Terminology

For maximum clarity, we have established a vocabulary of technical terms that you will encounter throughout this text. It is important to use these terms accurately and consistently in all written and oral communications related to design. Familiarity with the following key terms will help you become fluent in the language of these guidelines.

BRAND

The sum impression derived from a consumer’s experience of the University’s products, services, communications, and people.

MASTER LOGO

The uniquely drawn set of visual symbols and typographic characters that form the University’s official emblem.

Boston University Master Logo

SUB-BRAND LOGOTYPE

A visually distinctive arrangement of type that brands an individual school, college, or other sub-entity.

BU Sub-brand Logotype

ICON

A simplified, “quick-read” version of the master logo that, along with one or more sub-brand logotypes, forms a signature.

BU Icon

SUB-BRAND SIGNATURE

An approved configuration of the icon plus one or more logotypes, used for branding the University’s sub-entities.

BU Sub-brand Signature