Our visual identity system includes secondary logos. Each plays a unique role in supporting our brand and has limited availability depending on its intended purpose.
Tigerhawk logo
Herky the mascot
Presidential seal
Tigerhawk logo
The Tigerhawk is both the primary retail and identifying mark for the Department of Intercollegiate Athletics and a symbol of Hawkeye affinity for students, alumni, and friends of the University of Iowa around the world.
Academic and administrative units can use the one-color version of the Tigerhawk to convey Hawkeye pride. It must be used as a secondary element in the same way you would use an icon or illustration in a layout, or in a second imprint area on promotional items.
Minimum size
- 0.5 inches wide (0.375 inches wide for limited imprint areas)
Usage guidelines
- Must not be used as a primary identifier
- Display in black, tints of black, or approved gold values only
- Due to limited space, do not use in digital ads
- Don’t use in formal communication
- Registration symbol must appear when used on apparel and promotional items
- All other versions are reserved for athletic use only and cannot be used by academic or administrative units
Complete policy governing the use of athletic-specific marks, including the Herky Mascot, is available from the Trademark Licensing Office.
When to use: think Big Ten athletics and school spirit
- Official athletic teams, club sports, and qualifying intramurals
- When representing the University of Iowa among Big Ten peer athletic logos
- As a secondary illustration to convey Hawkeye pride
- In a second imprint area on swag when unit identification is used in the primary imprint area
- As a watermark
Usage examples
Use the Tigerhawk as a secondary element to convey Hawkeye pride. It should not compete with or overpower the block IOWA logo.
A second imprint area is required to use the Tigerhawk on swag. Unit lockups must be priority and in a separate imprint area.
Use the Tigerhawk in a layout as a supporting illustration for school spirit-related stats.
Plan or select photography that includes the Tigerhawk.
Tigerhawk restrictions
Don’t incorporate the Tigerhawk into any graphic.
Don’t combine the Tigerhawk with the block IOWA logo.
Don’t use the Tigerhawk as unit identification.
Don’t flip or face the Tigerhawk to the left.
Don’t combine the Tigerhawk with your unit lockup in the same imprint area.
Don’t display the Tigerhawk in colors outside the black-and-gold color palette.
Don’t use two-color versions of the Tigerhawk. These are reserved for athletic use.
When unique campus graphics are used, the Tigerhawk is not allowed in a second imprint area. The block IOWA must be used instead.
Herky the mascot
Herky is the official mascot for the University of Iowa and is an additional retail and identifying mark for the Department of Intercollegiate Athletics. As a symbol of Hawkeye affinity, Herky appeals primarily to youth and undergraduate student audiences.
Academic and administrative units can use the mascot to convey Hawkeye pride. Herky must be used as secondary element, in addition to the block IOWA logo, in the same way you would use an icon or illustration in a layout, or in a second imprint area on promotional items.
Minimum size
- 0.5 inches wide
Usage guidelines
- Units may use the mascot version labeled “Herky—Hands on Hip”
- All other versions of the mascot are reserved for athletic use only and cannot be used by academic or administrative units
- Must not be used as a primary identifier
- Use primarily in causal/informal communications where the target audience has a known affinity for the mascot
- The trademark symbol must appear when used on apparel and promotional items
When to use: think school spirit, student audiences, youth community events
- In causal/informal communication
- As a secondary illustration to convey Hawkeye pride
- In a second imprint area on swag when unit identification is used in the primary imprint area
Usage examples
The Herky mascot must be placed in a second imprint area. Unit identification must appear separately.
Use the Herky mascot to convey Hawkeye pride in applications intended for student audiences.
Use Herky as you would an illustration, with clear separation from the logo or unit lockup.
Herky restrictions
Don’t combine with the block IOWA logo or unit lockup; don't incorporate Herky into any graphic.
When unique campus graphics are used, Herky is not allowed in a second imprint area. The block IOWA must be used instead.
Don’t change the color, add props, crop, or modify Herky in any way.
Seal
The University of Iowa seal is a modification of the original seal of the State University of Iowa. The seal is our formal business emblem and limited to official, administrative, and presidential communication.
Seal restrictions
- Only use in black, tints of black, and approved gold values
- Don’t modify in any way
- Don’t add fill color to any part
- Don’t display over texture, patterns, or busy backgrounds
- Don’t display in multiple colors
When to use: think presidential/ceremonial
- Legal and official documents
- Diplomas and transcripts
- Formal academic ceremonies
- Permanent building insignias
- Presidential and executive-level invitations and stationery
- As a watermark