One brand, one story. From design to our voice, this site provides tools, guidelines and resources for you — the University ambassadors. Our collective efforts build the Chaminade brand, and our team is always available to help.
Why Our Brand Matters
We are Chaminade. Student-focused. Community-centered. Innovative, relevant and modern.
We are world-class, with a host of leading academic programs — all geared toward helping tomorrow’s leaders thrive in a supportive academic community. And we are service-oriented, all of us — everyday — taking on big problems and small ones to make the world a better place.
Our brand is strong because we are proud of who we are. So our brand guidelines reflect our shared values, our sense of place, our major accomplishments and our ambitious goals. They underscore our common direction. And they’re alive — subject to grow and change as our institution does. Brand guidelines come into play at every public touchpoint in every department.
Our Voice
Chaminade communications should reflect the vitality, achievements and aspirations of our thriving, historically-rich institution. That’s why our brand voice is direct, motivational and inclusive — celebrating the diversity of our current students, our prospective ones and our broader community.
Visual Identity
Telling our story visually. Our design elements promote the history and breadth of Chaminade University, and provide a set of creative tools to help convey our unique personality.
Chaminade University Logo
All official communications should include our distinctive logo, which bears a campus landmark — Mystical Rose Oratory — and evokes our institution’s rich Marianist, Catholic tradition of educating the whole person. The logo serves as our signature, carrying our brand’s full weight and seal of quality.
Never attempt to recreate or alter the Chaminade logo — use the official version.
Chaminade Blue should be considered the go-to version. Use of the monotone versions — black lettering and white fill or white lettering and black fill — is permissible if the default Chaminade Blue version is impractical for printing or other purposes.
The oratory graphic can be displayed above “Chaminade University of Honolulu” or beside it. “Chaminade University” should be in upper and lower case letters, while “of Honolulu” should be capitalized.
Sub-Brand Logos
Chaminade is home to a broad range of university departments, divisions and offices. To promote these units in a way that dovetails with our overall style guidelines, we’ve created sub-brand logos. Sub-brand logos highlight a specific program at Chaminade.
Sub-brand logos include the name of a specific unit — such as “Office of the President” — and come in two orientations: centered or horizontal.
A black version and a white version (for dark backgrounds) are permissible, but otherwise sub-brand logos should not deviate from the brand look provided.
To request a sub-brand logo or for questions, contact University Communications and Marketing.
Official Seal
The Chaminade seal is reserved for formal and ceremonial documents in which the institution’s history, impact in the community and influence in academia play a central role. Documents that bear the seal include diplomas, certificates, the university’s highest awards and transcripts.
The seal bears the institution’s full name, “Chaminade University of Honolulu,” and the year it was founded (1955). In the middle of the seal sits a flaming sword and the words, “Vita in verbo” — “Life in the word.” The seal represents Chaminade’s commitment to educate the whole person, helping students develop as both critical thinkers and as caring and ethical citizens in society.
When used, the seal should not be altered in any way.
Athletic Logo
At Chaminade, we’re incredibly proud of our student-athletes across 10 NCAA athletic teams.
That’s why we created the athletics-specific Chaminade logo, an insignia for use on athletics communications that will reach students, parents, stakeholders and the broader community. The athletics logo bears a Silversword and includes the wording, “Chaminade University Silverswords.”
The athletics logo is not the official logo, however, and shouldn’t be used to represent Chaminade as a whole.
At Chaminade, we’re incredibly proud of our student-athletes across 10 NCAA athletic teams.
That’s why we created the athletics-specific Chaminade logo, an insignia for use on athletics communications that will reach students, parents, stakeholders and the broader community. The athletics logo bears a Silversword and includes the wording, “Chaminade University Silverswords.”
The athletics logo is not the official logo, however, and shouldn’t be used to represent Chaminade as a whole.
You might ask yourself, why does a color matter to our brand? It’s simple: As much as words and lettering, colors are central to brand recognition. (Think Target red, Home Depot orange or UPS brown.) At Chaminade, our primary color palette — the go-to colors for branded communications: Chaminade Blue, Quicksilver Gray, Moonlight and Chaminade Rich Black. Chaminade Blue, of course, is our most recognizable color. But all of our primary colors are bold and are meant to represent the very best of Chaminade, our sense of place and dedication to service.
Chaminade Blue
Pantone 286 C
C100 M75 Y0 K0
R14 G32 B164
#0E20A4
Moonlight
Pantone 2758 C
C100 M95 Y5 K39
R9 G16 B88
#091058
Quicksilver Gray
Pantone Cool Gray 1 CP
C4 M2 Y4 K8
R217 G217 B214
#D9D9D6
Chaminade Rich Black
Pantone Black 6 C
C100 M79 Y44 K93
R16 G21 B32
#101820
Secondary Colors
Our secondary colors are designed to serve as accents. Use Chaminade’s secondary color palette sparingly and never without first incorporating our primary colors.
Tropical Violet
Pantone 513 C
C53 M99 Y0 K0
R147 G50 B142
#93328E
Sunkissed Orange
Pantone 152 C
C0 M66 Y100 K0
R229 G114 B0
#E57200
Seafoam Turquoise
Pantone 7471 C
C48 M0 Y22 K0
R173 G255 B236
#ADFFEC
Sky Cyan
Process Cyan C
C100 M0 Y0 K0
R0 G159 B223
#009FDF
Our brand voice is bold, clear and approachable. The typography we use in communications is, too.
To ensure our words are effective, we’ve chosen two primary typefaces for Chaminade marketing campaigns — a serif and a sans serif. These typefaces are flexible and offer a wide range of iterations.
Our sans serif font is Avenir Next, which is deployable across a spectrum, from ultra heavy to ultra light options. Avenir Next is best described as accessible and modern. It exemplifies our conversational voice.
Our serif font — ITC Caslon — is classic, timeless and refined. It evokes Chaminade’s rich tradition, strong standing in the community and service-oriented mission that’s inspired generations of students.
Together, these typefaces bring together present and future — positioning Chaminade as both a venerated institution and as a central hub for innovation, forward thinking, creativity and student growth.
Chaminade is dynamic, diverse, innovative and mission-driven institution. Photography and videography for branded materials should reflect those values, conveying not only a sense of place, but a sense of wonder, intrigue, excitement and possibility.
Brand images can include portraits, candid action shots or wide landscape shots. Avoid cold, staged imagery.
The best rule of thumb for branded images: They should make viewers feel as if they are there — in that moment, in that classroom or lab, in that grassy field or that hiking trail. Consider cropping to refine an image.
Looking for a great photo for your brand communications? Reach out to the university’s Marketing team. Photography and videography services are available along with referrals to recommended community partners.
Resources, Templates and Downloads
It’s all in one place. Here are some templates and assets to help get you started.
