Download a PDF of Hampshire's Visual Brand Guidelines

visual brand Guidelines

HAMPSHIRE COLLEGE

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES GUIDELINES INTRODUCTION

The visual identity provides guidelines Assets 2 for presenting Hampshire College in a Fonts, logos, and the graphic elements descibed throughout this cohesive way to our internal and guide have been included in the external audiences. accompanying folder.

The guidelines exist to assist communicators in the consistent and effective use of the College’s brand across both print and electronic media.

Contact Communications We provide professional skills in communications and marketing, public Communications Office Office information, media relations, editorial, [email protected] digital, and graphic design for Hampshire. Anne Pinkerton 91F Director of Marketing In the interest of representing and Communications coordinating Hampshire’s public [email protected] information efforts, communications and publications should always be coordinated through the communications office. For media Inquires Jennifer Chrisler Chief Advancement Officer [email protected]

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES A logo is more than just a mark or symbol. It must also seamlessly adapt with other design elements across colors, dimensions, and uses. Hampshire’s logo system is flexible, with elements that can be used individually or as a whole, depending on what the design needs.

SECTION 1 Identity

HAMPSHIRE COLLEGECOLLEGE VISUALVISUAL BRANDBRAND GUIDELINESGUIDELINES IDENTITY SECTION 1

The Hampshire College logo consists The primary logo must appear on Only use authorized digital art 4 Primary Logo of four rectangles, with open space every piece of internal and external files when applying the logo to communications or materials. between them that forms the letter communications.

H. This design recalls the four Do not attempt to typeset institutions—Amherst College, Mount or recreate them yourself. Holyoke College, Smith College, and the University of Massachusetts Amherst— that created Hampshire as a proving ground for educational innovation and reform.

Logo Mark Word Mark

For applications where The logo mark may appear space is limited, an alternate on its own, separate from Filled version, with the logo’s the word mark, when the elements stacked vertically, layout requires a monogram may be employed. This or graphic accent. This usage version should be used is only appropriate if the sparingly. master brand is established elsewhere in the piece; the logo mark should never be the sole identifier of the Outlined Hampshire brand within any communication.

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES IDENTITY SECTION 1

Our logo is built to be flexible and Use your discretion in choosing the 5 Primary Logo adaptable for all printing and digital color option that works best for your Color applications. The versions below show application. Use the reversed versions the approved color variations; note when your background doesn’t provide that the logo mark and word mark are enough contrast for the other versions always set in the same color. to be legible.

Black

White / Reversed

Black or Pantone 426 Hampshire Teal / Pantone 7467

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES IDENTITY SECTION 1

It’s important that the logo remain 6 Primary Logo prominent and legible, so keep these Parameters parameters in mind when applying it to materials.

Minimum size Clear space

To ensure legibility, the logo should never The logo should never feel like it’s crowded or An exception is made in our letterhead appear at widths below approximately competing for attention. Ample clear space will system where less space is needed below 1.75 inches. At smaller sizes than this, the keep this from happening. the logo for the college address. text becomes difficult to read. This space is measured using the length of the logo mark, as shown. It extends around the entire perimeter of the logo.

1.75 inches -or- 126 pixels

Maximum Size

There is no maximum size limit, but use discretion when sizing the logo; it should live comfortably and clearly as an identifying mark.

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES IDENTITY SECTION 1

The Hampshire tree has been a In 1994, just before the 25th 7 The Hampshire Tree symbol of the College since at least anniversary of the College, the Seal 1966. From the evidence of a widely administration elevated the circulated memo, it appears that the Hampshire tree to appear on the tree was drawn by Eric Patterson, the seal of the institution. The seal also son of Hampshire’s first president. includes the College’s motto and The memo, dated 1968, points out founding date. similarities between the Hampshire tree and early Mesopotamian depictions of the tree of life.

The “vintage” Hampshire tree is used on our diploma and various promotional items.

The college seal is used for communications from the Board of Trustees, President’s Office, and various official college documents. It’s also used on promotional items in the Hampstore.

These symbols are best represented in our primary palette (pg.13). They should not be altered.

