University of dundee crest

University of dundee crest

University of Dundee crest

Logos and shield

About our brand mark

The cornerstone of our visual identity is our brand mark. Our brand is not dogmatic (and is built around a flexible system that allows freedom and diversity) but we do have rules. We ask that where these rules exist they are followed carefully; by doing so our brand becomes stronger through consistent application and high quality design.

Our brand mark, consisting of the shield and wordmark, forms the cornerstone of our visual identity. A modern take on the previous identity, it reflects both confidence and clarity.


Our design is based on a simplified version of the University’s original shield. The simplification allows for better visibility and performance when used on digital platforms. The shield should always be reproduced in a single colour identical to the wordmark.


The wordmark is based on a modified cut of Baxter Sans, the University’s signature brand typeface. Please do not try and recreate the wordmark. Where possible, the stacked version of the wordmark should always be used.

Univeristy of Dundee logo structure

University of dundee crest

Sub-brand marks

Sub-brand marks are used to designate specific schools and institutions across the university. Sub-brand marks should be treated identically to the main brand mark as detailed in this guide.

Sub-brand mark example

Using the logo

Two versions of the brand mark exist – a stacked and single line option. The format and medium should dictate what version of the brand mark is used and its final size. Both of these variants can be placed apart if required. The size of the shield and wordmark should always remain consistent, even when placed apart.


Stacked logo variation

Single line

Single line logo variation

Minimum size

The minimum height of the brand mark holds true for both stacked and single line versions.

  • Web: The minimum height of the brand mark should be no less than 24 points, irrespective of the screen resolution.
  • Print: The minimum height of the brand mark should be no less than 7mm.

Minimum logo height