Visual – Elements

www.gsb.columbia.edu/identity 1 About Columbia Business School

Columbia Business School is the only Ivy League business school that delivers a learning experience where academic excellence meets real-time exposure to the pulse of business, developing leaders with the knowledge and instinct to make a powerful impact on the world.

KNOWLEDGE: An Unrivaled Culture of Academic Excellence

Our faculty members are the best minds in their fields operating in the world’s business hub, New York City. Their groundbreaking research influences business practices in every sector. Informed in real time by the global business environment, they teach atransformative and ever-evolving curriculum that develops leaders poised to create opportunity in any environment. And they are joined by leading practitioners from almost every industry and function who come to the School to share their practical, hands-on knowledge with students.

COMMUNITY: Diverse, Open, Entrepreneurial

Each year, high achievers from around the world arrive at Columbia Business School with a diverse array of interests and perspectives. Here, they enjoy a culture that encourages an open exchange of ideas. At Columbia, our students find the support, network, and opportunity to thrive. Through offerings like our more than 200 elec- tive courses and 100-plus student clubs, we help them pursue their passions. Inside and outside the classroom, we teach them to be entrepreneurs who can convert big ideas into big opportunities even at established organizations.

ACCESS: Exposure to the Pulse of Business, Inside and Outside the Classroom

As the only top Ivy League business school immersed in the global business hub that is New York City, we offer students unparalleled access to leaders from across industries — in the classroom, throughout the city, and around the globe. In addition

www.gsb.columbia.edu/identity 2 About Columbia Business School

to the guest lecturers who visit our classrooms regularly, programs like our Execu- tives in Residence, which integrates senior executives into the life of the School, and the Silfen Leadership Series bring influential leaders to campus, and give our students incredible, real-world insights on a daily basis.

IMPACT: Making a Powerful Impact on Business and Society

The thought leadership of our faculty and staff and our position at the center of global business mean that we make an immediate and measurable impact on the forces shaping business. Around the globe, our 40,000-plus alumni are tackling the increasingly complex problems of today and making a difference, not only in their own industries and sectors, but also for society at large. They’re empowering entrepreneurs in the developing world, reimagining urban recycling and disaster relief, promoting diversity at the top of the most influential organizations in business, and much more.

www.gsb.columbia.edu/identity 3 Table of Contents

Visual—Elements Visual—Brand in Practice About Columbia Business School 2-3 The Grid 33 The Columbia Business School Brand 5 Cover Samples 34 Logo Elements 6 Logo Band and Positioning 35 Configuration 7 Cover Grid 36-41 Minimum Size 8 Interior Grid 42-47 Clear Space 9 Back Cover 48-50 Logo Positioning 10-11 Paper Recommendations 51 Logo Colors 12-14 Websites 52-54 Incorrect Logo Usage 15 PowerPoint Presentations 55 Brand Architecture 16-17 Promotional Items 56 Subbranding 18-19 Cobranding 20 Typography—Primary Typeface 21-24 Business Materials 25 Color Palette 26 Photography 27-31

www.gsb.columbia.edu/identity 4 The Columbia Business School Brand

The Office of Marketing and Communications is charged with ensuring a consistent look, feel, message, and tone across all communications at the School. This work, done in close partnership with all School centers, divisions, and departments contributes to a comprehensive brand identity.

Official representations of Columbia Business School capture its diversity, richness, and leadership through careful and consistent use of its logo, sophisticated designs, a vibrant color palette, and carefully chosen imagery. Members of Columbia Business School’s community contribute to the School’s success daily by supporting and reinforcing the School’s identity.

These guidelines have been developed to ensure proper application of the identity and to help designers and partners produce a striking and cohesive array of marketing and communications materials.

Also contained here are the School’s editorial guidelines. Adhering to the School’s voice and style supports its key messaging and is an important element of any branded publication.

Throughout this guide, there is also information about whom to contact for help with your projects, how to work with Marketing and Communications, and tips to ensure you can always communicate most effectively with your intended audiences.

www.gsb.columbia.edu/identity 5 Logo Elements

The Columbia Business School logo is composed Business School as the only Ivy League business of three elements: school that delivers a learning experience where academic excellence meets real-time exposure to Icon. The icon, a modern, streamlined version of the pulse of business, developing leaders with the the Hermes icon, was adopted in large part as the knowledge to make a powerful impact on the world. School’s emblem in the 1950s because of the Greek god’s association with trade, commerce, The logo is a singular representation of Columbia and travel. Business School and, as such, must be used as designed. The logo should not be altered or Wordmark. A streamlined and contemporary sans recreated; official electronic files are available serif font, Galaxie Polaris renders the name of the through Marketing and Communications. School as a highly readable and recognizable identifier. In some instances, the Hermes icon can be used alone. Like all exceptions, these uses must be Tagline. The new tagline positions Columbia approved by Marketing and Communications.

