JOHNS HOPKINS UNIVERSITY Visual Brand Guidelines
2019 BRAND.JHU.EDU VERSION 3.1 Contents 1.0 2.0 3.0 4.0
Introduction Academic seal University logo Divisional,
Objective ...... 2 History ...... 6 Iconography ...... 9 . interdisciplinary, Brand philosophy ...... 3 Use ...... 7 Logo colors ...... 10 enterprise, and Using this document . . . . 4 One-color black ...... 11 athletics logos One-color white ...... 12 Divisional logos ...... 21 One-color white Divisional logo examples . .22 incorrect usage ...... 13 Interdisciplinary logos . . . 23 Clear space ...... 14 . Interdisciplinary logo Minimum size for logos . . . 15 examples ...... 24 Special circumstances . . . 16 Enterprise logo ...... 25 Incorrect usage ...... 17 Athletics logos ...... 26 Background control . . . . 18 Logo bundle ...... 19 Contents 5.0 6.0 7.0 8.0
Logo placement Secondary Typography Color
guidelines graphic elements Philosophy ...... 50 Philosophy ...... 64 Initial View ...... 28 Johns Hopkins signature . .42 Quadon ...... 51 Identity palette ...... 65 Initial view: Print . . . . 29. Johns Hopkins signature: Gentona ...... 52 Signature colors ...... 66 Color ...... 43 Initial view: Email . . . . . 30 Arnhem Pro ...... 53 Primary colors ...... 67 Johns Hopkins signature: Titling Gothic ...... 54 Secondary colors . . . . . 68 Initial view: Web site . . . . 31 Incorrect usage ...... 44 Font pairings ...... 55 Grayscale ...... 69 Initial view: Video . . . . . 32 Johns Hopkins signature: Initial view exception: Minimum size ...... 45 Font parings: Quadon Example color and Gentona ...... 56 combinations ...... 70 . Video ...... 34 Shield as artwork ...... 46 Font pairings: Quadon, Initial view: Shield: Rendering in color . . 47 Digital magazines . . . . . 35 Gentona, and Arnhem . . . 57 Approved graphic Font pairings: Titling, Initial view exception: identifiers ...... 48 Print magazines ...... 36 Quadon, and Gentona . . . 58 Initial view exception: Font pairings: Titling, Graphic identifiers . . . . . 37 Quadon, Gentona, and Arnhem ...... 59 Initial view exception: Student groups ...... 38 Typography exception: Type as art ...... 60 Co-branding ...... 39. Typography exception: Stationery ...... 40 Technical limitations . . . . 61 Typography exception: Business communications . 62 Contents 9.0
Accessibility
Requirements ...... 72 Spirit blue limitations . . . 73 1.0 Introduction 1.1 Objective
The Johns Hopkins University Visual Brand Guidelines were developed with one goal in mind: And a stronger to create a shared visual brand identity that reflects the excellence of this great university. Johns Hopkins A committee of marketing and communications professionals from across the university led the development of these guidelines. The resulting benefits all of us . system presents Johns Hopkins as a world-class, integrated yet diverse university that builds on the strengths of its many parts to make the whole even stronger.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Introduction 2 1.2 Brand philosophy
Research. World. Excellence. Community. Those are the words we heard most often when we spoke with faculty, staff, students, alumni, trustees—people from all corners of the university—to develop our logo system. That’s why the Johns Hopkins identity looks the way it does—with the book representing knowledge and discovery, the globe symbolizing our Research World Excellence Community worldwide reach, and the crest of Lord Baltimore indicating our connection to our community.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Introduction 3 1.3 Using this document
These guidelines are meant to facilitate best practices, to help individuals present their communications in a way that reflects positively on the university, and to provide answers to common questions.
Johns Hopkins is a large, complex organization engaged in a variety of research and educational activities every day. We can’t address every “what if” in one document, but we welcome your questions. Please reach out to your divisional marketing and communications office or email [email protected].
