Seal & Signatures
Use of the Andrews University seal should be limited to formal and official communications. Examples of appropriate seal usage would be diplomas, certificates, offer letters, legal documents, etc.
The primary signature for Andrews University is composed of the words “Andrews” and “University” with the flame logo (also called “flogo”) centered between the words. The all-black version and the blue flogo version may be used on all University communication pieces while the gold flogo version should be restricted to formal applications or communication generated from executive level individuals using official letterhead.
The alternate signature for Andrews University is intended for use in applications that cannot easily accommodate the primary signature due to the strong horizontal nature of that mark. The alternate signature is composed of the flogo positioned to the left of the stacked typography. The all-black version and the blue flogo version may be used on all University communication pieces while the gold flogo version should be restricted to formal applications or communication generated from executive level individuals.
Tag-line & Flogo
Whenever possible the signatures should be used with the tagline to reinforce the University’s mission. The full tagline (Seek Knowledge. Affirm Faith. Change the World.) should never be locked up with the alternate signature; and the truncated tagline (Seek. Affirm. Change.) should never be locked up with the primary signature.
For centuries the flame has been a symbol of truth and wisdom. For a Christian institution of higher education, the flame’s meaning bears even more import. Besides embodying the prior ideals, it also represents the presence of God’s Holy Spirit, without which true learning is incomplete. The flogo adroitly represents our motto in a visual manner. The tongues point to the University motto: corpus, mens, spiritus. The three-tiered approach toward education—body, mind, spirit—has been an institutional objective since the University’s founding in 1874.
At Andrews, the pursuit of truth does not happen in a vacuum. Learning takes place within an Adventist Christian environment. The gothic window housing of the flogo symbolizes this context. We are unabashedly a church institution, so our flogo clearly represents these ties. For those familiar with our campus, the housing also points toward the stained-glass windows of Pioneer Memorial Church. But the Gothic window housing works on more levels than just spiritual ones. No campus building is more readily associated with our traditions than Nethery Hall.
Logo Usage Guidelines
The minimum distance between the Andrews University signatures and any other graphic elements, photography, or the edge of the page is equal to the “U” height. This is critical to ensure the signatures are always being reproduced and viewed in the most effective way.
The sizing of the Andrews University signatures is important to ensure readability. Never reproduce the signatures at a size smaller than what is shown here, regardless of the media application.
It is critical that the Andrews University signatures are always presented in a consistent way to build brand identity recognition. The examples below represent some of the more common abuses, but this is by no means an exhaustive list of incorrect uses.
- Seek. Affirm. Change. should never be locked up with the horizontal signature.
- Never use the signature from the website on printed material.
- Never distort the proportions of the signature.
- Never rearrange the elements in the signature.
- Never recreate the official signatures.
- The signature should never be placed within a frame that violates the clear space guidelines.
- Never rotate the signatures
- Never add stylistic effects to the signatures (e.g. drop shadow)
- Do not scale portions of the signature independently
- Do not create alternate color versions of the signatures
- Do not scan and reprint the signatures
- Never reverse the signatures out of background images/patterns that do not have sufficient contrast to ensure readability