While these Identity Standards are detailed, you may have questions that are not covered in the scope of these pages. For any questions related to the Identity Standards of Bradley University, please contact the Office of Marketing and Communications at branding@bradley.edu.

Office of Marketing and Communications
Comstock Hall
(309) 677-1100

Logo System

The new Bradley University logo system consists of three pieces: the “B” shield, the “Bradley” type and the “University” type:

  • “B” shield – printed in red and white whenever possible. In one-color applications, it may be printed in white only, with the white fill in the shield and outline always being the solid color. Note: The “B” shield always includes the white outline, which will disappear/blend into white backgrounds.
  • “Bradley” type – printed in red when the logo is placed over a light background and in white when the logo is placed over a dark background.
  • “University” type – always the same color as the “Bradley” type and may not be removed from the logo.

The logo type has been customized and cannot be accurately replicated by typing the letters against the “B” shield. The logo must not be rekeyed, redrawn, re-proportioned or modified in any form. It is the university’s official signature and must be reproduced from original artwork.


To provide greater flexibility, the logo is available in three configurations: left aligned, centered and horizontal.

  • Left Aligned – This is the preferred logo setup and is for use when there is a shorter print space or a left-aligned approach is desired (e.g., letterhead, small giveaways). It also is the setup for sub-brand/unit applications.
  • Centered – This setup is for applications when a centered look is preferred (e.g., video screens, brochures) and for standalone uses such as shirts, mugs or key chains.
  • Horizontal – This setup provides a one-line option for tight imprint areas (e.g., pens), as well as for the website.

Logo Configurations


Sub-brands are set up for colleges, departments, offices, programs, etc. There are two options to provide flexibility. Due to the various setups and color options, the Office of Marketing and Communications will assist individuals in determining the best arrangement for each use. Note: No unauthorized wordmarks, logos or graphic elements may be used to represent the university or any of its units.

To help ensure proper spacing, the Office of Marketing and Communications will follow the specifics detailed below. At no time should a campus unit create or have an external group create a sub-brand or unit logo. All requests for the logo with a sub-brand or unit name should be directed to the Office of Marketing and Communications to ensure proper application of type, spacing and size requirements.



Color Setups

All three Bradley University logo setups are available in the different color arrangements noted above, as well as various file formats to fit each specific use. Additionally, for those campus units requiring a more cost-effective internal printing option, the logo may be printed in black only when it will be used on white paper and be printed/photocopied entirely on campus. The logo files may be downloaded here.

As stated above, the logo may be used on a variety of backgrounds, including solid colors and photographs. To ensure the logo stands out in all applications, the logo color – Bradley red or white – should be chosen to provide strong contrast from the background. The following guidelines also should be followed in all uses:

  • The white on the shield and its outline must always be in white.
  • In one-color white applications, the background color will show through the non-white parts of the “B” shield, as demonstrated below.


Area of Isolation

The area of isolation (free space) surrounding the logo prevents it from visually competing with type or images that surround it. This area (indicated by the “B” from the “Bradley” type) should always be void of type or other design elements.

To help ensure that the logo stands out in printed applications (i.e., brochures, fliers, posters, promotional products, apparel, etc.), allow sufficient “buffer space” around it — clear space without any other type or artwork. The standard amount of buffer space is equal to the height of the “B” in “Bradley.” The “B” measurement allows for correct spacing at any size.

Individuals should not place any design element within the area of isolation in an attempt to make the combination look like one unit. Additional images, such as buildings or other marks, should not appear in direct relation to the logo.

Area of Isolation

Placement on Documents

Proper identification of Bradley University, using the logo, must be placed on either the front or back cover of all university publications unless otherwise approved by the Office of Marketing and Communications.

The standalone “B” shield may be used as a design element on a cover page; however, in those cases, the words “Bradley University” must appear elsewhere on the page. For example, the “B” shield may be used with typeset “Bradley University” on a brochure’s cover, with the full logo appearing on the back cover along with the return address or contact information.

Prohibited Uses

  • The logo or standalone “B” may not be used in a sentence or as substitutes for the letter “B” in a word.
  • The logo may not be deconstructed or modified in any way.
  • The logo may not be used to promote or imply endorsement of non-university activities.
  • The logo should be used with communications materials originating from the university’s academic units. The Department of Athletics logos, including the associated “Bradley” font may only be used for athletics purposes.

Common Misuses

Common Misuses