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Visual – Elements 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 entre- preneurs 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" .25" .32" MINIMUM SIZE—SCREEN: 24 PIXels HIGH 24px (shown at actual SIZE) 24px 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
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