High Point University Branding
As High Point University continues to grow in national recognition, every interaction with our brand must communicate a consistent and distinctive identity. The name High Point University is a foundational and strategic element of that identity and must be presented consistently across all University communications and materials.
Our name is one of our most recognizable and distinguishing brand assets. For this reason, consistent and intentional use of the University name is essential to protecting the strength, recognition, and integrity of the High Point University brand.
High Point University’s Office of Communications is responsible for the management and protection of the University’s brand, including its federally registered and established-by-use trademarks. The Office of Communications has final authority over the interpretation, application, and enforcement of the University’s brand standards and may modify, approve, or deny the use of University brand elements at its discretion to protect the integrity and consistency of the brand. The standards outlined in this guide establish the framework for University branding and are subject to the final determination of the Office of Communications.
Primary Brand
Innovation Logo
The Innovation Logo reflects the University’s modern, innovative spirit and is designed for broad, everyday use. It is the preferred mark for most communications, including marketing materials, digital platforms, and general university outreach. Its clean, contemporary design ensures versatility and strong brand recognition.
The Innovation Logo is available in both a one-line and two-line format. These versions are fully interchangeable and may be selected based on the needs of the design layout, available space, or visual balance.
The Innovation Logo is set in Gotham Bold and must not be altered, modified, or recreated using a substitute typeface.
Legacy Logo
The Legacy Logo honors High Point University’s tradition and formal heritage. It is reserved for ceremonial and official materials that require a more dignified and classic presentation, such as graduation programs, formal event collateral, and stationery.
All official logos are limited to the three approved color variations provided. The primary application is the purple color variation, with black and white variations available for appropriate use.
The Legacy Logo is set in Centaur and must not be altered, modified, or recreated using a substitute typeface. The Kenneth F. Kahn School of Law does not have an Innovation Logo. All School of Law branding should use the approved Legacy Logo.
Usage Rules
High Point University logos are a foundational element of the University’s visual identity. Consistent and correct use is required across all University communications, materials, and merchandise.
- “High Point University” must be the most prominent visual element when the University name is used as part of a branded communication or application.
- The full name “High Point University” must be used on all University communications and merchandise. “High Point” may not be used independently when referring to the University, to avoid confusion with the City of High Point.
- “The Premier Life Skills University” tagline should be used on external communications. Its use is not required on promotional products or limited community correspondence.
- High Point University logos may not be altered, modified, rearranged, or incorporated into new logos, wordmarks, or graphic marks.
- University logos may not be placed over, within, or in direct combination with other graphics. They must remain visually distinct from supporting graphics but may be positioned above or below other design elements.
- University logos may only be reproduced in approved brand colors: Purple, Silver, Gray, Black, or White.
- Minimum size requirements must be maintained to ensure legibility and recognition.
- Required clear space must be maintained around all University logos.
Consistent adherence to these standards protects the integrity of the High Point University brand and ensures that every University communication reinforces a strong, unified, and recognizable identity.
Proprietary Language
In addition to its logos and visual identifiers, High Point University has protected names, phrases, taglines, and other language that are important components of the University’s brand and recognition strategy. Protected language must be used exactly as established by the University and, where applicable, must include the appropriate trademark or service mark identifier.
The following names, taglines, and phrases are protected:
- THE PREMIER LIFE SKILLS UNIVERSITY
- HIGH POINT UNIVERSITY
- CHOOSE TO BE EXTRAORDINARY!
- PREPARING STUDENTS FOR THE WORLD AS IT IS GOING TO BE.
- PREPARING PROFESSIONALS FOR THE WORLD AS IT IS GOING TO BE
- PREPARING HEALTHCARE PROFESSIONALS FOR THE WORLD AS IT IS GOING TO BE.
- PREPARING LAWYERS FOR THE WORLD AS IT IS GOING TO BE.™
- THE FUTURE OF PHARMACY.
- YOUR FUTURE IN PHARMACY.
- AT HIGH POINT UNIVERSITY, EVERY STUDENT RECEIVES AN EXTRAORDINARY EDUCATION IN AN INSPIRING ENVIRONMENT WITH CARING PEOPLE.
