Duquesne Athletics

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Brand Guidelines

2019

Brand Summary

Mission

To provide a cohesive and unified expression of Duquesne Athletics’ visual identity across all branded touchpoints, ensuring professionalism, clarity, and a modern aesthetic suitable for a corporate or athletic environment [^1].

Core Values

Integrity
Pride
Competitive Excellence

Target Audience

Athletes, fans, and stakeholders of Duquesne Athletics, with a focus on those engaging with branded materials, uniforms, apparel, and digital applications [^2].

Personality Traits

Pride
Strength
Ferocity
Confidence
Grit
Modernity

Visual Identity Overview

The visual identity is monogram-led, emphasizing a bold, angular ‘D’ monogram and complementary wordmark. The color palette is navy-led, with red, electric blue, and silver as accent colors. The design system includes custom typefaces, geometric patterns, and photography styles that balance navy and red tones, creating a dynamic, modern, and athletic brand presence [^3].

Categories

Brand Imagery

Navy-based photography is gritty and moody. We capture the drive and commitment of our athletes through closeup angles of their faces, hands on equipment, and in competitive action. The subject should feel isolated, creating a calmer dark navy background for content to sit on. Texture is also important to maintain through proper lighting-pure white highlights of perspiration and light reflection should be captured. Coloration in post adds red highlights to the right/bottom of the image and electric blue highlights to the left/top side of the image. Overall, this maintains the proper balance of colors and creates an ownable, easily recognized photography style.
White-based photography is all about creating a dynamic silhouette. Athletes are always in the action-running, jumping, shooting, and kicking. The deep navy tonality of the athlete will ensure proper contrast on a white background, while maintaining our navy-led palette.
The lighting of the image is similar to the navy-based photography. Red washes the right side of the subject, and electric blue shines on the left. Care should be given to maintain pure white tones in the subject, creating a dark-toned, high-contrast athlete.

Color Palette

The single color, red monogram on a field of navy blue is our primary monogram. Because our color palette leans into the navy blue as the dominant color, whenever possible, this monogram should be used.
When our monogram appears on white, the primary monogram should be the 1-color navy blue. This ensures that navy leads the color palette in every application. Whenever the monogram is printed in grayscale, 100% black should be used.
There are four additional approved 1-color monograms for use on fields of color as a secondary colorway. These may be used sparingly on any touch point where the primary monogram is not an option.
There are only two approved colorways for the 2-color monogram: navy blue+ white, and red+ navy blue. The thicker, 2-color monogram provides additional contrast which is necessary on top of visually busy backgrounds.
The only applications which use the 2-color monogram are midfield and center-court environments. For all other Duquesne Athletic touchpoints, only the 1-color or 3-color monograms may be used.
The 3-color monogram allows our mark to live confidently and legibly on uniforms and apparel and should only be used on those touch points.
The 3-color monogram provides the greatest variation in colorways, and introduces the new electric blue into the color palette. If/when additional accent colors are introduced into the palette, the 3-color monogram is the most important element to inject the accent color into.
Our colors are very important to our brand. They help us immensely with brand recognition. Follow the provided color codes to accurately reproduce our colors across print, digital, and web applications. In addition to the color fidelity, color balance is especially important to get right. Our Athletics Program is going to lean into navy, which means the quantity of color should always favor our navy. Red is the next most important color in the system and should be used in most applications. Lastly, the electric blue and silver are accent colors and should be used sparingly—not every touchpoint will make use of the accent colors.
When on a field of navy, our red should be the dominant color for both lockups; however, when on white, our navy should be the dominant color. This ensures a navy-led palette.
Our two approved Duquesne Dukes lockups may also occur in three secondary colorways: red, electric blue, and silver.
The rule for color is to lead with navy-this means the largest element of the lockup becomes navy. In the stacked lockup, that means “Dukes” is navy, but in the horizontal lockup “Duquesne” is longer than “Dukes” and therefore becomes the navy.
Patterning is a secondary graphic device that should be used minimally.
The primary colorway pairs our two main colors: navy and red. All secondary colorways pair navy with an accent color.
Navy-based photography is gritty and moody. We capture the drive and commitment of our athletes through closeup angles of their faces, hands on equipment, and in competitive action. The subject should feel isolated, creating a calmer dark navy background for content to sit on. Texture is also important to maintain through proper lighting-pure white highlights of perspiration and light reflection should be captured. Coloration in post adds red highlights to the right/bottom of the image and electric blue highlights to the left/top side of the image. Overall, this maintains the proper balance of colors and creates an ownable, easily recognized photography style.
White-based photography is all about creating a dynamic silhouette. Athletes are always in the action-running, jumping, shooting, and kicking. The deep navy tonality of the athlete will ensure proper contrast on a white background, while maintaining our navy-led palette. The lighting of the image is similar to the navy-based photography. Red washes the right side of the subject, and electric blue shines on the left. Care should be given to maintain pure white tones in the subject, creating a dark-toned, high-contrast athlete.
Remember we are navy led-this should minimize the number of predominantly red applications.
When designing apparel, keep in mind the overall color balance of the athletics brand. This means there should be more navy-led touchpoints than any other color. This doesn’t mean other colors cannot be used, but when you look at the color palette of all our gear together, it should reflect the proper color balance for the athletics brand.

