Tier 4

Service and entertainment entities in tier 4 serve purposes that are an outgrowth of (sometimes tangential to) BYU’s academic mission. Although some of these entities may also serve an academic role (such as museums and performing groups), they often function in a nonacademic role with large audiences.


Service and entertainment entities tend to have audience relationships that are transactional in nature, and the audiences may be broad and diverse. Often their audiences are primarily nonstudent, off-campus audiences.


These entities include

  • restaurants,
  • retail,
  • museums,
  • conferences,
  • publications,
  • broadcasting,
  • performing groups, and
  • athletics.

Tiers and Interim Guidelines

Interim Guidelines

BYU is in the midst of a major brand study and articulation, expected to be complete in 2020, with new visual identity guidelines launched in 2021. In the meantime

  • All current visual identities (as of May 2019) may continue to be used as they are.
  • Any new visual identities must be created according to the guidelines on these pages, with the clear understanding that these identities are temporary and may need to change when final guidelines are released.

Tiers Explanation

Based on the premise that good communication and branding are founded on a clear understanding of purpose and audience relationship, the university has created four tiers to describe different types of entities that operate on campus.


Tier 1: Academic

Entities that carry out the university’s core academic mission with its primary audience.

  • Examples: Colleges, schools, departments, divisions


Tier 2: Campus Support

Entities that serve administrative or support functions for the academic mission, generally for a campus audience.

  • Examples: Administrative and academic auxiliaries, student life


Tier 3: Specialized Academic

Entities that serve special-interest audiences that may be both on and off campus. Audiences may be less connected to BYU than to the subject matter.

  • Examples: Research labs, academic centers, curricular groups, clubs


Tier 4: Transactional (Service and Entertainment)

Entities that serve purposes that are an outgrowth of (sometimes tangential to) BYU’s academic mission. Their audience relationship tends to be transactional and the audiences may be broad and diverse.

  • Examples: Restaurants, retail, museums, conferences, publications, broadcasting, performing groups, athletics

How Do I Get My Interim Visual Identity?

Publications & Graphics is the primary source for creating and approving interim visual identities.

Service and Entertainment Guidelines

Service and entertainment entities follow these guidelines for their visual identities:

  • They must include a BYU primary mark either in their name or in an endorsement. On-campus restaurants and retail outlets that primarily serve students may not need the BYU mark. 
  • The entity name may use any typeface and color.
  • The visual identity may use graphic symbols.
  • If a BYU entity’s mission and audience are substantially unrelated to those of the university—and with approval from the President’s Council—“BYU” may be treated in a different typeface.

Athletics Guidelines

Identity Marks

Our primary athletic identity marks are the stretch Y and the block BYU. These are the only graphic marks that athletic teams can use as primary identifiers.

  • Athletic teams can use either of the primary marks in visual identities, signage, websites, uniforms, apparel, and merchandise.
  • No other graphic elements are allowed within the specified clear space (defined as the width of the B or the height of the stretch Y oval on all sides of the mark).
  • When athletic teams use the stretch Y, the block BYU is strongly encouraged as a secondary graphic element to provide context for the Y symbol.
  • Athletic teams may use official secondary marks (the sailor cougar, the block Y, the wordmarks, etc.) as supplementary graphics on uniforms, apparel, websites, and merchandise, but not in signage or visual identities.
  • With approval from the advancement vice president, athletic teams may use vintage wordmarks from the Royal Collection on uniforms but not in signage, websites, or visual identities. This use is restricted to the vintage marks that spell out “Brigham Young” or “Cougars.”
  • Athletic video productions (TV broadcasts, scoreboard displays, etc.) may use a 3-D version of the stretch Y. This variation is only approved for video; it may not be used in any other way.


BYU’s colors are navy blue, white, and royal blue.


Pantone: 648

Hex: #002e5d

RGB: 0 | 46 | 93

CMYK: 100 | 71 | 9 | 56


Hex: #ffffff

RGB: 255 | 255 | 255

CMYK: 0 | 0 | 0 | 0


Pantone: 2935

Hex: #0062b8

RGB: 0 | 87 | 184

CMYK: 100 | 52 | 0 | 0

  • In signage, visual identities, and websites, the university’s primary marks (the stretch Y and block BYU) should only appear in navy or white. Royal may be used as a secondary or accent color in these situations.
  • Uniforms may appear in navy, white, and royal. When royal is the dominant color in a particular uniform, navy accents are strongly preferred.
  • When used on royal uniforms, apparel, or merchandise, the primary marks (stretch Y and block BYU) may appear in royal. This is the only circumstance in which these marks may be rendered in royal. In all other situations they must appear in navy.
  • Colors other than navy, white, and royal should not be used in uniforms. On rare occasions the university may approve exceptions for special “black out” or other game promotions. Gray is not an approved color for uniforms.


Vitesse is the official university typeface for BYU athletics.

  • When representing the university and mascot names on uniforms and team apparel, athletic teams should use the approved Vitesse wordmarks.
    • With approval, uniforms may use archival wordmarks from the Royal Collection.
    • The university and mascot names should never appear on uniforms or team apparel in any typeface other than the Vitesse wordmark or an approved archival wordmark.
    • Other type on uniforms (numbers, athlete names) may appear in any complementary typeface.
  • In signage and website naming, the university and mascot names should only be rendered using the approved Vitesse wordmarks.
  • In signage, website naming, and visual identities, athletic teams may use either Vitesse or Ringside for their team name. The team name may appear in navy or royal, and it must be paired with a primary athletic mark in navy.

Media Events

In any event covered by the media, athletics personnel (including coaches, students, and support staff) may only wear apparel that meets the preceding guidelines for logos, color, and typography. Team apparel (below) is not approved for media events.

Team Apparel

Non-uniform, non-sideline team apparel (not for sale, giveaway, or other distribution to the public, nor to be worn at a game event, nor to be worn in broadcast interviews or shows) has more design flexibility than uniforms.

  • The university name and mascot must appear in an approved wordmark and color.
  • Other wording and text (such as a team theme) may be rendered in any typeface or color.
  • Lines, shapes, and graphic symbols are allowed (including archival marks from the Royal Collection).


  • Athletics business cards and letterhead use the stretch Y as the primary mark. The stretch Y must appear in navy or white.
  • Athletics stationery must be consistent across all athletics departments and teams and must not change without approval from the advancement vice president.