Logos
The logo is the most important symbol used to communicate SMU’s public identity or brand. The logo stands for SMU’s reputation and strength. It quickly conveys that the University stands behind the programs, events and materials where the logo appears.
To maintain the integrity of this important symbol, only SMU Marketing and Communications creates SMU logos. Logos should not be produced independently.
In most cases, you should use this SMU logo:
Don’t use the logo with any product, event or organization not sponsored or sanctioned by the University. Use of the logo for events or initiatives co-sponsored by the University and outside organizations requires the permission of SMU Marketing and Communications. Single-use requests for personal projects may be submitted to Brand@SMU.edu
Download official logos from .
Required spacing
To protect the integrity of the logo and registered trademark, maintain at least one-half of the “M” height as clear space around the logo. Place the logo on solid or uncomplicated backgrounds so that it stands out.
School and area logos
Secondary SMU logos have been created for schools and administrative units with their names in proper relation to the logo. School and unit marketing offices have these logos, plus other versions that are available for use on promotional items only.
Official style for school, endowed centers, institutes, departments and area logos.
For informal and promotional logos, contact the school’s marketing office for correct usage.
When advertising something that requires representation of multiple schools, units or organizations within the University: do not use multiple SMU logos. Instead, use the main SMU logo and include the names of the involved organizations in text or a headline.
Registration marks
A small registered trademark symbol, which consists of a circled "R" and protects use of the logo, should appear to the right of the Dallas Hall icon, the University logo, and the Peruna icon.
This symbol is required unless the icon in question is large enough that a commensurately large registered trademark would be distracting and unsightly. Conversely, if the registered trademark symbol is illegible at a small size, it can be removed then as well.
Color variations
The official colors of the logo are blue or red for the "SMU" wordmark. Preferred color is blue. Alternate versions are available for limited uses.
- When producing publications that use only black, blue or red, the entire logo may appear in that color.
- When placing the logo on dark backgrounds of SMU colors or photographs, never reverse the colors of the SMU logo or allow the logo to appear transparent. Instead, use a logo with the “SMU” wordmark in white type – available exclusively through SMU Marketing and Communications. Note that when used on a photograph, the photo should not interfere with the legibility or integrity of the logo.
Preferred logo color is blue
Logos for single-color applications
The photo should not interfere with the legibility or integrity of the logo.
Logo should not be distorted, condensed or expanded
Logos in red or blue on the opposite background are less legible. In case of doubt, use white logo.
Alternate logos with Peruna are available for informal or spirit executions.
Outlined logos are available for use in distinguishing from a background or providing a more athletic feel.
Logo lockups with Peruna are created solely by the Marketing and Communications department and are available via Box, no new lockups should be created for individual needs.
Logo requests
For new logos, .
Color is red or white, only.
Peruna, the official Mustang graphic icon, is a component of the SMU Brand. The Peruna icon should not be used as a substitute for the SMU logo, but it may be used to symbolize spirit and pride in SMU. It also can be used on its own on promotional items where the SMU logo can’t be used.
Required spacing
To protect the integrity of the registered trademark, maintain at least one-half of Peruna’s height as clear space around the icon.
Outline around Peruna
The weight of the outline around Peruna has been predetermined and should not be altered. The interior space of the legs matches the color of the stoke.
Registration marks
When the Peruna icon is used alone, a small registered trademark symbol, which consists of a circled “R” and protects use of the logo, should appear to the lower right of the icon.
Incorrect usage
The mane and tail of Peruna are different from the "correct" Peruna, we call this the phony pony, do not proliferate it.
Logo should never run toward the left.
Other colors are not permitted.
Patterns are not permitted.
Type should never be placed inside Peruna.
Avoid placing the text around Peruna that creates the appearance of a new logo.
The outline has been modified and the interior space of the legs does not match the color of the outline.
Required spacing
The Dallas Hall icon is a brand element that can be used flexibly to communicate a sense of tradition or formality. It can also be used on promotional items.
