gaulrap at gaulrapp@isc.upenn.edu.
Exemptions
- Some projects may be exempt from Penn branding, such as NIH funded grant sites, clinical trials, or jointly funded projects.
- Exemptions to branding MUST be approved by University Communications and the Office of the Secretary.
For Merchandise
Please plan ahead when placing orders, as all Penn-branded items must be reviewed through the University’s licensing process. Approval can take time, especially if revisions are needed. As a best practice, adhere to brand standards from the outset and respect vendor deadlines.
- All merchandise that displays the Penn brand must use a licensed supplier and be approved through Business Services.
- Examples include t-shirts with a Penn logo, conference giveaways, and branded merchandise for sale.
- Examples of items that do not need a licensed vendor include internal slide decks or documents without Penn marks.
- View Licensed Suppliers via Business Services.
- If the product displays a custom graphic motif, it must be separated from the official Penn or department logo.
- Any questions on merchandise can be sent to Cheryl Krementz at ckrem@upenn.edu.
Merchandise Process Workflow
- Determine if your item uses Penn branding.
- Select an approved licensed vendor.
- Submit design for approval (if applicable).
- Proceed with production.
Contact Information
Alison McGhie
Senior Director of Operations and Technology, Office of the University Secretary