Typography

The Bluff is a custom typeface built to complement our monogram. It is the Duquesne Athletics primary typeface.
It is a strong, condensed typeface with an aggressive appearance that comes through angled terminals, spiked serifs, and wedge-shaped counter forms. The numerals are particularly important to the family knowing that they will appear on most uniforms.
The Bluff has only uppercase letterforms.
The Wave typeface is Duquesne Athletics’ secondary typeface and was selected to provide contrast with The Bluff as well as to optimize legibility. As such, The Wave has many applications—primarily as body copy.
Approved weights: Regular, Demibold, Bold
Headlines need to embody our three Brand Pillars: Integrity, Pride, and Competitive Excellence. Most often, headlines should be in our primary typeface, The Bluff.
Subheads should more often leverage The Wave typeface as they will be paired with a headline in The Bluff. Care should be given to make sure the typeface balance of a composition doesn’t rely too heavily on The Bluff.
The Wave should be used for all body copy as The Bluff loses too much legibility at smaller sizes.
Headlines titles & headlines are recommended in the bluff • All Caps • +0pt Tracking • Leading is determined by the following equation: type size + 2pt • Headlines should be no more than two lines • (Secondarily, The Wave bold may be used as a headline)
Subheads SUBHEADS ARE RECOMMENDED IN THE WAVE DEMIBOLD • All Caps • +25pt Tracking • Leading is determined by the following equation: type size x 1.2 • Subheads should be no more than two lines • (Secondarily, The Bluff may be used as a subhead)
The main body copy for all materials should be either The Wave regular or demibold. The Wave bold can be used to highlight or create emphasis. • Sentence Case • +0pt Tracking • Leading is determined by the following equation: type size x 1.5 • (The Bluff should never be used in body copy)

Logo Usage

The single color, red monogram on a field of navy blue is our primary monogram. Because our color palette leans into the navy blue as the dominant color, whenever possible, this monogram should be used.
When our monogram appears on white, the primary monogram should be the 1-color navy blue. This ensures that navy leads the color palette in every application. Whenever the monogram is printed in grayscale, 100% black should be used.
There are four additional approved 1-color monograms for use on fields of color as a secondary colorway. These may be used sparingly on any touch point where the primary monogram is not an option.
There are only two approved colorways for the 2-color monogram: navy blue+ white, and red+ navy blue. The thicker, 2-color monogram provides additional contrast which is necessary on top of visually busy backgrounds.
The only applications which use the 2-color monogram are midfield and center-court environments. For all other Duquesne Athletic touchpoints, only the 1-color or 3-color monograms may be used.
The 3-color monogram allows our mark to live confidently and legibly on uniforms and apparel and should only be used on those touch points.
The 3-color monogram provides the greatest variation in colorways, and introduces the new electric blue into the color palette. If/when additional accent colors are introduced into the palette, the 3-color monogram is the most important element to inject the accent color into.
Depending on the touchpoint, which monogram you may use can fluctuate.
We want to lean into our 1-color monogram as much as possible-it should be leveraged as the primary monogram.
The 2-color monogram is the only monogram approved for field and court executions. Apart from that, it may be used in gear.
The 3-color monogram is to be used on uniforms, apparel, and some digital applications.
When in doubt, use a 1-color monogram.
The Duquesne Athletics logo is a combined lockup of the monogram with the word mark. It is simple in its centered position. The lines and construction of the monogram are clearly reflected in the word mark, and the slight nod to the Spiritan flame in the monogram is more obvious in the logo lockup.
The primary colorway for the logo is red on a field of navy. The logo should only pair the word mark with the simple, 1-color monogram, and never with the 2-or 3-color monograms.
When our logo appears on white, the primary colorway should be the 1-color navy blue. This ensures that navy leads the color palette in every application. Whenever the logo is printed in grayscale, 100% black should be used.
There are four additional approved logos for use on fields of color as a secondary colorway. These may be used sparingly on any touch point where the primary logo is not an option.
All our key branded elements must be protected-one aspect of this protection is maintaining enough clear space around the element. Clear space is the area surrounding an element that must be kept free of any text or graphic elements.
The clear space for each branded element varies slightly, but each is derived from the construction of the element itself. This should be thought of as the minimum clear space, and when possible, should be increased to give more prominence to the brand.
Along with clear space, another way to protect our key branded elements is to limit how small each element may be scaled. The minimum size ensures the legibility of our branding when used in printed applications.
Monogram 1cm (.4in) Logo 1cm (.4in)
Key brand elements should never be redrawn, altered, or distorted so that the Duquesne Athletics brand is always accurately represented.
Rules for incorrect usage apply to all key branded elements: monogram, word mark, logo, and DUQ.
Trademarked versions of our key branded elements should be used whenever brand protection is required. Appropriate applications can include print collateral, brochures, annual reports, newsletters, advertising, press releases, and video/multimedia to name a few.
The TM should be used until the branded elements have been registered in all countries, at which point a registered trademark symbol (®) should replace the “”.
The trademark symbol should not be moved from its current position or scaled in any way.

