These requirements apply to all official pages of the University hosted at Official pages are those that represent the major components of the University at the level of home page, gateway/navigation page, school, academic program, division, department, administrative unit, or primary constituent organization. The Web identity standard is generally applied to a template and cascading style sheet (CSS) which are used to base the pages that comprise the departmental Web site presence. Prominent placement of all four of the primary elements listed below is expected and will be enforced by University Web Services. Specific requirements for each include:


Either the UTD logo or the UT Dallas logo should be placed in the top left corner of the home page and linked to Please do not use the target function to open the home page link in a new window or tab.

Due to its incorporation of the state of Texas shape, the UT Dallas logo requires minimum negative space and placement constraints. Developers wishing to incorporate the logo should consult the UT Dallas Web Templates page for accepted usage.

UTD Logo
Secondary UT Dallas Logo

See the Logos page for more.

University Colors

The University's official colors are flame orange and eco green. You are expected to feature the University's colors prominently on your Web site. The University has identified seven secondary colors and six neutrals that you may also use.


Searchability of the text of University web pages is of prime importance. It is important that you develop as much of your page using machine-readable text, (i.e., HTML text) as possible. This will aid Google and other search engines in the effective indexing of the content of your pages. The preferred sans serif font for HTML text is Arial. The preferred serif font is Times New Roman.

The University has a preferred graphic font for identifying the school, academic program, administrative division and administrative departments: FF Din. This usage is specified for the graphic header at the top right of the page, especially in conjunction with the UT Dallas logo.

Title Tags

title tag example

Search engines use page titles (contained within the <title> tags) to find your page and display it in their search results. Create a descriptive, relevant page title for each page on your site to help users and search engines identify it.

Describe your page from specific to general, starting with the page name and ending with the University wordmark. Well-crafted page titles help the user find your pages in their history list, history drop-down menu (next to the back button), and favorites toolbar.

title tag example


  • Degrees by School - Academic Programs - The University of Texas at Dallas
  • Office of Research - UT Dallas
  • Courses - Arts and Technology - School of Arts and Humanities - The University of Texas at Dallas
  • Parking and Transportation - Office of Administration - The University of Texas at Dallas



Web user studies show the human eye tends to see embedded text links before buttons found in navigation wrappers. To aid end users in finding what they want, the Office of Communications has specified a links standard. The default color for links is the University's green. You are encouraged to style visited links in the University's orange.

Unvisited link
Visited link

Avoid "click here" links as they work against scannability. Instead, make links as descriptive as possible, limiting them to four or five words that describe the content on the linked page.

For most purposes, links should not open a new browser tab or window. Links should support the end user's use of the "back" button – the second most popular feature of a Web browser. End users may become irritated when they find it does not work. The decrease in usability should be considered carefully before choosing to open new tabs or windows that the end user may not want.

Keyword Search

Departments may use Google Custom Search Engine (CSE) to set up a customized search for the department's website or they may opt to use the university's instance on the search page.

End users expect that the search function applies to the entire Web space. Search usability is usually not improved by limiting search results. It is critical that search results include anything from the Web server that may be relevant to the end user's keyword search. University Web Services will assist departments in setting up a CSE instance that prioritizes departmental website results, then shows all other results from any URL.

Limiting functionality in a way that excludes the majority of the university's Web pages from search results may only be made with the review and approval of the Assistant Vice President of University Web Services.

Web Applications

Usage of the University's official identity elements and colors lends legitimacy to Web applications that are used to conduct official University business, such as Peoplesoft. Proper display of the University's visual elements helps the end user feel comfortable that (s)he is using a legitimate tool. Conversely, failure to adhere to the Brand Standards can make users feel very uncomfortable using the Web application. Web applications that serve a large proportion of the constituents of the University are expected to adhere to the visual identity guideline. Some Web applications, especially the purchased ones, may present unique constraints that make adherence to all the requirements of this guideline unfeasible. In these cases, the individual sponsoring the Web application should contact the University Web Services department to determine how the application will be customized to suit the University's visual identity requirements.

University Web Services may provide, on request, Web specialists to customize the visual elements of a Web application, whether built by University employees or purchased from a third party. Requests are evaluated on a case-by-case basis for expected utility to end users and expected complexity of visual identity customization. After making a cost-benefit analysis based on these two factors, the director of University Web Services will decide whether to assign a Web specialist for a visual identity customization.