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Brand
Indiana University
Logo and Marks

How we show our spirit

Individual campus athletic brand guidelines are rooted in IU’s brand ecosystem. Each campus identity is distinguishable within the visual landscape, yet cohesive to the larger IU brand. Athletic spirit marks are not logos or campus identifiers and should not replace IU’s official brand marks. As with the IU trident, the trident tab, and all marketing lockups, IU athletic spirit marks may not be altered in any way.

A young boy, decked out in IU gear and waving a foam finger, stands in front of a heavily IU-branded backdrop.

What are athletic spirit marks?

An athletic spirit mark is a design, wordmark, shield, crest, or mascot used to foster campus pride, bolster school spirit, and promote enthusiasm for IU and its campus athletic programs. Our marks reflect the passion that students, alumni, and the community feel for IU.

IU’s spirit marks

Mascots

Each mascot embodies the campus values, aspirations, and identity with entertainment and energy, strengthening the bond among students, alumni, and the community.

Script

The script Indiana is a Bloomington mainstay and our most widely recognized spirit mark. Each campus has a similar script mark.

Regional campus shields

The campus shield combines unique regional brand elements with core IU elements, highlighting the brand connections.

State graphic

Reserved for the Bloomington campus, the state graphic signifies its unique position as Indiana’s university.

Candy stripes

Iconic and bold, the candy stripes serve as a signature brand element for the IU Bloomington campus.

Affiliated group marks

Affiliated groups encourage belonging and involvement through niche student and alumni fan bases, including the Crimson Guard, the Hoosier Army, the Student Athletic Board, and the I Association.

Use cases

When are spirit marks permitted?

  • IU Athletics communications
  • Limited campus-wide student spirit promotional items
  • Alumni/advancement communications

When are spirit marks not permitted?

  • School or academic unit marketing, communications, and promotional items
  • College identifiers on websites

Campus, school, department, or unit marketing lockups should be used instead. The IU logo and all brand marks are available for download here. 

Who can use spirit marks on promotional items?

  • Athletics
  • IU Alumni Association
  • IU Foundation

All athletics marks require prior approval before use.