Logo Guidelines

This information help you understand the Saint Louis University — Madrid Campus brand to ensure the integrity of our visual identity.

For questions about the the Visual Identity Guide, email Ángel García, director of  Marketing and Communications, at angel.garcia@slu.edu.

University Logo, Wordmarks and Lettermarks

Released in November 2015, Saint Louis University's logo is our symbol (fleur-de-lis in shield) integrated with our institution name. SLU's official logo system was designed for use (and legibility) across every touchpoint. Any variations must be approved in Missouri by Matt Krob, Marcom's director of design services.

Logo downloads

Logo Usage Guidelines

Clear Space

To maintain proper and maximum visibility, logos require ample space surrounding them, known as clear space. The height of the clear space for the logos and logomark correlates with twice the height of the crown. Keep this space open and clear as shown above to maintain the integrity of the logo and brand. The clear space for wordmarks or logotypes is the height of the letter "S" around. 

Logo Placement

The logo should be prominently featured on all mediums and communications. The size of the logo should be appropriate to the size of the medium or media.

To create consistency, there are only a few locations the logo is allowed to be featured: any of the corners or centered depending on the logo, the content and what the piece is communicating. The logomark or shield should be used to create consistent margins throughout all materials as seen above. For printed materials, the logo should never be larger than 20 percent of the page. For interactive material, it entirely depends on size and legibility. 

Which logo is right for me? 

The logo with the shield centred at the top and the name of the University centred below is the primary mark of Saint Louis University — Madrid Campus. 

Variations of the logo have been created to ensure a harmonious look and feel and to allow SLU-Madrid's logo to be easily used in different sizes and in any dimension.

The two horizontal variations (centre aligned and left aligned) can be used whenever necessary, depending on space and medium. 

In addition, wordmark and lettermark options also exist for those times when space is too small for the logo to be used, or there is a clear need to represent the University in a way other than use of one of the aforementioned logo options. For example, in designing a booklet, you plan to use the primary logo on the back cover of the communication. To avoid repetition you might decide to use the wordmark on the front cover.

Use of the logomark (the shield without the University name included) should be limited to only those designs that will be seen on campus (and therefore readily identifiable as SLU-related) or when the design clearly identifies itself as a SLU communication. An example might be the front of a postcard that features the University wordmark on the top left corner and the logomark off to the right side of the card paired in a complementary fashion.

Please be mindful, however, that use of the logomark with other visual elements should not be executed in a way that might cause it to be misinterpreted as an alternate version of the University logo. The logomark also should not be combined with other elements to intentionally create a unique logo without advance consultation and permission from Marcom's director of design services in Missouri.

Basic Logo Use

The University logos are the touchstones of the brand and are among the University's most valuable assets. Ensure proper usage by preserving the logos and not altering them.

• There is one SLU-Madrid logo that is usable by all units; do not create alternate logos representing SLU-Madrid or any of its units.
• Logo lockups featuring the SLU-Madrid logo and the names of schools/colleges, divisions, departments, etc. are to be used by individual units. Alternate logos for SLU-Madrid units should not be created and cannot be used in promotional or advertising materials or in external communications.
• Do not alter the appearance of the logos, including the Billiken. Additional graphic elements (hats, glasses, bowties, earrings, etc.) are not to be added to the Billiken.
• Use of alternate fleur-de-lis designs is not permitted when associated with the University.
• Do not alter or inverse the coloration.
• Do not flip. 
• Do not skew, shear, stretch, rotate, angle or pivot.
• Do not remove any elements.
• Do not run text over the logo.
• Do not apply a drop shadow, outline or other effects to the logos.
• Do not alter the hierarchy.
• Do not rearrange or stack logos.
• Do not change the scale or ratio of the elements.
• Do not place more than one logo per layout.
• Do not add graphics or words to the logo.
• Do not include other university marks with the logo on the same page.
• Do not incorporate the University logo into other logos.
• Do not place the logo over areas in a photo that may obscure it.