Frequently used terminology regarding the visual
identity program is as follows:
CMYK (short for Cyan, Magenta, Yellow and Key
Often referred to as process color or four color, CMYK is a
subtractive color model used in color printing. It is also used to
describe the printing process itself.
Postal markings often imprinted on mail or on labels to be affixed
A trademark licensing program gives an institution control over its
logos and marks, thus ensuring the quality and consistency of all of
the university’s merchandise and imagery. It also enables the
university to generate revenue from the sale of items bearing its
logos and marks, and creates a cooperative and positive working
relationship with the manufacturers and retailers who work with
The official graphic arrangement of the symbol and wordmark.
The monogram consists of the university’s initials in an
interlocking format. The monogram is to be used only by the KSU
Department of Athletics for baseball-related items.
Pantone Matching System (PMS)
A proprietary color space used in a variety of industries, primarily
printing, though sometimes in the manufacture of colored paint,
fabric and plastics. The Pantone Matching System is the definitive
international reference for selecting, specifying, matching and
controlling ink colors.
RGB (Red, Green and Blue)
The computer’s native color space, which is the color system for
capturing and displaying images. For printing on paper, the CMYK
color space is used, not RGB.
Registered trademark symbol
Designated by ® (the circled “R”), is a symbol used to provide
notice that the preceding mark is a trademark or service mark that
has been registered with the U.S. Patent and Trademarks Office.
The formal university seal is reserved for ceremonies, watermarks
for official documents, diplomas and building plaques. Use of the
university seal is prohibited without prior written approval from
A model explains the mixing of paints, dyes, inks, and natural
colorants to create a full range of colors.
A graphic identifier reflects the university’s spirit and philosophy
and elicits immediate identification by the public.
A distinctive sign or indicator, designated by TM, used by an
individual, business organization or other entity to identify to
consumers that its products or services originate from a specific
The art and technique of arranging type and type design.
Visual Identity Program
A system of visual communications graphically coordinated in such a
way that the public easily identifies Kennesaw State, its
constituent parts and its activities.
The university’s name designed in a unique and individual style.