WORDMARK

Hermes TAGLINE ICON

“Columbia,” “Columbia Business School,” “Columbia University,” “At the Very Center of Business™” and “Columbia University Graduate School of Business” cannot be appropriated for any official representation without approval from Marketing and Communications. Nor can “Columbia,” “Columbia Business School,” “Columbia University,” “At the Very Center of Business™” or “Columbia University Graduate School of Business” or part thereof be incorporated into the logo or name of any organization without approval from Marketing and Communications.

www.gsb.columbia.edu/identity 6 Configuration

The Hermes icon, wordmark, and tagline together The logo can be used in four configurations constitute the School’s visual logo and, as such, depending on space availability or restrictions: are never distorted or proportionally altered when used as a logo treatment. For subbranding and cobranding configuration guidelines, refer to pages 18–20.

1) Horizontal with tagline Use as the default

PRIMARY CONFIGURATION “HORIZONTAL WITH TAGLINE”

2) Horizontal without tagline Use when: • The tagline appears elsewhere on the page already • Accompanying addresses

SECONDARY CONFIGURATION “HORIZONTAL WITHOUT TAGLINE”

3) Stacked without tagline Use when: • Space constraints require it • A stacked logo is required • Co-branding with another brand

TERTIARY CONFIGURATION “STACKED WITHOUT TAGLINE”

3) Stacked and centered with tagline Only use: • For institutional advertising • When the logo stands alone as the only thing on the page or is accompanied by exteremely minimal copy. • With MarComm approval

TERTIARY CONFIGURATION “STACKED AND CENTERED WITH TAGLINE”

Note: The “stacked and centered with tagline” configuration can never be used without the tagline. It can only be used with prior MarComm approval.

www.gsb.columbia.edu/identity 7 Minimum Size

The logo should not be reproduced smaller Just as the logo should not be shown smaller than the specified minimum size, as doing so than the minimum size, it should also not be made compromises its readability. proportionally too large for its intended usage. As a general rule, the logo should not be wider The minimum size is measured by the height than half the page width. of the Hermes icon, as illustrated below. Any exceptions must be approved by Marketing and Communications.

Minimum size—PRINT: .25" .25 inches high (shown at actual size)

.25"

.32"

Minimum size—screen: 24 pixels high 24px (shown at actual size)

24px

42px

www.gsb.columbia.edu/identity 8 Clear Space

To maintain its position of prominence, the logo Exceptions to this clear space may occur requires a minimum area of clear space around it. when the logo is used in materials of outside This clear space is equal to the height of the capital organizations. In such instances, the identity letters in the Columbia Business School wordmark. guidelines of the outside organization should be observed. Like all exceptions, these uses must In general, the logo should not be constrained be approved by Marketing and Communications. in boxes or be placed extremely close to text or other design elements.

www.gsb.columbia.edu/identity 9 Logo Positioning

The logo always should be placed in the upper Exceptions to this positioning may occur left corner, regardless of the size or orientation when the logo is used in materials of outside of the material being produced. organizations. In such instances, the identity guidelines of the outside organization should be This rule applies to all types of materials, from observed. Like all exceptions, these uses must letterhead to brochures. Detailed specifications be approved by Marketing and Communications. are available beginning on page 33.

The logo is always placed in the Upper left

www.gsb.columbia.edu/identity 10 Logo Positioning (continued)

The stacked and centered with tagline configuration should always be centered horizontally on the page. Vertical alignment can vary depending on piece. Confer with Marketing and Communications for case-by-case guidance. This logo must always include the tagline and cannot be used without prior MarComm approval.

THE TERTIARY CONFIGURATION IS ALWAYS CENTERED

www.gsb.columbia.edu/identity 11 Logo Colors

The Columbia Business School logo colors are PANTONE—Use for offset or silkscreen printing blue and black. The School’s signature blue is and for accurate color matching. a distinctive, clean color that is immediately CMYK—Use for digital printing and for four-color recognizable on communication pieces. offset printing with color photographs.

