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The Bulldog - For the SWOSU Family

Logos & Marks

Logo Guidelines

Primary Logo

  • Official Mark – The SWOSU Wordmark is the University’s primary institutional logo and the required identifier on all official communications.

[Insert Logo Image]

  • Approved Colors –
    • Full Color: Pantone 541 C (Bulldog Blue), Pantone Cool Gray 6 (Bulldog Gray), White
    • Single Color: Pantone 541 C, Cool Gray 6, White, or Process Black
  • File Formats – For print, use vector files (AI, EPS, PDF). For digital, use raster files (PNG, JPG). SVG files may be provided for web/digital scaling. Departments should always use official logo files provided by PR & Marketing.
  • Usage Requirement – The primary logo must appear on all official University publications, correspondence, and digital platforms.

Secondary & Alternate Logos

  • Available Versions –
    • Bulldog Head (full color, single-color)
      • [Insert Logo Image]
    • Spirit Mark Full Logo (Athletics only)
      • [Insert Logo Image]
    • University Seal (Office of the President and formal/ceremonial use)
      • [Insert Logo Image]
    • Duke the Bulldog Caricature (event/organization customization, internal use only, with PR & Marketing approval)
      • [Insert Logo Image]
    • Vintage Bulldog and Historical Interlocking SW (restricted, governed by PR & Marketing)
      • [Insert Logo Image]
      • [Insert Logo Image]
    • Bulldogs Hand Sign (auxiliary/collateral only, never a primary identifier)
      • [Insert Logo Image]
    • Department/Office Unit Marks
      • [Insert Logo Image]
      • [Insert Logo Image]
    • Athletic Unit Marks
      • [Insert Logo Image]
      • [Insert Logo Image]
    • Social Media Avatar 
      • [Insert Logo Image]

Please discontinue use of any outdated logos or wordmarks and replace them with the approved versions in these brand guidelines.

  • Usage Guidance –
    • Department/Office Unit Marks– Use horizontal or stacked versions depending on available space. Full color is preferred; single-color versions may be used for limited-color applications (e.g., embroidery, screen printing).
    • Bulldog Head – May be used as a standalone graphic. Only athletics should use is combined with the university logo (creating the spirit mark)
    • Spirit Mark Full Logo – Reserved for Athletics.
    • University Seal – Reserved for the President’s Office for diplomas, transcripts, certificates, and other ceremonial/legal documents. Limited exceptions for commemorative items require PR & Marketing approval.
    • Duke the Bulldog Caricature – Customizable for internal organizations and events. Never a substitute for the official Wordmark or unit lockup. Must be approved by PR & Marketing.
    • Vintage Bulldog & Interlocking SW – Restricted, not permitted as identifying marks without explicit approval.
    • Bulldogs Hand Sign – Supportive graphic only, never a primary identifier.
  • Single-Color & Reverse Versions – Permitted for applications requiring high contrast or reduced printing processes. White reversed versions may be placed on dark backgrounds.

Unit & Co-Branding

  • Unit Lockups – Official lockups are created and distributed by PR & Marketing. Departments and centers may not create their own logos.
  • Co-Branding Rules –
    • SWOSU logo must be at least equal in size to partner marks, with clear space separating the two.
    • For on-campus and University-originated materials, the SWOSU logo should be dominant.
    • For off-campus or partner-originated materials, the external partner’s mark may take precedence, but SWOSU must remain clear and legible.
  • Approval – All co-branded applications require review and approval by PR & Marketing.

Clear Space, Sizing, and Unacceptable Uses

Clear Space

  • A minimum exclusion zone must surround all versions of the SWOSU logo. The clear space is generally equivalent to the height of a letter in the Wordmark.
  • No additional text, taglines, or graphics may intrude into this clear space unless specifically approved by PR & Marketing (e.g., event lockups).
    • Insert Clear Space Images]

Minimum Sizes

  • Logos must remain legible in all applications. As a rule of thumb, do not reduce the SWOSU Wordmark or unit lockups below the equivalent of 9 pt type size.
  • For embroidery and specialty merchandise, minimum size requirements vary by vendor. In cases where the full “Southwestern Oklahoma State University” lockup text becomes unreadable, a simplified version may be used with PR & Marketing approval.