Tone And Messaging

Bold. Punchy. Confident. Headlines need to embody our three Brand Pillars: Integrity, Pride, and Competitive Excellence. Most often, headlines should be in our primary typeface, The Bluff.
Subheads should more often leverage The Wave typeface as they will be paired with a headline in The Bluff. Care should be given to make sure the typeface balance of a composition doesn’t rely too heavily on The Bluff.
The Wave should be used for all body copy as The Bluff loses too much legibility at smaller sizes.
Headlines titles & headlines are recommended in the bluff • All Caps • +0pt Tracking • Leading is determined by the following equation: type size + 2pt • Headlines should be no more than two lines • (Secondarily, The Wave bold may be used as a headline)
Subheads SUBHEADS ARE RECOMMENDED IN THE WAVE DEMIBOLD • All Caps • +25pt Tracking • Leading is determined by the following equation: type size x 1.2 • Subheads should be no more than two lines • (Secondarily, The Bluff may be used as a subhead)
The main body copy for all materials should be either The Wave regular or demibold. The Wave bold can be used to highlight or create emphasis. • Sentence Case • +0pt Tracking • Leading is determined by the following equation: type size x 1.5 • (The Bluff should never be used in body copy)

Brand Values

Headlines need to embody our three Brand Pillars: Integrity, Pride, and Competitive Excellence.

