ACES Branding Guidelines and FAQs

As a land grant University, it is very important for NMSU to portray ACES as a unified college; thus, it is necessary for us to use ACES unified branding.

The ACES logo setups were developed to help ACES faculty and staff with their promotional materials needs. There are several options available for use: college level, county offices, academic and Extension departments, and Agricultural Science Centers. You are welcome to use whichever option you would like on your brochures, flyers, posters, tablecloths, and other promotional materials.

Here are a few examples of how you can use these logo setups:

Ilustrations of various way to use the ACES logo setups on flyers and posters.

Ilustrations of how to use an ACES logo setup on a brochure.

Below is an example of how the ACES logo setup can be used on a tablecloth. The vendor will be able to use the EPS format version of the setup of your choice to produce this. Using white text and the white logo set up is also acceptable.

An illustration of a tablecloth with an ACES logo setup for the Department of Extension Family and Consumer Sciences printed on it.


NMSU Logo Policy

It is extremely important for all NMSU entities to project a single, readily identifiable image of excellence to the public. Our logo is the common thread throughout all university digital and print communications and establishes credibility immediately.

We therefore have very specific guidelines on how the NMSU logo should be used, when it is appropriate to co-brand, and when a theme logo can be incorporated. Guidelines are available at brand.nmsu.edu and under Administrative Rule 2.80 in the Administrative Rules and Procedures of NMSU.

Theme logos: When planning an NMSU special event (e.g. Homecoming) that may involve a theme logo in addition to the official NMSU logo, the special event planners should coordinate with Marketing and Communications for approval of a limited-use, special event logo. It is not otherwise appropriate for NMSU programs and departments to identify themselves using a specific graphic or logo other than the official NMSU logo.

The advisory logo committee: If any NMSU entity would like to co-brand with another institution or organization, or would like to adopt a theme logo for limited use, please email your request to the logo advisory committee at mktgserv@nmsu.edu. The committee provides assistance and advice regarding the proposed use of the official NMSU logo and/or other protected trademarks.


Publishing and Graphic Design

If you are new to designing or developing promotional materials, we encourage you to visit our Publishing Tips webpage for graphic design and technical tips: http://aces.nmsu.edu/pubs/guidelines/publishing-tip-of-the-mo.html.

We recommend the webinar entitled "Essential Graphics/Design Concepts for Non-Designers" to get you started. It explains a lot of the fundamentals needed to develop good-quality print materials. Link to PDF of slides for the webinar: http://aces.nmsu.edu/pubs/guidelines/documents/nondesigners.pdf

We plan to adapt some of these templates to ACES soon, but you are welcome to download and use any of these templates to build your promotional materials: https://brand.nmsu.edu/downloads-templates/


Frequency Asked Questions

Are we supposed to use the ACES logo setups for our letterhead?

  • Please do not use the newly developed ACES logo setups in your stationery (letterhead, envelopes, business cards, labels, etc). They are only intended for use in promotional materials like posters, flyers, newsletter, brochures, etc. NOTE: The Department of Marketing and Communications is currently in the process of updating NMSU’s stationery design and as soon as that is completed, the university community will be notified. Print vendors will also be provided with the updated templates.

What information should promotional materials include?

  • Use one of the ACES logo setups to indicate you are part of the College of ACES: http://aces.nmsu.edu/branding/index.html

  • Include one of the ACES Statements (short or long version) on all multi-page documents. You may omit this statement if you are developing a single-page flyer, postcard, or poster--if space does not now allow for its inclusion. http://aces.nmsu.edu/branding/statements.html.

  • We recommend using templates from the NMSU branding website (https://brand.nmsu.edu/downloads-templates/), so that your materials will contain the NMSU crimson. If you would like to develop new materials from scratch, we suggest that you copy and paste the crimson boxes/text from the existing templates into your new materials so that you'll have them in your documents.

  • When preparing the content of your promotional piece, don't forget to answer these questions in your document: Who? What? When? Where? and (if necessary) Why?

  • Include the ADA statement when an event is open to the public.
    If you are an individual with a disability who is in need of an auxiliary aid or service to participate, please contact John Doe in advance at (575) 646-#### or jondoe@nmsu.edu. 

  • Include the EEO statement on all ACES materials.
    New Mexico State University is an equal opportunity/affirmative action employer and educator. NMSU and the U.S. Department of Agriculture cooperating.

  • Photos always enhance the quality of print materials, so try to include at least one photo. The new collection of high-resolution photos on the ACES website is available for you to use: http://aces.nmsu.edu/promophotos/. You may also download photos from the NMSU photo archive: https://photo.nmsu.edu/.

  • Always include contact information: name of staff member, phone number, email address, and website.

Can I add the name of my program to the logo setups?

You can add the name of your program beneath the ACES logo setup of your choice, separated by a horizontal rule. NMSU has limited licenses for the Gotham font family. "Open Sans (light and extra bold)/" can be downloaded for free and used a as a substitute for Gotham. You can download Open Sans directly from the Google Font Directory. We only ask that you don’t bold the program name, but you can enlarge the font size, like these examples:

Two examples of the ACES/Extension logo setup separated with a horizontal line and "Miscellaneous Extension Program" beneath it.

You can also use one of the ACES logo setups on the document and then place the name of the program prominently on the page in another location away from the logo setup, like this example:

Photo of the Mark McCollum Congressional Fellowship Program flyer with the ACES logo setup located in the center of the flyer and the name of the program used as a main heading.

Can I co-brand my program logo with the ACES logo setups?

If you would like to co-brand your program logo with the logo setup, please submit a written request to Claudia Trueblood (cmt@nmsu.edu). Each request is reviewed on a case-by-case basis. In general, we recommend the options listed above pursuant to the NMSU Logo Policy cited above. Here's an example of an approved co-branded setup:

Example of co-branded ACES logo setup with 4H clover.

How can I use the logo setups on embroidered or small-sized promotional materials?

If you need to purchase embroidered materials like t-shirts or caps or materials with a small area for printing like cups, you can abbreviate the college and reduce the amount of text like this: NMSU logo--version without "university", College of ACES (CES/AES), Department/Program Name. This as an example of what you can create for your department:

Example of NMSU logo with text beneath it saying: College of ACES/CES and Extension Plant Sciences.

What is the difference between the EPS format logo and the JPG version?

The ACES logo setups were developed in Adobe Illustrator and are available in both EPS and JPG formats. The EPS formats are recommended for print vendors if you are planning on developing large-format projects like tablecloths or large signs. The JPG versions will work on all other print materials. We've explained the difference between the two image formats in our Publishing Tip entitled “Graphics Fundamentals II: Image Format": http://aces.nmsu.edu/pubs/guidelines/documents/rastervectorimages.pdf


If you have any questions about using the ACES logo setups or branding guidelines, please contact Ana Henke, Senior Media Specialist, Marketing and Communications at ahenke@nmsu.edu or 575-646-1174. She is also available to review and critique your promotional materials if you would like some feedback.