Logos & Marks
The wordmark, monogram, and logo are essential elements of our brand identity. Logos and marks are for authorized use only, in accordance with the college’s Brand Guidelines (PDF).
It is prohibited to alter, crop or in any way manipulate Davidson’s logos and marks. For questions, please contact College Communications.
Logo Usage Quick Guide
Not sure which mark or lockup to use? Find the answers to frequently asked questions on the new Logo Usage Quick Guide.
Primary Logo Lockup
The primary logo lockup is the foundation of Davidson’s brand identity. This logo should be used first and foremost when representing Davidson College.
We use our primary brand colors for our logo. When possible, we use a two-color application for our logo lockup, but it is acceptable to use a single color version.
Single Color
Logo Alternates
Used less frequently, these alternate lockups allow for maintained consistency and clarity when spacial constraints arise.
Horizontal Lockup – Option 1
Use when a more horizontal orientation is needed. This lockup situates the monogram to the left of a balanced wordmark that places equal emphasis on Davidson and College.
Horizontal Lockup – Option 2
Use when a more horizontal orientation is needed. This lockup situates the monogram to the left of the wordmark.
Monogram Weighted Lockup
When a more square form is needed, a lockup that lends more weight to the monogram can be used.
Wordmark
The wordmark lettering is a custom-designed Roman-style serif, that uses both “Davidson” and “College” stacked and centered.
Monogram
In select cases, the monogram may be used without the wordmark when the Davidson College context is clear. Contact the office of College Communications to use this asset.
The Wildcat
Ears back and teeth drawn, the wildcat captures the energy and ferocity of Davidson’s student-athletes.
The wildcat is not a logo; it is a secondary mark that, depending on the context, should be used in conjunction with the primary Davidson College wordmark and/or DC monogram.
The default version of the wildcat is full color using black, white, red and taupe. There are also an array of color variations for use on approved background colors. The line work should not be altered and the background color must correspond to the correct design file. For licensing inquiries, please contact Jordan Duncan, Director of Marketing & Licensing.
Color Variations
Sub-Brand Identity
Davidson’s brand is designed to encompass the many areas of our community—such as academic departments, sub-brands and initiatives—while maintaining a sense of continuity and hierarchy.
The primary lockup should be used whenever possible. In some cases, it can be appropriate to express individuality while maintaining core identity standards.
Social Media Icons
College-affiliated social media accounts, such as those for departments or services, may download icons for use on Instagram, Facebook, and TikTok.
Assets are custom for each sub-brand and feature the monogram on a red or white background. Athletics accounts have the option of using the wildcat head in place of the monogram.
Black icons are reserved for the college’s primary accounts only (@DavidsonWildcats, @DavidsonCollege).
For more information on social media accounts, please visit Setting Up Social Accounts. If you need a new icon created, please contact College Communications.
Spirit Marks
Spirit marks are part of our brand toolkit used for specific applications, primarily in an athletics context. Spirit marks should never be used as a logo substitute. Please contact the office of College Communications to use these assets.
The College Seal
The Davidson College seal was first drawn in 1840. In 2023 the artwork was refined for improved rendering on screens and in print reproduction, and the Davidson College name was added.
The seal is reserved for formal college documents and artifacts, including diplomas, presidential records, and the college mace. Please contact the office of College Communications to use these assets.
