The Wordmark

The Furman Wordmark

The Furman Wordmark may be used at times without the Bell Tower icon

Don't alter the official wordmark

Don't print the wordmark without the rules

The wordmark may be used without the underscore when vertical treatment is needed.

Don't move the icon above or to the right of the wordmark

For athletic applications, the Diamond F replaces the Bell Tower icon

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The most identifiable element of the visual identity system is the wordmark. The wordmark consists of the word “FURMAN,” set in letter-spaced, uppercase Bembo, with an L-shaped underscore and an icon of the Bell Tower.

The wordmark replaces both the former wordmark of the university, as well as the university seal, on most printed communications such as business cards, stationery, brochures and booklets, and invitations. The appropriate place for the wordmark is on the cover of brochures and booklets and at the top of most forms or stationery (see stationery specifications). It should be used conspicuously, but need not be the most prominent element on the page. The wordmark also can be used as a signature for documents where front page display is not appropriate.

Restrictions regarding the wordmark include:
• The scale of lettering in the wordmark is always the same and no portion of it can be enlarged or reduced independently.
• The wordmark cannot be embellished in any way.

When a vertical treatment of the wordmark is needed, "FURMAN" may be used without the L-shaped underscore. In this case, the Bell Tower icon is centered above the wordmark (see example to right).

There are times when the word “FURMAN" can appear without the Bell Tower icon. Please contact the Office of Marketing and Public Relations for guidance.

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The Seal

Unlike the wordmark, the university seal is reserved for official documents of the university such as diplomas, certificates and resolutions which are presented on behalf of the university as a whole.

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University Colors

Part of the visual identity program is the establishment of a consistent purple. When printing on uncoated paper, PMS 268 should be used; on coated paper, PMS 668 provides an equivalent color. Purple need not be the key color of all publications. Colors for athletics are PMS267U or 268C.

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Typography

In the Furman graphic identity system, the font Bembo was selected to fill the need for a “classic, yet modern” face. It should be used in all publications when possible. Times is recommended for the body of correspondence as a font that will complement the use of Bembo in the stationery design.

When a sans serif type face is desired, the recommended face is Frutiger. When Frutiger is not available, the recommended face is Helvetica. Bembo and Frutiger can be purchased from the Office of Marketing and Public Relations for a minimal cost to be installed on any office computer.

Display fonts may be used for design purposes for headlines and drop caps only.

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