University VI Reference

This page summarizes key points from the "Chongqing University of Technology Visual Identity Manual" (2024.04, official site www.cqut.edu.cn) for aligning community materials with the official VI. The community's brand language aligns with the official visual system, but community assets are not the university's official brand: the university emblem, standard wordmark, and official source files are trademarks and copyrighted assets of the school, and must not be used without written authorization.

Full Mark

The university's full mark is made of a graphic emblem and a wordmark, with fixed relative sizes and positions that may be separated; official documents must always use the complete standard mark.

• Standard mark (horizontal): the primary brand symbol, preferred for everyday use.
• Standard mark (vertical A / B): vertical layout variants.
• English version: a second choice for international communication and decorative accents; cannot be split apart.
• Emblem (graphic mark): the core brand identity element; official contexts must combine it with the wordmark.

All mark elements must be taken directly from the official source files — never redrawn or recombined or modified. Vector source files are available for download on the university website.

Cultural Elements

Element	Content
University motto	明德笃行 自强日新
Founding year	1940
Abbreviation	CQUT

The motto is available in horizontal, vertical, and other layouts and must be called directly from the official files. The abbreviation and founding year are mainly for secondary contexts such as promotional materials, merchandise, and campus decoration.

Official Standard Colors

For print, prefer Pantone values and fall back to CMYK; for screen, use RGB or hex values. In practice the Pantone color book is the final calibration standard.

#0068B7

Primary Blue

Brand base color, over 80% overall

#000000

Black

Monochrome contexts

#E60012

Red

Accents and warnings

#FFFFFF

White

White on deep backgrounds

Gold (P 18-9 U / #DDBA8F) is a secondary accent, capped at 20% overall.

Theme Gradient

The official VI permits a theme gradient: all three stops (0%, 90%, 100%) use primary blue, rendered through transparency while keeping primary-color recognition.

Stop	CMYK value	RGB value	Hex value
0%	C100 M50 Y0 K0	R0 G104 B183	#0068B7
90%	C100 M50 Y0 K0	R0 G104 B183	#0068B7
100%	C100 M50 Y0 K0	R0 G104 B183	#0068B7

Gradient Ramp

Gradients are based on primary blue for decorative atmosphere, and the official provides the following ramp:

Value	Hex value
Indigo	#596FB2
Periwinkle	#BCC5E0
Sand	#E1C4AB
Cream	#F3E7DD

Official Fonts

• Chinese: FZLanTingHeiS-B-GB for main headings, FZLanTingHeiS-DB-GB for subheadings, and FZLanTingHeiS-L-GB for body text.
• English: HerounMHSans SemiBold for main headings, HerounMHSans Regular for subheadings, and HerounMHSans Light for body text.

All of the above are commercially licensed fonts; users must secure licenses themselves. Community interfaces fall back to system font stacks when unlicensed — see Typography & Imagery.

Official Usage Essentials

• Clear space: measured by the emblem's width/height as X; the minimum safe distance in standard use is 1/4X, scaled proportionally when resizing.
• Minimum size: minimum print width 10mm, minimum on-screen width 6px.
• Backgrounds: full-color mark on white/light backgrounds; white mark on primary-color/dark/black backgrounds; color on 0%–20% gray (avoid 30%–60%), white on 70%–100% gray.
• Prohibited: changing the text face, recombining mark elements, changing element proportions, slanting, rotating or uniaxially stretching, adding outlines, placing on cluttered backgrounds, using blurry low-resolution files, or altering standard colors.
• Unit combos: department/affiliate marks must sit to the right of the university mark, separated by half the emblem width, with the divider at the same height as the emblem, and must not be larger than the university mark.

Community Boundaries

• The community brand only borrows the official VI's colors, typefaces, supporting-graphic concepts, and cultural elements; the logo remains an independent community graphic.
• The university's official full mark (crest + wordmark) requires written authorization; materials using official marks must follow all the official rules on this page and keep the community's independent-identity statement.
• Using the emblem, wordmark, or official document layouts without authorization in community projects counts as confusing official identity — see Misuse.