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Introduction 4 2.0 Academic Seal 2.1 History
Adopted by the board of trustees on December 7, 1885, the seal represents the university’s dedication to the advancement of knowledge in service to the community and the world. The design originates from the collaborative work of Baltimore historian Clayton C. Hall, Esq., and Stephen Tucker, Esq., the Somerset Herald at the College of Arms in London.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Academic Seal 6 2.2 Use
The full-color seal of Johns Hopkins University is reserved for official documents—including diplomas, presidential and trustee minutes, and other legal, academic, or official university documentation—or for the highest awards and certificates.
The single-color seal may be used for formal occasions and products, including items for Commencement; specific gift items in brass, silver, or pewter; appropriate clothing (blazers, not T-shirts); stationery; and university chairs. DO NOT use the official seal in combination with the logo.
The seal may only be used with permission from the Office of Communicaitons. It can never be altered or varied.
To request use of the seal, contact [email protected].
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Academic Seal 7 3.0 University logo 3.1 Iconography
The Johns Hopkins University logo is rooted in tradition. Developed in 2013, its iconography is based on the university’s official seal. The open book represents knowledge and discovery, the globe signifies the university’s worldwide reach and responsibility, and the crest of Lord Baltimore is emblematic of the university’s commitment and connection to its community. These elements are framed in a shield that is a shared visual among all our schools and divisions.
The logo is available in two orientations, vertical and horizontal.
None of the elements may be altered in any way. Use only the digital artwork provided at brand.jhu.edu. Do not redraw or alter the logo.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES University Logo 9 3.2 Logo colors
Our logo colors are blue (PMS 288 C), white, and PMS Black 4 C. No other logo PMS 288 C | C 100 M 80 Y 6 K 32 colors are acceptable. See also section R 0 G 45 B 114 | Hex #002D72 8.2 for more information on using the identity in these three colors.
WHITE | C 0 M 0 Y 0 K 0 R 255 G 255 B 255 | Hex #FFFFFF
PMS BLACK 4 C | C 41 M 57 Y 72 K 90 R 49 G 38 B 29 | Hex #31261D
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES University Logo 10 3.3 One-color black
When budget, printing restrictions, or design needs prevent the use of color, the one-color black version is acceptable.
None of the elements may be altered in any way. Use only the digital artwork provided at brand.jhu.edu. Do not redraw or alter the logo.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES University Logo 11 3.4 One-color white
The white version of this logo may be used only on backgrounds or photographs that allow for proper readability (see section 3.12).
None of the elements may be altered in any way. Use only the digital artwork provided at brand.jhu.edu. Do not redraw or alter the logo.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES University Logo 12 Correct
3.5 Clues to correct usage: Pages of the book and the lines of the globe One-color white are lighter than the background. incorrect usage The shield is an outline.
DO NOT REVERSE THE BLACK LOGO TO ACHIEVE THE WHITE LOGO .
This is a common error, and doing so results in an incorrect reproduction. White logo files exist at Incorrect brand.jhu.edu as part of the logo download packs. Clues to incorrect usage: Since these are white logos, they need to be placed Pages of the book and over a background color or image to be visible. the lines of the globe are darker than the background.
The shield is not an outline.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES University Logo 13 3.6 Clear space
Clear space is the area surrounding the logo that must be kept free of competing text or graphic elements. Leaving space around the logo ensures that it will stand out appropriately and that other words or graphics will not appear to be part of, Minimum or “locked up” with, the logo. The minimum clear clear space = height space is measured by the height of the capital H in of H in Hopkins. No additional text or graphic element may Hopkins encroach on this space.
The logo files available for download at brand.jhu.edu include the minimum clear space. Maintain the clear space when placing the logo Incorrect: near edges, other type, or another design element. Edges of blue rectangle are too close to the All files are provided at brand.jhu.edu with the minimum shield and name clear space included.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES University Logo 14 3.7 Minimum size for vertical and horizontal logos
Vertical format
DO NOT SIZE THE VERTICAL LOGO LESS THAN 1 .25 INCHES WIDE OR 160 PIXELS .
