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Michigan Tech
University Identity Standards and Editorial Guide

Visual Identity—Terminology

Visual Identity Program

A consistent system of coordinated design elements that fosters public recognition of Michigan Tech, its affiliations, and its activities.

University Brand

A consistent and all-encompassing approach to represent the University's programs, commitments, and aspirations.


The official graphic symbol of the University that promotes immediate public recognition.


Memorable phrase or sentence that consolidates the University's brand.

Spirit Mark

Informal logo(s) used to communicate school spirit.

Department Identifier

Department identity set in standard typefaces and with correct placement and size relationship to the Michigan Tech logo and the University's full name.