NMHU Identity Standards
Graphic Branding
Adhering to a consistent set of identity standards is critical to the enhancement of New Mexico Highlands University’s image and reputation. Each year, New Mexico Highlands produces scores of brochures, posters, letters, catalogs and other printed and electronic materials meeting a broad variety of institutional requirements. A reasonable degree of design and editorial unity will enable these publications to have a cumulative positive impact for the university. The objective is not to make every publication look the same, but rather to give each common elements that will clearly mark it as part of the New Mexico Highlands system.
This guide to branding standards strengthens the consistency—and thus the effectiveness—
of New Mexico Highlands printed and electronic communications. The standards set forth in this guide also to make the work of staff and vendors easier, more cost effective and more efficient by ensuring consistency.
The standards apply to written material with graphics intended for the many constituencies of the university, and are for use by graphic designers and writers creating these materials. The Office of University Relations can answer questions about these identity standards and is also available to provide design and planning consultations regarding specific projects in accordance with these guidelines.
The University Logo
The New Mexico Highlands logo should be used on all university publications, whether in print or electronic form. Officially recognized Highlands University departments, programs, institutes and staff are authorized to use the logo to represent the university.
New Mexico Highlands University uses two official logos: a graphic with a tower and mountain peaks atop the words “New Mexico Highlands University” on one line, and a graphic with a tower and mountain peaks atop the words “New Mexico Highlands University” on three lines.
When the logo does not appear on the front cover of a print publication, it should be used on the back cover or in another highly prominent location.
The New Mexico Highlands University Foundation logo may only be used in official foundation publications, and is not authorized for general university use.
The University Seal is an approved New Mexico Highlands logo but for extremely limited use. It is intended only for official university documents such as diplomas and transcripts and other materials related to the President’s Office and the Board of Regents.
All New Mexico Highlands logos are available in two color (Pantone 268C [purple] and Pantone Warm Gray 4), one color (Pantone 268 C), black and reversed-out versions in a variety of formats from the Office of University Relations.
Approved University Sub Brands
Because of their unique mission within the New Mexico Highlands University system, each university center and the Office of Alumni Relations may use the approved sub-brand logos. No other campus department or organization is permitted to use a modified sub brand of the logo. No university department or program may use any logo aside from the official logo without prior permission from the Office of University Relations.
Logo Integrity
New Mexico Highlands University’s logos have been specially drawn, and the letter and word spacing as well as line weights and lengths carefully determined. Therefore, the logo may not be altered or distorted in any way and must always be in the approved styles.
Elements of the logo may not be separated and used individually or rearranged. For maximum clarity and visibility, care should be taken to ensure the logo is always readable and other images, colors or design elements do not visually interfere. The logo must appear in its entirety and may not be combined graphically with another emblem or symbol. Logos files for electronic documents (e-mail, Web) may not be used in print documents or vice-versa, as the resolution is impaired. Type or other graphic images appearing on the same surface as the logo must be at least a half an inch away from the logo and may not be superimposed over the logo. The logo may run reversed over a photo or subtle design as long as the background does not interfere with legibility. No logo may appear in a box on any printed or electronic document. On any printed or electronic document, the logo may not be smaller than 1.25” high. Exceptions such as printing the logo on certain merchandise such as pens, key chains etc. must have prior approval from the Office of University Relations. No official university logo or variation may be used by any student group or organization without prior approval from the Office of University Relations.
No color may be changed on any of the university's logos.
Special Event Logos
From time to time, for significant events (ie. College Night), the university may use a special event logo. Any such logo must be approved by the Office of University Relations.
Unofficial Logos
Any university-recognized department and student club or organization may use either of the two university’s unofficial logos: the bucking horse and the three-rider logo. Individual students may use the logo for a university-related flier, such as homecoming royalty campaigns. Unofficial logos my not be used by any outside party without prior approval from the Office of University Relations. Unofficial logos may not be used to promote anything outside of the university’s interest, such as alcohol-related events or promoting a for-profit business or enterprise.
While an unofficial logo may be used as a design element in university publications, it may not replace any required official university logo and should not be used on the same page as an official university logo.
While the design requirements for official logos do not apply to unofficial logos, care should be taken not to distort or render unofficial logos illegible.