Minimum print size is 1 .25” and 160 pixels for digital . DO NOT SIZE THE HORIZONTAL LOGO LESS THAN 1 625. INCHES WIDE OR 190 PIXELS .
Horizontal format
Minimum print size is 1 625”. and 190 pixels for digital .
Reproducing the university logo: Use only the digital artwork at brand.jhu.edu.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES University Logo 15 3.8 Special circumstances
If you need to size a logo smaller than 1.25 inches, please contact the Office of Communications.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES University Logo 16 3.9 Incorrect usage
Do not stretch the Do not change the elements Do not rotate the logo . proportions of the logo . or the color of the logo .
Maintaining the integrity of the Johns Hopkins University logo is key to building a strong identity. It must be presented in a consistent and legible manner. Do not alter the logo in any way by changing or adding elements or using only JohnsJohns Hopkins HopkinsJohns HopkinsJohns Hopkins portions of it. Never change the logo’s color or UNIVERSITYUNIVERSITYUNIVERSITY UNIVERSITY warp or distort it. Do not create a custom logo for specific purposes. This dilutes our identity. Do not alter the font Do not change the scale Do not delete of the logo . of the shield in the logo . the shield . Use only university-approved logo files available for download at brand.jhu.edu.
Use only the digital artwork at brand.jhu.edu. Do not reverse the black Do not reduce the clear space Do not alter the color logo to make it white . when using the logo in a box . of the logo . Do not redraw or alter the logo.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES University Logo 17 Incorrect Correct 3.10 Background control
Do not use the logo on complex textures . The logo must always be legible. The examples on this page show incorrect and correct uses of the logo on various backgrounds.
Avoid using the logo at small scale on complex patterns or textures.
Avoid using the logo at small scale on backgrounds that do not provide adequate contrast. Do not use the logo on Avoid using the logo at small scale over busy backgrounds that do not photographs that reduce legibility. provide adequate contrast .
Contact [email protected] or your school or divisional communications office with questions. Do not use the logo over busy photographs . JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES University Logo 18 3.13 Logo bundle
Logo bundles available for download on brand.jhu.edu include a variety of file formats for different media and size needs. Johns Hopkins identification is required to download the logos.
Remember, the white version of this logo may be used only on solid color backgrounds or photographs to allow for proper readability.
These files have been optimized for specific applications. After you have downloaded your bundle and chosen the file you need, place or insert the file into your document. It is not necessary to open it in order to use it.
All files include the minimum clear space.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES University Logo 19 4.0 Divisional, interdisciplinary, enterprise, and athletics logos 4.1 Divisional logos
Divisional logos combine the university or divisional There are 10 divisional logos: shield with the Johns Hopkins name and the division. Applied Physics Laboratory Some of these logos retain distinctive divisional graphics within the common shield shape. Others Bloomberg School of Public Health use the graphic of the university logo. Vertical and Carey Business School horizontal versions are acceptable. Krieger School of Arts and Sciences University logo rules related to color, clear space, size, and background pertain to school, divisional, and Peabody Institute interdisciplinary logos as well. Please refer to section 3. School of Advanced International Studies
School of Education
School of Medicine
School of Nursing
Whiting School of Engineering
Use only digital artwork at brand.jhu.edu. Do not redraw or alter the logo.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Divisional, Interdisciplinary, Enterprise, and Athletics Logos 21 4.2 Divisional logo examples
Note: Additional logos exist for the Peabody Conservatory, Peabody Preparatory, Sheridan Museums, Sheridan and other libraries, and CTY .
