We are living in a time of unprecedented challenges. Across American University, we leverage the power and purpose of community to make an impact in this changing world. There is no issue too complex, no challenge too great. From social justice to sustainability—we step up, we show up, and we say, “challenge accepted.”

In all communications, the AU logo or school/institute wordmark should come first; the brand wordmark follows. Adequate space should separate the two marks. Use diagonal space, horizontal space, and front and back placement to separate the two. The logo and wordmark should not sit directly on top or beside one another.   

Our color palette is inspired by AU’s institutional colors: red, white, and blue. The Challenge Accepted Gradient is inspired by the juxtaposition of AU’s institutional red and blue; it is a feature element that should be applied to the brand campaign’s hero photography and used judiciously in other applications. Use the highlight colors sparingly where needed.

Brand Gradient

Institutional Colors

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Highlight Colors

Two typefaces comprise our typographic system—GT Walsheim and Adobe Garamond. The main brand typeface is GT Walsheim.

Substitute standard Microsoft or MacOS system fonts—Arial and Garamond—if GT Walsheim or Adobe Garamond are not available for applications such as email, presentations, invitations, etc.

Primary Fonts: