Terminology

The following terms provide more details about the VCU brand standards.

Bar element Multimedia Seal
CMYK Nomenclature Signage
Font PMS Sub-level Web page
Hexadecimal numbers Process color Trademark and licensing
Home page RGB  
Logotype Spot color  

Bar element

The bar element provides a visual representation of the university’s full name using the specified font and spacing described in the VCU identity style guide. The bar element should be used in conjunction with the logotype and seal elements. Any deviation from these rules and standards must be submitted to the University Communications Review Committee for approval.

CMYK

Stands for the colors cyan, magenta, yellow and black. In print design, colors are defined as a percentage of each of these four colors to make up a color build, or process color.

Font

Font refers to a specific size and type of lettering. For example, Goudy serves as the official font for the VCU logotype and bar.

Hexadecimal numbers

A combination of six letters and numbers used to represent colors on HTML Web pages. The number consists of a hash (#) followed by three two-digit numbers corresponding to red, green and blue (RGB) values.

Home page

The main page of a website. Typically, the home page serves as an index or table of contents to other documents or pages stored within the site. The university’s home page is www.vcu.edu.

Logotype

The logotype is the three-letter abbreviation — VCU — that should always be associated with the full name of the university using the specified font and spacing described in the VCU identity style guide. The logotype should be used in conjunction with the seal and bar element. Any deviation from these rules and standards must be submitted to the University Communications Review Committee for approval.

Multimedia

Multimedia refers to media that uses a combination of different content forms, including video, audio and photography.

Nomenclature

Nomenclature refers to the official name of the university and medical center.

PMS

A common abbreviation for the Pantone Matching System from Pantone Inc. in which a unique number is assigned to more than 700 different colors and shades. PMS is the standard for the printing industry and has been built into many graphics and desktop publishing programs to ensure color accuracy. It’s also known as a spot color.

Process color

The colors used for four-color process printing consisting of CMYK builds.

RGB

Stands for red, green and blue. In Web design, it is the model used to project color on a computer monitor. By mixing these three colors, a large percentage of the visible color spectrum can be represented.

Spot color

Refers to a method of specifying and printing colors in which each color is printed with its own ink, or its own PMS color.

Seal

The official university seal is reserved for diplomas, transcripts and the university’s official commencement ceremony only. Using the university seal in any other format is prohibited.

Signage

Signage refers to all interior and exterior visual signs throughout the university and medical center.

Sub-level Web page

A lower-level Web page accessed by following the name of a top-level Web page with a slash and text identifying its location. A sub-level Web page of the university’s site is www.vcu.edu/about.

Trademark and licensing

Virginia Commonwealth University and the VCU Medical Center have registered their names, logos and trademarks with the Commonwealth of Virginia State Corporation Commission. The most familiar symbols are the Virginia Commonwealth University seal, logo and emblem; the VCU Ram logo (reserved for athletics use); and the VCU Medical Center logo. Official licensing and trademark information is available through VCU Business Services.