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Divisional, Interdisciplinary, Enterprise, and Athletics Logos 22 4.3 Interdisciplinary logos
For centers, institutes, and programs spanning multiple schools and divisions, an interdisciplinary logo can be created. It pairs the university shield and the Johns Hopkins name with the name of the interdisciplinary entity. Vertical and horizontal versions are acceptable.
All requests for an interdisciplinary logo must be sent to the university’s Office of Communications, which will seek approval from the Provost’s Office and, if approved, create the logo. These logos cannot be created by another office.
University logo rules related to color, clear space, size, and background pertain to school, divisional, and interdisciplinary logos as well. Please refer to section 3.
To request an interdisciplinary logo, please email: [email protected]
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Divisional, Interdisciplinary, Enterprise, and Athletics Logos 23 4.4 Interdisciplinary logo examples
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Divisional, Interdisciplinary, Enterprise, and Athletics Logos 24 4.5 Enterprise logo
The enterprise logo has been developed for instances when we need to represent the combined interests of Johns Hopkins University and Johns Hopkins Medicine.
University logo rules related to color, size, background, and clear space pertain to the enterprise logo as well. Please refer to section 3.
For information about Johns Hopkins Medicine identity guidelines, please refer to brand.hopkinsmedicine.org.
Use only digital artwork at brand.jhu.edu. Do not redraw or alter the logo.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Divisional, Interdisciplinary, Enterprise, and Athletics Logos 25 4.6 Athletics logos
Johns Hopkins athletics logos combine the shield shape with an updated rendering of the Blue Jay.
Like the university logo, the athletics logo is available in both a small version with simpler linework and a large version with more intricate details.
For all Johns Hopkins athletics logos, graphics, and branding guidelines, contact [email protected].
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Divisional, Interdisciplinary, Enterprise, and Athletics Logos 26 5.0 Logo placement guidelines 5.1 Initial view
The appropriate divisional, interdisciplinary, enterprise, or athletics logo must appear on the initial view of all communications, including print, digital, and video, so that it serves as an introduction to the brand. Beyond this guideline, there is no preferred placement of the logo. Design should dictate where the logo appears on the initial view.
All Johns Hopkins University entities should follow the logo placement guidelines. There are, however, limited exceptions to these guidelines. These exceptions have been approved by the university Office of Communications, and they are the only approved exceptions to the initial view guidelines.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Logo Placement Guidelines 28 Feelin' lucky? You'll find raffle tickets in your welcome packet and have chances to earn more during SOHOP. Don't forget to stop by the raffle table during lunch on Thursday to enter your tickets for a chance to win Welcome! Hopkins prize packages!
Your Guide to SOHOP
Luggage: Say YES! Johns Hopkins University is committed Luggage will be stored in the Ralph S. O'Connor You can join the Blue Jay family by stopping by to recruiting, supporting, and fostering Recreation Center on both days. Luggage should the deposit booth in the O'Connor Recreation a diverse community of outstanding be picked up by 3:00 p.m. on Thursday. Center any time on Thursday. Get your picture faculty, staff, and students. As such, Johns Hopkins does not discriminate taken for our “Official Blue Jay” wall! on the basis of gender, marital status, Complimentary shuttles: pregnancy, race, color, ethnicity, Departure shuttles to BWI airport and Penn Station Office of Student Financial Services: national origin, age, disability, religion, will run from noon to 3:00 p.m. on Thursday and Financial Aid representatives will be available sexual orientation, gender identity or can be found in front of the O'Connor Recreation throughout SOHOP for walk-in appointments. expression, veteran status, or other Center. Please allow adequate time for departure, Visit their office at 146 Garland Hall between legally protected characteristic in especially during rush hour. the following times: any student program or activity administered by the university or with The parking shuttle to the Keswick Parking Garage Wednesday: 9:00 a.m. to 6:00 p.m. regard to admission or employment.
