Athletics Brand Guidelines
WILL TO WIN
We are united with you and all Mizzou fans in our “Will to Win” – a renewed commitment to build consistently winning programs.
The Mizzou Athletics brand is distinguished by a simple philosophy: to foster a premier, championship athletics program. This concept creates a cohesive identity system that not only respects the traditions of Mizzou, but looks to the promise of a great future.
These brand and identity guidelines and supporting toolkit provides Mizzou Athletics staff with the resources needed to execute the Mizzou Athletics brand at a high level for all marketing materials, environmental branding and the production of apparel, merchandise and promotional items.
Jump to:
Colors | Typography | Graphic Elements | Logos and Marks | Email Signature Generator | Business Cards | Letterhead | Notecards | Apparel and Promotional Item Orders | Licensed Vendor List
Athletic Brand Colors
The consistent use of color is one of the most powerful tools we have to establish and communicate our brand. These colors should be used on all materials to create immediate recognition of the Mizzou Athletics brand.
Both the Mizzou campus and Mizzou Athletics use the same gold, we are one and the same. Do not use any other gold builds.
Nike 00A Black
Digital
HEX: #000000
RGB: 0, 0, 0
Print
CMYK: 35/24/24/100
Pantone: Process Black
Mizzou Gold
Digital
HEX: #FDB719
RGB: 253, 183, 25
Print
CMYK: 0/31/99/0
Pantone: 124 C
Nike 06F Anthracite
Digital
HEX: #373A36
RGB: 55, 58, 54
Print
CMYK: 50/30/40/90
Pantone: 447 C
Nike 10A White
Digital
HEX: #FFFFFF
RGB: 255, 255, 255
Print
CMYK: 0/0/0/0
Pantone: None
Brand Typography (Fonts)
Typography is a powerful part of the Mizzou Athletics brand, creating visually distinct messaging that impacts our fans. These typefaces should be used to create branded materials for Mizzou Athletics.
Custom Athletics Font
Also referred to as the “Nike font”, this typeface is custom designed with unique letters for a distinctive and readily identifiable look. The letterforms are bold and athletic, infused with speed. The serifs are sleek and powerful drawing inspiration from the ear of the tiger.
There is no lowercase version. Do not try to make a lowercase version.
Use the Athletics Font for:
- Short headlines
- Jersey numbers
- Coach and athlete names
- A single sentence
Do not use the Athletics Font for:
- Body copy
- Captions
- Contact information
Dharma
Dharma is a condensed sans-serif font that makes a statement. Use in place of the Custom Athletic Font for variety.
Use Dharma for:
- Short headlines
- Coach and athlete names
- A single sentence
- Sport lockups
Do not use Dharma for:
- Body copy
- Captions
- Contact information
Univers
This secondary san-serif complements our Custom Athletic Font and Dharma. With a wide variety of weights, it is versatile and legible across many applications.
Use Univers for:
- Body copy
- Sport lockups
- Contact information
Do not use Univers for:
- Headlines
- Jersey numbers
Clarendon URW
This supporting serif font is best used in all caps with or without kerning applied for an athletics feel. It can be used to bring a sense of refinement to marketing materials.
Use Clarendon for:
- Headers
- Subheads
- Coach and athlete names
- Captions
Do not use Clarendon for:
- Body copy
- Contact information
Kogels Script
This script font provides an elevated option that still maintains a classic athletics look. Do not use in all caps.
Use Kogels Script for:
- Short headlines
- Coach and athlete names
- A single sentence
Do not use Kogels Script for:
- Body copy
- Captions
- Contact information
Graphic Elements
These graphic elements support our visual identity and are tied to our physical spaces and history.
M-I-Z Stripes
This tiger stripe pattern, like Mizzou Gold, ties
Mizzou Athletics to the Mizzou campus.
Mizzou Diamonds
This graphic element is pulled from our iconic fields and reinforces our identity and brand.
Athletic Logo and Marks
Our logos and marks are an important part of our identity and should be used in accordance with these guidelines. Marks are available to Athletic’s staff and employees in the Mizzou Athletics Toolkit.
