Brand Guidelines Elements of the Ave Maria University brand
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Brand Guidelines Elements of the Ave Maria University brand
Brand Guidelines:
Ave Maria University’s blue (Pantone 289) and green (Pantone 348) are the primary colors.
Secondary colors are gold for academics (Pantone 117) and gray for athletics (Pantone 428).
Blue has long been associated with Our Lady. For Gold is the color fit for a queen and a woman “clothed
example, below is the sixth century icon, Salus Populi with the sun.” (Rev 12:1)
Roman (Health of the Roman People) which hangs in
the Basilica of St. Mary Major in Rome in which Mary is Gray is an accent color used in our athletic program.
clothed in blue. It serves as a reminder of our tie to Marine imagery.
The grit, hard work, and training demanded of a
Green is often associated with new life, nature, Marine is echoed in our athletes and student body
flourishing, and optimism. Due to Ave Maria University’s as they partake of University life in preparation for
location in tropical, sunny, southwest Florida, the color fulfilling their vocational call.
green envelopes the campus, serving as a continual
reminder of how Christ makes all things new.
Secondary colors are gold and gray.
Primary Brand Colors
BLUE
PANTONE 289c
C99 M84 Y45 K51
R10 G34 B64
#0a2240
GREEN
PANTONE 348c
C97 M22 Y100 K9
R0 G131 B62
#00833e
Secondary Brand Colors
ACADEMICS
GOLD
PANTONE 117c
C22 M39 Y100 K2
R201 G151 B44
#c9972c
ATHLETICS
GRAY
PANTONE 428c
C24 M17 Y16 K0
R193 G197 B200
#c1c5c8University Wordmark
Primary Brand Colors
The wordmark is the main logo for the University. It is a succinct BLUE
and weighted name, filled with meaning. Not only is it Latin for PANTONE 289c
C99 M84 Y45 K51
Hail Mary, but it’s a summation of the encounter between the R10 G34 B64
#0a2240
angel Gabriel and Mary, depicted in Luke’s gospel. For students, this
encounter reveals a blueprint of how one can prepare for, discern, GREEN
assent, and joyfully collaborate in their vocational calling, modeled PANTONE 348c
C97 M22 Y100 K9
after the Blessed Virgin Mary. R0 G131 B62
#00833e
The separation of the words Ave Maria from University with an underline dividing top
from bottom, emphasizes Ave Maria.
Ave Maria should always be presented graphically with more weight than the
word University (never equal weight) as it is the “heavier part of our name,” and our
distinguishing characteristic. This is also why the interlocking letters omit the U.Academic Mark
Primary Brand Colors
The academic mark is Ave Maria University’s wordmark combined with BLUE
the graphic of the oratory/parish, round shaped glass with the cross of PANTONE 289c
C99 M84 Y45 K51
Christ centered within it, depiction of a book, and titles of the University’s R10 G34 B64
foundational documents - Ex Corde Ecclesaie and Veritatis Splendor. #0a2240
GREEN
The academic mark must be present on all academic communication. PANTONE 348c
The academic mark may only be reproduced in the arrangement shown, C97 M22 Y100 K9
R0 G131 B62
never stacked, altered, or changed in any way. The oratory may never be #00833e
separated from the wordmark when promoting academic affairs.
Secondary Brand Color
A The oratory/parish serves as a catechetical icon and centerpiece
to Ave Maria community life. It is the tallest building, standing at
104’ at its peak, and designed in the Frank Lloyd Wright tradition.
ACADEMICS
GOLD
B The circular shaped glass window sits below the peak and PANTONE 117c
graphically features the cross of Christ centered within it, C22 M39 Y100 K2
a reminder Christ has overcome the world. A
B R201 G151 B44
The book indicates our essence - the search for truth and #c9972c
C
dissemination of knowledge for the good of humanity. C
Ex Corde Ecclesaie (from the heart of The Church) called for the D
D
founding of new Catholic universities where necessary and for the
varied intellectual disciplines to be brought together into dialogue
for mutual enhancement (i.e. a liberal arts curriculum).