Any questions about appropriate use should be referred to the communications office at [email protected]

“Vintage” Hampshire tree Official College seal

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES When it’s used thoughtfully, typography is a powerful brand tool that can reflect or expand on the meaning of what we’re communicating. Hampshire’s typography is clear, accessible, and flexible for a wide range of situations.

SECTION 2 typography

HAMPSHIRE COLLEGE VISUALBRAND GUIDELINESBRAND GUIDELINES TYPOGRAPHY SECTION 2

Open Sans is a humanist sans-serif Publisher Platforms 9 Primary typeface designed by Steve Matteson. Google Fonts https://fonts.google.com It was designed with an upright stress, Typeface Uses open forms, and a neutral yet friendly Designers Headlines appearance. It has been optimized Steve Matteson Subheads for print, web, and mobile interfaces, Callouts and its letterforms possess excellent License Body Copy Apache License, Captions legibility. Version 2.0.

Name Open Sans

Characters Weights ABCDEFGHIJKLMNOPQRSTUVW Light Regular XYZabcdefghijklmnopqrstuvw Semibold xyz1234567890?!@#$%&:;. Bold ExtraBold

Sample Your course of study is an original work of art.

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES TYPOGRAPHY SECTION 2

Staatliches is a clean-cut, all-caps display Publisher Platforms 10 Accent face with charmingly unconventional Google Fonts https://fonts.google.com proportions and a Bauhaus pedigree. It Typeface Uses features full sets of capitals, numbers, Designers Headlines punctuation, symbols, and common Brian LaRossa Subheads Latin accents. Erica Carras Callouts Impact Moments License Open Font License

Name

staatlichesCharacters abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%&:;.

Sample NOW, WE’RE SCRAPPING THE TIRED STRUCTURES OF EDUCATION ALTOGETHER.

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES TYPOGRAPHY SECTION 2

Impact Label is a display font that Publisher Platforms 11 Accent recalls the embossed tape labels of Font Squirrel www.fontsquirrel.com yesteryear, created letter by letter on Typeface Uses hand-operated devices. As part of our Designers Callouts typographic palette, it has a slightly Tension Type Impact Moments industrial aesthetic that’s refreshingly no-nonsense. This typeface should be License Open Font License used intentionally and sparingly, to ensure its legibility and impact.

Name IMPACT LABEL IMPACT LABEL REVERSED

Characters abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%&:;.

Sample this is your room to grow this is your room to grow

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES Our color palette has two main layers: primary and secondary. Our communications lean heavily on the primary palette; we use accents from the secondary palette to keep layouts from becoming too stale or one- dimensional.

SECTION 3 c0lor

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES COLOR SECTION 3

Our primary palette consists of teal, 13 Primary charcoal, and white. Our layouts draw Palette heavily on these colors, mixing with the accent palette as needed to build color schemes that are complementary and balanced.

PANTONE 7467 PANTONE 426 WHITE

C 100 M 0 Y 40 K 10 C 74 M 65 Y 62 K 67 C 0 M 0 Y 0 K 0 HEX 009b9e / R 0 G 155 B 158 HEX 25282a / R 37 G 40 B 42 HEX ffffff R/ 255 G 255 B 255

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES COLOR SECTION 3

Our secondary palette is broken into 14 Secondary two categories: neutrals and accents. Palette These colors add depth and nuance to our designs. In general, they should be used sparingly, but can appear more prominently with thoughtful consideration and in certain applications.

COOL GRAY 11

BLACK

PANTONE 7736 PANTONE 1635 PANTONE 1225

C 76 M 48 Y 71 K 43 C 0 M 64 Y 71 K 0 C 2 M 20 Y 88 K 0 HEX 324e3f / R 50 G 78 B 63 HEX f47d54 / R 244 G 125 B 84 HEX faca39 / R 250 G 202 B 57 30% BLACK

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES Photography plays an important role in our brand communications because it tells our story visually. Although our words are compelling, images go further to offer powerful proof of what we say.

