Frequently Asked Questions

Quick Links

Have an identity question? Contact

Want to learn about the services we provide? Visit Purdue Marketing.

Need a photo? Visit our photo gallery or photo shoot request form.

Want to generate a co-brand logo? Visit our online logo generator page for details.

Brand Guidelines

Yes. This is a Purdue University system-wide effort, as noted in the eList 39 Memo on the Clarification of Brand Governance, and it applies to any entity representing the interests of the University.
A wordmark is typically a text-only graphic of an institution's name or unit. A logo uses a graphic image to establish an identity or brand and should be considered your only official logo. A graphic element can be created to represent your unique identity within the Purdue University brand architecture, but it should never be used as a standalone logo to represent your unit. It must always be paired with your co-brand or the Purdue Signature Logo.
To remain fiscally responsible and support our sustainability efforts, do not discard stationery or other materials that were created before the new co-brands were initiated. Colleges, departments, offices and units are expected to update their printed materials, building signage, websites and other items with the new visual identity when it is time to reorder or when budgets allow. Beginning Feb. 5, 2018, all new materials created must include the new co-brand logos.

Brand Toolkit Downloads

Purdue Marketing and Media will cover the cost of brand font licenses for approved University staff. To learn more and request a license, visit the Purdue Brand Fonts product on the Purdue University Community Hub.
Our photography section does include a gallery of images approved and available for general use. If you need a photo that is not in our gallery, please email
Xerox Print and Digital Services at Purdue University is our official partner for business cards and stationery. To place an order, please visit their website or email
No. By using the Purdue Signature logo and co-brands in a consistent manner, you strengthen the value of the brand and, in turn, elevate the reputation of your department. Having multiple competing logos for colleges, units and offices creates brand dilution and confusion to our key stakeholders. Remember, the overall goal of our institution-wide branding effort is to align hundreds of individual identities with our powerful Purdue University core brand.

Why not?
For several years, Purdue had a significant problem with brand fragmentation. Creating logos only adds to that problem. There are many things that can be done with graphics, colors, typography and messaging to give any group its own identity, while staying within the Purdue brand and without the need for a new, standalone logo.
Information and guidelines on the appropriate Purdue University logos are available here.
Yes. You may create a logo that will be used only for a specific purpose (such as an annual lecture or an anniversary) during a specific timeframe (such as one year). These logos must be used in a secondary manner to complement the institutional branding. For more information, please contact your marketing strategist within Purdue Marketing or email
Stationery, which includes printed letterhead as well as envelopes and business cards, should always feature the University's formal identity. While a flexible brand architecture allows information and marketing pieces to utilize secondary graphics and/or wordmarks, our stationery remains focused on the University as a whole. You may include a secondary graphic or wordmark on the backside of your business cards, but the front must remain consistent with the University's standard template.
Printing of the University seal is restricted to correspondence from the president's office and official documents such as diplomas and some certificates. The seal is only used in select official, permanent installations on campus as approved by Marketing and Media. It may not be used on printed marketing material, business cards, presentations or websites.
Academic, administrative and student organizations are not required to submit their designs for prior approval by Purdue Marketing and Media, but we encourage you to submit any designs you think could cause an issue. We are happy to review designs and answer questions.

Promotional Products

If you use an unlicensed vendor, there is no guarantee of quality or that the item(s) will properly promote the Purdue brand. We have vetted the licensed vendors to be sure they meet our standards.

Many times, academic units and student organization officers order products from unlicensed vendors, pay for them via personal credit cards and then learn they cannot be reimbursed due to the use of an unlicensed vendor. As a result, you might not get reimbursed through your University account. Avoid that problem from the start by only working with licensed vendors.
You can avoid this problem from the start by only working with licensed vendors. Requests for one-time exceptions for orders, however, can be made in writing via email to the Trademarks and Licensing staff. Typically, Trademarks and Licensing then asks for a formal written statement from the unit or organization and sends a cease and desist letter to the company the organization used.

Writing and Editing

It's great that you are brand aware! What is said and how it is said are critical to conveying the Purdue brand message. Your college and its unique stories are foundational building blocks for the Purdue brand. This website is a compendium of resources that includes information about writing in the Purdue brand voice to reflect the personality of the University with its attributes and values. That written voice, or tone, bends to the subject matter and audience, but the Purdue personality should resonate. That personality is often accentuated by highlighting a eureka moment.

Purdue has an ever-increasing number of discovery stories to share. A discovery story is an insight or inspiration that makes the University unique. The University's vision is to set the pace for interdisciplinary synergies that serve citizens worldwide with profound scientific, technological, social and humanitarian impact on advancing societal prosperity and quality of life. Realize that you have a unique perspective for sharing those eureka stories with your audiences.

When writing for the web, please keep a few additional specifics in mind.
Become familiar with our extensive list of Purdue Proof Points. This is a valuable list of verified statistics, fast facts and rankings about the West Lafayette campus, which is updated at least twice a year. Proof points can be incorporated in written text and also used as pullout graphics to drive home a strategic message with your target audience.
Marketing and Media is directed by the University to be the standard-bearer and arbiter of Purdue University's published, nonacademic written communications. We have a tiered system of style resources, as outlined within the Purdue Editorial Style Guide. The guide, which can be downloaded as a pdf, encompasses Purdue-specific style answers along with exceptions to the Associated Press Stylebook. Unless an exception is listed in the Purdue Style Guide, the AP Stylebook should be followed. A paid membership with online access is available at; print copies are also available for purchase.
Every Purdue publication — including but not limited to websites, magazines, banners, posters, mailers, invitations and billboards — must include a specific equal opportunity statement. Please refer to the Equal Opportunity Statements portion of this toolkit for additional guidance.