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Communications and Marketing

The Communications and Marketing team at Algoma University serves to enhance and strengthen the reputation of the University in the minds of our various constituent groups.

Among other things, we are responsible for the University’s online presence, including websites and social media, print publications, media relations, public relations, marketing and advertising. Brand recognition creates trust and instills confidence. Our goal is for all materials produced by and for Algoma University to be readily identified as such and represent what we stand for.

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General Inquiries:
[email protected]


Media Inquiries:
[email protected]
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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 [email protected].

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Meet Our Team

We're a creative crew dedicated to sharing Algoma U's success stories with the rest of the world

Our Thunderbird

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 protected].

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.


Primary Logos:


Colour Version (PNG) | White Version (PNG) | Black Version (PNG)

Colour Version (JPEG) | Black Version (JPEG)


Colour Version (PNG) | White Version (PNG) | Black Version (PNG)

Colour Version (JPEG) | Black Version (JPEG)

Official Brand Colours


Colour systems:

  • 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.

Algoma U red colour

Pantone = PMS 1805

CMYK = 21C  97M 90Y 11K

RGB = 179R  40G 45B

Hex = #B3282D

Agloma U Dark Grey Colour

CMYK = 0C 0M 0Y 90K

RGB = 60R  60G 59B

Hex = #3C3C3B

Algoma U Cool Dark Grey Colour

Pantone = PMS Cool Gray 9

CMYK = 0C 0M 0Y 50K

RGB = 119R  119G 122B

Hex = #77777A

Algoma U Cool Light Grey Colour

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.

Algoma U Gold Colour


CMYK = 20C  40M 95Y 1K

RGB = 202R 151G 13B

Hex = #CA970D

Algoma U Off White Colour

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.

Algoma U Dark Blue Colour

CMYK = 100C  86M 34Y 25K

RGB = 6R 39G 98B

Hex = #062762

Algoma U Orange Colour

CMYK = 10C 68M 100Y 0K

RGB = 232R  112G 0B

Hex = #E87000

Ceremonial and Official Marks


Algoma U thunderbird logo with watermarks

The Flag

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.

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