RGB—Use for digital and on-screen applications Depending upon the medium, the identity can be such as PowerPoint presentations or videos. rendered in a number of color options. Please note that there are different Pantone numbers for WEB (Hexadecimal)—Use for online applications uncoated and coated papers. The appropriate such as websites or e-newsletters. Pantone number must be used to render the color of the logo accurately and consistently.

PANTONE 2995 (Uncoated) PANTONE 2925 (Coated) CMYK—C:85, M:20, Y:0, K:0 RGB—R:0, G:129, B:204 Web—0081CC

Black CMYK—C:0, M:0, Y:0, K:100 RGB—R:0, G:0, B:0 Web—000000

The colors throughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE color standards. PANTONE is a registered trademark of Pantone, Inc.

www.gsb.columbia.edu/identity 12 Logo—Two Colors

When printing in color, the logo should be For all other color backgrounds, a one-color logo reproduced in its two colors: blue and black. The should be used (see page 14). two-color logo should not appear on any color backgrounds except white, black, or blue. All three examples on this page represent approved usages and any may be selected as desired.

On white: blue hermes icon, black wordmarK BLUE TAGLINE

On black: blue hermes icon, white wordmark BLUE TAGLINE

On blue: white hermes icon, black wordmark WHITE TAGLINE

www.gsb.columbia.edu/identity 13 Logo—One Color

For one-color printing, a one-color—blue, black, In rare instances, and with prior approval by or white (reversed-out)—version of the logo Marketing and Communications, a color back- should be used. ground can be used for Columbia Business School pieces. A color background can also be used A black or white version of the logo may be when dictated by an organization outside the placed on any Columbia Business School– School. approved color background. For a full range of Columbia Business School–approved colors, see page 26.

On white: blue or black logo

on black and blue: white logo

On Dark Colors: white logo

On Light Colors: Black logo

www.gsb.columbia.edu/identity 14 Incorrect Logo Usage

The Columbia Business School logo should not be altered, recreated, or modified in any way. Under no circumstances should any of these examples be used.

do not alter the configurations

do not resize the elements

Columbia do not change the font Columbia Business School Business School

do not switch the color combination

do not use Nonapproved colors

do not put the logo into shapes

Do not place the logo on BUSY photographs or backgrounds

do not place the logo in the context of a Welcome to , the school for a rapidly changing world. sentence or headline

www.gsb.columbia.edu/identity 15 Brand Architecture

Note: Guidelines for sub-branding with the new Just as the logo is showcased on individual logo configuration will be posted shortly. communication pieces produced for the School, so too must the branding and labeling of Columbia Business School is a robust and diverse the School’s programs, centers, groups, and educational entity that encompasses a variety of departments follow a consistent and logical School organizations. These organizations live identity hierarchy to reinforce the prominence under the umbrella identity of the master logo of Columbia Business School’s master logo. but also need to feature their unique attributes. This section addresses the proper ways to identify Exceptions to these guidelines may occur. the School’s four main programs as well as its Marketing and Communications needs to review various groups and centers and how to depict and grant prior approval of all uses of the their identities on communications materials. Columbia Business School logo in such instances.

Primary logo

Primary Logo with Academic Program Name

Primary Logo with approved secondary brand Social Enterprise Program The Sanford C. Bernstein & Co. Center for Leadership and Ethics

Primary logo with Partner, sponsor, or group logo

www.gsb.columbia.edu/identity 16 Brand Architecture (continued)

The examples below represent the identification The logo should not be altered or recreated in of entities and initiatives that are not locked up any fashion, in either print or interactive forms. with the primary logo. Departments that are Official files for the logo are available through not branded with the primary logo may still be Marketing and Communications. prominently identified on printed materials. In both instances, please note the primary Exceptions to these guidelines may occur. positioning of the master logo in the upper left, Marketing and Communications needs to review with additional identifying information in type and grant prior approval of all uses of the further down on the cover. Columbia Business School logo in such instances.

