Duke Centennial Branding
Centennial Logo
The Centennial Logo is the official graphic used in the historic milestone of the first 100 years of Duke University. The logos provided below cannot be modified to ensure design integrity.
Primary
Our default lockup. Use this version in most cases where a horizontal lockup is appropriate.
Stacked
Use in place of the Primary lockup when horizontal space is limited, or when a square format is more appropriate.
Alternate Versions
Horizontal (Years)
A version with the founding and anniversary years.May be used in place in the primary lockup in alimited capacity. Use discretion.
Stacked (Years)
Use in place of the Primary or Alternate lockup when horizontal space is limited, or when a square format is more appropriate.
Simplified
Use at small sizes, or in cases where the small text would not render legibly.
Isolated 100
Use at small sizes, or in cases where the small text would not render legibly.
Colors
Centennial branding elements make use of the establish brand colors for the university. The elements are available in three standard colors to accommodate use in the variety of situations.
White versions of all lockups are permitted for use on dark backgrounds
Blue versions of all lockups are preferred on most light backgrounds
Black versions of all lockups are permitted when blue is not available or desirable
Dual- or Sub-Branding
Centennial branding elements are designed to stand on their own and should not be combined with any other wordmark or logo. Units should use the branding elements on individual pieces of content and should not be used more broadly outside of centralized efforts.
Minimum Contrast Ratio
Contrast ratio is a measure of the legibility of text or graphic elements on a given background. A higher contrast ratio indicates greater contrast and superior legibility. All digital and printed applications of the centennial logo must maintain a contrast ratio of at least 4.5:1.
4.5:1
Minimum Contrast Ratio
White logo on dark gray
PASS
White logo on medium-dark gray
PASS
White logo on medium gray
PASS
White logo on medium-light gray
FAIL
White logo on light gray
FAIL
Blue logo on dark gray
FAIL
Blue logo on medium-dark gray
FAIL
Blue logo on medium gray
FAIL
Blue logo on medium-light gray
PASS
Blue logo on light gray
PASS
Using Complex Backgrounds
When using the centennial logo on a complex background such as a pattern or image, look for compositions with adequate clear space. Contrast requirements still apply for complex backgrounds.
PASS
PASS
FAIL
Alt Text and Meta Description on the Web
Alt Text or Meta Descriptions are used on the web to describe the content of images to visually impaired users using audio. Whenever the logo appears online, descriptive alt text must be provided. Generally, “Duke 100 Logo” is acceptable, though some uses may require additional detail.
Unacceptable Usage
Centennial branding elements should not be modified except to scale the graphic, however, all text in the lockup needs to remain legible.
Do not alter the colors
Do not alter the proportions
Do not alter text or other elements
Do not use with backgrounds that lack sufficient contrast
Do not apply shadows, strokes, glows or any other effects
Do not create new lockups
Video Graphics
Customizable intros and outros are available for use for centennial-related video content. The elements in Duke’s Centennial video graphics package will ensure all videos created on behalf of Duke convey a consistent look and feel, however, full-screen graphics should not be used on most social media videos. Instructions for use are included alongside the downloads.
Brand Bar
Adding the Centennial Brand Bar to the top of your website will help provide a consistent link to the centennial celebration across the university that promotes centennial content and upcoming events as the celebration unfolds over the next year and a half.
Individual Use and Email Signature
All members of the Duke community are encouraged to celebrate Duke’s Centennial by adding a small “Duke 100” logo to their email signature. This may be used prior to September 1, 2023.
Centennial Branding Toolkit
The centennial logo is the official graphic used in the historic milestone of the first 100 years of Duke University. The logos provided below cannot be modified to ensure design integrity. Follow the link below and use your NETID to access centennial branding assets.