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Branding is the process of strategically presenting the university through messages and visual images to help shape perceptions among key constituencies. However, it is more than images, messages and logos. It is the promise of who we are, what we aspire to be and how our constituencies perceive us.

The way CU presents itself in messages and visual images is fragmented, ineffective and inefficient. The university competes statewide, nationally and internationally for resources, students and attention. Higher education in the past five to 10 years has become increasingly competitive as evidenced by the heavy use of branding and marketing by peer institutions in state and out of state. Sending mixed messages, confusing images or a fragmented view of the university puts the university at a disadvantage in that competition. 

CU engaged Landor Associates, an internationally known branding firm, to assist with the process. A CU team composed of the president, chancellors, CU Foundation leadership, and lead communication staff from campuses, system administration and the CU Foundation worked with Landor on the project. The firm conducted a peer analysis and quantitative and qualitative research (some 12,000 quantitative surveys among faculty, staff, students, alumni and donors; nearly 50 focused interviews with key people inside and outside the university). The CU team and Landor used the research to develop key messages and visual images.

Our official first and second references are as follows:

• First reference: °ÄÃÅ¿ª½±½á¹û2023¿ª½±¼Ç¼ (deleting the "at" previously included as part of our name)
• Second reference: CU Boulder (not UCB in material for external audiences, except in campus box numbers)

For external audiences, spell out the complete name of the campus the first time you refer to it, unless the context and nature of the document require an abbreviation (for example, in an advertisement). No commas, hyphens or dashes are allowed in the full names of campuses.

• Not the University of Colorado, Boulder (do not use a comma)
• Not the University of Colorado-Boulder (do not hyphenate)
• Not CU-Boulder (do not hyphenate)

Use the downloads form on this site to acquire the new logos and digital assets. You will be asked for a few details about your project(s) and to confirm your willingness to comply with the university’s messaging and visual identity standards.

Yes, there is a CU System policy on .

°¿²ÔÌý, each version of the font can be purchased for $42. Each font purchased can be used on up to five computers. Packages can be purchased for several weights/styles of the font. Units are encouraged to purchase only what is needed. We recommend that departments try to limit the fonts to the main communicators for the unit and not all faculty/staff.

Using the "Be" statements and/or the "Modifier line" does require having the correct font: Helvetica Neue Extra Black Condensed (107). This font can be purchased at .

Here is the statement from our brand guidelines that applies:

Our typeface is Helvetica Neue, a classic sans serif face: simple, modern and elegant. The openness and geometry of its form make it highly legible. It works equally well for display type and body copy.

Helvetica Neue is recommended for use as the featured typeface in all °ÄÃÅ¿ª½±½á¹û2023¿ª½±¼Ç¼ communications. In the absence of Helvetica Neue, the Arial type family is an acceptable substitute.

The brand standard for body copy is that our recommendation is based on what is available on a user's computer in order of preference:

• Helvetica Neue
• Helvetica
• Arial
• or another sans serif font

Imaging Services on the Boulder campus has new letterhead and business card templates and is ready to print business collateral featuring the new CU Boulder visual identity.  or contact them at 303-492-2679 or eprint@colorado.edu to get started.

Use the downloads form on this site to request a unit-specific lockup or logo. You will be asked for the desired wording for your college, school or unit, and you'll receive guidelines on naming conventions. Unit lockups are provided in a variety of treatments for use in print publications, merchandise, presentations and videos. Note: The full package of files takes two to three business days to produce.