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Colors, Fonts and Photography

Follow these design color, font and photography guidelines in your marketing projects.

Primary Color Palette

One aspect of any brand that can be instantly recognizable and noticeable is color. Colors help define a mood and give a sense of character and personality to a brand. The primary color palette is directly derived from our past. The palette has been consolidated and is now a staple for our future. 

SLU BlueSLU Blue

Blue is seen as a dependable, trustworthy and strong color. Our primary color has always been blue and will continue to be. It incorporates our university's values of openness, leadership, confidence and boldness. The blue also embodies the two rivers that form the landscape of St. Louis. 

White and GrayIris White and College Church Gray

Iris White and College Church Gray are neutral colors. They complement both SLU Blue and secondary color palette, and work well in all settings. 

Secondary Color Palette 

The secondary colors are bright and bold, showcasing the youthful and vibrant side of SLU. These colors are to be used sparingly and should never replace the primary color palette. 
Secondary Color Palette

They are intended to add breadth and depth to SLU's overall look and feel. The color palette has been carefully selected to complement the other brand colors and to create a cohesive family that allows for a range of creative possibilities for the University master brand. Use of these elements in communications will help create and maintain a consistent look and feel for SLU's collective key audiences. Communicators are not required to use these colors, but please consider their use.


Typography is an easy way to maintain brand presence and create a consistent visual identity throughout all platforms. The Saint Louis University identity system relies on two typefaces, Crimson Text and Brandon Grotesque. Both typefaces should be utilized where possible, including printed materials, promotional materials, stationery, and signage. The correct weight of each typeface should be carefully considered for each application to ensure maximum legibility.

Crimson Text

Crimson TextCrimson Text is a traditional-style typeface, drawing from our past and traditions. It is an extremely legible and versatile typeface. Crimson should be used primarily as body copy. To enable flexibility within the typography applications, three weights of Crimson are available for use: Roman, Semibold and Bold. Crimson Text is a Google font and therefore, it is free and accessible for all mediums (digital and print).

Download Crimson Text

Brandon Grotesque

Brandon GrotesqueBrandon Grotesque is a strong, bold and contemporary typeface. Its confident characters reinforce and complement the SLU brand message. Brandon Grotesque can be read easily from a great distance. It is SLU's headline font and therefore should be used primarily in its bold weight and in all caps. Brandon Grotesque can be purchased at or for web through

Archivo Narrow 
Archivo Narrow

A condensed sans serif typeface to be used predominantly for body copy when available layout space is tight. Like Crimson, Archivo is a a Google font and free and accessible for all mediums (digital and print).

Download Archivo Narrow

Iconography and Illustration

Iconography and illustrations are integral elements within a brand identity system. Both function as graphic aids in communications and provide a common visual language. They have the ability to engage people, create hierarchy, direct the viewer to important points, enhance understanding and simplify information. Iconography and illustrations are subtle yet powerful and versatile tools. They should be instantly recognizable regardless of what they are depicting. Iconography and IllustrationBoth icons and illustrations reflect the graphic style of SLU's mark and utilize simple, clean, bold lines. When creating icons or illustrations, please keep the following in mind:

  • Imagery should be simple.
  • Detail in elements should be minimal.
  • Corners should use a miter joint.
  • Create the icon in a 0.5" square using a 3 pt stroke.
  • Imagery should be depicted flat or straight on. 


SLU's photographic style mirrors the University's openness, understanding and sense of inclusion. It embodies the brand and who SLU is. The palette is bright. The subjects should be candid, emanating a welcoming impression as if the viewer is either a part of or being invited into the scene itself.

The angles, content and cropping should be engaging and interesting. Textures from University buildings and surrounding environments on campus can help create intrigue and incorporate our history into printed and online materials.

Elements from the foreground can be utilized to give a sense of depth or to serve as an enticement, as seen in the example with netting from the soccer goal. When capturing people and our community, cropping and limited eye contact should provide the sense of a candid shot.  


Patterns are yet another way that people can engage with a brand.

Simple patterns of repeated motifs of the logo or the logo itself can also be useful when branding materials, such as stationery, wallpaper or even textiles like carpets or upholstery.

These patterns utilize SLU's logo's style of bold and clean lines. They range from simple elements such as waves and stripes to even the logo and a section of the logo.