Veritatis Splendor (the Splendor of Truth) outlines a plan for the E
E
renewal of Christian moral life, affirms the teaching authority of
the Catholic Church in moral matters, and asserts absolute truths
are accessible to all persons contrary to the moral relativism
prevalent in our day.University Seal Primary Brand Colors
BLUE
The seal is reserved for Presidential communique and diplomas. PANTONE 289c
It contains our founding year marked in Roman numerals – MMIII (2003), C99 M84 Y45 K51
R10 G34 B64
and two olive branches equally spaced on each side of the seal. The olive #0a2240
branch is a classic symbol of God’s divine peace.
GREEN
PANTONE 348c
C97 M22 Y100 K9
Do not use the seal in pedestrian fashion such as documents related to routine events. R0 G131 B62
#00833e
Secondary Brand Color
ACADEMICS
GOLD
PANTONE 117c
C22 M39 Y100 K2
R201 G151 B44
#c9972cAthletic Logo (Spirit Mark)
Primary Brand Colors
BLUE
The Gyrene is another name for a United States Marine and the bulldog is PANTONE 289c
the Marine’s longtime mascot. The vision of Tom Monaghan, founder of the C99 M84 Y45 K51
R10 G34 B64
university and former Marine, was to infuse Ave Maria University with an #0a2240
athletic symbol embodying the spirit of the Marines, whom Monaghan regards
as the world’s premier fighting force - tenacious, courageous, and bold. While GREEN
PANTONE 348c
Monaghan, a lover of sports, applied the symbolism of the Marines to the C97 M22 Y100 K9
school’s athletic endeavors, he saw it encompassing much more. R0 G131 B62
#00833e
The invitation extended to all students is to come to Ave Maria University,
discover your vocational call, and prepare to take the field of life, conquering
it for Christ and His Church. This is a universal call and a further expression of Secondary Brand Color
the Catholic Church’s teaching on the Church Militant (Latin: Ecclesia militans),
ATHLETICS
those battling to overcome sin here on earth and fortify the body of Christ.
GRAY
PANTONE 428c
C24 M17 Y16 K0
R193 G197 B200
Avoid using “Ave” as shorthand in referring to the University. #c1c5c8
Never should sports apparel refer to our teams as Ave football, Ave basketball, Ave softball, etc.
This stunts the impact of our name, impoverishing our greatest strength and distinguishing
characteristic. This is even more important as teams carry our brand to the ends of the earth.
Also, be mindful when using “Ave Maria” to describe the University. There is a town named Ave
Maria, a parish named Ave Maria, several businesses bearing the name, a law school (Ave Maria
School of Law), a radio network (Ave Maria Radio), a publishing company (Ave Maria Press), just to
name a few. Using Ave Maria University in full, or AMU, is preferred to any hyphenated lexicon.
The Gyrene should always be accompanied by the wordmark and appear in close proximity.
The Gyrene should always be accompanied by the wordmark and appear in close proximity.Monogram
Primary Brand Colors
Along with the Academic mark, the monogram is the University’s BLUE
newest addition. Its main colors are blue and green with a white or PANTONE 289c
C99 M84 Y45 K51
reverse outline. R10 G34 B64
#0a2240
The A should always appear in green and the M in blue since Mary GREEN
is often associated with the color blue (see above). PANTONE 348c
C97 M22 Y100 K9
R0 G131 B62
The monogram is not our primary mark and should not be used in place of #00833e
Ave Maria University’s “wordmark.”
The monogram should always be accompanied by the wordmark and
appear in close proximity. Secondary Brand Color
ATHLETICS
GRAY
PANTONE 428c
C24 M17 Y16 K0
R193 G197 B200
#c1c5c8For question and to request brand files contact:
Kevin Murphy
Vice President of Marketing & Communications
239-304-7918
kevin.murphy@avemaria.edu
Revised August 13, 2021
5050 Ave Maria Boulevard | Ave Maria, FL 34142-9505 | 239-280-2511 | www.avemaria.eduYou can also read
