AI tools have made it easier than ever to create visual content. While these tools offer new opportunities for creativity and efficiency, they do not change the university's established brand standards. Regardless of the tools used, all communications representing East Tennessee State University must follow the same guidelines for logos, colors, typography, imagery, and messaging.
Our visual identity is one of the most recognizable expressions of the ETSU brand. Consistent use of our distinctive brand assets helps strengthen recognition and build trust with our audiences.
These guidelines outline the appropriate use of AI-generated graphics to help ensure that university communications remain accurate, accessible, professionally produced, and unmistakably ETSU.
Guiding Principles
AI tools may be used to support creativity, explore ideas, and assist in the design process. However, using AI does not replace the responsibility to follow ETSU's established brand guidelines.
All materials created for university use, whether designed traditionally or with the assistance of AI, must meet the same standards for brand consistency, accuracy, accessibility, and production quality.
AI-generated does not mean brand-approved or production-ready.
Appropriate Uses of AI in Graphic Design
AI tools may be used to assist with:
- Brainstorming and exploring visual concepts
- Developing preliminary layouts or creative directions
- Generating inspiration for campaigns and communications
- Supporting early stages of the design process
AI-generated materials should be treated as starting points rather than finished designs. Any material intended for university use must be reviewed, refined, and checked for compliance with ETSU brand standards before publication or production.
Required Brand Compliance
All communications representing ETSU must follow the official university brand guidelines, including:
- Logos and university marks: Use only official, approved ETSU logos and marks. Logos may not be recreated, modified, or generated using AI.
- Mascot imagery: Bucky and Running Bucky may not be recreated, reimagined, or altered using AI or other design tools. Only artwork created or approved by University Marketing and Communications (UMC) may be used.
- University colors: ETSU Blue (PMS 282) and ETSU Gold (PMS 123) must remain the predominant brand colors. Supporting colors should complement, not replace, our primary palette.
- Typography: Use approved university typefaces and follow established typography standards.
- Messaging and tone: All written content must accurately represent ETSU and reflect the university's established brand voice.
- Accessibility: Materials must meet applicable university accessibility standards, including legibility, color contrast, and accessible content requirements.
AI-generated graphics can introduce incorrect colors, distorted logos, inconsistent typography, misspelled words, and other visual inaccuracies. These issues must be identified and corrected before materials are distributed.
Production and Print Quality
AI-generated images and graphics are not automatically suitable for professional printing or digital publication.
Before submitting materials for production, verify that:
- Images have sufficient resolution for their intended size and use.
- Colors match approved ETSU brand specifications.
- Text is accurate, legible, and free of spelling errors.
- Logos and other university marks are official, approved artwork.
- Files meet the technical specifications required by the printer, vendor, or publishing platform.
- All materials meet applicable accessibility requirements.
Graphics that appear acceptable on a computer screen may contain errors or technical limitations that become apparent when enlarged or printed.
An AI-generated image should never be assumed to be print-ready simply because it looks finished.
Prohibited Uses
The following uses of AI-generated design are not permitted:
- Creating, recreating, or altering official ETSU logos, wordmarks, or university marks
- Generating alternate versions of Bucky or Running Bucky, including new poses, costumes, expressions, or artistic interpretations
- Creating graphics that imitate official university branding without following approved standards
- Using inaccurate or unapproved university colors, typography, or visual identity elements in final materials
- Publishing or distributing AI-generated materials that contain inaccurate information, misleading imagery, or content that does not meet university brand standards
AI may not be used to bypass established university brand requirements or approval processes.
Review and Approval
University Marketing and Communications (UMC) provides guidance and oversight to help maintain a consistent ETSU brand across campus.
Departments and offices using AI-assisted design tools are responsible for ensuring their materials comply with university brand standards.
Materials intended for public distribution, including advertisements, recruitment materials, event promotions, signage, and other university communications, may require review by UMC or the appropriate university marketing representative before publication or production.
UMC may request revisions to materials that do not meet established brand standards.
For questions or design reviews, contact identity@etsu.edu.
Best Practices and Brand Resources
Departments and offices are encouraged to work with University Marketing and Communications early in the creative process, particularly when developing materials for external audiences or large-scale production.
Whenever possible, begin with approved ETSU logos, design templates, photography, and other brand resources rather than attempting to recreate university branding through AI tools.
ETSU also provides approved brand assets and templates through Canva to help campus communicators create materials that align with university standards.
Helpful resources:
- ETSU Brand Guidelines
- ETSU Canva Brand Kit
- Questions about university branding: identity@etsu.edu
Our shared brand standards help ensure that communications from across campus feel connected to the same university, even when the messages and creative executions are different.
The goal is simple: Every communication should strengthen recognition of ETSU, regardless of who creates it or what tools they use.
Updates to These Guidelines:
As AI technologies continue to evolve, ETSU may update these guidelines to reflect
new capabilities, best practices, and university needs. All AI-assisted materials
must continue to meet established ETSU brand standards, regardless of changes in technology.