will run until 7:00 p.m. on Wednesday and from Thursday: 9:00 a.m. to 3:00 p.m. Questions regarding Title VI, Title IX, 7:30 a.m. until 3:00 p.m. on Thursday. and Section 504 should be referred Join the conversation: to the Office of Institutional Equity, Didn’t get to do it all during SOHOP? Share your excitement throughout the day by 130 Garland Hall, Telephone: (410) 516–8075, TTY: (410) 516–6225. Visit www.hopkins–interactive.com to connect using #SOHOP2015 on Twitter and Instagram. with current students, see video residence hall 5.2 tours, and much more! Initial view: Print
In print applications, “initial view” refers to the cover of materials with multiple pages or the front of one- sided materials. For two-sided materials, the logo can appear on either side depending on design. SOHOP 2015 Spring Open House and Overnight Program
Blue Jays are considered highly curious and intelligent creatures Fact: (and not bad looking, either.)
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Logo Placement Guidelines 29 From: Daniel C. Gilman
For html emails such as department newsletters, the logo must appear somewhere within the message. It does not need to be in the header.
Employees who wish to do so may include the university logo or the logo associated with their division as part of their signatures. Be sure to follow the clear space guidelines in section 3.6.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Logo Placement Guidelines 30 5.4 Initial view: Website
The logo must appear before any user interaction (click, scroll, input, etc.).
The logo does not need to appear on pop-ups or redirected pages.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Logo Placement Guidelines 31 Video Branding Guidelines
The logo should appear upon In initial view. video applications, “initial view” means the logo should be included as part of the first shot, 5.5 prior to any other titles or graphics.
a Initial view: Video
The logo may be the focus of the first shot or used in conjunction with other titles, as necessary. Extended graphical opening The logo must appear on initialsequences view, should meaning be the used only logo if the full logo is should be included as part visible of the first on initial shot, prior view. to any other titles or graphics. (a) b The logo may be the focus of the first shot or used in conjunction with other titles as necessary. Extended
graphical opening sequences should be used only if the full logo is visible on initialThe view. logo (b) may be incorporated into the video as long as readability and other guidelines are maintained. The logo may be incorporated into the video as long as readability and other guidelines are maintained. (c)
The logo must appear again as the last shot of the video, c following any production information or credits. (d)
The logo should appear again as the last shot of the video, following any production information or credits.
d
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Logo Placement Guidelines 32
5.5 Initial view: Video continued
Divisional, interdisciplinary, enterprise, or athletics logos may be used in place of the university logo while adhering to the guidelinesDivisional, above. Interdisciplinary, (e) Enterprise or Athletics logos may be used in place of the university logo while adhering to the Approved graphic identifiersguidelines may be above.used in place of the logo when Johns Hopkins appears in the identifier.
If Johns Hopkins is not prominently displayed in the e graphic identifier, the logo must appear on initial view. (f)
Approved graphic identifiers may be used in place of the logo when “Johns Hopkins” appears in the identifier. If “Johns Hopkins” is not prominently displayed in the graphic identifier, the logo must appear on initial view.
f
Social media exception: JOHNS HOPKINS UNIVERSITY VISUALVideos IDENTITY produced GUIDELINES exclusively for social media Logo Placement Guidelines 33 may omit the “initial view” if necessary to more quickly engage the viewer. The logo should still be used at the end of the video.
Multiple video exception: The “initial view” logo may be omitted for individual videos in a series of videos designed to be viewed in succession or distributed as part of a single package of video or posted on a single web page. The closing logo should still be used.
Divisional, Interdisciplinary, Enterprise or Athletics logos may be used in place of the university logo while adhering to the guidelines above.
5.6
Approved graphic identifiers may be used in Initial viewplace of the logo when “Johns Hopkins” appears in the identifier. If “Johns Hopkins” is not prominently displayed in the graphic exception:identifier, Video the logo must appear on initial view.
