Secondary logos for organizational units at TUD

A logo is a key to the public image of an institution or project. The target group’s mechanisms of perception and trademark laws must be taken into consideration in the design. In general, logos and key visuals are characterized by the following:

• Good long-range effect
• Design elements that leave a lasting impression
• Consideration of how the design looks on various presentation types (print, digital interfaces, engravings, etc.)
• Characteristic representation of the institution or project as desired (color scheme, typeface, weighting, imagery)
• Visual differentiation of the institution or project from the representation of others

When designing logos for institutions and projects at TU Dresden, it must be noted that these rely on formal aspects to reflect affiliation with TU Dresden and potentially other cooperation partners.

To give designers creative freedoms while adhering to TUD Corporate Design, we recommend using a key visual, perhaps in conjunction with a word mark, instead of the traditional word-and-image combination logo.

We recommend the use of word trademarks as secondary logos. Typically, relevant abbreviations, acronyms or invented words are useful here. Since these are not usually self-explanatory, the full title should be written out in the logo as well. For longer titles, we recommend two designs: a short version (only abbreviation or acronym) and a long version (with the full text written out). You can then select the appropriate version depending on the context and mode of communication.

One of the two fonts below should be used whenever possible. In exceptional cases, a different font which suits the content may be used.

• DIN bold or another style from the DIN font family, since this font is used for the TU Dresden logo
• Open Sans (in various styles), since this is TU Dresden’s official font

In designing the word trademark, you should adhere to the text elements from the grid that is used for the TUD logo. Corporate Design has provided a file template for designing new word trademarks.

• Three-line variation based on the lettering of the TUD logo
• Two or four-line variation using the image element of the TUD logo

For the visual representation of institutions and projects at TU Dresden, we recommend working with a key visual. A key visual is a motif that represents a specific topic or organization.

In contrast to a logo, a key visual offers substantially more room for creativity. This means that different variations with varying degrees of complexity and potentially different features can be used. Plus, a key visual can be split into its various components, which can then be used independently.

Key visuals are typically placed in the content portion of publications and not on official TU Dresden stationery (business cards, letterheads etc.).

Exceptional cases may require the use of a traditional word-and-image combination. A key visual can be easily combined with a word trademark to suit this purpose. In this case, you may want to create a simplified or black-and-white version of the key visual.

The TU Dresden dark blue (HKS 41) should be used for designing word trademarks and key visuals. Other colors may also be combined to supplement this. Please reference the CD Manual to see which colors are permissible.

For collaborative projects with external partners, the partner’s CD specifications should be evaluated and used as a basis for selecting a suitable color.

Furthermore, it is typically necessary to use the following color variants:

• monochrome white (for use on top of TUD blue or a dark background)
• monochrome black (for use on top of a white or light background)
• gray tones (for use in black-and-white print material)

Since logos and key visuals are used in various applications, all color variations should be saved in the following formats.

• .svg or .eps (scalable vector graphics, which can be opened with common graphic editing programs)
• .jpg (for viewing with almost all hardware and software combinations)
• .png (RGB with transparent background; for integrating the graphic in presentations, websites or other digital interfaces)
• .tiff (CMYK with transparent background; for integrating the graphic in printed material)

The Corporate Design team supports TU Dresden staff in developing TUD-specific secondary logos and key visuals. This comprises the following aspects:

• Development of key visuals and secondary logos
• Integration of key visuals and secondary logos in the general TUD CD templates
• Advice on commissioning external designers to design key visuals and secondary logos (draft request, briefing and acceptance)

Please send all inquiries to the Corporate Design advice service at .

There is a template available for designing word trademarks. The template takes into account the TUD logo’s line grid and contains variants for two, three and four-line text or a combination of multiple variants.

Download the PDF template for designing word trademarks
Download the AI template for designing word trademarks
Download the EPS template for designing word trademarks

(External service providers can request the templates from the Corporate Design advice service via email at .)