Marketing and Communication


Clarke University Visual Identity

updated December 22, 2010

Clarke University’s visual identity package provides the institution with a set of easily recognizable visual marks that speak to the true characteristics of the university and present Clarke in a consistent and coordinated way.

The university has three official marks, each of which represents various facets of Clarke and each having specific usage requirements:

Clarke University Primary Logo  

The Clarke University Logo
The most common visual representation of Clarke, the university logo serves as the mark with the broadest use. It represents the institution as a whole and was designed to communicate the values and characteristics that are at the core of the institution. It is the mark used on all external and internal business and promotional documents. Tip: Think of the university logo as your every day dinnerware – suitable for most situations because it is not too formal or not too casual. 

Academic Shield The Academic Shield
A representation of Clarke’s academic tradition, the academic shield is the formal academic seal of the university. As such, it is to be used for formal items or official materials only, or at the request of the president or provost. Offices or areas requesting use of the academic shield must receive approval from the marketing and communication office. Tip: Think of the academic shield as your fine china – it is highly regarded and only used in special instances.
Crusader Logo

The Crusader Identity

The Crusader identity is the most informal of the university’s marks. It is designed to represent Crusader athletics and, in a broader way, spirit on campus. Tip: Think of the Crusader identity as your paper plates – it is used in informal, casual settings that are fun and spirited.

There are many approved versions of these marks to accommodate multiple design requirements. The approved versions, and any elements/colors that make them up, may not be altered or modified in any way.

To request use of these marks, or if you have additional questions about Clarke’s identity package, please contact the marketing and communication office at (563)588-6318 or


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