Social media: Videos produced exclusively for social media may omit the initial viewSocial if necessary media exception: to quickly engage the viewer. The logoVideos must still produced be used at exclusively the for social media may omit the “initial view” if necessary to more end of the video. (g) quickly engage the viewer. The logo should still be used at the end of the video. Multiple videos: The initial view logo may be omitted for individual videos in a series of videos designed g to be viewed in succession or distributed as part of a single package of videos or posted on a single webpage. The closing logo must still be used. (h) Multiple video exception: The “initial view” logo may be omitted for individual videos in a series of videos designed to be viewed in succession or distributed as part of a single package of video or posted on a single web page. The closing logo should still be used. h
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Logo Placement Guidelines 34 digital magazine top of page 5.7 Initial view: Digital magazines
For digital magazines, the logo must appear near the top or in the footer of each page.
digital magazine bottom of page
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Logo Placement Guidelines 35 Documentary: The Heart of Particle Physics p.52 Inside the Brain Science Institute p.30 A Jhpiego program provides simple, lifesaving postpartum Mother Love medication to women in South Sudan. p.46 Studying the Shimmy p.18 Volume 66 No. 1 SpriNg 2014 Racial Food Deserts p.19 Beyond Kissing, Mistletoe’s Therapeutic Potential p.25 5.8 johns hoPKIns magazIne Initial view exception: Print magazines
The logo does not have to appear on initial view if Johns Hopkins appears prominently in the title.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Logo Placement Guidelines 36 5.9 Color 3.87 GPA. Initial view exception: 1563 SAT SCORES. Approved graphicUsage FUTURE RHODES SCHOLAR. identifiers
Approved graphic identifiers (refer to section 6.7) do not need to include the words Johns Hopkins. However, the following logo placement guidelines apply:
If Johns Hopkins, Hopkins, or JHU is prominently displayed in the graphic identifier, the logo does not THICK AS A BRICK WHEN IT COMES TO CROSSING THE STREET. You’re smart, and you’ve got the class schedule to prove it. Engineering Thermodynamics, Riemannian Geometry, and Advanced Portuguese have to appear on initial view. However, it must be are no match for you. Then why is it hard to remember to be alert when crossing the street? Odds are the guy driving the SUV barreling toward you is no rocket scientist. So you’ve got to be street-smart, as well as included elsewhere, such as on the back cover of book-smart. a printed piece or the footer of a website. (a) Be a Road Scholar. b If Johns Hopkins is not prominently displayed in the graphic identifier, the logo must appear on initial view. The logo can be placed anywhere on initial view, and clear-space guidelines apply. (b) www.HopkinsLocal.jhu.edu a
HOPKINS LOCAL BIZCARD.indd 1 10/8/15 2:15 PM
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Logo Placement Guidelines 37
Thursday, March 20, 2014 5.10 Initial view exception: Student groups
Student organizations and groups are not required to follow the identity guidelines. However, students are required to follow the university use of name and licensing guidelines available at brand.jhu.edu. Student groups that create student group logos should contact Kristen Fricke in Homewood Student Affairs for review and approval of any logos.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Logo Placement Guidelines 38 5.11 Co-branding
When the university, a division, or other internal entity Correct collaborates with entities outside the university, its logo may be placed alongside the partner logos, retaining the appropriate clear space. When multiple Johns Hopkins University entities collaborate with entities outside the COMPANY COMPANY university, the university logo should be used and may LOGO #1 LOGO #2 be placed alongside the partner logos, maintaining the appropriate clear space.
Before including the Johns Hopkins name or logo on any third-party communication, or including a third-party’s name or logo on a Johns Hopkins communication, please refer to the Use of Name guidelines found at brand.jhu.edu.