Identified but not Branded

www.gsb.columbia.edu/identity 17 Subbranding

Note: Guidelines for subbranding with the new logo To accommodate the four main academic programs configuration will be posted shortly. of the School, an additional level of information is added to the logo. To allow clearer distinction, the When representing secondary brand relationships program name is rendered in blue and in uppercase beneath the Columbia Business School master logo, to provide contrast with the wordmark. the secondary reference type treatment follows the guidelines below. This format reinforces the primary To obtain an approved electronic version of the logo’s prominence as the chief identifier of the logo configurations, please contact Marketing School while serving to indelibly lock the subbrand and Communications. to the primary brand.

Academic Programs

Note: Do not create or recreate subbranded identities. Contact Marketing and Communications for approved electronic files.

www.gsb.columbia.edu/identity 18 Subbranding (continued)

When representing secondary brand relationships To accommodate certain centers, institutes, and beneath the Columbia Business School master logo, programs within the School, an additional level the secondary reference type treatment follows the of information is added to the logo configuration. guidelines below. This format reinforces the primary To allow clearer distinction, the center is rendered logo’s prominence as the chief identifier of the in blue and in upper- and lowercase to provide School while serving to indelibly lock the subbrand contrast with the wordmark. Any exceptions must to the primary brand. be approved by Marketing and Communications.

To obtain an approved electronic version of the logo configurations, please contact Marketing and Communications.

Approved secondary brands (partial list)

The Eugene Lang Entrepreneurship Center

Social Enterprise Program

The Sanford C. Bernstein & Co. Center for Leadership and Ethics

Center on Global Brand Leadership

Note: Use of this treatment is limited and requires pre-approval by Tori Fullard, director of communications. See “Identified but not Branded” on page 17 for information about how to properly identify other programs, groups and initiatives in a prominent manner.

www.gsb.columbia.edu/identity 19 Cobranding

The two configurations of the logo, one-line and To maintain distinction and proper clear space stacked, allow for an appropriate pairing of the between identities, the distance between logos Columbia Business School logo with any partner or should be at least four times the height of the sponsor logo. The one-line configuration is paired capital letters in the Columbia Business School with long logos, and the stacked configuration wordmark (see page 8). is paired with square or tall logos. Exceptions may occur when the logo is used in When pairing the logo with sponsors in a materials of outside organizations. In such instances, Columbia Business School publication, the guidelines of the outside organization should the School’s logo is always placed first; be observed. Like all exceptions, these uses must that is, in its customary position on the left. be approved by Marketing and Communications.

Primary configuration: match the heights of similar letters

match major elements or the entire logo to the height of the hermes icon

Secondary configuration: match the overall heights of the logos

In instances when multiple entities within the School are being represented, the School logo may appear only once. Programs, centers, and groups that have adopted a subbranded School logo can be identified with a type treatment or in body copy in these situations.

www.gsb.columbia.edu/identity 20 Typography—Primary Typeface

Galaxie Polaris is the official font used in the logo Galaxie Polaris may be used for all styles of and is approved for use in all collateral materials. copy—headlines, body copy, captions, callouts, This sans serif typeface reflects the clean, etc. However, it should not be used for such modern, and dynamic voice of the School. communications as letters or memos.

All weights of the type family may be used, but Note: For legibility reasons, Galaxie Polaris Light Book, Medium, and Bold are the most common. and Light Italic should never be used for body copy and never printed in a color other than black.

galaxie polaris book abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()?! galaxie polaris book italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()?! galaxie polaris Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()?! galaxie polaris Medium italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()?! galaxie polaris Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()?! galaxie polaris Bold italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()?!

www.gsb.columbia.edu/identity 21 Typography—Secondary Typeface

Hoefler Text is a serif typeface that is approved for Because the School’s primary and secondary use in all materials. It is primarily used for body copy typefaces are not available on all computers, and such communications as letters and memos. the School has developed an alternate handling Headlines should never be set in Hoefler Text. of typography in digital media. For more information, please contact Marketing and Communications. All weights of the type family may be used, but Roman and Bold are the most common.

Hoefler Text Roman abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

Hoefler Text Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

Hoefler Text Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

Hoefler Text Bold italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

www.gsb.columbia.edu/identity 22 Typography—Alternate Typefaces

When the primary Columbia Business School Arial may be used for all styles of copy—headlines, typefaces—Galaxie Polaris and Hoefler Text— body copy, captions, callouts, etc. However, Arial are not available, Arial and Times New Roman should not be used for such communications as may be substituted. letters or memos.

All weights of the type families may be used, Times New Roman is primarily used for body copy but Regular and Bold are the most common. and such communications as letters and memos. Headlines should never be set in Times New Roman.

