Web Communications Home | Contact Us | Search
New York University

Web Communications Standards

Core Identity Elements

The NYU Logo

NYU’s logo consists of two elements: the Torch and the Wordmark: the two elements should always be presented together.Web Communications recommends using the NYU Logo as a standard page element on every NYU Web site. Consistency of placement is also recommended. Wherever the NYU Logo is used, it should link back to the main NYU page.

Below is the recommended Web standard for the NYU Logo:

NYU Logo Recommendations:

  • The NYU Logo should be presented as provided. It should never be combined with another mark.
  • Proportions of the NYU Logo should be retained.
  • Drop shadow, bevels or any other effects should not be added to the NYU Logo—only use the NYU Logo as provided.
  • The NYU Logo should not be screened behind Web text.
  • The NYU Logo should not be used as a small decorative element.
  • Any use of the NYU Logo as a large graphic image should be in addition to and away from the recommended

Color Palette

Web Communications has developed a recommended primary and secondary color palette for New York University Web sites. The primary color palette consists of Purple, Brown, Black, and Tan. The secondary color palette was chosen to complement NYU’s primary color palette and should be used as additional background and/or accent colors in combination with the primary palette.The NYU Logo should always be 100% the chosen color. Any information conveyed in color should be understandable without color (refer to www.access-board.gov/sec508/guide/1194.22.htm#(c).)

Swatch Name/Info Hex Code
NYU’s Primary Colors
Black (solid)#000000
Tan (rules)
Used for all tan rules
Tan (solid)
Used for solid tan color, i.e. the breadcrumbs, the rollover
NYU’s Secondary Colors (to be used to complement the primary NYU Colors)
Light Tan#F4F2E8
Medium Purple#88679E
Light Purple#CBC0D4


Franklin Gothic

Franklin Gothic is the primary typeface recommended for use in all of New York University’s Web Communications. It should be used for all body text as well as non-graphic heads, subheads, and captions. When creating documents in HTML, the following sans serif typefaces can be substituted, in order of preference: Franklin Gothic, Verdana, Arial, Arial Narrow, Helvetica, Sans serif.

Franklin Gothic is modeled on Morris Fuller Benton’s original Franklin Gothic family, designed in 1902 for American Type Founders. Named for Benjamin Franklin, Franklin Gothic modernized nineteenth-century sans serif designs to shape a typeface style that has practically formed a category of its own.This version of Franklin Gothic is bolder in weight, and includes condensed and extra condensed designs.These are highly noticeable and legible display faces for headlines, advertising, and packaging.


Bembo is the secondary typeface recommended for use on New York University’s Web sites. It is the typeface used in the NYU Torch and Wordmark Web standard. It is the recommended serif font to be used in creating Web graphics.

Bembo was modeled on typefaces cut by Francesco Griffo for Aldus Manutius’ printing of De Aetna in 1495 in Venice, a book by classicist Pietro Bembo about his visit to Mount Etna. Griffo’s design is considered one of the first of the old style typefaces, which include Garamond, that were used as staple text types in Europe for 200 years. Stanley Morison supervised the design of Bembo for the Monotype Corporation in 1929 Bembo is a fine text face because of its well-proportioned letterforms, functional serifs, and lack of peculiarities; the italic is modeled on the handwriting of the Renaissance scribe Giovanni Tagliente. Books and other texts set in Bembo can encompass a large variety of subjects and formats because of its quiet classical beauty and its high readability.

On this page...