Note that the Dallas Hall icon is not a substitute for the SMU logo appearing on everything we create. The SMU wordmark is the primary and most important logo for our brand recognition.
Color
The Dallas Hall icon must always appear in red with white lines, unless printing with a limited number of inks or a physical installation that makes that impossible.
The Dallas Hall icon should not:
- be reversed, rotated or distorted
- contain a pattern or text
- be attached to the SMU wordmark
- be used to create a new logo
Use the icon on solid or uncomplicated backgrounds so that it stands out.
Outline Variations
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With outline |
Without outline |
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The icon is available with and without an outer red outline. The outlined version is preferred when the edge of the icon needs to be distinguished from a white or clear background. The version without the red outline can be used when the icon naturally sets apart from the background, or it would create an excessive number of rings.
Examples
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Notecards example |
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Letterhead example |
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Invitation example |
SMU also provides a logo with an energetic "SMU" wordmark above or to the right of the icon representing Peruna, the SMU mascot:
Required spacing
Except for official sports team logos created by SMU Marketing and Communications or SMU Athletics, there should be at least one-half the height of the “M” as clear space around the Spirit logo.
Logo with outline
Logo with Peruna
Outline around SMU or Peruna
The weight of the outline around both the SMU wordmark and Peruna has been predetermined and should not be altered. The interior space of the legs matches the color of the stoke.
Registration marks
A small registered trademark symbol, which consists of a circled “R” and protects use of the logo, should appear to the lower right next to the Peruna logo.
Incorrect usage
Incorrect. The outline has been modified and the interior space of the legs does not match the color of the outline.
SMU partners with The Collegiate Licensing Company (CLC) to manage the SMU marks. for more information and to apply for an SMU license.
The “Triple-D SMU logo” is co-owned by SMU and the City of Dallas. It should not be used interchangeably with an official SMU logo. Its use should be confined to licensed use for retail, with any applications submitted through CLC for University approval and will require payment of appropriate royalties.
For any further questions, please email Brad Sutton in SMU Athletics.
The official University seal is a significant element in the University’s historic identity and is used exclusively for official business of the University. The seal is maintained by the Office of the University Secretary and used for corporate purposes. It also is used on academic documents produced with the approval of the Office of the Provost in conjunction with the Office of Marketing and Communications.
The seal should be used only for the purposes specified and never as a substitute for the University logo.
The same care and respect should be accorded the official seal as the University logo. The seal always should be placed in an upright position and never altered or tampered with. Care should be taken to leave adequate space on all sides of the seal.
No lettering, symbols or graphics should be placed close to, behind or on top of the seal.
Variations of the University’s official seal are prohibited.
Any questions regarding production of embroidered items should be referred to purchasing@smu.edu, where issues regarding logo and brand compliance and execution can be addressed.
To ensure high-quality presentation of the SMU logo, small type needs to be at least 3/16" tall. Additionally, because of their clean lines, sans-serif fonts are preferred for embroidery or silk screens. The “Informal Stacked” logo is the best solution from the existing logo system for embroidery use. Additional logos have been and can be constructed to achieve the right proportion and size, and can be provided upon request. For assistance, please email brand@smu.edu.
There are three major embroidery thread manufacturers: Robison, DMC & Madeira. Below are the thread color numbers that correspond closest to SMU Red & Blue.
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Red
Robison 2263
DMC 349
Madeira 1707 -
Blue
Robison 1642
DMC 797
Madeira 1892
An important way in which the SMU brand is expressed is through events sponsored by the University. Such signs communicate that SMU’s stature and reputation stand behind the conference or presentation in question or that the University is the official sponsor of the event or gathering.
To aid in visibility, these designs have been granted a special exception to the University standard for clear space around the wordmark.
Under SMU guidelines, podium signs should include the SMU wordmark and the Dallas Hall icon. Podium signs also may include the names of any of SMU schools as a secondary identifier, if appropriate. Signs may appear in either blue or red.