Incorrect Uses

  • Logos must always appear as provided. The following treatments are prohibited:
    • Stretching, compressing, rotating, or distorting proportions
    • Recoloring outside the approved palette
    • Applying gradients, shadows, or other effects (unless approved for specific design situations)
    • Placing over busy or low-contrast backgrounds that reduce legibility
    • Extracting elements of the logo for standalone use (e.g., using only a single letter)
      • [Insert Logo Misuse Images]

University Seal

Purpose & Formal Use

The Southwestern Oklahoma State University (SWOSU) University Seal is the institution’s official ceremonial mark. It is reserved exclusively for formal and official applications and is primarily used by the Office of the President.

[Insert Seal Images]

Approved uses include:

  • Diplomas
  • Transcripts
  • Certificates
  • Legal or formal university documents
  • Other ceremonial materials

Approved Uses & Visual Standards

  • Colors: The seal may only appear in Black, Bulldog Blue, or White.
  • Finishes: Permissible finishes include embossing or foil stamping in gold or silver.
  • Restrictions: The seal must never be inverted, reversed, recolored, or altered in any way. Any variation requires prior approval from the Office of Public Relations & Marketing.

Permitted Exceptions

Exceptions are limited to high-touch ceremonial or commemorative uses, including:

  • Commemorative gifts
  • Graduation-related items, such as announcements and diploma frames

All exceptions must:

  • Be reviewed and approved by the Office of Public Relations & Marketing.
  • Be produced exclusively through licensed vendors.

Internal Use Requests

Any proposed use of the seal for internal university purposes must be submitted to the Office of Public Relations & Marketing for approval and must comply with the full SWOSU Brand Standards.

Wordmarks and Sub-Brand Structures

Wordmarks

Approved Wordmarks – The following text identifiers are official and trademark-protected:

  • Southwestern Oklahoma State University
  • Southwestern Oklahoma State University Bulldogs
  • SWOSU
  • SWOSU Bulldogs
  • Bulldogs
  • DAWGS
  • Southwestern Oklahoma State

Typography & Formats

  • Script: Haydon Brush (licensed font, not broadly distributed)
  • Headlines: Viral
  • Body Copy: Poppins
  • Colors: Official SWOSU brand palette (Bulldog Blue, Bulldog Gray, White, Process Black, approved accents)

Trademark Status – All University wordmarks are registered and legally protected.

Sub-Brand Hierarchy

  • Unit Lockups – Colleges, schools, departments, and centers, and receive standardized logo lockups created by PR & Marketing. These unit marks are the only approved logos for official use. Please discontinue use of any outdated logos or wordmarks and replace them with the approved versions in these brand guidelines.
  • Independent Logos – Independent identities for sub-brands are not permitted. Exceptions may be granted for annual marquee events or special campaigns, provided:
    • The SWOSU Wordmark appears on all materials featuring the independent logo
    • The design is reviewed and approved by PR & Marketing
  • Event, Anniversary, and Campaign Marks – Permitted when originated or managed by PR & Marketing.
  • Approval Authority – All sub-brand requests must be reviewed and approved by the Office of PR & Marketing.

Graphic Elements and Patterns

Patterns & Textures

  • SWOSU does not currently maintain official graphic patterns (e.g., geometric motifs, heritage textures, mascot outlines).
  • No development of system-wide patterns is planned at this time.

Icons & Illustrations

  • Style – Preferred illustration style is bold line art and flat, shape-driven design. This reflects the University’s strong, confident visual personality.
  • External Libraries – Icons from external sources may be used where appropriate, but there is no official institutional icon library at this time.
  • Infographics – All charts, graphs, and data visualizations must use approved SWOSU brand colors and typography.

Backgrounds & Overlays

  • Overlays & Gradients – Branded overlays, transparency layers, or gradients are permitted if applied tastefully and in alignment with overall design integrity.
  • Logo & Seal Rules – No background treatments may distort, invert, or compromise the legibility of official logos or the University Seal.
  • Photo Treatments – Limited treatments (duotones, color overlays, transparency layers) are acceptable with prior review by PR & Marketing. Each use should be checked for contrast, legibility, and brand consistency.