Arial abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

Arial Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

Arial Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

Arial Bold italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

Times New Roman abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

Times New Roman Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

Times New Roman Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

Times New Roman Bold italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

www.gsb.columbia.edu/identity 23 Typography—Web Font

Freight Sans Pro is the headline font used throughout the Columbia Business School website. The font is licensed for all sites hosted on School servers and may be purchased or licensed for sites hosted by outside vendors.

FREIGHT SANS PRO BOOK abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

FREIGHT SANS PRO BOOK ITALIC abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

FREIGHT SANS PRO MEDIUM abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

FREIGHT SANS PRO MEDIUM ITALIC abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

FREIGHT SANS PRO Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

FREIGHT SANS PRO Bold italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

www.gsb.columbia.edu/identity 24 Business Materials

Business communications using various forms of while Operations handles fulfillment. Contact School stationery also reflect the graphic and visual Marketing and Communications for more information. identity of the School. As such, stationery should not be recreated (except e-mail signatures) but Letters and fax memos should be set in Hoefler Text should be used in its official and approved forms. when available. Times New Roman also may be used. Text should be placed flush left and aligned with Marketing and Communications oversees the wordmark. the establishment of stationery templates,

Letterhead e-mail signature

[email protected]

Materials you requested

Jane Smith Associate Director Office of Marketing and Communications Columbia Business School 212-555-1234 [email protected]

#CBSAtTheCenter

Fax

#10 Envelope

Business Card

www.gsb.columbia.edu/identity 25 Color Palette

Using a consistent color palette across all collateral Depending upon the medium, color can be rendered materials reinforces the School’s brand. The in a number of ways: Columbia Business School color palette includes PANTONE—Use for offset or silkscreen printing a wide range of distinctive colors in bright, light, and for accurate color matching. and dark tones. CMYK—Use for digital printing and for four-color offset printing with color photographs. This rich palette allows for great creativity in depicting a range of messages across the multimedia spectrum. RGB—Use for digital and on-screen applications These colors may be used by the entire School. such as PowerPoint presentations or videos.

WEB (Hexadecimal)—Use for online applications such as websites or e-newsletters.

PANTONE CMYK RGB Web

Pantone 2995 C:85, M:20, Y:0, K:0 R:0, G:129, B:204 #0081CC

Black C:0, M:0, Y:0, K:100 R:0, G:0, B:0 #000000

Pantone 129 C:2, M:32, Y:83, K:0 R:247, G:180, B:70 #F7B446

Pantone 7414 C:21, M:53, Y:71, K:3 R:195, G:130, B:89 #C38259

Pantone 202 C:39, M:71, Y:51, K:19 R:139, G:83, B:92 #8B535C

Pantone 166 C:8, M:70, Y:76, K:1 R:223, G:108, B:75 #DF6C4B

Pantone 382 C:48, M:2, Y:100, K:0 R:146, G:195, B:54 #92C336

Pantone 7496 C:57, M:33, Y:87, K:14 R:114, G:130, B:70 #728246

Pantone 2925 C:80, M:39, Y:0, K:0 R:17, G:133, B:207 #1185CF

Pantone 2955 C:86, M:64, Y:34, K:15 R:53, G:87, B:119 #355777

Pantone 7503 C:37, M:35, Y:51, K:3 R:163, G:152, B:128 #A39880

Process Black C:64, M:56, Y:56, K:32 R:84, G:84, B:84 #545454

The above colors were chosen from the Pantone Uncoated color book. Please note that color varies from coated to uncoated paper. Colors shown may not be accurate. Always refer to Pantone chips for actual color.

www.gsb.columbia.edu/identity 26 Photography

Photography used in Columbia Business School These four categories of photographs should be materials can help reinforce School strengths and mixed thoughtfully to best capture the spirit and key differentiators, while capturing the attention content of the publication. of target audiences.

The photographs shown online at www.gsb. columbia.edu/identity/visualidentity/photography represent the appropriate quality, sophistication, and tone for the School’s materials and successfully illustrate a combination of teaching and learning, collaboration and community, Columbia’s campus, and New York City.

Teaching and learning

www.gsb.columbia.edu/identity 27 Photography (continued)

collaboration and community

www.gsb.columbia.edu/identity 28 Photography (continued)

columbia’s campus

www.gsb.columbia.edu/identity 29 Photography (continued)

new york city

www.gsb.columbia.edu/identity 30 Photography (continued)

Photography may be reproduced in three distinct Duotones are produced by using two colors, styles—full color, duotone, and halftone. typically black and a second color.

