Visual Identity
Our visual identity reflects who we are and how we represent the David Eccles School of Business. Every element—from our logo and color palette to typography and photography—reinforces our brand and signals our position as a leading business school, on the ascent.
Used consistently, these standards build recognition, elevate our reputation, and ensure that every touchpoint reflects the Eccles School clearly and confidently, in alignment with the University of Utah brand. The guidelines below outline how our visual elements should be applied to maintain clarity and cohesion across platforms and environments.
Logos and Marks
The David Eccles School of Business logo is the most visible expression of our brand. Its consistent and proper use strengthens recognition and protects the integrity of the Eccles School brand.
All Eccles logos are aligned with the University of Utah brand standards. Using approved formats preserves visual consistency and ensures the Eccles School is represented clearly and confidently across every application.
Official logo files are available for download below. Only approved files should be used.
Primary Logos
The David Eccles School of Business primary logos serve as the central visual representation of the school’s identity.
School Logo
The School Logo is the primary logo of the David Eccles School of Business and should be used in all approved applications.
The logo must be used in its approved configuration. Its elements are designed to function together and may not be separated, rearranged, resized independently, or altered in any way.
Consistent and proper use of the School Logo strengthens recognition and protects the integrity of the Eccles School brand across all applications.
A uNID is required to download University Brand Assets.
Vertical School Logo
The Vertical School Logo is an approved alternative to the primary School Logo and may be used when layout or space constraints prevent use of the primary School Logo.
Like the primary logo, it must be used in its approved configuration. Its elements are designed to function together and may not be separated, rearranged, resized independently, or altered in any way.
A uNID is required to download University Brand Assets.
Logo with Tagline
The David Eccles School of Business tagline, Ascent Begins Here., is available as an approved logo with tagline configuration.
When used, the tagline must appear only in its approved lockup and may not be recreated, repositioned, or reformatted independently. The logo and tagline function as a unified visual expression.
The logo with tagline is incorporated into select official templates and may be used in materials where space and hierarchy allow. It should be applied thoughtfully to reinforce the brand without compromising clarity or design integrity.
The tagline lockup is reserved for use with the David Eccles School of Business logo and is not paired with the logos of centers, institutes, programs, or other sub-brands. This preserves the tagline as the institutional expression of the Eccles School brand.
Centers, institutes, and other areas across the school may reference the tagline in written copy when the Eccles School is also referenced, but the graphic logo-with-tagline lockup should remain exclusive to the Eccles School identity.
A uNID is required to download University Brand Assets.
School Medallion
The David Eccles School of Business medallion is a secondary visual element that may be used for special applications and as a design feature. It does not replace the School Logo and should not be used as the primary identifier of the Eccles School.
The medallion may be used in conjunction with the School Logo or as a supporting graphic element. Its use should be intentional and consistent with the overall integrity of the Eccles School brand.
The medallion must be reproduced in approved brand colors and may not be altered in ways that distort its form or meaning.
A uNID is required to download University Brand Assets.
Secondary Logos
Units within the David Eccles School of Business may use a secondary logo that pairs the official Eccles School logo with the name of the specific entity.
In this configuration, the Eccles School logo remains unchanged to preserve the integrity of the institutional brand. The name of the department or program appears beneath the logo in black, set in Myriad Pro.
This format allows individual units to clearly identify themselves while maintaining a strong and consistent connection to the David Eccles School of Business and the University of Utah brand.
Logo Usage Guide
Use this guide for the primary logo in digital and print media.
Clear Space
A clear space must always surround the logo to ensure maximum legibility and visual impact.
The clear space is defined as one-quarter (¼) the height of the Block U used in the logo for that application. No elements, including typography, other logos, or graphic elements, may intrude into this space. Placing the logo too close to a trim, fold, or edge also violates clear space requirements.
Photography or background colors may appear behind the logo provided that the logo remains clearly visible and recognizable.
Unacceptable Applications
To ensure brand consistency and protect the integrity of the David Eccles School of Business visual identity, the logo must not be altered in any way. This includes, but is not limited to, the following:
- Do not distort, stretch, skew, or rotate the logo or any of its components.
- Do not change the color of the logo. Only approved brand colors may be used.
- Do not alter, separate, or extract any part of the logo.
- Do not rearrange, reposition, or realign elements such as the Block U and accompanying text.
- Do not add outlines, glows, shadows, gradients, or other graphic effects.
- Do not crop, mask, partially obscure, or incorporate the logo into another logo or graphic.
- Do not place the logo on backgrounds that reduce legibility or fail to meet accessibility standards.
Only official logo files provided by the Branding, Marketing, and Communications team should be used. The logo must appear exactly as provided.
Colors and Typography
The David Eccles School of Business follows the University of Utah’s official color and typography standards to ensure alignment across the university and consistency in how we represent our brand.
Colors
The Eccles School uses the official University of Utah color palette to ensure consistency and cohesion across the university. Using approved colors protects the integrity of our visual identity and ensures clarity and accessibility in every application.
For complete color specifications and usage guidance, refer to the University of Utah Color Guidelines.
Typography
The Eccles School follows the official University of Utah typography standards to maintain clarity and consistency in our visual identity. Using approved typefaces strengthens readability, reinforces brand integrity, and maintains a unified visual identity across the Eccles School.
View the University of Utah typography standards here.
Photography and Video
Photography and video are essential to how we tell the story of the David Eccles School of Business. Visual content shapes perception and reinforces the essence of our brand with clarity and consistency.
To protect the integrity of the Eccles School identity and ensure alignment across our school, photography and video projects should be coordinated with the Branding, Marketing, and Communications team. Our team provides creative direction and guidance to ensure that visual storytelling reflects who we are and the standard we represent.
If you have questions about applying these standards in Eccles materials, please contact the Branding, Marketing, and Communications team at EcclesBrand@Eccles.Utah.edu.