Office of Strategic Marketing & Branding







Our logo

The power of a strong brand is that it imprints itself on the public’s conscious. The block I is the heart of our brand at the University of Illinois. That is our logo – the word mark is not the logo.

One of the priorities with this brand work is to build equity in the block I as our unifying logo. Our goal is to use it so prominently and consistently that it becomes recognizable around the world – synonymous with who we are and what we stand for.

Whenever possible, the primary-use version of the logo (orange I with blue outline) should be used. When an application cannot accommodate the primary mark, use the orange and white or blue and white Block I Logo.

Block I logo, orange I with blue outline
Block I logo, orange I with white outline Block I logo, blue I with white outline

Our wordmark

The two color orange and blue logo is our primary color-way and should be used whenever possible. (See Our name for details about how the wordmark may, in some cases, satisfy the first-use, full university name requirement.)

When the primary mark cannot be accommodated, use the orange and white or blue and white logo.

For products not available in orange or blue, an orange mark on a white product may be used.

University wordmark, orange with blue outline
University wordmark, orange with white outline University wordmark, blue with white outline

Limited-use marks

Limited use marks should only be used in cases where using a two-color mark is not possible.

Appropriate uses include:

  • A print piece produced in black-and-white
  • A branded product where two-color imprints or applications are not an option in that item (or any comparable item)
  • Cases of sponsorship or partnership where a single color mark has specifically been requested (e.g. needing a one-color mark for placement alongside other sponsors on the back of a marathon t-shirt)

Inappropriate uses include:

  • The footer of a unit or department website
  • On a branded product where two-color imprints or applications are an option
  • Any full-color printed materials

For products not available in orange or blue, an orange mark on a white product may be used.

The black, limited-use mark should only be used in pieces restricted to black-and-white printing methods, or as key art for techniques like embossing or engraving.

Limited use university word mark, white Limited use Block I logo, white
Limited use university word mark, white Limited use Block I logo, white
Limited use university word mark, orange Limited use Block I logo, orange
Limited use university word mark, black Limited use Block I logo, black

Our logo in conjunction with other logos

Internal collaborators

When multiple internal collaborators or sponsors join forces, the U of I wordmark is the only identity mark/logo that should be used. Additional references and credits can be highlighted in text.

University wordmark, orange with blue outline

External partnerships

A campus unit that partners with several external organizations to create a larger organization is considered to be part of a consortium. If the partners are acknowledged with logos in print or digital communications, the Block I logo or wordmark must appear with the same design weight as the partner(s), separated by a buffer zone.

External partnerships, university wordmark with partner logo(s)

Minimum Size and Clearance

The clearance for the Block I Logo, when appearing on its own, must be equal to the height of the horizontal stroke. The clearance for the wordmark must be equal to the height of the Block I. No words or images may appear within the clearance zones for either element.

When using the two-color Block I Logo, the minimum height of the logo and wordmark is 3/8" for print and 30 pixels on screen.

For rare instances when the logo and wordmark need to be smaller, a single color logo can be used with a minimum height of 0.10" for print and 15 pixels for screens.

Background Colors

The block I logo, university wordmark, and unit wordmarks should only appear on approved background colors.

For the orange and blue logo and wordmark, approved background colors are white or photos with a light background. For the orange and white logo and wordmark, approved background colors are blue and photos with dark backgrounds. For the blue and white logo and wordmark, approved background colors are orange and photos with dark backgrounds.

Improper usage

  • Do not use the Block I logo as a letter in a word or as a word in a sentence.
  • Do not alter the text of the University or Unit Wordmark.
  • Do not distort the logo or wordmark.
  • Do not change the color of the logo or wordmark.
  • Do not rotate the logo or wordmark.
  • Do not change the opacity of the logo or wordmark.
  • Do not visually group text with the logo or wordmark, even if it falls outside the clearance zone.
  • Do not combine additional elements with the logo to form a new mark.