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Being a Brand Manger


What is the Rutgers brand and how is it created?

Our brand is created by every interaction, every communication, every story, and every mention.  Sometimes people say that your brand is what people say about you when you’re not in the room.

The only way we can influence what people say about us when we are not in the room is to manage our interactions and communications when we are in the room together with our colleagues, students, public

We all benefit from the consistent presentation of the collective identity for the university.

Everybody who uses the identity correctly raises the brand recognition for the university and brings back value to our school and departments.

When we communicate about our unit, we are Rutgers brand managers.

It is the mission of the SAS Office of Communications to help others in units across SAS manage all these modes of communication while developing a unified and cohesive image following school and Rutgers Visual Identity standards.

Using the logo appropriately and effective is just one small but crucial element of brand management.

Our brand is much bigger than our logo, but our logo helps extend and consolidate our brand.


The Rutgers logotype with the School of Arts and Sciences signature must appear no smaller than 1.25 inch wide on the front of all print communications.

We are happy to assist you in using the Rutgers School of Arts and Sciences logo, and can meet with you to work on materials.  Please contact the Communications Office or email us at with any questions. 


Building the School Brand with Print Material

ACCESS: Excellence in the Arts and Sciences

Access NL Fall 2016 folded

The award-winning SAS publication Access is sent twice a year to all faculty and staff in the School or Arts and Sciences; leadership across the university; approximately 12,000 alumni and friends; State of New Jersey leadership; and high schools and community colleges across the state.

The 8.5 x 11 folded newsletter opens up to a large 17 x 33 inch sheet that features a story from each division in the school: humanities, life sciences, mathematical and physical sciences, and social and behavioral sciences. In each story we emphasize an aspect of the school's mission: teaching, research; faculty and student achievements; and outreach to the state. In this way, we create in one glance the breadth and depth of Rutgers–New Brunswick's largest and most comprehensive school. 

Giving structure to the layout of these great stories are the scrolls and swirls of our school materials signature look inspired by our 18th-century heritage. The title font's swirling letters echo the regal "r" in the Rutgers logo.  The circular gate image frames the student and alum profiles. 

Along with the scarlet that shows our school spirit, we use teal, chosen from the Rutgers university approved secondary colors, as our accent color. 

The goal of Access is to combine these stories and graphic elements ito tell our larger story: 

With a deep heritage in providing a liberal arts education, Rutgers School of Arts and Sciences is now a globally engaged teaching and research institution providing a vibrant and diverse student body with an excellent education. 

You can review the pdf archive of Access newsletters back to the first issue in Spring 2012 on our publication page. 


Schoolwide Brochures and Pamphlets

SAS branding examples

These two school-wide publications use some of our key branding elements such as the gate and curves to express our branding ideals coming from our colonial history and the cutting-edge research that we do today.



Individual Unit Materials

sas_cca_poster sashonors_postcard sas_war_poster eng_thanksgivingcard
cca_invitation irw_poster core_curriculum sas_letterhead




Download Logo Files for Print Publications

For your convenience, multiple types of Rutgers logos with the School of Arts and Sciences signature files are available for different types of publications.  In addition, different color combinations for the logotype and signature are also provided. After you have read about the different types of files for different purposes and the instructions for use, please go to the urls indicated below to download the necessary files.

The Rutgers Visual Identity system allows for three Rutgers logotype colors: scarlet, black, or white. 

The official Rutgers School of Arts and Sciences signature features the scarlet "Rutgers" with a gray "School of Arts and Sciences" and should be used on letterhead, business cards, and departmental documents. For an official stationery template for your center or department, please click here: SAS Stationery Templates and Purchasing.

This signature is provided in file formats for both two-color (most commonly used for self-publishing) and four-color printing (used by an outside vender for full color publications).

For flyers, posters, and other types of print products a one-color logo and signature is usually preferable to print one-color for simple flyers made on copiers or for artistic purposes on more complicated pieces created by a designer.  We have included in the files folder all black, all red, and all white versions of the Rutgers School of Arts and Sciences signature appropriate for this range of printing needs.

Please read all the instructions below before downloading files and using them. 




Download Flyer Template for One-stop Self-Publishing

The link below will take you directly to a one-page flyer template with all-black "Rutgers School of Arts and Sciences" for self-publishing. 

The logotype in the document is an EPS file.  You do not need special software to use an EPS file. 

An EPS file may appear jagged or blurry on screen in a Word document, but will display properly when made into a pdf.  It will also print clearly.




Download Zipped Folder for One-color to Four-color Options

For other one-color files, the official signature, and the files necessary for four-color-process printing by an outside vendor, please click on the url below which will take you to a zipped folder.  Save it to your desktop or a folder.  Access to download the Rutgers Arts and Sciences signature files is limited to a computer within the Rutgers network. To place a an EPS logotype file into a Microsoft document:  begin by opening the document in which you want to insert the logotype and then using the “Insert” menu, browse to the graphic where you have saved it on your computer, and click “OK” or “Insert.”




PDF Sample and Instruction Sheets to Download and Save

The pdf files below are also provided to help streamline the process with directions and samples that you can save to your computer for handy reference when using the files.

In the Rutgers School of Arts and Sciences Visual Identity Standards Signatures PDF document, you can see sample files organized by the one-color, two-color, and four color folders in the zipped folder. The file name is also included by the sample to facilitate your choice of files.

The Visual Identity Standards PDF includes the Arts and Sciences Identity Policies, instructions for insertion in Microsoft products, a key explaining the different file formats, and a key to the colors.




Meeting Rutgers Visual Identity Standards

Meeting these Arts and Sciences standards will bring print materials into compliance with the Rutgers Visual Identity Standards. The Rutgers Visual Identity Manual is available as a reference for your publications planning.  The portion referring to the Minimum Print Standards is excerpted below.


From the Rutgers Visual Identity Manual:

Print & Merchandise Usage 7.1: Minimum Print Standards
  • Logotype Placement
    The preferred placement is in the upper left corner on the front cover/panel. However, placement anywhere on the front cover/panel that is appropriate to the design is acceptable.
  • Logotype Size and Clear Space
    The minimum size of the Rutgers logotype is 1 inch wide. The minimum size of the logotype, with signature, is 1.25 inches wide. There should be a minimum clear space around the logotype equal to the cap “R” height. 
  • Logotype Color
    The Rutgers logotype may only appear in red, white, or black. The preferred color for a signature is gray. See the print color specifications on page 3.1 and color treatment examples throughout chapter 3.
  • Full University Name
    At a minimum, the university’s full name—Rutgers, The State University of New Jersey or Rutgers University–New Brunswick—should appear in the address block on the back of the printed piece. 


The School of Arts and Sciences Minimum Print Standards are in compliance with the Rutgers Visual Identity System.



Contact Us

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Rutgers School of Arts and Sciences

77 Hamilton Street
New Brunswick, NJ 08901

P  848-932-7896
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