RIT Logo with Text

Our Identity and Logos

Because our visual identity represents the university at the very highest level, it’s vital to our brand. These logos act as a signature, an identifier, and a stamp of quality. And they should always be the most consistent component in our communications.

Identity Assets

The RIT academic brand uses several important logos and marks. Each has a specific role in representing the university. Identity assets must not be manipulated, altered, or modified for use by other entities.

Primary Logo


Our primary identifier is the RIT lettermark. It represents the strength and rigor of our academic offer. It must be present in its original format on all communications. This is the university’s simplest logo and most recognizable mark. It can be used alone when supported by other identity assets or when the audience is well acquainted with the brand.

Orange RIT Logo

University Seal


The seal is reserved for official, presidential communications, such as diplomas, stationery, and signage. It may be used for high-end applications, merchandise, and gifts, but only with approval from Marketing and Communications.

RIT Official Seal

University Lockup (Horizontal)


This version sets the RIT lettermark and the Rochester Institute of Technology wordmark together in a single line. This is the most common configuration used to identify the brand.

Horizontal RIT lockup

University Lockup (Stacked)


The stacked version sets the RIT lettermark and the wordmark in three lines. This more compact configuration may provide more flexibility in placement and scale.

Stacked RIT lockup

Lockup Colors

The color of the background will determine which version of the lockup to use. Plan your layouts to accommodate using the preferred option. One-color versions of our marks should be used sparingly: only when printing restrictions demand it. Use only the approved logo options.

White Backgrounds (preferred logo colors)


Orange logo and black text on white background

Black Backgrounds


Orange logo and white text on black background

Photographic Backgrounds


White logo and white text on photographic background

Single-Color Version


Black logo and black text on white background

Recommended and Minimum Sizes

To aid consistency, we’ve provided a recommended size for reproducing the university lockup. While the media or layout often dictates the proper size for the logo, it’s best for similar collateral to have a consistent logo.

To maintain good legibility, never reproduce the logos smaller than shown here, for print or screen. There is no maximum size limit, but use discretion when sizing the logo. It should never be the most dominant element on the page, but instead should live comfortably and clearly as an identifying mark.

Recommended Sizes


Recommended logo sizes

Minimum Sizes


Recommended logo sizes

Clear Space

To achieve maximum impact and legibility, clear space must be maintained around the logo lockup. The lockup may be placed onto images, but no other graphic elements, typography, rules, or images should appear inside this clear space.

Use the “R” from the lettermark as a measuring tool to help maintain the proper clearance.

Clear space example

Logo Misuses

Here are a few practices to avoid in using the RIT identity. Adhering to these rules will ensure that our logo is recognizable to all audiences.


Do not change the colors of the logo beyond those provided.

Do not change logo colors


Do not rearrange the logo's elements.

Do not rearrange the logo's elements


Do not typeset the university or college name.

Do not typeset the university or college name


Do not add drop shadows or other visual effects to the logo.

Do not add drop shadows or other visual effects to the logo


Do not rearrange the lettermark's elements.

Do not rearrange the lettermark's elements


Do not use elements from the previous identity.

Do not use elements from  the previous identity


Do not place any of the identity elements on its side or diagonally.

Do not place any of the identity elements on their side or diagonally


Do not use the logo on complex backgrounds or contrasting color elements.

Do not use the logo on complex backgrounds or contrasting color elements

Extending the Master Brand Lockup

An effective brand architecture is a clear, prioritized system that allows for growth and consistency, and that builds equity in the master brand.

For all units and entities across RIT, including schools, colleges, departments, offices, and divisions, the lockup will always be connected to the RIT lettermark.

RIT Lettermark + Entity

Because of the familiarity of the RIT initials, we don’t use the “Rochester Institute of Technology” wordmark when we extend the master brand lockup to the rest of the university.

Master Brand


This is the singular expression of the university’s mission, brand positioning, and personality. It carries more equity and recognition than any other component of the visual identity.

Recommended logo sizes

Brand Extensions


These are core entities that directly support and further the university’s mission, vision, and positioning. They are always linked with the RIT lettermark, to reinforce and elevate the university’s strength.

College and Degree-Granting Units
  • College of Art and Design
  • Saunders College of Business
  • B. Thomas Golisano College of Computing and Information Sciences
  • Kate Gleason College of Engineering
  • College of Engineering Technology
  • College of Health Sciences and Technology
  • College of Liberal Arts
  • National Technical Institute for the Deaf
  • College of Science
  • Golisano Institute for Sustainability
  • School of Individualized Study
Example
Golisano College of Computing and Information Sciences lockup
Administrative Divisions and Offices
  • Division of Academic Affairs
  • Division of Development and Alumni Relations
  • Division of Diversity and Inclusion
  • Division of Enrollment Management
  • Division of Finance and Administration
  • Division of Government and Community Relations
  • Division of Marketing and Communications
  • Division of Research
  • Division of Student Affairs
  • Office of the President
  • Office of the Provost
Example
Golisano College of Computing and Information Sciences lockup
International Campuses
  • RIT Croatia
  • RIT Dubai
  • RIT Kosovo
Example
RIT Croatia example lockup

Primary Sub-Brands


Primary sub-brands support and reinforce the university’s mission and vision, relying on the master brand to enhance their individual reputations. They are directly tied to one or more brand extensions, but their reputations may be more closely aligned with the master brand than any brand extension.

