Brand Guide and Story
Standards outlined in this guide set the benchmark for our strengthened positioning, and provide you with the tools you need to present Algoma in a clear, competitive and differentiating manner. Guidelines for successful use of these fundamental elements follow, with a wide range of applications and supporting material. Additional resources are available to faculty and staff via Algoma U’s internal Employee Portal.
Our robust style guide, that includes all design assets is available upon request. Please email firstname.lastname@example.org.View Brand Story
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The Thunderbird represents the inspiring heart of the Algoma University brand. Its thunder, lightning and rain cleanses and gives power to the earth and its people.
Adopted in the early 1970’s from the pictographs within the Agawa Bay region of Lake Superior, it symbolizes our collective hope as we emerge from a dark past into a brighter future for all – learning from and with each other.Download JPEG
Our wordmark expresses our personality and encapsulates our identity with impact. And it makes Algoma instantly and easily recognizable.
The wordmark should always be taken from an electronic master reproduction file. Don’t copy or scan the brand signature from any other material. Use the official versions of the brand signature only. The elements within the signature and their relative position to one another cannot be changed under any circumstances. Think of the wordmark as a picture that shouldn’t be retouched or reconfigured in any way. For any questions on the use of the Algoma wordmark, please contact the University Marketing and Communications team at: email@example.com.
Usage Note: We have provided different versions of each element of the Algoma University visual identity, as digital files for use. It is important to understand which file should be used in what application. For convenience, we provide a quick summary, but encourage users to check with the Marketing and Communications team if you have any questions.
Print: Always use either the .ai or .eps version for print. These files will require special software (ie. Adobe Illustrator) to open.
Online: NEVER ENLARGE A .JPG FILE. If you require a larger .jpg version, please contact Marketing and Communications.
Special Applications: If your supplier is asking for something other than .ai, .eps, .png or .jpg versions, it’s best to put them in touch with the Marketing and Communications team.
Alternative options for the logo are available when the primary option cannot be used. Whenever placing the logo on a photograph or graphic background, ensure there is enough contrast for the logo to be legible.
Use the primary colour logo against a white background for legibility. Use the black logo against white or light coloured backgrounds/photos. Use the white logo against black or dark coloured backgrounds/photos.
Official Brand Colours
- Pantone = a universal standardized spot colour system
- CMYK = process four-colour system (cyan, magenta, yellow, black)
- RGB = digital colour system (red, green, blue)
- Websafe HTML and Hex = digital colour palettes
To ensure consistent colour reproduction using Pantone colours (coated and uncoated), four-colour process, or RGB, these specifications must be followed.
Primary Colour Palette: The primary colour palette consists of three colours: Algoma Red as the primary colour, coupled with Cool Grey Dark and Cool Grey Light as accent colours.
Pantone = PMS 1805
CMYK = 21C 97M 90Y 11K
RGB = 179R 40G 45B
Hex = #B3282D
CMYK = 0C 0M 0Y 90K
RGB = 60R 60G 59B
Hex = #3C3C3B
Pantone = PMS Cool Gray 9
CMYK = 0C 0M 0Y 50K
RGB = 119R 119G 122B
Hex = #77777A
Pantone = PMS Cool Gray 4
CMYK = 0C 0M 0Y 24K
RGB = 185R 184G 185B
Hex = #B9B8B9
Secondary Colour Palette: A secondary palette can be used as accent colours to enhance marketing and collateral materials.
CMYK = 20C 40M 95Y 1K
RGB = 202R 151G 13B
Hex = #CA970D
CMYK = 20C 3M 15Y 0K
RGB = 235R 247G 240B
Hex = #EBF7F0
Tertiary Brand Colours: The tertiary palette should be used sparingly and for specific purposes. Dark blue is used in the Thunderbird icon. The orange can be used for specific Indigenous programming.
CMYK = 100C 86M 34Y 25K
RGB = 6R 39G 98B
Hex = #062762
CMYK = 10C 68M 100Y 0K
RGB = 232R 112G 0B
Hex = #EBF7F0
Ceremonial and Official Marks
In 1996, alumnus Jane Scott Barsanti created the existing crest, incorporating the Thunderbird into the design.
The Thunderbird, its freedom and strength represented by traditional colours, extends beyond the confines of the rectangle:
- Blue = Sky, Water
- Green = Land, Trees, Environment
- Red = Colour of the Pictographs; Bloodlines
- White = Hope, Purity, Snow, the North
In the crest, ‘A’ stands for Algoma, and is indicative of learning and achievement; it also suggests the shape of a teaching wigwam, which is the foundation of Algoma’s educational philosophy today.
The crest may be used for official communications issued from the Office of the President and for specific applications, including historical celebrations, and may be employed for specific uses like:
- mattes of the frames
- official transcripts
- awards and certificates
- alumni materials
Other circumstances may warrant using this mark. Permission for use other than listed above may be requested from the University Marketing and Communications team.
In 1981 our Thunderbird was made into a flag for the occasion of a healing and reconciliation memorial and ceremony conducted after the first Shingwauk Reunion, which honoured the two branches of Founders of education on the site, traditional and contemporary, Native and non-Native; Shingwauk and Algoma. The Thunderbird Flag was made by Algoma Student and Student Council member Pam Forster, and presented by her and Rolland Nadjiwon, Founding Executive Director of the Keewatinung Institute, to Dr. Dennis Howell, Chairman of the AUC Board of Trustees, and Shingwauk Alumnus and Garden River Elder, Daniel Erskine Pine Sr. It was blessed by the Bishop Frank Nock of the Anglican Diocese of Algoma and raised by him and Dr. Howell at an Honour Ceremony and Song for the Flag by a local Native Drum Group.
The Flag has been flown since as the symbol/dodem of then Algoma University College, now Algoma University.
The Thunderbird flag flies proudly in front of the front entrance to Shingwauk Hall. Although the Thunderbird as a symbol of Algoma University may evolve over time, the flag will remain as it was presented in 1981.
Last updated: April 12, 2022
We’ve prepared an ‘acronyms list’ as a reference list to assist you. We hope we have identified the key ones – but if you have any suggested additions, please let us know.
View or download the Acronym List.