Visual Style

The visual expression of our brand can quickly become chaotic and inconsistent without setting rules for how each element should be used.
This guide provides clearly defined guardrails for the appropriate application of the Duquesne Athletics Visual Identity—ensuring a cohesive and unified expression across all branded touchpoints.
Please reference this guide when designing any Athletics branded materials.
Our monogram conveys a sense of pride, strength, and ferocity. The angular, gothic nature echoes our Spiritan flame, and gives a nod to our heritage—it forms a strong basis for the rest of the Duquesne Athletics design language.
The single color, red monogram on a field of navy blue is our primary monogram. Because our color palette leans into the navy blue as the dominant color, whenever possible, this monogram should be used.
Our brand is monogram-led. This means the monogram will be emphasized on most branded touchpoints, and should be considered first in the key branded elements hierarchy.
When our monogram appears on white, the primary monogram should be the 1-color navy blue. This ensures that navy leads the color palette in every application. Whenever the monogram is printed in grayscale, 100% black should be used.
There are four additional approved 1-color monograms for use on fields of color as a secondary colorway. These may be used sparingly on any touch point where the primary monogram is not an option.
There are only two approved colorways for the 2-color monogram: navy blue+ white, and red+ navy blue. The thicker, 2-color monogram provides additional contrast which is necessary on top of visually busy backgrounds.
The only applications which use the 2-color monogram are midfield and center-court environments. For all other Duquesne Athletic touchpoints, only the 1-color or 3-color monograms may be used.
The 3-color monogram allows our mark to live confidently and legibly on uniforms and apparel and should only be used on those touch points.
The 3-color monogram provides the greatest variation in colorways, and introduces the new electric blue into the color palette. If/when additional accent colors are introduced into the palette, the 3-color monogram is the most important element to inject the accent color into.
Depending on the touchpoint, which monogram you may use can fluctuate.
We want to lean into our 1-color monogram as much as possible—it should be leveraged as the primary monogram.
The 2-color monogram is the only monogram approved for field and court executions. Apart from that, it may be used in gear.
The 3-color monogram is to be used on uniforms, apparel, and some digital applications.
When in doubt, use a 1-color monogram.
The primary word mark is 1-color red on a field of navy. The word mark can and does live on its own in many applications, but only as a 1-color version. It is second in the key branded elements hierarchy after our monogram.
Primarily, the navy colored monogram should be used on a white background to stick with our navy-led palette. There are two secondary colorways, red and silver, that may be used sparingly. When grayscale, the word mark appears in 100% black.
There are four additional approved 1-colorwordmarks for use on fields of color as a secondary colorway. These may be used sparingly on any touch point where the primary word mark is not an option.
The Duquesne Athletics logo is a combined lockup of the monogram with the word mark. It is simple in its centered position. The lines and construction of the monogram are clearly reflected in the word mark, and the slight nod to the Spiritan flame in the monogram is more obvious in the logo lockup.
The primary colorway for the logo is red on a field of navy. The logo should only pair the word mark with the simple, 1-color monogram, and never with the 2-or 3-color monograms.
When our logo appears on white, the primary colorway should be the 1-color navy blue. This ensures that navy leads the color palette in every application. Whenever the logo is printed in grayscale, 100% black should be used.
There are four additional approved logos for use on fields of color as a secondary colorway. These may be used sparingly on any touch point where the primary logo is not an option.
There are two approved secondary colorways for the DUO abbreviation: navy blue on white, and navy blue on red. Notice how the accent color for ’est.’ changes on each background.
There should be no grayscale version of the DUO abbreviation. Any application that requires a grayscale branded element should utilize the monogram, word mark, or logo.
When selecting what Key Branded Element to use on a touchpoint, it is important to consider the overall hierarchy of importance.
We are a monogram-led program. This means most touchpoints should use a form of our monogram, and touchpoints that use a large word mark or DUO should also include a smaller monogram somewhere.
After the monogram, the order of importance then goes word mark, logo, and lastly, DUQ. Each Key Branded Element higher in the hierarchy should be considered for use before an element lower in the hierarchy. This ensures a monogram-led system.
All our key branded elements must be protected—one aspect of this protection is maintaining enough clear space around the element. Clear space is the area surrounding an element that must be kept free of any text or graphic elements.
The clear space for each branded element varies slightly, but each is derived from the construction of the element itself. This should be thought of as the minimum clear space, and when possible, should be increased to give more prominence to the brand.
Along with clear space, another way to protect our key branded elements is to limit how small each element may be scaled. The minimum size ensures the legibility of our branding when used in printed applications.
Monogram 1cm (.4in) Wordmark 1.5cm (.6in) Logo 1cm (.4in) DUQ .5cm(.2in)
Key brand elements should never be redrawn, altered, or distorted so that the Duquesne Athletics brand is always accurately represented.
Rules for incorrect usage apply to all key branded elements: monogram, word mark, logo, and DUQ.
Do not change the shape of the monogram. Do not add any additional strokes. Do not skew or add drop shadows. Do not place on top of a busy background. Do not use outer glow to increase visibility. Do not create hybrid colorways. Do not apply any gradients. Do not create outlined versions. Do not rotate the monogram. Do not replace a letter with the monogram.
Trademarked versions of our key branded elements should be used whenever brand protection is required.
The TM should be used until the branded elements have been registered in all countries, at which point a registered trademark symbol (®) should replace the “”.
The trademark symbol should not be moved from its current position or scaled in any way.
Our colors are very important to our brand. They help us immensely with brand recognition. Follow the provided color codes to accurately reproduce our colors across print, digital, and web applications. In addition to the color fidelity, color balance is especially important to get right. Our Athletics Program is going to lean into navy, which means the quantity of color should always favor our navy. Red is the next most important color in the system and should be used in most applications. Lastly, the electric blue and silver are accent colors and should be used sparingly—not every touchpoint will make use of the accent colors.
The Bluff is a custom typeface built to complement our monogram. It is the Duquesne Athletics primary typeface.
The Bluff has only uppercase letterforms.
The Wave typeface is Duquesne Athletics’ secondary typeface and was selected to provide contrast with The Bluff as well as to optimize legibility. As such, The Wave has many applications—primarily as body copy.
