Texas Tech Physicians
What is our brand?
In a world where there is increasing need, Texas Tech Physicians works tirelessly to meet each charge with compassion and knowledge. Our team approaches every day with a singular purpose to help our patients and our community. With kindness, we prioritize solution-oriented empathy and work hard to lead our patients toward their best health.
This is more than a disposition. It’s the foundation of our brand. Our brand is what clients, faculty, physicians, and others think and feel when they hear the name Texas Tech Physicians. The characteristics contained in our brand standards reflect our mission to continue rising up as a leading health care provider with medical expertise and resources from the educational community at Texas Tech University Health Sciences Center.
By stewarding the integrity of our brand, we can shape the way patients connect with Texas Tech Physicians for generations to come.
Primary Logos
Texas Tech Physician logos are registered trademarks, so it is important that you not alter the artwork in any way.
Texas Tech Physician symbols may be reproduced only from original master copies in this site.
Our “primary” logos are the choice for use on the majority of our communications. The logo must be used as a prominent graphic element in all publications — print and electronic — affiliated with our practice. There are several variations to meet differing design needs and together they comprise the university’s logo system.
About Graphic Formats
PDF: This is a “vector” file, scalable to any size. A PDF displays the exact same content and layout no matter which operating system, device or software application it is viewed on.
EPS: Encapsulated Postscript. This is a “vector” file, scalable to any size within graphics software such as the Adobe® Creative Suite. Also usable within PowerPoint.
PNG, JPG: Bitmapped formats that have fixed resolutions. Do not enlarge these files, or pixels will show.
Center-Aligned
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Center-aligned for dark backgrounds
The center-aligned logo on darker backgrounds should have white wordmark type for contrast.
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Left-Aligned
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Left-aligned for dark backgrounds
The left-aligned logo on darker backgrounds should have white wordmark type for contrast.
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Clear Space Rules
The Texas Tech Physicians logo requires spatial separation from other design elements, achieved by designating a standard margin of blank space on all sides of the logo. The logo must always fit into the designated clear space area and cannot be compromised by any other graphical element to maintain the legibility, integrity and clarity of the logo.
Center-Aligned Logo
The clear space required on all sides of the logo is equivalent to half of “x,” with“x” being the height of the Double T symbol. Standard clear space around the logo is required. It may be larger, but should never measure less than “x.”
X) DOUBLE T SYMBOL WIDTH
1/2 X) STANDARD CLEAR SPACE
left-Aligned Logo
The clear space required on all sides of the logo is equivalent to half of “ 3/4 x,” with “x” being the width of the Double T symbol. Standard clear space around the logo is required. It may be larger, but should never measure less than “3/4 x.”
X) DOUBLE T SYMBOL WIDTH
3/4X) STANDARD CLEAR SPACE
Minimum Size Requirements
The Texas Tech Physicians logo has minimum size requirements to maintain the legibility and clarity of the logo. The scale of the logo should be determined by available space, function, and visibility.
Center-Aligned Logo
Sizing may vary depending on the application of the logo for digital purposes. In print, the minimum width for the center aligned logo is 55 mm. At this size, the logo symbol is equal to 12 mm wide.
1) SYMBOL WIDTH = 12 MM
2) WORD MARK WIDTH = 55 MM
left-Aligned Logo
Sizing may vary depending on the application of the logo for digital purposes. In print, the minimum width for the left-aligned logo is 65.88mm. At this size, the logo symbol is equal to 9mm wide.
3) SYMBOL WIDTH = 9 MM
4) WORD MARK WIDTH = 65.88 MM
Incorrect Usage
The Texas Tech Physicians center-aligned logo has predetermined color, spatial, and proportional relationships that should never be altered. All previous logos for Texas Tech Physicians are no longer approved for use and should be discontinued as soon as possible. Outdated or incorrect logos include, but are not limited to the following:
Center-aligned primary logo
DO NOT stretch logo or alter proportion.
DO NOT alter size or position of logo elements.
DO NOT change to non-approved colors.
DO NOT color stroke logotype.
DO NOT outline logotype.
DO NOT use stroked shadows.
Left-aligned primary logo
DO NOT stretch logo or alter proportion.
DO NOT alter size or position of logo elements.
DO NOT change to non-approved colors.
DO NOT color stroke logotype.
DO NOT outline logotype.
DO NOT use stroked shadows.
Department Logos
Our secondary logos include departments + divisions/subspecialties, centers + institutes and support departments. All logos must follow must follow the brand standards and logo guidelines detailed in this manual. Only officially recognized centers, institutes and support departments of Texas Tech Physicians may have a logo.
Color System
The primary color system for Texas Tech Physicians includes two signature colors: “TTP Blue” and “TTP Dark Gray.” As brand identifiers, these colors should be used as the foundation for all branded materials. Consider a generous use of white to add prominence within the primary color system.
TTP BLUE
Color psychology associates blue-green hues with healing and emotional stability. Similar pale colors have a calming and nurturing effect, serving to open lines of communication between
the heart and written word.
With this in mind, Texas Tech Physicians designated “TTP Blue” as the color for compassion, symbolizing a sense of attentive care.
CODES
CMYK 40/0/20/0
RGB 153/255/204
HEX #96D5D2
Primary colors should be represented pre-dominantly in 100% full color. Lighter color tones are permitted when used in moderation for variety and/or contrast.
Tones
TTP Dark Gray
Color psychology associates gray hues with age, maturity, and wisdom. As a neutral color, it is characterized as dependable and practical.
Thus, “TTP Dark Gray” is designated as our color for knowledge, a symbol of intelligence and mastery from amassed experience. It is stable, controlled and has a steadying effect on other colors.
CODES
CMYK 20/0/0/82
RGB 68/76/80
HEX #444c50
PANTONE 433 C
Primary colors should be represented pre-dominantly in 100% full color. Lighter color tones are permitted when used in moderation for variety and/or contrast.