Definitions

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Logo:
Symbolic, identifying mark that
conveys origin, identity or ownership.

Word mark:
Uniquely styled type; text treatment
comprised of letters.

Combination mark:
The combination of a word mark and the TCU logo.

Icon:
Images, either abstract or concrete, that symbolize a brand or subbrand; icons are
only used in conjunction with colleges’ combination marks.

Secondary imagery:
Graphic elements that support the TCU identity, while conveying a distinguished look or feel (photos, patterns or illustrations).

Event/initiative graphic:
Graphic used to market event
• can be a word mark
• not attached to the TCU logo
• includes associated combination mark or TCU logo if no association (with proper clear space)
• can include secondary imagery and/or stylized fonts