The University of Sheffield
Marketing

Logo

About our logo

Our logo is not our brand but it does act as a shorthand to help people recognise us. Using it ensures your area benefits from instant recognition with everything the University stands for. Use our visual identity and associate over 100 years of excellence with your area instantly.

Our logo is the keystone of our visual identity strategy. It represents our ideals, and reinforces the concept of the University as a modern institution with a rich history.

The logo joins together symbol and lettering in a way that encapsulates the identity as a whole, leading on colour scheme and setting the typographic style for key statements, headings, and titles. It is composed of the following elements:

These three elements may not be separated and none of them may ever be omitted. The logo should always appear in its entirety and none of the three elements should ever be used alone.

The shield

A redrawn version of our original 1905 coat of arms, containing the same essential elements in modified forms. This simplification of the original design, combined with hints of shadow to suggest a three-dimensional shape, means the shield reproduces well in smaller sizes, in print and on the web.

Our original coat of arms

The lettering

The name accompanies the shield at all times. Our official, legal name is presented in the distinctive Stephenson serif font, always in the same set formation, adding weight to and asserting ownership of the shield.

The final full point (full stop) and the initial upper case letter on each line lend emphasis and imply confidence. The ligature that unites the curve of the second 'f' of Sheffield with the dot of the following 'i' is an example of typography suggesting quality.

The layout of the University's name within the logo is echoed in titles and headings across the range of our publications.

In the case of academic and administrative department names, the four-line motif can be adapted, allowing recognised acronyms to be read vertically:

Examples of a title being adapted to retain vertical acronyms


The white panel

In our printed publications, the white panel containing the logo always appears in the upper-left-hand corner of the front cover, extending all the way to the edge. The left-hand edge of the ribbon on the shield is always vertically aligned with the left-hand edge of the title of the publication, but the panel can be extended to the left as much as is necessary for it to bleed off the edge of the document.

In all standard book-format publications, the white panel extends onto the back cover, where the logo is repeated. This is not compulsory for smaller publications, like maps, leaflets with minimal page-content; or publications folded in such a way as to preclude this kind of cover design.

The panel has specific proportions in relation to the shield and lettering, but its size is variable to suit different applications. It serves to highlight the graphic components of the logo, while its shape, background colour and proportions are themselves immediately recognisable.