When budgets are limited, the use of duotones Halftones are photos that are printed with and/or halftones can portray energy and one color. This is typically black or a dark color excitement. to ensure contrast and legibility.

duotones Halftones

www.gsb.columbia.edu/identity 31 Visual—Brand in Practice

www.gsb.columbia.edu/identity 32 The Grid

Both the exterior pages and the interior pages By proportionally separating the live area of a of a piece designed within these guidelines use page into 10 rows and 10 columns, regardless of an important design element, the grid, to help page size or orientation, various layouts can be organize and emphasize the visual and graphic created that provide depth and cohesion in any identity standards for the School. The grid serves communication piece. as a logical and consistent means of dividing the surface area of any designed element of graphic The live area is the space within the margins of the 1 1 and textual information. page. A .5" margin is used for pieces 5 ⁄2" x 8 ⁄2" or larger, and a .25" margin is used for smaller pieces.

Below are examples of three common sizes.

1 1 1 5 1 8 ⁄2" x 11" 5 ⁄2" x 8 ⁄2" 3 ⁄8" x 8 ⁄2"

Live Area Live Area

Live Area

Important: To get the most out of finite resources and capitalize on emerging technology, we regularly rethink how to best distribute information at the School. The most visible effect of this effort is that print pieces will no longer be produced by default. Instead, collateral pieces, when produced, may be distributed as PDF files or web pages and disseminated electronically. Each need will be assessed by Marketing and Communications. To learn more, e-mail [email protected].

www.gsb.columbia.edu/identity 33 Cover Samples

The cover of a piece serves as the first point These samples demonstrate a range of of contact for the reader and, as such, is very possible designs that can be used across all important in setting the proper tone. A range of Columbia Business School materials. distinctive yet consistent designs can be created through the use of an established grid and common visual elements.

1 8 ⁄2" x 11"

1 1 5 ⁄2" x 8 ⁄2"

5 1 3 ⁄8" x 8 ⁄2"

www.gsb.columbia.edu/identity 34 Logo Band and Positioning

The logo band is a distinctive design element The band may be black, blue, or white. To add of Columbia Business School materials. The variety, the band’s depth may change based on consistent use and placement of the logo within the underlying grid. the horizontal grid reinforces its importance in brand recognition and gives prominence to Further details on positioning and sizing follow. the School as the chief disseminator of a piece.

Minimum depth: one row deep

When the logo band is one or two rows deep, the logo is centered top to bottom within the logo band.

maximum depth: four rows deep

When the logo band is three or four rows deep, the logo is positioned at the top and left margins.

www.gsb.columbia.edu/identity 35 1 Cover Grid—8 ⁄2" x 11"

All print material is designed based on the Cover text should be set in Galaxie Polaris underlying grid system. This creates a uniform and positioned flush left. structure for all design elements across an array of materials.

.5" 3.25" .5"

.5"

Headline Subhead Copy placed flush left and aligned with the wordmark.

.5"

www.gsb.columbia.edu/identity 36 1 Cover Samples—8 ⁄2" x 11"

These samples demonstrate how the flexibility of this effort is that print pieces will no longer be of the grid system allows for a consistent yet produced by default. Instead, collateral pieces, distinctive design. when produced, may be distributed as PDF files or web pages and disseminated electronically. Important: To get the most out of finite Each need will be assessed by Marketing and resources and capitalize on emerging technology, Communications. To learn more, e-mail we regularly rethink how to best distribute [email protected].. information at the School. The most visible effect

www.gsb.columbia.edu/identity 37 1 1 Cover Grid—5 ⁄2" x 8 ⁄2"

All print material is designed based on an Cover text should be set in Galaxie Polaris and underlying grid system. This creates a uniform positioned flush left. structure for all design elements across 1 1 an array of materials. Note: For pieces smaller than 5 ⁄2" x 8 ⁄2", follow the guidelines shown on page 40.

.5" 2.875" .5"

.5"

Headline Subhead Copy placed flush left and aligned with the wordmark.

