Lockups
What is a lockup?
A lockup (the combination of the core logo and supporting name) is a visual representation of the schools, centers, and departments throughout Tufts and their relationships to each other and the university. It communicates organizational hierarchy.
The lockup system provides consistency and clarity across all the lockups produced at Tufts. Tufts uses a “parent brand” strategy so that all sub-brands can be easily recognized as belonging to the same university. No unit of Tufts, whether a school, research center, or auxiliary unit, should develop an individual logo that would compete with the official Tufts logo.
Lockup Guidelines
What are the elements of the Tufts University Lockup System?
All lockups share two common elements, separated by a vertical line:
- The university logo
- The school or administrative unit name
We also have a format that adds a third element, another organizational name underneath the School or Administrative Unit. This can be a department or center name, for example.
We remove “Department of” as it is implied and helps shorten the lockup, allowing for flexibility in where the lockup may be used.
Academic
School
Standard School Treatment
The horizontal version of the Tufts mark in official blue plus the school logo in black is the primary school treatment and should be used most often. All of the rules regarding the main university logo also apply to the school logos. For example, the school logos should never be manipulated or distorted.
Variations and Alternate Treatment
Depending on the design, one of the four approved horizontal versions of school treatments as shown should be placed prominently on all communications seen by external audiences. Use the alternate vertical or stacked version when space is limited.
The school logos can be used in a limited range of two-color treatments. The main university logo should always be in a single color, in Tufts classic blue, white, or black. The school portion of the treatment can display in black, Tufts classic blue, or white.
Academic Departments
When the department name is used in an official lockup, the Tufts University logo should always be first, followed by the school name and then the department name.
Administrative
Divisions
Standard Administration Treatment
The horizontal version of the Tufts mark in classic blue plus the division logo in black is the primary division treatment and should be used most often. All of the rules regarding the main university logo also apply to the division logos. For example, the division logos should never be manipulated or distorted.
Variations and Alternate Treatment
Depending on the design, one of the four approved horizontal versions of division treatments as shown should be placed prominently on all communications seen by external audiences. Use the alternate vertical or stacked version when space is limited.
The division logos can be used in a limited range of two-color treatments. The main university logo should always be in a single color, in Tufts classic blue, white, or black. The school portion of the treatment can display in black, Tufts classic blue, white.
Administrative Departments
When the department name is used in an official lockup, the Tufts University logo should always be first, followed by the division name and then the department name.
Centers
When the center name is used in an official lockup, the Tufts University logo should always be first. Centers should not attempt to “construct” the logo themselves.
Need a new lockup for your center? Please fill out the New Lockup Request Form to request assistance from the Creative Services team. (Please do not design the new lockup independently, as all new lockups must adhere to Tufts branding.)
Frequently Asked Questions
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No, since departments all fall under a school or division, we always want to make that organizational hierarchy clear.
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We recognize that there are a lot of levels throughout each department and school. However, given the limitations of sizing and legibility, we limit lockups to three levels.
Individual teams and programs can leverage text to highlight their organizational name, next to the lockup.
For guidance, please reach out to University Communications and Marketing.
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We use that third element to represent the second-highest organization that your team or location is part of as there are a number of teams and programs that are similarly named throughout different units at the university. The lockup system is intended to provide that context.
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Yes, you can use an existing lockup, but we will require an update to the fonts. Please reach out to University Communications and Marketing.
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While we do make exceptions in rare occasions, lockups should be used to represent organizational departments and offices, not degree programs, initiatives, or projects due to the evolving nature of projects and the volume of degree and certificate offerings across Tufts.