Brand Guidelines
The visual and verbal identity of Regent American University. These guidelines ensure consistent, coherent, and memorable brand expression across every channel and touchpoint.
Our Brand Story
Regent American University combines the rigor of American higher education with a global, forward-looking perspective.
To empower ambitious professionals worldwide with accessible, career-driven graduate education that integrates academic excellence with real-world impact.
To become a leading global institution recognized for transformative online learning, innovation, and the cultivation of ethical, adaptive leaders.
Education Redefined for the Digital Age. Our tagline captures the intersection of tradition and innovation that defines the RAU experience.
Logo
The RAU logo is the cornerstone of our visual identity. It must be used consistently and with care to preserve brand integrity.
Clearspace
Maintain a clearspace around the logo equal to the height of the crest (X) on all sides. This ensures the logo remains distinct and legible.
Minimum Size
Never reproduce the logo smaller than 40px in digital applications or 0.5 inches in print. Below this size, details become unreadable.
Proportions
Always scale the logo proportionally. Do not stretch, compress, rotate, or apply effects such as shadows, outlines, or gradients.
Logo Don'ts
Color Palette
Our colors communicate prestige, clarity, and warmth. Use them purposefully and in the proportions suggested below.
Color Proportions
Contrast & Legibility
Crimson on white passes WCAG AA for large text. Navy on white passes AA for all text sizes.
Gold on white does not meet contrast minimums — use gold only for decorative elements, labels, or large display text.
Always verify contrast ratios with an accessibility checker when introducing new color pairings.
Typography
Our typographic system pairs editorial elegance with modern clarity. Each font serves a distinct purpose.
Young Serif
An elegant serif with classical proportions. Used for all headlines, page titles, and prominent display text.
Instrument Sans
A clean, open sans-serif designed for screens. Used for body copy, buttons, navigation, and interface elements.
JetBrains Mono
A monospace typeface for technical precision. Used for overlines, metadata, statistics, and code.
Type Scale
Photography & Imagery
Imagery should reflect aspiration, diversity, and intellectual depth. Every photograph tells a story of transformation.
Feature real people in authentic settings — learners, faculty, and professionals. Avoid generic stock photography. Show global diversity and modern learning environments.
Prefer natural or soft directional light. Avoid harsh flash. Images should feel warm, approachable, and cinematic. A slight desaturation can unify the visual tone.
Use clean, uncluttered framing with generous negative space. Rule of thirds applies. Avoid busy backgrounds that compete with the subject.
Maintain natural color fidelity with a subtle warm grade. Avoid heavy filters, oversaturation, or duotone effects that depart from the brand palette.
Voice & Tone
How we speak is as important as how we look. Our voice is confident, inclusive, and intellectually rigorous.
Voice Attributes
Authoritative yet Accessible
We communicate expertise without elitism. Complex ideas are explained clearly.
Global & Inclusive
We write for an international audience. Avoid idioms, jargon, and culturally specific references.
Forward-Looking
Language should inspire ambition and signal innovation. We are building the future of education.
Empathetic
Acknowledge the challenges our learners face. Celebrate their resilience and potential.
Tone by Context
Marketing & Recruitment
Energizing, aspirational, and direct. Use active voice and compelling calls to action.
Academic & Policy
Precise, formal, and objective. Follow APA style conventions. Cite sources appropriately.
Student Communications
Warm, supportive, and clear. Use second person. Anticipate questions before they arise.
Social Media
Conversational and engaging. Use hashtags sparingly. Celebrate community achievements.
Layout & Spacing
Our layouts are editorial, structured, and breathable. Every element has room to breathe and a clear hierarchy.
Use a 12-column grid with a 24px gutter. Container max-width is 1400px. Padding is 2rem on all sides, scaling down on mobile.
All corners are sharp (0px radius) by default. This conveys precision, authority, and a contemporary academic aesthetic.
Base unit is 4px. Common increments: 16px (component padding), 24px (section gaps), 32px (card padding), 64–128px (section vertical rhythm).
Button & Card Patterns
Social Media & Digital
Guidelines for representing the brand consistently across social platforms and digital communications.
Use the RAU crest (favicon-96x96.png) for social avatars. Keep the bio concise: 'Regent American University — Empowering global leaders through accessible, career-driven graduate education.'
Use the brand palette for backgrounds and overlays. Feature real people and campus moments. Minimum text on images to improve accessibility.
Primary: #RegentAmericanUniversity #RAU #EducationRedefined. Use 2–3 hashtags per post. Avoid excessive or irrelevant tags.
Reply to comments and messages within 24 hours. Maintain a helpful, warm tone. Escalate complaints to the communications team promptly.
Download Assets
Official brand assets for partners, vendors, and internal teams.