The Princeton University Logo History, Colors, Font, And Meaning

The Princeton University logo is a heraldic shield paired with the university name in a serif wordmark. It belongs to Princeton University, a private Ivy League research university in Princeton, New Jersey, founded in 1746 as the College of New Jersey. The shield is a simplified version of the central image of the university seal, and the current graphic identity around it launched in 2007, with a custom typeface called Princeton Monticello. The typeface was designed by Matthew Carter.

Within university logos across the United States and globally, Princeton’s mark sits among the most traditional. Its design leans on heraldry rather than abstraction: a shield, an open Bible, a chevron, and a Latin motto on the seal that surrounds them.

The institution’s visual identity has gone through three broad phases: an earlier circular college seal used until 1896, the 1896 university seal whose shield is still the core of the mark, and the redrawn shield-and-wordmark system of 2007. This article covers each of them, plus the colors, the font, and what the symbols are officially said to mean.

What Is the Princeton University Logo?

The Princeton University logo is a combination mark: an orange and black shield, taken from the 1896 university seal, set beside the words “Princeton University” in Princeton Monticello. The identity launched in 2007 and was created by the New York firm Pentagram with a university steering committee. The typeface is by Matthew Carter.

Symbol	Shield with an open Bible (marked VET NOV TESTAMENTUM) over a black chevron on an orange field
Designer/agency	Pentagram, with a university steering committee (2007 identity); typeface by Matthew Carter. The 1896 seal is not credited to a named designer
Current version since	2007 (shield redrawn; the shield itself dates to the 1896 seal)
Colors (hex)	Orange (Pantone 158, approx. #D97D3A as sampled from the logo) and black (#000000)
Typeface	Princeton Monticello, a custom serif based on Monticello. No exact free match exists
Previous major version	The 1994 identity by Drenttel Doyle Partners, and before it the circular College of New Jersey seal (until 1896)

How Has the Princeton University Logo Evolved Over Time?

Princeton’s marks fall into three phases over nearly 280 years. A circular seal served the College of New Jersey. The 1896 university seal introduced the shield. The 2007 identity pulled that shield out and paired it with a custom wordmark.

Each phase kept the open Bible as a connecting thread, even as the surrounding design shifted.

College of New Jersey Seal (until 1896)

Years Active: From the college’s early years until 1896
Design Description: A circular seal with the Latin inscription “SIGILLUM COLLEGII NEO-CAESARIENSIS IN AMERICA” around the edge. An open Bible with “VET NOV TESTAMENTUM” sits at the center of a more detailed scene
Color Scheme: Monochrome, as a corporate seal for documents and diplomas
Designer: Not publicly credited
Context: The college was chartered in 1746 and was renamed Princeton University in 1896, at the sesquicentennial celebration. The trustees’ minutes of February 13, 1896 describe the new seal as simpler than the one it replaced

Princeton University Seal (1896 to present)

Years Active: 1896 to present (still used on diplomas and official documents)
Design Description: A shield on a circle. The outer ring reads “SIGILLUM UNIVERSITATIS PRINCETONIENSIS” and the motto “DEI SUB NUMINE VIGET” runs between the shield and the ring. On the shield, an open Bible marked “VET NOV TESTAMENTUM” sits at the top on black, with a chevron on an orange field below
Color Scheme: Orange and black
Key Changes from Previous: A heraldic shield replaced the earlier circular composition
Context: The shield was created in 1896, when the college changed its name from The College of New Jersey to Princeton University

1994 Graphic Identity (1994 to 2007)

Years Active: 1994 to 2007
Designer: Drenttel Doyle Partners, adopted by the university in 1994
Context: This was the identity that Pentagram’s work replaced. Student critics of the old system called it clunky, according to the Daily Princetonian

Modern Shield and Wordmark System (2007 to Present)

Years Active: Launched in fall 2007, current today
Design Description: The shield was redrawn wider and bolder, and paired with the university name set in Princeton Monticello. The “graphic identity” shield leaves out the ribbon and motto, while the “classic” shield with ribbon and motto is kept for ceremonial use such as awards and programs
Color Scheme: Orange and black
Designer: Pentagram, working with a university steering committee. Matthew Carter designed Princeton Monticello
Context: Communications director Lauren Robinson-Brown said the new identity accomplishes the same goals as the old one “in a bolder, more inspiring manner.” Some students criticized the redrawn shield as too wide and heavy

What Do the Design Elements of the Princeton University Logo Mean?

The shield’s elements come from the 1896 seal. The Bible and the chevron are the two elements with an official explanation, and Princeton has documented what each one stands for.

What Does the Shield Shape Represent?

The shield is a classic heraldic form that many universities use to signal tradition and authority. Princeton’s version comes from the 1896 seal and was redrawn in 2007. The story that it was a gift from the British Crown does not appear in the university’s own accounts, so it is left out here.

What Is the Meaning of the Open Bible?

