Logo Signature

What is it?

A logo signature is a distinctive symbol that identifies a school, organization, business, or similar entity. Its job is to make the viewer think instantly of the organization it represents. A logo signature is the single most important element of a graphic identity system.

Lewis & Clark actually has four closely related logo signatures. Each consists of the Lewis & Clark shield and the name of the institution or one of the three schools.

Can I use it?

In most cases, it is Public Affairs and Communications that applies the logo signature. On occasion, however, Public Affairs and Communications may grant you permission to use the logo signature for a project not produced through the office.

If I receive permission to use the logo signature, what rules will I need to follow?

The elements in the logo signature are carefully designed, proportioned, and combined. If you receive permission to use the logo signature on your own, it is important that you apply the logo signature with restraint and that you not alter it in any way. Leave a reasonable amount of clear space around the logo signature, free of type or imagery, so that nothing competes for the viewer’s attention. As a condition of use, you will be required to show a proof of your project to Public Affairs and Communications before you print or otherwise publish your work.

Avoid the following:

• crowding the logo signature
• placing it at the top of your project
• making the logo signature the largest element in your project

Not allowed:

• redrawing the logo signature
• embellishing the logo signature
• using it at an angle or sideways
• combining it with another logo
• enclosing the logo signature in a geometric shape, such as a box or circle
• screening it back
• surrounding it with type or photos
• using the logo signature as a pattern

How can I get it?

Do not pull it off the website. (You'll be sorry if you do. At that resolution, it will look awful in most applications, especially print.) E-mail your request to drill@lclark.edu with the following:

• a brief description of the project to which it will be applied
• any technical specifications, such as size, resolution, and file format
• contact information (company name, contact name, and e-mail address) of any outside vendor you plan to use for the project