.5"

www.gsb.columbia.edu/identity 38 1 1 Cover Samples—5 ⁄2" x 8 ⁄2"

These samples demonstrate how the flexibility of the grid system allows for a consistent yet distinctive design.

www.gsb.columbia.edu/identity 39 5 1 Cover Grid—3 ⁄8" x 8 ⁄2"

All print material is designed based on the Cover text should be set in Galaxie Polaris and underlying grid system. This creates a uniform positioned flush left. structure for all design elements across an array of materials.

.25" 2.1875" .25"

.25"

Headline Subhead Copy placed flush left and aligned with the wordmark.

.25"

www.gsb.columbia.edu/identity 40 5 1 Cover Samples—3 ⁄8" x 8 ⁄2"

These samples demonstrate how the flexibility of the grid system allows for a consistent yet distinctive design.

www.gsb.columbia.edu/identity 41 1 Interior Grid—8 ⁄2" x 11"

As with cover designs, the application of a The interior grid is also based on 10 rows and common grid for interior pages helps create 10 columns. a consistent look and feel across all Columbia Business School materials.

.5" .1375" 1" 1" .5"

.5"

www.gsb.columbia.edu/identity 42 1 Interior Grid Samples—8 ⁄2" x 11"

A range of distinctive yet consistent designs can These samples demonstrate a range of be created through the use of an established grid possible designs that can be used across all and common visual elements. Columbia Business School materials.

www.gsb.columbia.edu/identity 43 1 1 Interior Grid—5 ⁄2" x 8 ⁄2"

.5" .1375" .5" .5" .5"

.5"

www.gsb.columbia.edu/identity 44 1 1 Interior Grid Samples—5 ⁄2" x 8 ⁄2"

www.gsb.columbia.edu/identity 45 5 1 Interior Grid—3 ⁄8" x 8 ⁄2"

.25" .125" .25" .25" .25"

.25"

www.gsb.columbia.edu/identity 46 5 1 Interior Grid Samples—3 ⁄8" x 8 ⁄2"

www.gsb.columbia.edu/identity 47 Back Cover—Brochure

Consistent placement of the Columbia Business Exception: The Columbia University logo School logo and contact information reinforces does not need to appear on event-based pieces the School’s name and allows readers to quickly (e.g., Annual Dinner). find contact information. To obtain an official electronic version of the Back covers always include the Columbia Business Columbia University logo, please contact School logo with program/department/center/ Marketing and Communications. group name and contact information. The Columbia University logo should also appear on the back of collateral material.

1 8 ⁄2" x 11"

.375" Galaxie Polaris Medium, The Executive MBA Programs Columbia University 9pt type with 14pt leading, Blue Warren Hall 1125 Amsterdam Avenue, Room 404 New York, NY 10025 Galaxie Polaris Book, T. 212-854-2211 9pt type with 14pt leading, Black F. 212-866-1377 [email protected] www.gsb.columbia.edu/emba

.625"

.625" 2.625" 1.75" .625"

1 1 5 1 5 ⁄2" x 8 ⁄2" 3 ⁄8" x 8 ⁄2"

2.1875"

.375" Galaxie Polaris Medium, The Executive MBA Programs 8pt type with 12pt leading, .375" Galaxie Polaris Medium, Columbia University Blue The Executive MBA Programs 8pt type with 12pt leading, Warren Hall Columbia University Blue 1125 Amsterdam Avenue, Room 404 Galaxie Polaris Book, Warren Hall New York, NY 10025 8pt type with 12pt leading, 1125 Amsterdam Avenue, Room 404 Galaxie Polaris Book, T. 212-854-2211 New York, NY 10025 F. 212-866-1377 Black T. 212-854-2211 8pt type with 12pt leading, [email protected] F. 212-866-1377 Black www.gsb.columbia.edu/emba [email protected] .375" www.gsb.columbia.edu/emba

.5" .25"

.375" 2.375" 1.5" .5" .25" 1.5" .25"

www.gsb.columbia.edu/identity 48 Back Cover—Brochure (continued)

Along with the standard placement of the Columbia Business School logo and contact information, the data that generally appears on a back cover of a piece should be organized in a similarly consistent manner. The sample below shows how this formatting is achieved.