The Bible is marked “VET NOV TESTAMENTUM,” shorthand for the Old and New Testaments. A historian wrote in 1945 that it reflects the Presbyterian founders of the college. It is the one element that appears on both the earlier college seal and the 1896 shield.

On the shield the lettering is split across the two pages of the book. On small web versions it is often too small to read.

What Does the Chevron Symbolize?

According to the trustees’ minutes of February 13, 1896, the chevron denotes “the rafters of a building.” Princeton’s own archive of the seal’s history gives that explanation. The popular idea that it stands for the three branches of the U.S. government has no official backing.

Why Did Princeton Choose These Specific Colors?

Princeton’s orange and black have a documented, if gradual, origin.

1867: George Ward, Class of 1869, gave his baseball teammates orange and black badges. The orange honors William III, Prince of Orange, of the House of Nassau, which also gave Nassau Hall its name
1868: The faculty approved orange ribbons printed with “Princeton” in black
1874: William Libbey, Class of 1877, bought orange and black ribbons for students at a regatta in Saratoga, helping popularize the pairing on campus
1896: The trustees adopted orange and black as the university’s colors for academic gowns. Professor Allan Marquand objected, preferring orange and blue, the House of Nassau’s true colors
1960: The trustees adopted an official shade, “Princeton Orange”

The pairing works because orange carries warmth and energy while black communicates authority and tradition. This complementary color scheme creates strong visual contrast.

What Are the Princeton Logo Colors?

Princeton cites Pantone 158 for Princeton Orange. The hex codes you find online for it vary a lot between sites, and Princeton does not publish one on its public pages, so none is shown here as official. Sampled from the logo as it appears in this article, the orange is approx. #D97D3A, next to black (#000000). Screen (RGB) and print (CMYK) conversions of an orange like this differ, so if you need an exact match, take the value from Princeton’s own identity materials rather than from a screenshot.

What Typography Style Is Used in the Princeton University Logo?

Princeton uses Princeton Monticello, a custom serif typeface designed by Matthew Carter for the new identity (Princeton’s Graphic Arts page dates the update to 2008, the Daily Princetonian reports a fall 2007 launch). It builds on Monticello, a revival of a face cut by the Binny & Ronaldson foundry in Philadelphia in the 1790s. Carter had also issued a digital version of Monticello in 2003 for The Papers of Thomas Jefferson.

The letterforms have a classical feel with moderate contrast between thick and thin strokes. In the wordmark “Princeton” is set bolder, and “University” lighter, which creates a clear visual hierarchy. The university bought 2,000 licenses and offered the font free to the campus community, but the public has to buy it from an outside company. One student critic called it “stiff, stuffy and a little emaciated.” Carter is among the most respected type designers alive, which gave the identity serious typographic credibility.

What Are the Hidden Meanings in the Princeton University Logo?

Two details get overlooked. First, the Bible’s lettering is split over its two pages as “VET / TES / EN” and “NOV / TAM / TVM,” so the full phrase only reads when you combine them.

Second, the orange and black were not meant to be the House of Nassau’s colors. Those were orange and blue, and Marquand pointed this out in 1896. The trustees went ahead with orange and black anyway, and it became tradition.

How Does the Princeton University Logo Compare to Competitor Logos?

Princeton shield alone, black upper half with an open Bible and an orange lower half with a black chevron

Ivy League university emblems tend to follow a similar formula: heraldic shield, Latin motto, serif typography. Princeton fits this pattern but stands apart through its color choice and simplified design.

The Harvard logo uses crimson and relies heavily on its three-book “Veritas” shield. Columbia University’s logo uses a crown atop a more complex coat of arms. Stanford University’s logo takes a completely different path with its Block S and tree.

Princeton’s orange is the real differentiator. Most elite universities default to reds, blues, or greens. Compared to MIT’s logo, which went fully abstract with a columned mark, Princeton preserved its heraldic roots. Next to Duke University’s logo, Princeton’s shield feels less ornate, more direct.

What Are the Princeton Logo Colors and Typeface in Practice?

The identity runs on two colors and one typeface. The shield is orange and black, the wordmark is black, and the lettering is Princeton Monticello. The 2007 shield was redrawn wider and bolder than the earlier one.

The shield and name are trademarks of the university, so the colors and shapes are not free for any use. Princeton publishes its identity guide only to members of the university, which is why the exact reproduction values are not given here.

What Cultural Impact Has the Princeton University Logo Had?

Princeton’s shield is one of the most reproduced academic marks in the world. It appears across campus merchandise, alumni networks, athletic broadcasts, and academic publications.

The Tigers mascot, while separate from the shield, extends the brand’s reach into sports. Orange has become so identified with the university that “Princeton Orange” is used as a color name well beyond campus.

When prospective students or the general public see that shield, the associations are immediate: academic prestige, American history, Ivy League. That recognition took more than a century to build around a shield that dates to 1896.

How Does the Princeton University Logo Fit Into the Overall Brand Identity?

