Brand guide

Become a brand ambassador! Follow guidelines and templates in this section to apply SFU's visual identity and narrative to your work.

Why a Brand?

SFU’s organizational units are diverse and distinctive, yet they are all part of an institution with shared values and a common purpose. Every time members of SFU communicate with the public, they influence our reputation and shape our brand. The tools we use to communicate—advertisements, signs, publications, videos, websites, presentations—all contribute to the character of not just the individual or organizational unit, but also the entire university. Communicating our brand unity strengthens our individual messages and SFU as a whole. SFU’s logo and coats of arms are protected by copyright and may not be used without written permission of the university.

Brand architecture

Find out how our brand architecture model organizes SFU units into different categories.

brand architecture mode

Brand DNA

Familiarize yourself with the promise, position and attributes that define SFU's brand DNA.

Brand elements

Our brand is made up of six distinct parts. These elements are the building blocks of SFU visual communications.


Find out how to use the SFU logo with your department's name and learn about limited use of SFU's official crest.

SFU logo guidelines


Learn about SFU's brand colour palette and how to perfect that SFU red in print and digital applications.

brand colour palette


Canada’s Engaged University is SFU’s new tagline. Learn how to incorporate it into institutional communications.

new tagline guidelines


Find out when to use black and white images and what style of photography represents the SFU brand. 

style of photography


Learn about SFU's standard fonts for professionally designed items and our system fonts for desktop applications.

SFU's standard fonts

Tone of voice

Learn how to use the right tone of voice in your storytelling to express the five brand attributes.

tone of voice

Brand in practice

Whether you are an entry-level communicator or area expert, there are many tools, templates and training resources available to help you integrate SFU’s refreshed brand into your communications.

Design examples

Be inspired by how our brand principles come to life in range of materials including:


Download visual assets and some of the most common templates including: brochures, posters, email signature and PowerPoint.  



Learn how to incorporate brand narrative into written and visual storytelling.

Storytelling guidelines

Training and workshops

Take your storytelling to the next level through our upcoming workshops.

Storytelling workshops

Brand support

Communications & Marketing team is here to provide brand support including 1-on-1 brand design consultation and access to a hot desk with brand fonts and design software.

Have questions about this brand guide?