University Mark and Shield
Having a clear and consistent visual identity helps build greater recognition and awareness of our University and its many colleges, campuses, and administrative/academic units. The most important element of our visual identity is our University mark, which is made up of our Nittany Lion shield and logotype.
University Mark
Our University mark is composed of the Nittany Lion shield and the “Penn State” logotype and is Penn State's institutional mark representing the University in its entirety. The mark is used to brand all of our communications across all platforms, channels, and mediums.
The three-color mark shown here is the primary horizontal mark and is the required color version to be used whenever technically possible.
NOTE: Never redraw or try to recreate our shield. Any modification of our shield diminishes its impact and weakens our legal protection. Only authorized artwork may be used.
The University mark does not replace the University seal or the primary Athletics mark; these special use marks will each continue to be used as described in the section entitled Other University Symbols.
The Nittany Lion Shrine
Since 1907, the Nittany Lion has served as a central symbol for Penn State. The Nittany Lion shrine — sculpted by Heinz Warneke in 1942 as a gift from the class of 1940 — is easily the University’s most universally-known and recognizable image. While the original shrine sculpture is located at the University Park campus, three-quarter scale replicas are similarly displayed at all Penn State commonwealth campuses, making the Nittany Lion shrine a powerful and relatable brand symbol for our community.
The Nittany Lion shield design combines the iconic features of the Nittany Lion Shrine with the brand colors Beaver Blue (Pantone 287), Pugh Blue (Pantone 284), and White Out, creating a contemporary and forward-facing visual representation of our heritage.
Nittany Lion Shield Used Alone
As a general rule, the Nittany Lion shield should not be used alone (without the Penn State logotype). However, a few exceptions may be allowed.
Some on-campus signage has strictly limited space and with the association to Penn State abundantly clear, this application may warrant the use of the Nittany Lion shield by itself. Additionally, a coin or lapel pin is a unique promotional product with strictly limited space and may be an acceptable use of the Nittany Lion shield alone.
The Nittany Lion shield may also be used alone as a design element. Use as a design element can include use of the full shield (as it appears in the University mark) or use of the shield shape or outline only. Because of its importance within our visual identity system, the shield must always be used with intention and care.
When using the full shield:
- A full University mark must appear within the same field of view.
- The shield should be cropped so that no more than two of its three sides are fully visible.
- The Nittany Lion must remain clearly recognizable — both eyes and ears should always be visible.
When using the shield shape or outline:
- Cropping and scale may be more flexible and expressive.
- Use primary or secondary brand colors.
- PA colors may be used sparingly as accents (other accent colors are not permitted).
The full Penn State mark (shield + logotype) provides the strongest recognition and legal protection for the brand and should be used whenever possible.
Please Follow These Important Reminders for Using the Nittany Lion Shield Alone
- A full University mark must appear on the same surface or field of view.
- Always maintain the visual clarity and integrity of the design. For example, an artistic effect should not alter the color or prevent the Nittany Lion from being recognizable.
- Any cropping of the Nittany Lion must be minimal so that both eyes and ears are distinguishable.
- If using the shield shape as a container to crop photos or images (inside of the shield shape), always extend the shield shape off the edge of the creative canvas so that it feels more like a design element and not as if the Nittany Lion has been replaced.
- For photos placed inside the shield shape, always choose photos that feature multiple people (images that do not feature people can be acceptable). Do not use close-up portraits, as they create the appearance of a person replacing the Nittany Lion.
Incorrect Use
Please see University Mark misuse examples below.
DO NOT replace the Penn State logotype. Do not use custom text next to the Nittany Lion shield as this appears to emulate a Tier 1 or 2 mark.
DO NOT place the Nittany Lion shield within another graphic element or shape, as this creates the appearance of a new logo design. The exceptions to this rule are coins and lapel pins, as noted above.
DO NOT use the shield design or the shield shape as a container for text. Extreme caution should be used if text is ever overlapping the Nittany Lion Shield.
Logotype
The name of our University is represented by a text treatment called a logotype, and is one of the core components of the University mark. This custom logotype is a clear and strong expression with origins from a slab serif typeface. “Penn” and “State” are designed together as a single expression.
NOTE: Never recreate our logotype or use it on its own without the Nittany Lion shield.
Vertical Marks
We have two primary vertical marks. As is the case for any Tier 1-4 vertical mark, these should be considered secondary to the primary horizontal mark, intended to be used for space-restricted situations where a center axis design is more functional. The vertical mark on certain merchandise, for example, may be more effective.
The Vertical 1 mark (see examples below) maintains the same scale relationship between the Nittany Lion shield and the logotype as the primary horizontal mark.
The Vertical 2 mark (see examples below) offers a design that features a much larger visual presence of the Nittany Lion shield compared to the logotype.
Registered Marks
The registered marks (shown below) should always and only be used on merchandise and promotional product. These promotional products are often seen and used outside of a Penn State context and use of the ® (registration mark) provides legal protection for our brand and visual identity. The placement of the ® (registration mark) is always at the baseline level to the right of the “Penn State” logotype for these horizontal and vertical marks.
Printed communications and materials, digital presentations, permanent signs, and other digital designs and communications are not required to, and should not, use marks with the ® (registration mark) symbol.
NOTE: Trademark designations are required for items that bear the University’s mark and are for commercial use. Always work with a licensed vendor to produce merchandise and promotional product. Working with a licensed vendor will ensure the proper trademark designations are added to University marks. Please contact licensing@psu.edu for questions related to Penn State merchandise.
NOTE: Organizations or individuals external to the University may NOT use Penn State names, marks, or symbols for any promotional or commercial purpose without obtaining permission from the Office of Strategic Communications.
