Rutgers Visual Identity System

The Rutgers Visual Identity System provides specific guidelines and standards for using Rutgers' visual identity logotype, signatures, and marks in all university communications and university-authorized products.


  • Rutgers Visual Identity System
    Rutgers Visual Identity System

    The Rutgers Visual Identity System unites the university community under a consistent, coherent style. Key elements of the visual identity system include: the Rutgers logotype and signatures; the Rutgers shield; and the popular “Block R” symbol for school spirit. The Rutgers Visual Identity Manual offers usage guidelines.

  • Rutgers logotype
    Rutgers Logotype

    The Rutgers logotype is the primary element of the Rutgers Visual Identity System and must appear on all official Rutgers communications. It may not be modified in any way. Learn more about the Rutgers logotype.

  • Signature with Rutgers Logotype and School of Arts and Sciences
    Signature with Rutgers Logotype and School of Arts and Sciences

    When text is added below the Rutgers logotype, the combination is called a signature. Signatures for all schools and colleges are available for download on the Rutgers visual identity website. Academic departments within schools do not receive individual signatures; they must use their school or college signature. Learn more about using a logotype with a school, college, or unit.

  • Signature with Rutgers Logotype and Student Affairs
    Signature with Rutgers Logotype and Student Affairs

    When text is added below the Rutgers logotype, the combination is called a signature. Signatures for administrative units are created on a case-by-case basis by Creative Services and are delivered to the unit. Major administrative units with many subunits develop their own guidelines regarding use of the primary unit signature and subunit signatures. Learn more about using the Rutgers logotype with a school, college, or unit.

  • “Block R“ Spirit Mark
    “Block R“ Spirit Mark

    The "Block R" spirit mark is an informal graphic that is used as an athletics mark and to communicate school spirit. It is a unifying visual for Rutgers intercollegiate athletics and may also be used by recreational sports teams, students groups, and alumni groups when Rutgers pride is the primary message. It may not be used in conjunction with or in place of the Rutgers logotype. Learn more about the spirit mark.

  • Rutgers Shield
    Rutgers Shield

    The Rutgers shield is a fundamental expression of the university’s identity. Introduced in celebration of Rutgers’ 250th anniversary. Learn more about using the Rutgers shield.

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  • Rutgers logotype
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  • Signature with Rutgers Logotype and School of Arts and Sciences
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  • Signature with Rutgers Logotype and Student Affairs
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  • “Block R“ Spirit Mark
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  • Rutgers Shield
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A Strong Visual Identity Strengthens Rutgers

Research confirms that a clear and consistent identity helps build and maintain reputation. Regularly reinforced graphic symbols in a visual identity system convey and reinforce the strengths of an institution. The Rutgers Visual Identity System effectively links our campuses, schools, academic units, and administrative offices with the name “Rutgers”—a strong asset that we all proudly share.

Key advantages of the system include the following:

  • At the core of the system is the name "Rutgers," which reinforces the power and appeal of the Rutgers brand.
  • The system is easy to use and is easily interpreted.
  • Widespread use of the system demonstrates and reinforces Rutgers' unique role in the higher education market.
  • Rutgers' logotype, signatures, and marks leverage the university's long-established tradition and status.
  • Because all logotype/signatures and marks are created, archived, and approved by the Creative Services unit of University Communications and Marketing, the university community has a highly knowledgeable resource for questions regarding the Rutgers Visual Identity System.

Visual Identity Website

The Rutgers visual identity website is info-central for the Rutgers Visual Identity System. From the website, you can