The Pepperdine wordmark is the foundational element of the University's visual identity and serves as the primary logo for use in all University marketing materials. The wordmark should always appear on each official Pepperdine communications vehicle, regardless of medium.
The size and location of the wordmark should be discrete and is best positioned as a first or last read. It serves as the official "stamp of approval" for the communication vehicle and should not be used as a title or incorporated into the text. In every case, the wordmark should be afforded adequate clear space around it to allow for ease of visibility.
Beginning with the calendar year 2015, the primary Pepperdine wordmark no longer includes the word "university."
The obligation to create and maintain all enterprise-wide brand visuals rests with Integrated Marketing Communications. No other person or department acting as an official representative of the University is allowed to create or develop a unique brand mark for their own purpose. This is especially important for any communication or marketing materials that reach an audience outside the local campus environment, since an overabundance of unique identities dilutes the strength of the brand identity of the University as an enterprise.
The primary wordmark consists of the name Pepperdine in Pantone 281 blue with a swoop under the letter R. It contains an orange rule below the name in Pantone 158 orange. This construction is best when placed on white or light backgrounds. The wordmark should always attempt to reflect the University blue and orange colors, however in some instances the orange base rule can be removed (see Acceptable Variations).
When placed on a dark background, the primary wordmark is set in white only. It should never be set in gray or any other color. The orange base rule below the name is set in Pantone 158 orange. This construction is best for dark backgrounds. Ideally, the wordmark should be on a Pantone 281 blue background. This "boxed" version is well suited for any design and allows the wordmark to carry the University colors while establishing the proper clear space around it.
The restricted wordmark includes the word "university" and is for use in non-contextual situations, meaning that the communication is clearly outside the confines of the Pepperdine University experience. Because this mark has a more formal look than the primary wordmark, it may also be allowed in situations that require a greater appeal to prominence or gravitas.
This mark is only used as a stand-alone mark and is never locked with any other element.
When "Pepperdine" is locked with a secondary element, the word "university" is dropped. This is true even in non-contextual situations. See Second-tier Wordmarks.
Other than the above restrictions, it is treated with the same standards as the primary wordmark. This mark is only allowed through the authorization of IMC. Please contact Keith Lungwitz at 1440 with any questions regarding this mark.
The Pepperdine wordmark can exist without the base rule—determined primarily by the design of the communication piece. The wordmark should be rendered in Pantone 281 blue only.
Clear space is the minimum margin surrounding the wordmark within which type and or other graphics may not interfere. Using an x-cap height (the relative height of a capital X) and the N width (the width of the letter N in the wordmark) determines correct clear space.
On light or white backgrounds, the Pepperdine wordmark should only be rendered in Pantone 281 blue. When placed on dark backgrounds, the wordmark should only be rendered in white. The base rule should remain orange for both types of backgrounds.
Placement over photos
The Pepperdine wordmark should never be placed over a busy photographic or decorative background where its legibility is impeded. Placement of the wordmark over photos with solid color areas are generally safe as long as the proper contrast is maintained.
Proximity to other unique marks or logos
The Pepperdine wordmark should never be combined with any other unique mark or logo. When used in proximity to other unique marks or logos, the Pepperdine wordmark should maintain the proper clear space (see Clear Space above). Keeping the proper amount of clear space between the Pepperdine wordmark and other unique marks not only allows it to be more visible, but also clearly identifies itself as a unique brand. This relationship is especially important in instances where Pepperdine is a co-branded with another entity as part of a larger enterprise.
Proper clear space
The wordmark is first and foremost a mark which informs the reader that the communication vehicle is officially sanctioned by Pepperdine University. It is the "stamp of approval" from the University. Therefore, the wordmark should be a first or last read on any communication piece. Its size should be modest and discrete. It should never be the dominant element on the page.
The wordmark should never be used as the title of any communication piece, a part of the title, or used in paragraph text. It should always stand apart from the rest of the content (see Clear Space above). When used in a multi-page or multi-panel piece, it only needs to appear once on the front, once on the back, or both.
Examples of the proper use of the mark in a communication.
Examples of the improper use of the mark in a communication.
In the first example, the wordmark is too large for the space and competes with the title. In the second and second example, the wordmark is too close in proximity to the other elements and does not maintain the proper clear space. In the third example, the wordmark is being used within a block of text. These types of arrangements are to be avoided.