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Brand Standards Guide

This brand standards guide is a resource for all Ouachita Baptist University community members and partner vendors; it applies to any and all graphic representations of the university. These guidelines and the resources available for download help maintain the consistency of Ouachita's visual identity across all applications.

All logos that are part of Ouachita's branding system are the intellectual property of Ouachita Baptist University and are legally protected as such. Use of university logos on documents or publications for external audiences (not internal memos, course materials, etc.) must be approved by the Office of Communications & Marketing.

The following guidelines apply to Ouachita's institutional brand. Its athletics style guide may be downloaded in PDF format here: Ouachita Athletics Style Guide. Ouachita's athletics branding should only be used by official Tiger athletics teams and athletics support units (e.g. athletic training, marching band), not by academic or administrative units.



Color is critical to Ouachita’s graphic identity because it is one of the primary features that viewers associate with the university. The use of purple and gold also is one of the longest-standing traditions. Purple should be used as the primary color with gold as a secondary accent color. Neutral colors such as white, gray and black also are used in the branding system. Care should be taken to use the exact hues of purple and gold below. 

Primary Color

PURPLE CMYK – 81 / 100 / 0 / 7 RGB – 85 / 41 / 136 HEX – #532987

 PMS – 2607  //  Embroidery – 1112  

Secondary Colors 

GOLD CMYK – 0 / 23 / 91 / 0 RGB – 255 / 198 / 0  HEX – #FFC417

 PMS – 123  //  Embroidery – 1137  

WHITE CMYK – 0 / 0 / 0 / 0 RGB – 255 / 255 / 255 HEX – #FFFFFF
GRAPHITE CMYK – 0 / 0 / 0 / 90 RGB – 64 / 64 / 65 HEX – #404041


Tertiary Colors (use sparingly)

LIGHT PURPLE CMYK – 44 / 54 / 2 / 0 RGB – 151 / 126 / 183  HEX – #977EB7
LIGHT GOLD CMYK – 0 / 12 / 45 / 0 RGB – 255 / 225 / 139  HEX – #FFE18B
LIGHT GRAPHITE CMYK – 1 / 1 / 0 / 52 RGB – 121 / 121 / 122 HEX – #79797A



Typography is another key element in the branding system as it further sets the tone and establishes consistency for the university's visual identity. Ouachita’s official typefaces have been selected to represent the university’s rich and established history as well as its forward momentum.

Ouachita's Office of Communications & Marketing utilizes licensed versions of these primary fonts for official university communications, both print and digital. Alternate fonts that are more widely available are listed as preferred options for use by the broader university community for email and other media.

Primary Typeface: Akzidenz-Grotesk

Designed in the late 1800s, Akzidenz-Grotesk is a notable typeface that has become one of the most enduring and respected in the field. Its versatility allows Ouachita to establish a visual identity system that is both flexible and consistent.

Alternates: Helvetica, Helvetica Neue, Arial

Long-form Typeface: Garamond

Garamond (or Garamond Pro) is the recommended typeface for internal and external communications that require large amounts of text. Examples include printed letters, reports and magazines.

Alternates: Times, Palatino

Athletics Typeface: City BQ

City BQ is used as the primary typeface for athletics communications, along with Akzidenz-Grotesk. Aligned with traditional collegiate typefaces, it is a flexible slab serif font family that incorporates a contemporary aesthetic and has been used historically at Ouachita.

Alternates: No alternates suggested; change styles to Helvetica or Arial.


Logos are the core component of any visual identity system and that’s no different for Ouachita. The logo serves as a mark that aids in the quick, clear recognition of the university and its rich legacy and mission.

Primary Institutional Logo

The primary logo (combination mark) is available in two structures, a vertical and horizontal version. This provides versatility when representing the university in various spaces and formats.

The full combination mark should be used whenever possible, however the use of the shield only is acceptable in small physical or digital spaces with approval from the Office of Communications & Marketing.

Ouachita Logo Vertical


Ouachita Logo Horizontal


Secondary Institutional Marks

Ouachita Unit Branding ExampleUniversity units (academic departments, administrative offices, centers, etc.) are encouraged to use the primary institutional logos whenever a logo is needed for official university communications. (See Ouachita's stationery system, email signature, name badges and more branded resources.) However, secondary marks are available for university units on request.

To request a secondary mark for your unit, complete this form:



Logo Usage Guidelines

Clear zones

Clear zones ensure that no other graphic elements interfere with the logo's clarity and integrity. The clear zone will always be scaled proportionally with the logo. The depth of the clear zone is equivalent to the height of the "Ouachita" lettering that is part of the logo.

Ouachita Logo Clear Zone Diagram


Each logo in the Ouachita branding system has a minimum allowable size in order to ensure clear reproduction and legibility. It is preferred that the logos be used larger than their minimum size whenever possible.

The use of the shield alone is allowed for scenarios when the available space is less than the minimum size allowance as long as the university name is present elsewhere on the piece.

Ouachita Logo Sizing DiagramSizing is measured horizontally from the left to right edge of the combination mark or mark in either inches for print or pixels for digital output. The smallest allowable size for the horizontal logo is 1 inch or 72 pixels; for the vertical logo it is 0.7 inches or 50 pixels; for the shield alone it is 0.2 inches or 16 pixels.

Color Variations

Ouachita's institutional logos are available in purple, black and white variations. The purple logo on a white background is preferred; however, all formats below are approved as long as there is sufficient contrast between the logo color and the background. Do not place the logo on a background that makes it difficult to read. 

Ouachita Logo Color Variation Examples

Improper Usage

The Ouachita logo should be consistent in every application to build brand recognition. Do not modify the logo or place it in a setting that would compromise the visual identity of the university. Below are examples of typical mistakes to avoid.

Do not rotate logo

Do not rotate the logo.

Do not adjust scale

Do not adjust the scale of elements of the logo.

Do not rearrange

Do not rearrange elements of the logo.

Do not change colors

Do not use unapproved colors.

Do not change element colors

Do not change colors of elements of the logo.

Do not add effects

Do not add an outline or effect to the logo.

Do not add wording

Do not add wording to the logo.

Do not change font

Do not type out the wording in a different font.

Do not stretch

Do not stretch/change proportions of the logo.




Contact the Office of Communications & Marketing here:


Next Steps



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