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UofL Brand: Minimum Brand Guidelines

The University of Louisville Libraries follow the brand guidelines of the University of Louisville, as much as possible.

The following are the minimum guidelines for adhering to the brand and should be used as much as possible when creating web pages and web assets for public-facing web entities (including LibGuides and products external to LibGuides).  


The University of Louisville Libraries logo for webpages is the one seen in the upper left corner of this page.

This logo is a secondary logo of the University of Louisville and approved by the University's Office of Communications and Marketing. Tertiary logos, for example, logos for individual libraries, are not approved for use. (See UofL Brand guidelines on secondary logos.)


The fonts chosen for the UofL brand are premium fonts. The University does not have an enterprise-wide license to use those fonts, so the University Libraries use freely available, substitute fonts. 

UofL and UofL Libraries Fonts

Usage University Libraries Font University Font
Headlines, body copy, general all-purpose use Open Sans Gotham
Body copy, headlines, general all-purpose use Merriweather Mercury
Headlines only; All-caps Open Sans (all caps) Knockout


The UofL Brand provides primary and secondary color palettes with guidelines for their use. The colors are not required to be used at full saturation. "Particularly useful in on-screen applications (web, mobile, presentations, etc.), our primary colors—excluding Cardinal Red and Patterson Red—and all secondary accent colors may be tinted to any strength."

Header and Footer

All pages within the University Libraries primary website will use the standard header and footer for either the University Libraries or for the particular library / archive it represents. 

Written Style

From UofL's Editorial Standards: "Connecting with our audience in writing means being authentic and personal." 

In the University Libraries we also strive for a written style that is universally friendly, clear, and direct.

External Web Products

External web products (ex. Story Map) may be used for presenting content if the same end-user functionality is not available in LibGuides. External products must:

  • meet ADA guidelines and be tested for accessibility monthly,
  • include navigation links back to the University Libraries main site,
  • follow the brand guidelines on this page as much as possible.