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Branding & Graphic Standards

Questions? Contact Us.

Chris Kelly


There’s a pride that comes with being a University of Arkansas – Fort Smith Lion. After all, this is a place where people of all ages and backgrounds are empowered to lead better lives. A place where caring faculty arm their students with theoretical and practical knowledge. It’s a tight-knight community – a pride, if you will – rooted in respect and optimism.

These things and more are the foundation upon which the rich UAFS brand story is built.

But brand integrity is a fragile thing. When large numbers of individuals are tasked with representing one institution, it becomes very easy for that institution’s story to inadvertently become diluted, misconstrued, or even rewritten.

This webpage is designed to help us all represent this institution — in all of our many publications and electronic media — in an authentic and consistent manner. Think of it as an owner’s manual for telling the UAFS story and how to “use” the UAFS brand elements.

The images, symbols, online content, and written material we present to the public define who we are and create a shared perception of our institution. We represent a single institution, and although our programs and activities are diverse, it’s important that we communicate a consistent message throughout all our recruiting, advertising, and promotions. This consistency helps build a successful and cohesive university brand and establish UAFS as a nationally recognized university.

Please know that your University Marketing and Communications team is here to help. If you have any questions or concerns, do not hesitate to give us a call or drop us a note. Thank you in advance for your continued support of UAFS.