University Life Brand Guidelines & Assets

Brand Identity

The Penn brand is designed to create a cohesive visual experience for all Schools, Divisions, Departments, and Centers.

Brand is the story you’re telling to engage with your audience, from tangible items like the name, logo, and website to intangible components that help build trust and connections. Brand is not a static process; it constantly grows and adapts.

University Life Brand Alignment Initiative

We have realigned our visual identity to clearly demonstrate our relationship to the University. This process includes retiring our longer divisional name, The Division of the Vice Provost for University Life and the related acronym, VPUL. Going forward, we will be known as University Life at Penn or simply University Life. Our name will quickly and directly convey the broad and deep scope of our mission. We also take this time to bring our divisional and department logos into partnership with the updated Penn Style Guide.

Our brand alignment presentation takes a deep dive into how design decisions affect all aspects of our brand story. We have taken this presentation on the road and shared with our campus partners in an effort to be transparent in our process and strategy. If you would like us to present this to your team, please contact Marjan Osman Gartland, Director of Design Services.

Promotional Merchandise Guidelines


The promotional merchandise brand guidelines is to help University Life departments create effective swag which develops a visual cohesive relationship between the University and our departments.

Student Brand Guidelines


The student style guide is to help new and existing student organizations create authentic, message-driven brand identities by incorporating the spirit of the Penn brand without violating University trademarks.

Supplier Choice and Merchandise

Licensed suppliers are the only companies allowed to produce Penn merchandise (apparel or other swag).

  • Promotional merchandise includes giveaways such as t-shirts, sweatshirts, hats, blankets, stickers, buttons, water bottles, pens. 
    • Step & Repeats are not technically promotional merchanise however a licensed supplier should be used to produce these types of items as well.

If the total purchasing order does not exceed 10k, use any supplier (contracted or approved) in the Penn system. If the total purchasing order does exceed 10k, use a contracted supplier, otherwise, the project must go out to bid.

Additional Brand Assets

University Life brand assets can be accessed through Penn + Box folders. Most are open to all members of our Penn community, unless otherwise stated.

University Life Video Meeting Backgrounds

In-House Design Services

Log onto: 
To request access please email Steve McCann at 

Lead time: 2 months

Brand Strategy, Visual Identity, Digital Design, Print Design (logos, flyers, posters, brochures, banners)

Lead time: 3 months

Social media targeted videos (10-15 seconds) and/or longer event videos (3-5 minutes)

Use this video form link to start a project.

Lead time: 2 weeks

Staff photos, event photos, event documentation

Equipment rentals available

Lead time: 2 weeks

Live-streaming events through department’s social media platform

Equipment rentals available

Lead time: 2 weeks

Limited (free) in-house printing for event promotion

Ten standard (11 x 17″) posters or

One oversize (18 x 24″) poster or

One standard (36″ width) banner

Projects requiring folding or mass production will be outsourced to a third-party supplier

Useful Tools Across Campus