Why are some previously ordered items no longer receiving approval?
(i.e., a navy blue tote bag with a white lockup was not approved but a natural/canvas one with black straps was).
We updated the university brand guide and brand standards in August 2024, so there may be cases where items that were approved or ordered previously no longer align with the current standards. We also allowed units some time to use up existing inventory that was not fully compliant, in recognition of budget considerations. Over time, however, we have been steering new orders more consistently toward brand-compliant options.
In general, our goal with merchandise approvals is to preserve the integrity and consistency of the Tulane brand while also recognizing that vendors, especially larger or more cost-effective vendors, may offer limited item colors.
For fabric-based items such as tote bags, hats, shirts and similar giveaways, we allow some flexibility when using the full-color Tulane logo. While white is always the preferred background for the full-color logo, we will generally approve standard neutral fabric colors such as natural canvas, light beige, light denim and lighter heather gray. These provide more flexibility than white while still keeping the full-color logo on a neutral, brand-compliant background.
Permitted
For the reverse, or white, version of the logo, the background should be a shade of green that is as close as possible to Tulane green. Because white is not the primary color of our logo, using the reverse logo already represents a simplified version of the brand. To keep the mark as aligned as possible with our visual standards, the background needs to remain green. A darker forest green is preferred over a lighter or lime green, which would likely not be approved. If a vendor does not offer an appropriate green, we would typically ask that the full-color logo be used on white instead.
Permitted
Not Permitted
Black and navy do not fall into that same category. They are saturated, dyed colors and do not provide the same neutral background needed to preserve the logo as accurately as possible.
The reverse white logo should not be used on Tulane blue. Tulane blue is an accent color, and using either the full-color logo or the white logo on a Tulane blue background does not align with our color ratio guidelines. This also helps us avoid accessibility, legibility, and brand consistency issues.
How should folks go about navigating approved sites that have pre-set colors for merch (where they cannot input Pantone numbers)?
For vendors or approved sites with pre-set colors where Pantone numbers cannot be entered, we recommend choosing the shade that most closely resembles Tulane green when using the reverse logo. Vendors often offer a few green options, and we will generally approve medium to dark green shades with the understanding that those may be the available options. Light or lime greens are unlikely to be approved.
Do you have vendor recommendations that do allow custom Pantone colors?
For vendor recommendations, it depends greatly on the item. CLC’s website is the best place to start, as it allows you to narrow vendors by product type and review available options. Vendors that offer custom Pantone colors may be available, but those options are often more expensive. We can also reach out to CLC for recommendations, but it would be helpful to know what types of items your team is interested in ordering.
How much time do most merch approvals take, assuming they are good to go?
For approval timing, our policy is to allow up to five business days from the time the vendor submits the artwork for review. Our team is generally in the platform daily, but that timeframe accounts for team schedules, workload and other priorities.
One thing that is helpful to clarify with campus partners is that the date they submit an order to the vendor is not necessarily the date our team receives the artwork for approval. The vendor must submit the artwork through the licensing platform before we can review it. For that reason, we recommend giving vendors plenty of lead time, especially larger vendors like 4imprint, who may be managing a high volume of orders. If an order is urgent, the campus partner should follow up directly with the vendor to confirm when the artwork will be submitted and to make sure any feedback is relayed promptly.
In most cases, we review items within about two business days and approve them right away if there are no issues. Once approved, the vendor is notified immediately.
