A brand is not merely a logo, however logos play a very important role in a brand’s visual identity. Using the correct logos, and using them consistently, strengthens and elevates the perception of the overall brand. The following guidelines should be applied to all logos for UTIA, including departmental logos.
 
Primary Logo
The logos for the Institute of Agriculture have been developed based on the brand architecture, which places UTIA as the foundation for our public touch-points – UT AgResearch; the UT College of Agricultural Sciences and Natural Resources (CASNR); the UT College of Veterinary Medicine (CVM); UT Extension; and the UT Gardens, designated as the state botanical garden of Tennessee.
 
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The Institute, along with these areas of the brand architecture, are the primary logos for use. To attach an office, department or program to a logo for the Institute or a specific unit, UTIA Marketing and Communications may add text above the logo to create a visual identifier. This may only be done by Marketing and Communications, and only if the request meets certain criteria.


Unit Components
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These logos combine several elements. First is the UT icon, which symbolizes the state of Tennessee and reinforces the statewide presence of the Institute of Agriculture. The second element is the name of the unit in that unit’s specific color. The last element is the Institute of Agriculture and The University of Tennessee. This verbiage is very important because it allows the unit logo to be used on its own while still informing clients of the larger land-grant organization it is a part of.


Do the Right Thing!
We need to look cohesive, and like we all play for the same team. Use the correct logos, and use them often. Use them in the correct colors, and always with the ‘Institute of Agriculture’ and ‘The University of Tennessee.’ (In some promotional item applications it may not be possible to print/embroider ‘The University of Tennessee’ portion of the logo. The office of Marketing and Communications will work with you in these cases.)


Do Not
1. Alter the logos in any way.
2. Change the colors of your logo.
3. Use any part of the logos as part of another word.
4. Redesign, redraw, animate, modify, distort, or alter the proportions of the logos.
5. Rotate or render the logos three-dimensionally.
6. Add words, images, or any other new elements or logos to the logos.
7. Replace the approved typeface with any other typeface.
8. Surround the logos in a shape or combine it with other design elements or effects.
9. Modify the size or position relationship of any element of the logo.
10. Use a logo as a background image with words overtop.
11. Do not add a filter or screen over the logos. 


Do Not (Example of #2)
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Do Not (Example of #4)
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Do Not (Example of #5)
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Do Not (Example of #7)
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Minimum Size
When you are using the UTIA and/or Unit logos, be conscious of the size and legibility. A logo that is too small to see will not serve any purpose of being used. The UTIA and Unit logos should never appear less than 1/2 inch tall in printed materials, and no less than 36 pixels tall on the web. ​

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The Clear-Space Rule
The minimum clear space when using the UTIA or unit logos is known as the UT mark height. Using this clear-space around the logo is needed and crucial to help identify hierarchy between the Institute and its programs. This is also the standard for logo position and scale on most printed communications and web use. Remember that the clear-space rule should be maintained as the logo is proportionately enlarged or reduced in size.

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