Design Toolkit

The visual identity of UNC Charlotte helps to establish the foundation for our brand. University Communications seeks to provide resources and support for campus communications and marketing efforts through the establishment of Brand Identity Standards which provide a blueprint of guidelines and best practices for using official University materials.

This brand toolkit contains resources to create communications designed to carry out University initiatives in a manner that aligns with our brand standards. These general guidelines will cover:

  • Using the UNC Charlotte name and emblems consistently leverages the University’s reputation
  • Working within the brand standards to produce creative designs
  • Sharing guidelines and resources with vendors who work on University projects
  • Avoiding alterations to the official University marks beyond scaling for size
  • Preventing the production of unapproved design elements
  • Properly applying the primary and secondary color palettes in a design
  • Requesting photography and selecting images that meet University standards
  • Leveraging resources from University Communications to utilize email communications

Graphic resources and photography are available for download through the University’s Brandfolder platform, which is searchable by keywords.

University Communications Creative Services department welcomes questions and input on the continued development and evolution of the Design Toolkit. We strive to build brand standards and resources that meet the needs of the University, while allowing for growth and creative applications of new design elements that help us to effectively communicate with our audience. Please feel free to contact us at 704-687-0293 with questions or suggestions.

Primary Color Palette

UNC Charlotte’s primary brand color is Green PMS 349c. Darker and lighter variations on the official green are not replacement colors, but can be used in conjunction to provide greater flexibility when using brand elements.  Primary colors should be featured prominently on branded print materials created for the University, with the secondary palette being used to compliment a design.

In addition to the official green, the primary color palette also supports the use of Gold PMS 4515c, White and Black.

UNC Charlotte primary color palette

The official UNC Charlotte logos should only be reproduced using Green PMS 349c at 100%, white when placing it on a dark colored background, or black when producing a document where color is not an option.

Supporting Color Palette

Supporting color options allow for greater versatility across campus; a color palette complimentary to the primary color palette is identified. The colors should never be used without at least PMS 349 from the primary color palette. All colors should not be used in the same composition and should be used as supporting, accent colors. A general guideline for accent colors is that they should be used to call attention to specific information, not as a dominant element. In the whole of a design, they should incorporate no more than 5% of the overall color use.

Supporting Color Palette

Screamers (callouts)

Screamers (callouts) should be employed marginally to provide call-out attention on informational documents.  Proper usage would include bulleted tabs, arrows, bolded words in text-heavy blocks.

Screamers (callouts)

Serenity (screens)

Serenity (screens) colors should be used when background screens are needed to call special attention to content. Using tints of less than 100% of these colors is encouraged in service to accompanying content.

Serenity (screens)

Print all color palettes


Creative Services offers support for email communications through EduConverse, a cloud-based marketing automation software from DemandEngine. The following guide will help users prepare for an email campaign through University Communications. Images for use in email communications can be selected through Brandfolder.

Email Signature Standards

The following standards are expected for email signatures of all employees at UNC Charlotte in electronic communications using the University’s Electronic Communication Systems.

For the purpose of these standards, an "email signature" is defined as any block of text that is automatically attached to the end of a message as a means of providing additional information about the sender of the email.

Although these standards apply to all electronic communications using the University’s Electronic Communication Systems, of primary concern is external communications with business partners, vendors, and the community, because the email signature can be a tool to project a positive image and branding message for UNC Charlotte. 

Expected Standards for Email Communications

All electronic communications using the University’s Electronic Communication Systems, including original messages, replies, and forwarded emails, should include an email signature at the end of the sender’s text. Each email signature is expected to conform to the following format and content standards:

  • Horizontal bar at beginning and end of email signature (75 character maximum per line)
  • First and last name, middle initial optional, professional designation optional (ex: Ph.D., MLS, APR)
  • Job title, either the HR title or the “working title”
  • Organization name, UNC Charlotte (plus institute or center name if applicable)
  • College and/or Department if applicable, or office location (optional; can drop to next line if too long)
  • Mailing address for organization: street, city, state, and zip (if off campus, YOUR mailing address)
  • Contact info to include AT LEAST ONE of the following – phone, fax, and/or mobile (can move up email and web address to this line if no fax or mobile is available)
  • Email address (optional, as recipients can hit reply, but sometimes does not appear in forwards)
  • Web address of the University ( or of specific University unit(s) , with a subdomain listed without the “www” in the URL, such as
  • Consistent font, color, and size for all parts – body, header, and signature
    • Arial font, black or blue color, and 8-12 point size
    • Items separated by “ | “ or a pipe, in bold
  • Standardized legal disclaimer after signature with customized phone number, approved by UNC Charlotte’s Office of Legal Affairs


Example of Email Signature

John L. Doe, Ph.D | Associate Professor of Content Area
UNC Charlotte | Dept./Office of XYZ or Building Name 123
9201 University City Blvd. | Charlotte, NC 28223
Phone: 704-687-XXXX | Fax: 704-687-XXXX (or mobile, pager, etc.)

If you are not the intended recipient of this transmission or a person responsible for delivering it to the intended recipient, any disclosure, copying, distribution, or other use of any of the information in this transmission is strictly prohibited. If you have received this transmission in error, please notify me immediately by reply email or by telephone at 704-687-XXXX. Thank you.

