University Marks & Logos

TCU’s logos and marks are among the most recognizable elements of the university’s brand. Consistent use helps strengthen recognition, reinforce institutional credibility and present a unified identity to audiences both inside and outside the university.

The following guidelines are intended to help colleges, departments, programs and affiliated organizations use university marks appropriately while maintaining a cohesive visual identity across all communications.

Central Oversight

The Division of Marketing & Communication (MarComm) has exclusive authority over all TCU logo and mark creation, modification or retirement. Units or organizations may not create or commission new logos, wordmarks, or graphic symbols without written approval from MarComm.

Unified Brand Architecture

TCU maintains a single, cohesive brand architecture built around the primary university logo and approved sub-identities. No unit, college, department, program or office within the university should be considered a separate or independent sub-brand. Any new marks must align visually and conceptually with this unified system. Separate or competing logos dilute brand equity and are prohibited.

Logo Creation & Modification Process

Requests for new logos or marks must be submitted via email to brand@tcu.edu. MarComm will evaluate requests based on institutional need, strategic alignment and brand consistency. If approved, logo design and production will be executed by MarComm or under its direct supervision. External designers or agencies may be used only when managed and approved by MarComm. If outside creative support is necessary, the requesting unit will be responsible for the cost and MarComm will jointly lead the process.

Authorized Use of Existing Logos

Colleges, departments, programs, offices and other units must use approved versions. Modifying existing logos (e.g., changing colors, fonts, or configurations) is strictly prohibited. Units may not incorporate unofficial graphics, mascots or taglines into the university marks.

Co-branding

All co-branding arrangements require prior review and approval by MarComm. Co-branded materials must follow TCU brand and visual identity standards, may not modify or visually subordinate the TCU mark, and may not imply endorsement, ownership or institutional equivalence unless explicitly authorized.

Sponsorship/Sponsor Logo Use

The university participates with organizations and groups at all levels from local to international. Sponsorship implies endorsement and division leaders (vice chancellors/academic deans) must approve use of TCU marks for outside events and initiatives.

Retired Logos & Other Marks

Only current logos or marks, as identified on brand.tcu.edu, may be used. Retired logos and marks, including vintage or vaulted representations of TCU’s Horned Frog mascot, may not be used internally or externally without prior approval from both MarComm and Athletics.

Trademarks & Licensing

All university marks are the property of TCU and protected under federal and state trademark law.

Need Help?

MarComm is available to help units select appropriate logos, explore design options and ensure materials align with the university’s visual identity. For assistance, email brand@tcu.edu.