The logo is one piece of a larger graphic identity system. The shield connects to the full university seal, which still appears on diplomas and official documents. The Princeton Monticello font and its typographic elements tie publications, websites, and print materials together visually.

Orange and black carry across everything from athletic jerseys to campus signage to alumni communications. Princeton’s Office of Communications manages the identity, and its brand guidelines and brand style guide are not public. The university offers the logo in two forms: the classic shield with ribbon and motto for ceremonial uses, and the graphic identity shield for everyday business items. On web design pages the shield is shown small, and the Bible’s lettering is usually too small to read.

How Should the Princeton University Logo Be Used?

This is generic advice, not Princeton’s own rules. The name and shield are trademarks of the university, so they should not be used to suggest endorsement or placed on products without permission. Editorial uses such as news coverage, school reports, or commentary are usually fine. If you are not part of the university and need the artwork for anything commercial, contact Princeton directly. Do not redraw the shield or swap the typeface for a lookalike.

FAQ on the Princeton University Logo

What Does the Princeton University Logo Look Like?

The logo is a shield with a black upper half holding an open Bible, and an orange lower half with a black chevron. It sits beside the words “Princeton University” in black serif capitals. The shield can also appear on its own.

Who Designed the Princeton University Logo?

The 2007 identity was created by the New York firm Pentagram with a university steering committee, replacing a 1994 identity by Drenttel Doyle Partners. Matthew Carter designed the typeface. The 1896 seal behind the shield has no publicly credited designer.

What Do the Colors in the Princeton Logo Mean?

Orange honors William III, Prince of Orange, of the House of Nassau, the family behind Nassau Hall’s name. Black has more varied origins, and the trustees adopted orange and black in 1896. The true Nassau colors were orange and blue.

When Was the Current Princeton Logo Introduced?

The current graphic identity launched in fall 2007. The shield was redrawn wider and bolder, and the university name was set in the new Princeton Monticello typeface. The shield itself comes from the university seal of 1896.

What Is the Motto on the Princeton Shield?

The motto is “Dei Sub Numine Viget,” Latin for “Under God’s power she flourishes.” It appears on the ribbon of the classic shield and on the seal. The version without the ribbon, used on business items, does not show it.

What Font Does Princeton University Use?

The wordmark is set in Princeton Monticello, a custom serif designed by Matthew Carter and based on the older Monticello typeface. It is not sold as a public download, and the university offers it free only to its own community.

What Does the Chevron in the Princeton Logo Represent?

Per the trustees’ minutes of February 13, 1896, the chevron denotes the rafters of a building. The common claim that it stands for the three branches of the federal government has no official source.

What Does the Bible on the Princeton Shield Say?

The book is marked “VET NOV TESTAMENTUM,” short for the Old and New Testaments in Latin. It links the shield to the college’s Presbyterian founders and appears in earlier seals too.

What Is the Difference Between the Princeton Seal and the Princeton Logo?

The seal is the circular emblem used on diplomas and official documents, with the shield, the motto, and the ring “Sigillum Universitatis Princetoniensis.” The logo uses the shield from that seal beside the wordmark.

How Has the Princeton Logo Changed Over Time?

A circular College of New Jersey seal was used until 1896. The 1896 university seal introduced the shield. A 1994 identity by Drenttel Doyle Partners followed, and Pentagram’s 2007 identity replaced it with a redrawn shield and Princeton Monticello.

Conclusion

The Princeton University logo carries more than a century of institutional history in a single shield. Few academic emblems connect a founding-era Bible, a documented orange-and-black color story, and modern logo design principles this cleanly.

Princeton orange and black remain one of the most distinctive color palettes in higher education branding. The 2007 identity gave the university a consistent visual language without erasing what came before.

Matthew Carter’s Princeton Monticello typeface and the redrawn shield work together. The result feels both historic and current, which is harder to pull off than it looks. The open Bible and chevron still tell the same story they told in 1896. The identity around them just reads better on screens and signs.

Sources

The Daily Princetonian, New typeface commissioned for use in updated logo – https://www.dailyprincetonian.com/article/2008/02/new-typeface-commissioned-for-use-in-updated-logo
The Daily Princetonian, Dei sub numine viget evolved – https://www.dailyprincetonian.com/article/2006/12/dei-sub-numine-viget-evolved
Princeton University Archives, Dear Mr. Mudd: Have orange and black always been Princeton’s colors? – https://universityarchives.princeton.edu/2020/11/dear-mr-mudd-have-orange-and-black-always-been-princetons-colors
Princeton Alumni Weekly, A Champion of Geology and Princeton’s Colors – https://paw.princeton.edu/article/champion-geology-and-princetons-colors
Princeton University Graphic Arts, Congratulations to type designer Matthew Carter – https://swh.princeton.edu/~graphicarts/2010/09/congratulations_to_matthew_car.html
Wikipedia, Monticello (typeface) – https://en.wikipedia.org/wiki/Monticello_(typeface)

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Bogdan Sandu

Bogdan Sandu is a seasoned designer who has been designing websites since 2008.

Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients.

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