Headlines need to embody our three Brand Pillars: Integrity, Pride, and Competitive Excellence. Most often, headlines should be in our primary typeface, The Bluff.
Subheads should more often leverage The Wave typeface as they will be paired with a headline in The Bluff. Care should be given to make sure the typeface balance of a composition doesn’t rely too heavily on The Bluff.
The Wave should be used for all body copy as The Bluff loses too much legibility at smaller sizes.
Headlines titles & headlines are recommended in the bluff • All Caps • +0pt Tracking • Leading is determined by the following equation: type size + 2pt • Headlines should be no more than two lines • (Secondarily, The Wave bold may be used as a headline)
Subheads SUBHEADS ARE RECOMMENDED IN THE WAVE DEMIBOLD • All Caps • +25pt Tracking • Leading is determined by the following equation: type size x 1.2 • Subheads should be no more than two lines • (Secondarily, The Bluff may be used as a subhead)
The main body copy for all materials should be either The Wave regular or demibold. The Wave bold can be used to highlight or create emphasis. • Sentence Case • +0pt Tracking • Leading is determined by the following equation: type size x 1.5 • (The Bluff should never be used in body copy)
There are two lockups for Duquesne Dukes: a horizontal and a stacked version, both of which come in two primary colorways.
The horizontal lockup pairs the Duquesne wordmark with “Dukes” set in our primary typeface, The Bluff. In the stacked lockup, “Duquesne” is typeset in The Wave on top of “Dukes” in The Bluff. There are two secondary stacked versions in The Bluff.
When on a field of navy, our red should be the dominant color for both lockups; however, when on white, our navy should be the dominant color. This ensures a navy-led palette.
Our two approved Duquesne Dukes lockups may also occur in three secondary colorways: red, electric blue, and silver.
The rule for color is to lead with navy—this means the largest element of the lockup becomes navy. In the stacked lockup, that means “Dukes” is navy, but in the horizontal lockup “Duquesne” is longer than “Dukes” and therefore becomes the navy.
Patterning is a secondary graphic device that should be used minimally.
Navy-based photography is gritty and moody. We capture the drive and commitment of our athletes through closeup angles of their faces, hands on equipment, and in competitive action. The subject should feel isolated, creating a calmer dark navy background for content to sit on. Texture is also important to maintain through proper lighting—pure white highlights of perspiration and light reflection should be captured. Coloration in post adds red highlights to the right/bottom of the image and electric blue highlights to the left/top side of the image. Overall, this maintains the proper balance of colors and creates an ownable, easily recognized photography style.
White-based photography is all about creating a dynamic silhouette. Athletes are always in the action—running, jumping, shooting, and kicking. The deep navy tonality of the athlete will ensure proper contrast on a white background, while maintaining our navy-led palette.
The lighting of the image is similar to the navy-based photography. Red washes the right side of the subject, and electric blue shines on the left. Care should be given to maintain pure white tones in the subject, creating a dark-toned, high-contrast athlete.
Rails are used to divide two pieces of content and to provide visual interest. They are used throughout this guideline and may be either vertical or horizontal orientation—but the angle must face right (if horizontal) or down (if vertical). The only approved colors are red and white.
The hypocycloid is a nod back to our Pittsburgh roots. A single hypocycloid should never appear by itself—it must always include 3 or more arranged in a line. It’s used primarily as an accent on sports uniforms, and may only be used in our electric blue color.
Shown are some inspirational directions for basketball uniforms. Notice the consistent inclusion of our monogram in each variation. The chest branding could be done with any one of our key branded elements, but should always include a monogram that adheres to the approved colorways. Numerals should always use The Bluff typeface.
The 45 degree angle is a powerful graphic device to add dynamism to any uniform. Both of our patterns work extremely well in limited quantities on the uniforms. Lastly, there may be special game opportunities to create alternate electric blue-led designs.
Uniforms and equipment have the flexibility to make use of either the 1-color or 3-color monogram, as displayed here.
The stripe running down the middle is a great opportunity to leverage one of our approved patterns. The pattern may dead end at the front of the helmet in one of our key branded elements, although the DUO lockup works especially well.
As with basketball, there may be an option for alternate uniforms that leverage the electric blue for select special games.
Examples of court and field executions are shown at right. These touchpoints are the only approved locations to make use of the 2-color monogram.
Branding for the basketball court should lead with a heavy dose of our navy—red and white become pops of color, and perhaps just the slightest amount of electric blue is injected in the array of hypocycloids.
The horizontal Duquesne Dukes lockup feels like it was meant to go at the ends of the court—and in the football end zones—due to its perfect proportions.
The navy-based photography looks amazing in a horizontal billboard format. The simplicity of an athlete’s face, off-centered, provides clear background space for a powerful, one word message.
Our logo is placed in the bottom right corner—it should always be on the same side as the red cast light of the photography; the electric blue light should be on the opposite side.
Messages should never be placed on the athlete’s face, but may occur on top of athletic equipment (e.g. the basketball) where legibility allows.
The white-based photography, when paired with the graphic silhouette of our monogram, creates a dynamic, action-filled composition that balances the simplicity of a clear system of elements with the energy and variance of athletes in action.
Because of the strength of the monogram and the athlete, typography should be kept to a minimum. In this example, the horizontal program lockup is placed at the bottom, and a 2019 Season (note the specialized angled treatment) lockup in the upper left.
Don’t overbrand. Try pairing a monogram with a separate wordmark. You don’t need more than one monogram per touchpoint.
Embrace the white space. Our branding likes to breathe and feel comfortable on the page.
Consider the palette. Remember we are navy led—this should minimize the number of predominantly red applications.
Any of our key branded elements may be used in its defined approved colorways. Apparel may make use of the 3-color monogram options. Patterning may even be used with a light touch.
Larger apparel applications require confident, overt branding that celebrates the athletics department. Make sure to never have more than one monogram per touchpoint.
When designing apparel, keep in mind the overall color balance of the athletics brand. This means there should be more navy-led touchpoints than any other color. This doesn’t mean other colors cannot be used, but when you look at the color palette of all our gear together, it should reflect the proper color balance for the athletics brand.
Water bottles are another touchpoint to emphasize the key branded elements with any of the appropriate colorways, but may also use secondary elements, like pattern.

