Queen's University

Learn how Queen's is planning for our safe return to campus.



Visual Identity

The Queen's Logo

[image depicting the parts of the Queen's logo]

All elements of the Queen’s logo are essential in ensuring effective communication of the Queen’s image.

The coat of arms communicates the inherent history and tradition of Queen’s, while the word "Queen’s" creates a clear institutional link through the highly stylized personality of the Palatino typeface with the “swash-Q.” Finally, the word "University" ensures that all audiences clearly understand the educational setting of the institution.

Together, these elements create a clear and distinguishable visual image for Queen’s that is instantly recognizable.

The Wordmark

The Queen’s wordmark is one of the most distinguishable visual identifiers of Queen’s University. Developed in the early 1970s using the Palatino typeface, it was designed with the intention of creating a distinct personality for Queen’s in the written word.

The Queen’s wordmark is a consistent manner of presenting the name of the university to our audiences within the logo design. The wordmark features a distinctly drawn Q (“swash-Q”) and a lowered apostrophe, developed by Queen’s Marketing. The word “University” is set in Palatino using all capital letters.

This wordmark is treated as a distinct graphic element as letter spacing and distinctly drawn features require a consistent application. Use of the word “Queen’s” in the official Queen’s typeface is freely permitted.

The "Webmark"

The Queen's University webmark (a version of the wordmark better suited for web and mobile viewing) is to be included on every website that represents Queen's faculties, departments, service units, and programs as the first visible element on each page. This will help to maintain a consistent user experience across Queen’s broader web footprint.

The Utility Bar

[Queen's digital wordmark in Utility Bar]
The Queen's webmark in the utility bar

The utility bar is standard on websites using Queen's content management system, WebPublish (for example, the Office of the Principal website). Similar versions exist on other websites created by University Marketing, such as Queen’s Gazette and The Isabel. This customized Queen’s web component contains the webmark (linking to the Queen’s homepage), Queen’s people and page search function, and login access to Queen’s websites and portals.

For websites built outside of the WebPublish environment, developers can access a utility bar include, offered in a selection of official Queen’s colours and with instructions for both PHP and JavaScript. The utility bar is also designed and tested to comply with AODA standards for accessibility and is responsive to a variety of display sizes, including mobile devices. In an emergency situation, when important messaging is posted by the University's crisis communications team, the utility bar also displays an emergency information banner. See an example.

The Queen's University webmark is not to be used on non-Queen’s websites – for example, the Queen’s logo would be used on websites of other institutions where Queen’s is being recognized for sponsorship or partnership in a program or joint initiative.

Queen's University Webmark Specifications

For those not making use of the utility bar inclusion file, specifications for including the webmark on its own are as follows

  • Placement:
    • It should be the first visible element on the page.
  • Image file:
    • Use the files as supplied on this site.
    • The shape and proportion must be maintained.
    • Do not modify or create an alternate version.
  • Link and alt text:
    • In every instance, it should link to www.queensu.ca
    • When including the webmark via a background image, “Queen’s University” must be used as the actual link text (hidden accessibly via CSS)
    • When including the webmark via an <img> tag, “Queen’s University” must be specified as the alt text
  • Minimum size:
    • The webmark should always be displayed at sizes such that the text is legible. At minimum, the webmark should be displayed at 195 px wide.
  • White space:
    • Maintain the white space around the image as specified on page 20 of the Visual Identity Guide
    • For mobile layouts (typically viewport widths <= 740 px), the amount of surrounding white space may be reduced; try to maintain at least 50% of the height of the lowercase letters in the webmark in these cases.
  • Contrast:

Queen’s Logo Online

The Queen’s logo must also be an element of every official Queen’s website. The recommended placement is as the last element – or among the last elements – of each page, such as part of a common footer.

  • Minimum size of display: The logo should be displayed at sizes such that the text is legible. At minimum, the logo should be displayed at 100 px wide.
  • Colour options, colour contrast, and whitespace requirements are as defined in the Visual Identity Guide documentation.
  • Social Media: Faculties and schools, departments or units are invited to use Queen’s logo in profile images and in cover photos for Facebook, Twitter, and for similar image areas on any other social media platform.

Unit Signatures

[unit signature example]

An individual school, faculty or unit may add a secondary typographic element to the Queen’s wordmark to create a more specific “unit signature”.

  • Unit signatures are reserved for print publications and electronic documents, with guidelines and restrictions on their use.
  • Unit signatures are not to be used in lieu of the Queen’s logo or webmark on websites or other digital applications, such as social media accounts.

The Queen’s wordmark may not be attached to any other type or graphic element other than the signatures described in the Visual Identity Guide.

As a general rule of thumb, it is always preferable to use the simplest (i.e. highest level) logo representation that will adequately communicate your identity as part of Queen’s.

Please consult the full Visual Identity Guide for direction on the approved use of logos, wordmarks and unit signatures. If you have any further questions, please contact University Relations.