SECTION 4 photography

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES PHOTOGRAPHY SECTION 4

When we use portraiture, we put a Hampshire photo resources 16 Portraiture human face to our work. We want to Hampshire College | Flickr show students, faculty, and staff in the

best light, which means capturing them Resourcespace.hampshire.edu with authenticity. When taking portraits, the focus should be on the individual, For photo requests or access, please and although the subject won’t always. contact the communications office at [email protected] be the sole person in the photo, the eye should be drawn to that one individual.

Full-Color Black-and-White

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES PHOTOGRAPHY SECTION 4

This action-oriented style of Show students as they are learning and 17 Action photography captures the Hampshire developing their skills, being mentored work ethic, inside and outside the by faculty, and becoming leaders. And classroom. These images document remember, it’s important to show both peer-to-peer collaborations and a diverse mix of individuals in an faculty-student interactions. Balance accepting and supportive environment. group shots with images of individuals who are engaged in an activity or an area of study.

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES PHOTOGRAPHY SECTION 4

The quiet vibrancy of our campus 18 Scenic is something to show off, and these images paint the picture of what our community looks like. Pepper sense-of- place shots throughout communications in a way that helps the layouts breathe.

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES PHOTOGRAPHY SECTION 4

Hampshire has been responding to 19 Archival the world’s needs since its founding, and many important moments, collaborations, and explorations have been documented throughout. Use these archival images respectfully within compositions, to convey gravitas and levity, and to emphasize our culture, our community, and our lasting impact.

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES PHOTOGRAPHY SECTION 4

Photojournalistic images can support Stock photography 20 Editorial our communication needs as we tackle www.unsplash.com relevant topics. From current events, to the impacts of our research, using The images shown here are from a royalty-free resource that can be used in sourcing imagery. sourced imagery that’s specific to a topic is suitable for expanding our visual expressions.

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES A recognizable brand needs a system of ownable graphic elements. This section details a distinctive visual toolkit that you can use when crafting communications for the Hampshire College brand.

SECTION 5 graphic Elements

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES GRAPHIC ELEMENTS SECTION 5 our toolkit of graphic element is built with an intentional design philosophy: that our

Whether you are a student or professional designer, the assets and tools that comprise our visual brand is open and expression are open source and free to all.

Because at Hampshire, we all make an impact, and have something to accessible to any and communicate. And to honor both consistency and individual expression, we’ve taken thoughtful consideration to craft these elements so that, no matter what the topic or the need, all content creators. everyone’s communications can be as compelling as the Hampshire experience.

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES GRAPHIC ELEMENTS SECTION 5

How can Hampshire express an that end, we commissioned an open- 23 Halftone Illustration infinite number of visual ideas, in source Photoshop application, drawing Overview a consistent style, and in a manner on images, textures, and patterns that’s accessible to all contributors? to establish a distinctive and flexible That’s the purpose behind our halftone visual signature for the College. The illustration application. While we place result quickly elevates our images to few limits on photographic content, an aesthetic level that’s worthy of their our communications must still align content and intent. with our brand and build its equity. To

Duotone Offset Engraving

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES GRAPHIC ELEMENTS SECTION 5

Below are instructions and tips 24 Halftone Illustration for using the halftone illustration Photoshop Application Photoshop application, which applies the engraving effects to your images easily and quickly.

Applying the Patterns Installing the Patterns Step 1:

Convert your image to grayscale or black and Step 1: white and open the Hampshire PSD file. In Photoshop, open the Patterns window (Window > Patterns)

Step 2: Click the Patterns menu in the upper right of the panel.

Default: Off To add a texture to your background. Default: On To edit or add a color to the illustration.

Default: On To adjust the exposure of the illustration.

Step 2: To apply the effect to your image, double-click on the “Place Your Image” smart layer, then place your image, and save the smart layer.

Step 3: Step 3: Import patterns from the menu and choose the “Patterns.pat” file. To adjust the halftone pattern, double-click on “Pattern Overlay” and open the Layer Style sub-menu.

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES GRAPHIC ELEMENTS SECTION 5

To add an organic, hand-built feel to The library of textures can be layered or mixed 25 Textures our compositions, a library of textures with any color from our palette, depending on the composition’s need. are available for use as supporting elements. The textures are inspired by our campus, the act of writing and printing, and the idea of “walking the walk.”