Athletic Tiger Head Logo
The Athletic Tiger Head is the official logo of Mizzou Athletics. The iconic logo is instantly recognizable as Mizzou Athletics, and consistent use of it in all marketing and promotional efforts builds equity in our brand.
Full Color Logo
The Athletic Tiger Head should be used in full color unless the entire material will be a printed in a single color.
Single Color Logo
When printing in a single color, the Athletic Tiger head must be in a brand color. The “whiskers” of the mark should always be lighter than the background.
Incorrect Logo Use
When using the single color version of the Athletic Tiger Head, make sure that the imprint color is the right version for the background color you are placing it on. A quick way to check your use is check if the “whiskers” are the lightest part of the logo. As you can see in these examples, the whiskers are darker than the background, a clear indication that the logo color is incorrect for the background.
Bold M
The Bold M is from our Custom Athletics font and is commonly associated with baseball and softball, but can represent all sports. The Bold M is a reflection of Mizzou Athletics moving forward beyond the Block M and creating its own path through determination and a commitment to excellence.
Wordmarks
Our primary wordmark is Mizzou and should be used on all uniforms. The official secondary wordmarks include Missouri and Tigers. Both the primary and secondary wordmarks may be paired with the Athletic Tiger Head or used as a secondary logo. These wordmarks may not be recreated.
Primary Mizzou Wordmark (Custom Athletics Font)
Secondary Wordmarks (Custom Athletics Font)
This set of wordmarks uses the custom Athletics font, also referred to as the Nike font.
Script Font
This set of wordmarks uses a customized version of the brand script font, Kogels.
Sport Specific Lockups
These sport-specific lockups unify our brand and promote consistency while allowing for representation of specific athletic programs on products. Each sport benefits from identification as part of Mizzou Athletics. Furthermore, the system communicates the diversity of the athletics program while building the core brand.
The sports lockups can be found in the Athletics Brand Toolkit or downloaded from SharePoint.
Vintage Marks (Restricted Use)
These trademarks of Mizzou may be used by Mizzou Athletics programs once per fiscal year for special merchandise and promotional items. They may not be used on general team apparel, uniforms, or giveaways. To request use of these marks, please fill out this request form.
Marketing Resources
These marketing resources can be used to help you use the Mizzou Athletics brand and identity.
Email Signature Generator
Athletics employees can use the email signature generator to create a branded signature for work-related email.
Business Cards
Mizzou Athletics business cards are sized at 2.5 x 3 inches and include two front options and four back options.
Front of Card
The front of your business card should include your full name, title, department or sport program, address, email, phone and website.
Back of Card
Four styles are available for an optional back of card. You may choose to do a single-sided business card with only the front design.
Letterhead
These templates use Microsoft Word and can be used for both electronic and printed letterhead.
Notecards
These notecards are sized at 5.5” wide by 4” tall and fit A2 envelopes. The templates use Microsoft PowerPoint and are two-sided, allowing for a personal message to be typed or handwritten on the back side.
Apparel & Promotional Item Guidelines
Ordering Process
- Choose a licensed vendor from this list
- Work with the licensed vendor to select a product that meets your budget.
- Follow all design guidelines surrounding use of logos and marks. Whether submitting a design to a licensed vendor or working with them to create the design, the guidelines must be followed.
- Licensed vendors will submit a Product Request Form to our office along with final artwork for approval.
- Any changes needed to meet guidelines will be communicated to the vendor.
Design Guidelines
- Include the Athletic Tiger Head, wordmark or official sport lockups on the item
- Use of a Vintage Mark must go through the appropriate approval process. Please fill out this request form.
- Product colors should be a brand color: gold, white, black or gray
Licensed Vendors
If you do not see a vendor listed here, contact identity@missouri.edu to request an exception. Exceptions will only be made for unique product not already covered by the current list of licensed vendors.
Elite Promotions
545 S. Union Ave., Springfield, MO
(417) 866-8989
Flying Cow
907 University Avenue, Columbia, MO
(573) 874-0185
Impact Signs
1602 Old US Hwy 40E, Columbia, MO 65202
(573) 499-4800
Missouri Cotton Exchange
3420 Buttonwood Dr., Columbia, MO
(573) 442-3527
Success Brands
240 Chesterfield Industrial Blvd, Chesterfield, MO 63005
(314) 878-1999