Texas Tech University

Visual Identity

 

Logos

Texas Tech Word Mark

The Texas Tech word mark is assertive and confident with unexpected letterforms that create a strong and recognizable graphic.

Combined with the Double T, the custom word mark embraces our spirit and character.

It is inspired by the shape and weight of the Double T itself, boldly reinforcing the identity of Texas Tech. It balances our history and tradition with a modern collegiate representation of the university name.

The word mark design has a natural visual weight combined with quirky and unique details found in the serifs of the X, A, S and C. Another distinct detail is the slightly lowered crossbar of the A, creating a larger than normal counter.

The Texas Tech name holds the highest position in the hierarchy of the brand architecture. The purpose of the university as a whole is the driver of all messaging developed across the institution.

Texas Tech should be represented in everything produced by the university.

When using the Texas Tech word mark, the height of the Double T must be equal to or greater than 0.33 inches.

The clear space (the space on all sides of the mark that should remain clear from other type or graphics) should be equal to half the width of the Double T in the logo.

Double T accompanied by text to the right. It reads Texas Tech and it is typeset in a custom slab serif.

 

Double T stacked above text. It reads Texas Tech across two lines and it is typeset in a custom slab serif.

 

 

Double T

The Double T is our most beloved and visible symbol. It plays a vital role in promoting Texas Tech University by providing a strong and recognizable graphic image, which creates a great sense of pride and connection among all generations of the Texas Tech community.  

 

The official Texas Tech Double T is bold. It is made of two overlapping letter Ts. One is smaller than the other and they're aligned centrally. The font is a heavy slab that has an extruded effect in red and black.

 

From Here, It's Possible™

These four words are ours. They're the essence of everything we believe in at Texas Tech. They're our promise to our students and to the world. They're a rallying cry that unites us, a reassurance in the face of doubt and an invitation to take on the impossible. 

 

Double T accompanied by two black bars stacked to the right. Text is split between the bars. The top one reads From Here, the bottom one reads It's Possilble.

 

A wordmark that reads From Here, It's Possible. It is set in a light, slab font.

 

University Signatures

Formal College Signatures

Formal College Signatures contain the official name of a college or school, including the donor's name, if applicable. These signatures should be used in applications where external audiences, who may need brand association, will see the formal graphic. Examples can include print and out-of-home advertising and prospective student outreach.  

 

Preferred Variation

The preferred number of lines a college or school's name should be on is two. If necessary, three lines is acceptable.

The college formal signature is the Double T with text stacked to the right. Text is split into two formats. The top portion is all caps, sans serif. The first line is thin and reads College of. The second line is very bold and reads College name. There is a small, red line divider. Underneath it, text reads Texas Tech in all caps in a thin slab serif font.

Donor Variation

When applicable, there is a donor name version of the university signature available.

The college donor signature is the Double T with text stacked to the right. Text is split into two formats. The top portion is all caps, sans serif. The first line is smaller and thin, it reads Donor name. The second line is larger and reads College of. The third line is very bold and reads College name. There is a small, red line divider. Underneath it, text reads Texas Tech in all caps in a thin slab serif font.

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Casual College Signatures

Casual College Signatures simplify the college's name down to one to two words, or how the college is commonly known to the Texas Tech community. The Casual College Signature should be used most of the time, with examples of use like merchandise, alumni communications and signage around campus. 

The first example of a casual college signature is the Double T with text stacked to the right. Text is split into two formats. The top portion is all caps, sans serif, and bold. The text reads College. There is a small, red line divider. Underneath it, text reads Texas Tech in all caps in a thin slab serif font.
The second example of a casual college signature is the Double T with text stacked to the right. Text is split into two formats. The top portion is all caps, sans serif, and bold. The text reads College Name across two stacked lines. There is a small, red line divider. Underneath it, text reads Texas Tech in all caps in a thin slab serif font.

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Unit Signatures

Unit Signatures will always carry the Texas Tech name and the Double T. Unit Signatures must always feature the organizational hierarchy of units. For example, if the unit is a department within a college, the college's name must be featured. This ensures the unit will have direct association with not only their root organizational unit, but also with the university as a whole.  