Light Dense

Pollen Gravel Press Shiplap Penmanship

Tip: AREAS OF CHANGE We’ve moved beyond the tired confines of majors and minors. What Instead, our new, evolving curriculum revolves around Textures create visual noise that activate a layout, but we never four global themes and challenges. we’re doing And in doing so, we ask: how will your passion alter want them to speak over other visual elements. So only apply differently the way the world works? makes a the textures to negative spaces and pick a color combination difference. that supports the image, text, or other focal point of the layout.

A1 ENVIRONMENTS & CHANGE A2 IN/JUSTICE A3 MEDIA & TECHNOLOGY A4 TIME & NARRATIVE

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example: Distressing negative space example: Adding depth to a color flood

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES GRAPHIC ELEMENTS SECTION 5

Hampshire College is a place for The “H” container can be used in two 26 “H” Container originals: a vessel that can house any distinct visual ways: (1) as a symbol of idea, any expression, any action, any open space, ready to be filled with a impact. Inspired by the new curriculum community member’s ideas, and (2) as a blueprint, we designed this geometric vessel, housing an arresting visual that capital “H” to convey the idea that represents the action and initiative of anything can and will be explored within our community. the space that is Hampshire.

Geometric Topic Vessel

example: Natural crossbar

example: Moments of deconstruction

The geometric “H” container can be used as a subtle element or The block sans-serif “H” can become a container for topical Tip: as a supergraphic, to create visual interest or linear connections images, ranging from the abstract to the specific. This To create visual intrigue and a sense of energy, the border within a composition. It can appear in any of our brand colors. technique graphically represents the infinite possibilities of the “H” can be obstructed or broken in subtle ways. The It should never be the sole identifier of the College in any and ideas that come to life within the space of Hampshire. deconstruction should never overtake the shape of the “H” communication. It does not replace the primary logo; rather, it or render it unrecognizable. should complement the other elements of the brand. A good rule is to consider how the crossbar might work as that area of deconstruction; as the fill image is placed and cropped, look for natural “crossbars” within the composition of the image. HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES GRAPHIC ELEMENTS SECTION 5

The practice of text annotation consists annotations add a sense of energy and 27 Annotations of a reader interacting with a text, rhythm to our content. They should collaborating with the words and never overpower the text, but rather expressing a shared thought through call attention to particular phrases, physical markings. Working from this and depict a healthy back-and-forth idea, we’ve incorporated annotations between the reader and the writer. as a graphic element, evoking the active, collaborative conversations that happen at Hampshire every day. Text

At Hampshire College, Tip: Annotation marks can be we were made for change. mixed and matched as they’re applied to content blocks or We see the potential for graphic moments. But they more, better, different. should never overtake a layout, or shift the meaning or It’s why we created a new school, legibility of the printed text. a new curriculum—to meet

Marker Their application should the spin and revolution of our feel organic, rhythmic, and genuine, never decorative. changing world. Not just to change with it, but to change it altogether. So we ask: what will you change? How? And why?

example: Copy markup Ballpoint Felt-Tip SUBHEAD 02

faced with a changing world, we changed the way college works.

No letter grades. No freshmen or seniors. Instead, your performance is assessed We have three divisions, from exploratory with constructive written feedback from to foundational to advanced. Your studies faculty mentors, based on reviews of culminate in an in-depth Division III project, your projects, engagements in classes similar to a graduate-level thesis, where you’ll and community, writings, and more. prove your mastery and defend your work in Scribble Chalk front of a faculty committee of your choosing.

example: Graphic accent

HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES GRAPHIC ELEMENTS SECTION 5

Connections and relationships are Line work should always reinforce the 28 Line Work critical components in the process needs of the composition. They should of thinking through and acting on act not as a dominant visual, but as a complicated topics. Our compositions navigational aide, helping to make the can subtly bring this to light with the content digestible and reinforce visual simple use of vector lines. order and hierarchy.

Connections Spacers

02 SUBHEAD

A1 ENVIRONMENTS & CHANGE

Timelines

IN THE QUEUE

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HAMPSHIRE COLLEGE VISUAL BRAND GUIDELINES SECTION 6 SAMPLE TACTICS