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Style Guide

Welcome to the Rutgers–Camden Brand Style Guide! 

This site will provide everyone at Rutgers–Camden with the tools they need to deliver a consistent message, tone, look, and feel across all of our communications. It will walk you through the development of the brand and explain how you can use it to craft effective, impactful communications that tell the story of our incredible campus. 

The site covers two main areas: Messaging Strategy and Visual Standards. The Messaging Strategy section covers what we are saying to our audiences and how we are saying it. The Visual Standards cover what design elements constitute our visual identity. Together, these two ideas tell the world about the inspiring community we’ve built here at Rutgers–Camden. Let’s get started!


Messaging Strategy

What we say, and how we say it, can have a huge impact on the perception of Rutgers–Camden among students, faculty, and the wider community. Our goal is to create the most consistent and effective communication that we can.
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Visual Standards

How we look is just as important as what we say. The Rutgers–Camden visual brand helps shape how people think and feel about the University. By creating consistency in all communications, we enhance our visibility and credibility.
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University Communications and Marketing (UCM)

UCM is the centralized office for the University-wide brand guidelines and trademark policies. So if you are looking for the main Rutgers–Camden logo, a Rutgers logo for your department or office, have questions about the central brand guidelines, start here.
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Do you need to get in touch with our office? Are you looking to create promotional materials, develop messaging, or build a new website? Our team is here to help.
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Campus Operating Status:
The university remains open. The university, all clinics, libraries, and research operations remain open. All in-person or hybrid events scheduled through January 31, 2022, should be moved to entirely virtual platforms. Supervisors are asked to allow and encourage all employees who can telecommute to please do so until January 31, 2022. Where possible, in-person classes will temporarily convert to remote classes through Sunday, January 30, 2022. Information on Student Required Booster Vaccination.