With the exception of legal disclaimers specifically approved by the University’s Office of Legal Affairs, the email signature described immediately above (including both the top and bottom horizontal bar) is the only block of text that may be automatically attached to the end of a message sent from the University’s Electronic Communication Systems.


Department names that are lengthy and may wrap the text to another line can be dropped down to the third line in the signature and stand alone. Where no fax or mobile/pager number is applicable, the email address and/or website address may be moved up one line, adjacent to the phone number. A shorter email signature may be created and used for replies and forwarded messages as long as it has adequate contact information including your name and either a phone number (full 10-digit number) or email address.


Because the email signature contributes to employees’ professional image, it is the responsibility of the individual employee to create and maintain an email signature that is professionally appropriate. Managers will be responsible for unit or departmental implementation of these standards and any subsequent changes.

Student Adoption and Implementation

UNC Charlotte student employees, leaders, and officers—particularly student leaders/officers in student organizations or those holding on campus employment or federal work study positions—may wish to adopt a standard email signature. A signature similar to the one set forth for faculty and staff may be adapted to meet the needs of the student for professional communications in his or her employee/leader/officer role(s) on campus. The signature is not required of student employees, leaders, or officers, but may be implemented at the discretion of the student, the organization’s faculty advisor, or the employment supervisor.

Utopia and Interstate are the official fonts of the University.

Utopia and Interstate fonts

Utopia is used in the combination mark. “UNC Charlotte” displayed in the official logo is a custom typeset Utopia.

Interstate is the sans serif font chosen to compliment Utopia. This font can be used as an alternate to headline and display fonts in collateral and advertising.

Both fonts are to be used only for graphic headlines and large display copy and are not intended for lengthy body copy. Longer stretches of body copy should be done in an appropriate serif body copy font at a point size of 10 to 12. Google fonts is a great resource for downloading free fonts.

If you do not have a license for the official University fonts, Times Regular (serif) and Arial Regular (sans serif) can be subbed in.

Official Crown and Nameplate

Proper and consistent usage of UNC Charlotte logos is critical to reinforcing a clear and compelling visual brand. When you use the UNC Charlotte name and emblems, you are communicating on behalf of the University. A vital component of maintaining our brand standards lies in applying it consistently and with high quality.

UNC Charlotte has two main marks that cover the majority of uses for branding purposes: The standard UNC Charlotte Crown (with base) and the University Combination Logo, incorporating the UNC CHARLOTTE nameplate and removing the Crown base. Both of these versions can be downloaded through Brandfolder.

Official Crown and Nameplate
When reproducing the logo, use only the artwork supplied with these guidelines. The logo must appear clearly and in approved colors. The logotype is a unique design and cannot be accurately reproduced by just typing the words.

When inserting any of the approved University marks into a design with additional graphic elements, it is essential that the official logo be kept clear of all competing text, images and graphics. General rules for including an approved University mark into a design are as follows:

  • Do not modify the logo beyond proportionately scaling for size
  • No elements should enter the space created by the invisible lines extending the full height and width of the logo.
  • No elements should ever touch or connect/attach to the logo.
  • No elements should ever interfere with the legibility of the logo.
  • No elements should ever come within a quarter of the height of the logo on all sides of the logos.
  • Care should be taken when imposing the logo over a photo that the proper color is used. In darker photos, make sure you use the reversed logo in white. For lighter photos, the PMS 349 or black versions are acceptable.


Divisional and College sub-brand logos have been created to allow for individual representation within the University’s branding guidelines. Keeping the individual branding so closely related to the University’s, each designation college benefits from the recognition of the University and in turns helps with the overall consistency and impact of the University brand publicly.
UNC Charlotte sub brands
Sub-Brand Logos consist of the standard UNC Charlotte Crown and Nameplate logo with the corresponding Division/College name below in Utopia Regular title case.

Files for approved sub-brands are available through Brandfolder.

Departmental Branding

Departmental and university affiliated organizational branding is available via request to Creative Services and is handled in a similar fashion to Divisional/College sub-brands.

Files for approved departmental brands are available through Brandfolder.

Student Organizations

Official Student Organizations and Clubs recognized though Student Affairs are eligible to use the official University Crown logo in accordance with all established style guidelines. Logos can be obtained by working with Student Affairs marketing and University Communications Creative Services.

Athletics Logos

Athletic brand marks are primarily reserved for Intercollegiate Athletics and are not to be altered with additional nameplate designations for academic or administrative units.

Norm The Niner Graphics

UNC Charlotte mascot graphics are available by request to the Marketing Director for Business and Auxiliary Services. These marks are most commonly used in accordance with special events and on marketing materials. They should be applied in conjunction with the Standard University Crown and Nameplate logo when used in off-campus marketing efforts.

Photo archives are available to campus departments for use in marketing materials and for web and email communications. Photos are available for download through Brandfolder. Images are searchable through the use of keywords tagged to individual photos. Some images may be restricted from download due to specific use requirements. Special requests may be granted for use through Creative Services.
Photo samples

University Communications offers photography support for a limited number of events throughout the year in addition to providing head shots for departmental web sites. Photography services are also available for special projects and programs that promote University-wide initiatives. In the event that Photo Services cannot handle a photo request, Creative Services can provide a list of freelance photographers.

To inquire about available photo services, contact Ryan Honeyman, Creative Services Director.