- HIGH POINT UNIVERSITY PANTHERS
- PLANTING SEEDS OF GREATNESS
- A GOD, FAMILY AND COUNTRY SCHOOL™
- PREPARING DENTAL PROFESSIONALS FOR THE WORLD AS IT IS GOING TO BE
- PREPARING OPTOMETRISTS FOR THE WORLD AS IT IS GOING TO BE
These statements can be used in upper or lower case. Choose to Be Extraordinary! must include the exclamation point.
Wordmarks
Minimum Size
The Innovation and Legacy logos must not be reproduced below the minimum size requirements outlined below. Exceptions may only be made with approval from the Office of Communications.
The High Point University name may be used without The Premier Life Skills University tagline for promotional items and other approved applications as authorized by the Office of Communications.
Clear Space
Each logo must have surrounding white space that is equal to the height of its H. White space includes page edges, photos and design elements.
Sub Brands
High Point University’s schools, academic departments, offices, and organizations are considered sub-brands of the university. Each contributes uniquely to the university’s mission and identity, while remaining unified under the High Point University brand.
Sub brand logos reinforce this relationship by pairing the University name with the name of the school, department, office, or approved entity. These logos provide clear identification while maintaining a consistent visual connection to the High Point University brand.
All approved Sub brand logos, including Student Clubs:
- Are created and approved by the Office of Communications.
- Follow the established design standards of their respective Primary Logo.
- Must be used as provided and may not be altered or modified.
- Are available through the University’s approved brand resources.
Extensions
Extension logos include an extension such as “Department of Athletic Training” or “Admissions” underneath the appropriate Sub brand logo. Extension logos are available in both a one-line and two-line format.
These versions are fully interchangeable and may be selected based on the needs of the design layout, available space, or visual balance. Unless a specific format is noted elsewhere in this guide for a particular use case, designers and departments may choose the version that best complements their design.
All approved Extension Logos:
- Are created and approved by the Office of Communications.
- Follow the established design standards of their respective Primary Logo.
- Must be used as provided and may not be altered or modified.
- Are available through the University’s approved brand resources.
Student Clubs & Organizations
The Office of Communications creates official logos for each student club and organization upon request. If organizations develop additional logos, these must be approved by the Office of Communications and remain independent of the High Point University name.
Co-Branding
High Point University’s branding policy discourages co-branding with other companies, groups, organizations, or slogans. This policy is in place to protect the university’s reputation, brand identity and values. The university’s branding policy also states that the university’s logo and trademarks cannot be used without permission from the Office of Communications. This is to ensure that the university’s brand is used appropriately. By carefully managing its branding, High Point University can ensure that it is always associated with excellence and quality.
Additional reasons why High Point University discourages co-branding:
- Co-branding can be confusing to consumers. When two brands are presented together, it can be difficult for consumers to know which brand is responsible for what.
- Co-branding can cause a brand to lose its unique identity, diluting its own brand.
Unique instances when High Point University may permit co-branding include:
- Student clubs or organizations may use the national or parent organization’s logo in conjunction with an approved High Point University logo.
- Co-branding may be permitted for events hosted or sponsored by High Point University, including PREPARE+, Arbor Day, Prayer Breakfast, and Veteran’s Day.
- Events or materials associated with athletic sponsorships may feature approved High Point University logos alongside official partners and sponsors.
All university events that wish to co-brand must be approved by the events team. The use of HPU’s brand must be approved via the Office of Communications.
Vendors are not permitted to use the University brand on their websites, or promotional items to promote their work with HPU, without formal permission. See Trademarks and Licensing.
If High Point University is the location for another organization’s event, the full university name should be listed as the location but an approved university logo would not be used.
Brand Colors
Primary Brand Colors
The primary brand colors for High Point University are Royal Purple and Silver. Royal Purple should be incorporated into all university communications and should never be printed directly over black. Black and white are also appropriate to use for any HPU logos.
For HPU Silver, either Pantone 8400 (metallic) or Pantone 424 may be used.
Secondary Brand Colors
Our secondary color palette is designed to offer creative flexibility and accent the primary brand colors. These colors were selected to allow for versatility and variety, while maintaining brand consistency. Secondary colors must never be the dominating color palette in any HPU brand creative.
High Point University primary logos should only be produced in Royal Purple, Silver, Black or White.
Brand Fonts
The below fonts serve as a guide to typefaces that maintain university traditions. High Point University recognizes a variety of fonts may be used to achieve a desired style. Font selections other than the options below should be approved through the Office of Communications.
Serif Fonts
Sans Serif Fonts
Script Font