Academic Schools and Departments
  • Biomedical Sciences
  • Chemical Engineering
  • Computer Science
  • Finance and Accounting
  • School of Art
  • School of Design
  • School of Engineering Technology
  • School of International Hospitality and Service Innovation
  • Wegmans School of Health and Nutrition
Example
school of art lockup
Administrative Offices, Departments, Services, and Initiatives
  • Dining Services
  • Disability Services
  • Housing Operations
  • Human Resources
  • Legal Affairs
  • Office of Career Services and Cooperative Education
  • Office of Development
  • Office of Financial Aid
  • Office of Graduate Education
  • Office of the Registrar
  • RIT Press
Example
dining lockup
Academic Centers and Initiatives
  • American Packaging Corporation Center for Packaging Innovation
  • Center for Computational Relativity and Gravitation
  • Center for Cybersecurity
  • Center for Detectors
  • Chester F. Carlson Center for Imaging Science
  • Collaboratory for Resiliency and Recovery
  • English Language Center
  • Innovative Learning Institute
  • MAGIC Center
  • The Simone Center for Student Innovation and Entrepreneurship
  • Venture Creations
  • The Wallace Center
Example
magic center lockup

Secondary Sub-Brands


These entities are directly connected to a primary sub-brand and further expand on the offer of that primary sub-brand.

Academic Centers and Initiatives

Aligned with a single academic school (primary sub-brand), but they rely more on the support of the brand extension for equity and clarity than the primary sub-brand.

  • Exercise Science (part of the CHST Wegmans School of Health and Nutrition)
  • Furniture Design (part of the CAD School of Art)
  • Hospitality and Tourism Management (part of the CET School of International Hospitality & Service Innovation)
  • Packaging Science (part of Saunders College of Business )
  • Physics (part of the COS School of Physics and Astronomy)
Example
furniture design lockup

Affiliated, Sponsored, and Endorsed Entities


These entities consist of unique offerings, services, or groups that may be not directly tied to a primary sub-brand. They work to extend the mission of the university to the public through outside organizations not fully operated by the university. At this level, increased flexibility is needed for the lockup.

Affiliated Entities

These are entities that advance the mission and vision of the university, but have their own reach and presence beyond the university, reaching targeted audiences and working toward a specific mission of their own. They may be recognized as individual brands, but benefit from a connection to the university’s master brand.

  • Intercollegiate Athletics
  • RIT Alumni Association
Example
alumni lockup
Sponsored Entities

Internal- or external-facing student organizations and clubs, initiatives, or events that enhance the university experience. These entities are formally or informally affiliated with the university and may have their own marks or identities.

University-wide events and initiatives must have their identity marks approved by MarCom and must adopt RIT’s fonts and color palette.

  • College Activities Board
  • ImagineRIT
  • NTID Student Congress
  • OUTspoken
  • Reporter Magazine
  • Student Government
Endorsed Entities

These external entities have a strong reputation through a recognizable, individual identity as a stand-alone brand. While their mission and goals are separate from the university, they remain strongly connected, and align with the culture of the master brand. The benefit to both entities is equitable.

  • Rochester Regional Health Alliance
Example
rochester regional health lockup

Choosing the Right Lockup

You can use this flow chart to quickly determine which lockup is appropriate to use for a certain entity or situation. A decision tree has been created to identify what logo should be used.

College

How to choose the right lockup for a college

Events

How to choose the right lockup for an event

Partners

How to choose the right lockup for a partner

Spirit Marks

Spirit marks can be used on a wide range of informal materials for prospective students, student groups, intramural teams, alumni organizations, campaigns, events, and merchandise, to communicate and express RIT community.

The spirit mark collection consists of the RITchie mark, the RIT spirit lettermark and paw, and the standalone paw.

Spirit marks are not used for RIT athletics. For athletics logos visit the toolkits section.

RITchie Spirit Mark

3-Color
Black, orange, and white Tiger spirit mark
Black, orange, and white Tiger spirit mark
2-Color
Orange and white Tiger spirit mark
Gray and white Tiger spirit mark
1-Color
Orange and white Tiger spirit mark
Gray and white Tiger spirit mark
Orange and white Tiger spirit mark
Gray and white Tiger spirit mark

RIT Spirit Lettermark and Paw

3-Color
RIT Spirit lettermark
3-Color
RIT Paw
2-Color
RIT Paw - Gray