Information for back cover sign-off

Example: Program/Department/ Center/Group name The Executive MBA Programs University name Columbia University Building name (if on campus) Warren Hall Street address 1125 Amsterdam Avenue, Room 404 New York, NY 10025 Phone (optional) T. 212-854-2211 (if there is no fax number, the “T” should be dropped) Fax (optional) F. 212-866-1377 E-mail (optional) [email protected] Web address (optional) www.gsb.columbia.edu/emba

www.gsb.columbia.edu/identity 49 Back Cover—Self-Mailer

Consistent placement of the Columbia Business Self-mailers always include the Columbia Business School logo and contact information reinforces School logo with program/department/center/group the School’s name and allows readers to quickly name and contact information. find contact information. Contact information should follow the same style and organization as brochure back covers (see page 46).

.375" 2.5"

1 1 .375" 5 ⁄2" x 8 ⁄2" or larger

.25" Galaxie Polaris Medium, The Executive MBA Programs 8pt type with 12pt leading, Blue Columbia University Warren Hall Galaxie Polaris Book, 1125 Amsterdam Avenue, Room 404 New York, NY 10025 8pt type with 12pt leading, Black

.25" 2.1875"

.25" smaller than 1 1 5 ⁄2" x 8 ⁄2" .25" Galaxie Polaris Medium, The Executive MBA Programs 7pt type with 10pt leading, Blue Columbia University Warren Hall 1125 Amsterdam Avenue, Room 404 Galaxie Polaris Book, New York, NY 10025 7pt type with 10pt leading, Black

www.gsb.columbia.edu/identity 50 Paper Recommendations

It is recommended that materials be printed on The printer is responsible for inserting the final uncoated paper whenever possible. Uncoated stock FSC logo, which includes a certification number contributes to the School’s sophisticated and provided by the FSC. noncommercial look and is more environmentally responsible than many coated alternatives. Example:

Cert no. XXX-XXX-000 Whenever possible, use FSC (Forest Stewardship Council) certified, recycled, or postconsumer materials. When applicable, the FSC logo can be Paper options commonly used by the School are included on the inside back cover of publications, listed below. preferably in the lower right corner, space permitting.

Recommended papers Finch Premium Blend Finch Fine Finch Opaque Paper for digital printing is available in Finch Fine and Finch Opaque.

Paper Finishes Ultra Smooth, Smooth and Vellum

Paper colors Bright White and White

Paper weights Brochure text pages—100 lb. text Brochure covers—80 lb. cover or 100 lb. cover Invitations—100 lb. text or heavier Folders—100 lb. cover or heavier Newsletters—80 lb. text or 100 lb. text White papers—80 lb. text or 100 lb. text

www.gsb.columbia.edu/identity 51 Websites

Marketing and Communications is the Any group looking to create or enhance official institutional resource for best practices regarding Columbia Business School pages or other website content presentation. The office provides interactive digital products should contact guidance and strategy in social media, analytics, Marketing and Communications. web design, information architecture, graphics and photography, and content.

www.gsb.columbia.edu/identity 52 Websites (continued)

Consistent placement of photos on web pages Keeping to a set of approved sizes for displaying helps create a cohesive look throughout the photos also helps create consistency throughout Columbia Business School website and the website. Below is a photo-sizing chart for web subsequent sites. use.

Home Page Marquee 400px X 268px

Template 1 Tab Image 445px X 240px

www.gsb.columbia.edu/identity 53 Websites (continued)

Template 2 Tab Image 285px X 240px

Template 3 Header Image 570px X 232px

www.gsb.columbia.edu/identity 54 PowerPoint Presentations

A PowerPoint template is available on the Brand Identity Resource site: www.gsb.columbia.edu/identity/powerpoint.

www.gsb.columbia.edu/identity 55 Promotional Items

Using the School’s logo appropriately on The logo is applied to merchandise following the merchandise can present unique challenges; same guidelines for configuration (see page 7), Marketing and Communications likes to work sizing (see page 8), and color (see pages 12–14) closely with groups to ensure that merchandise as communications materials. goals are achieved while still maintaining the School’s visual identity. Please contact Marketing and Communications for guidance and approval.

When placed on light colors other than white, the logo should appear in all black. On dark colors, the logo should appear in all white. All identification type should be placed below the logo at a distance equal to the height of the capital letters in the wordmark. The height of the type should be equal to half the height of the capital letters in the wordmark. Type should be set in Galaxie Polaris Medium, positioned flush left and aligned with the wordmark.

www.gsb.columbia.edu/identity 56 Marketing and Communications Columbia Business School 33 West 60th Street, 10th Floor New York, NY 10023 212-854-8567 [email protected] www.gsb.columbia.edu/identity