Merchandise & Design That Matters

Branding Information

If you are planning giveaways, uniforms, event swag, or collaborations, see Apparel and Merchandise 101 for general rules and how to work with licensed vendors.

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Divisional, Faculty & Staff Guidelines

The following are previous examples of designs that have been approved or not approved.

Clear Spaces

The University of Toronto signature must have space around it to ensure it is never too close to other graphic elements or the edge of your design.

The minimum clear space (padding) around the U of T signature is equal to 50 per cent of the height of the coat of arms on all four sides.
Colours

U of T Blue and White should be used as the primary colours for custom merchandise to maintain a consistent University of Toronto identity, with black, grey, and cream permitted as neutral alternatives. Because vendor stock may not precisely match official specifications, the closest available equivalents—such as navy or midnight for PMS 655—should be selected. Alternate colour palettes may be used only for unique standalone occasions, including orientations, conferences, symposiums, anniversaries, and competitions.
Simplified Version

A simplified U of T signature should be applied for all customized merchandise orders. A simplified reverse version has been updated to improve embroidery, laser etching, emboss/deboss and screen print applications.

Divisional Signature and Marks

The application of divisional signatures on custom merchandise orders is limited due to imprint specs on most products.

Removing the coat of arms to create a divisional wordmark is no longer an approved practice. Concurrently, maximize the available imprint space to optimize your brand, accessibility, and improve production outcomes for the vendor.

Maximum Imprint Space

You are not required to use your full divisional signature on custom merchandise if it does not fit the available imprint area effectively. In some cases—such as tote bags—a circular signature may provide better visibility. Trademark Licensing offers a suite of alternate marks designed specifically for custom orders to ensure clarity, consistency, and strong brand presence across various materials and production methods.
Divisional Signature and Marks

Removing the coat of arms to create a divisional wordmark is no longer an approved practice. Without the coat of arms, the remaining wordmark appears unanchored and lacks essential context.

To optimize imprint space while maintaining brand integrity, use the University of Toronto wordmark in a vertical stacked configuration, paired with the division name set in Trade Gothic Next in Title Case. This approach enhances legibility and accessibility while streamlining production and ensuring consistency across merchandise applications.
Small Items

Small-format merchandise can make the coat of arms difficult to reproduce clearly, so wordmark‑ or text‑only treatments are recommended. While removing the coat of arms is no longer permitted, divisions should use a University of Toronto wordmark, lettermark, or text-based treatment paired with their division name set in Trade Gothic Next, ensuring strong brand integrity and clear legibility on small items.

Available Signatures and Marks for Merchandise

Shapes, fabrication, surface and imprint size determine which signature or mark to use on orders. Trademark Licensing provides various options that are for limited use on custom merchandise orders when the preferred signatures or wordmarks will not work. Alternate merchandise marks in hi-res vector format are not available for download; access is restricted for approved vendors for production purposes only.

University of Toronto

University of Toronto Mississauga

University of Toronto Scarborough

DIVISIONAL MARKS AND SIGNATURES

All faculties, departments and extra-departmental units operate under approved custom signatures. Most named professional faculties also maintain unique word marks that are designed, reviewed and approved through the Brand Hub. Divisional circular marks are restricted to use on merchandise and awards only.
Central administrative units do not have customized signatures and must use the approved university signature text lock-ups in either horizontal or vertical stacked formats.

The university does permit the creation of alternate logos with exception for the following:

Anniversary and celebratory logos may be developed to mark significant milestones. These logos are permitted only for the duration of the anniversary or celebration and must be retired once the program concludes. In all cases, the university signature must appear alongside the anniversary or celebratory logo.

Legacy logos that have long-standing recognition within the university community may continue to be used with prior approval. Approved legacy logo use is limited strictly to the specific application for which permission has been granted. When using legacy logos, the university signature must also be applied.

Strategic and business objective logos may be developed to support university-wide strategic or business initiatives on a case-by-case basis, subject to review and approval.

Approved vendors have access to all authorized marks for custom order needs.

University of Toronto Athletics, Varsity Blues

The Faculty of Kinesiology and Physical Education (KPE) and Trademark Licensing have the exclusive use of the TLeaf mark for Varsity Blues Intercollegiate Athletics, Active Healthy Living programming and retail operations. No divisions outside of KPE may incorporate the athletic mark in their custom design without prior approval.

Brand-Hub

If your division does not have an official signature or lock-up, please consult with your respective communications officer. For more information on signatures and lock-ups, visit U of T Brand Hub.