The two-line unit signature is the Double T with text stacked to the right. Text is split into four formats. The top portion is two lines of all caps, regular sans serif. It reads Two Line Unit Signature. There is a small, red line divider. Underneath it, text reads Texas Tech in all caps in a thin slab serif font. This is followed by two more sections both sans serif, sentence case, and taking up two lines. The first is bold and reads Level Two Hierarchy Goes Here and Here. The third is regular and reads Level Three Hierarchy Goes Here and Here.
The two-line unit donor signature is the Double T with text stacked to the right. Text is split into five formats. The top portion is all caps, sans serif. The first line is smaller and thin, it reads Donor name. This is followed by two lines of all caps, regular sans serif. It reads Two Line Unit Signature. There is a small, red line divider. Underneath it, text reads Texas Tech in all caps in a thin slab serif font. This is followed by two more sections both sans serif, sentence case, and taking up two lines. The first is bold and reads Level Two Hierarchy Goes Here and Here. The third is regular and reads Level Three Hierarchy Goes Here and Here.

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Acronyms

The formal signature should be used when targeting external audiences. However, an acronym version of the university signature may be used for flexibility with restrictive print areas.

 

Retired Logos

These Logos have been retired by Texas Tech University and are no longer available for use.

With increased access to the Double T, custom marks will no longer be necessary or approved.

 

Double T with serif text stacked underneath. The text is black and reads Texas Tech University in all caps. It's followed by From Here, It's Possible in a light gray color.

 

DDouble T with serif text to the right. The text is black and all caps. It reads Texas Tech University.

 

Texas Tech coat of arms. The coat of arms has a shield shape with an eagle nested above it with open wings. The shield is divided into four sections featuring the following icons: a book, a star, a key, and a lamp.

 

The Texas Tech Centennial logo. It features a large 100 above the text. The zeros of the number hold a stylized coat of arms and a Double T, respectively. The text underneath this reads Texas Tech University Centennial.

 

 

Fonts

Departments are responsible for purchasing university fonts as needed.

Neue Plak

Neue Plak is used in the Texas Tech University brand system. It can be purchased through MyFonts.com for designing with the visual identity system elements.

 

Example of Neue Plak. This font can be used to design visual identity system elements.

 

Neutraface Slab

Neutraface Slab Text is used in Texas Tech's From Here, It's Possible™ campaign. It can be purchased through House Industries.

 

Example of Neutraface Slab. The font is friendly and easy to read. The slabbed serifs add a subtle bold personality.

 

Helvetica Neue

Helvetica Neue is used in Texas Tech's From Here, It's Possible™ campaign and on Texas Tech's webpages. It can be purchased through MyFonts.com. The full font family is recommended. 

 

Example of Helvetica Neue. This sans-serif font is well-balanced and understated. It is flexible and multi-purpose.

 

Colors

Primary Colors

In 1926, Texas Tech students selected the school colors, scarlet and black, during convocation. The colors represent a full matador's colors, a red cape and black costume.

Our core colors should be front and center on all external projects to reinforce the image of Texas Tech University to a broad audience.

 

Black
 

CMYK 0,0,0,100
Pantone Process Black C
RGB 0,0,0
HEX #000000

Red
 

CMYK 0,100,100,0
Pantone 485 C
RGB 233, 8, 2
HEX #E90802

White
 

CMYK 0,0,0,0
RGB 255,255,255
HEX #FFFFFF

 

Complementary Colors

 

Light Gray
 

Web Only
HEX #EDEDED

Dark Gray
 

CMYK 0,0,0,70
Pantone Cool Gray 11C
RGB 51,51,51
HEX #333333

Medium Gray
 

CMYK 13, 9, 10, 27
Pantone Cool Gray 5C
RGB 117, 117, 117
HEX #757575

 

Tertiary Colors (Print Only)

These colors mirror the architecture and campus of Texas Tech. They are meant as complements to enhance the Texas Tech look.

Consider using these colors as highlights for internal campaigns or events. 

 

Light Green
 

CMYK 10,0,49,28
Pantone 5777C

Light Blue
 

CMYK 30,4,0,31
Pantone 5425C

Light Brown
 

CMYK 6,9,23,0
Pantone: 468C

Dark Green
 

CMYK 34,0,81,71
Pantone 574C

Dark Blue
 

CMYK 100,55,0,55
Pantone 540C

Dark Brown
 

CMYK 20,32,58,0
Pantone 465C

 

Need More Information?

Contact Blake Ferguson (blakefer@ttu.edu) or Veronica Medina (veronica.medina@ttu.edu).

Texas Tech faculty and staff can join us on Microsoft Teams to learn more about our visual identity.

 

The Texas Tech Brand

© 2024  Texas Tech University Jul 25, 2024 9:24 AM