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 discreet and is best positioned as a first or last read. It serves as the official "seal 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 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 white or light 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 only used whenever the communication is clearly outside the confines of the Pepperdine University experience. Otherwise, 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 6281 for access to this mark.
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.
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.
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.
The Pepperdine wordmark should never be colorized with any color outside the Pepperdine brand color standards.
The Pepperdine wordmark should never be placed on a busy photographic background.
The wordmark is first and foremost a mark which informs the reader that what they are experiencing is an official Pepperdine University communication vehicle. Therefore, the wordmark should be a first or last read on any communication piece, and its size should be modest and somewhat discreet. 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.