Layout And Composition

The clear space for each branded element varies slightly, but each is derived from the construction of the element itself. This should be thought of as the minimum clear space, and when possible, should be increased to give more prominence to the brand.
All our key branded elements must be protected-one aspect of this protection is maintaining enough clear space around the element. Clear space is the area surrounding an element that must be kept free of any text or graphic elements.
Along with clear space, another way to protect our key branded elements is to limit how small each element may be scaled. The minimum size ensures the legibility of our branding when used in printed applications.
Monogram 1cm (.4in) Wordmark 1.5cm (.6in) Logo 1cm (.4in) DUQ .5cm(.2in)
Key brand elements should never be redrawn, altered, or distorted so that the Duquesne Athletics brand is always accurately represented.
Rules for incorrect usage apply to all key branded elements: monogram, word mark, logo, and DUQ.
Do not change the shape of the monogram. Do not add any additional strokes. Do not skew or add drop shadows. Do not place on top of a busy background. Do not use outer glow to increase visibility. Do not create hybrid colorways. Do not apply any gradients. Do not create outlined versions. Do not rotate the monogram. Do not replace a letter with the monogram.
Rails are used to divide two pieces of content and to provide visual interest. They are used throughout this guideline and may be either vertical or horizontal orientation-but the angle must face right (if horizontal) or down (if vertical). The only approved colors are red and white.
The hypocycloid is a nod back to our Pittsburgh roots. A single hypocycloid should never appear by itself-it must always include 3 or more arranged in a line. It’s used primarily as an accent on sports uniforms, and may only be used in our electric blue color.
Don’t overbrand. Try pairing α monogram with α separate wordmark. You don’t need more than one monogram pertouchpoint.
Embrace the white space. Our branding likes to breathe and feel comfortable on the page.
Consider the palette. Remember we are navy led-this should minimize the number of predominantly red applications.

Co Branding

Certain marketing and digital touchpoints will require co-branded lockups with our sponsors (e.g. Nike and LBJ). In general, our brand is most important and noticeably larger than the sponsor’s logo, separated by a vertical rail.
Depending on the background color, sponsor brands should match the color of our 1-color monogram. When two sponsors are present, they will be stacked, separated by a horizontal rail and placed next to our monogram.
Co-branded lockups should never be used on certain touchpoints, like gear.
Co-branded lockups should never have the logos touching, never create a new joint logo, or using Duquesne key branded elements other than the monogram. Limit lockups to the previously established direction.
When used on gear or uniforms, Duquesne branding should be more dominant. Sponsor logos may be applied in secondary locations (e.g. shoulder vs. center chest of a basketball uniform), and should never use the co-branded lockup, or be as large as the Duquesne branding.