COMPANY COMPANY LOGO #1 LOGO #2 Incorrect
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Logo Placement Guidelines 39 5.12 Stationery
Approved Johns Hopkins University templates for business cards, letterhead, and other office paper Name Title, Department products are available from the university’s preferred Room 000 Street address stationery printing vendor, Webb Mason. Baltimore, MD 00000-0000 410.000.0000 Fax: 410.000.0000 Email: [email protected]
Business card short version.indd 1 4/21/14 12:22 PM
Office of Communications Contact your department or office administrator or other 3910 Keswick Road Suite N2600 Baltimore, MD 21211 individual with SAP access to order stationery.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Logo Placement Guidelines 40 6.0 Secondary graphic elements 6.1 Johns Hopkins signature
The Johns Hopkins signature may not be used as a substitute for the university logo or seal. It may not be altered or locked up with the logo or seal. The signature may be used as a graphic element for informal uses, including wall art, brochures, banners, invitations, and clothing.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Secondary Graphic Elements 42 6.2 Johns Hopkins signature: Color
The signature may be used in any color or background that allows for proper readability.
Use only digital artwork at brand.jhu.edu. Do not redraw or alter the signature. Unacceptable Unacceptable
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Secondary Graphic Elements 43 6.3 Johns Hopkins signature: JohnsJohns Hopkins Hopkins Incorrect usage
The signature is carefully drawn, authentic artwork, so any alteration is considered a misuse. John Smith O ce of Title 3400 N. Charles Street Suite 000 JohnDepartment Smith O ce ofBaltimore, MD 21218-2696 Do not redraw or typeset the signature. Title 3400 N.410-516-0000 Charles Street SuiteTel 000 Department Baltimore,410-516-0000 MD 21218-2696 Fax 410-516-0000410-926-0000 Tel Cell 410-516-0000 Fax [email protected] Do not use the signature as an alternative to the 410-926-0000 Cell [email protected] university logo. Do not use the signature on imagery or Johns Hopkins backgrounds that are cluttered or do not provide sufficient contrast.
John Smith O ce of Title 3400 N. Charles Street Suite 000 Department Baltimore, MD 21218-2696 410-516-0000 Tel 410-516-0000 Fax 410-926-0000 Cell [email protected]
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Secondary Graphic Elements 44 6.4 Johns Hopkins signature: Minimum size
The minimum size for the signature artwork is print digital 1.5 inches wide in print and 100 pixels for digital. Reproducing the artwork smaller than the minimum size may lead to poor legibility.
1.5” 100 PX
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Secondary Graphic Elements 45 6.5 Shield as artwork
Shields from the university logo and the divisional logos may be used on their own as graphic elements on signs and other marketing materials. However, the BUILDING COMMUNITY THROUGH PARTNERSHIP shield must be kept intact. The book, globe, and crest of Lord Baltimore must not be altered or deleted.
The shield can be used in a variety of opacities and colors, but that is the only way in which the shield can be altered. HH mewoodmewood CommunityCommunity
Use only digital artwork at brand.jhu.edu. PartnersPartners InitiativeInitiative Do not redraw or alter the shield. PartneringPartnering withwith thethe neighborhoodsneighborhoods wherewhere JohnsJohns HopkinsHopkins makesmakes itsits homehome
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Secondary Graphic Elements 46 6.6 Correct use of colorizing black shield file Shield: Rendering in color
The shield can be rendered in any color, but to change the color you must choose the correct shield file to Correct use of white shield file on color begin. If you want the shield to be darker than the background, use the black shield file to change the color. If you want the shield color to be lighter than the background, use the white shield file to change the color.
Do not use the shield with any typography that essentially creates a new logo—a lockup used repeatedly for an extended period of time.
If you have questions about the use of the shield as art, Incorrect use of colorized shield on a background color Note the dark pages on the book . They must be lighter than the background . please contact [email protected].
Quick check: The black logo file uses a solid shield while the white logo file uses an outline for the shield.
Shield art files are located within the university logo bundle that downloads from brand.jhu.edu.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Secondary Graphic Elements 47 HOPKINSLOCAL HOPKINSLOCAL 6.7 Approved graphic identifiers
The strongest, most recognizable identity that university entities can project is that of the university itself. The identity system HOPKINSLOCAL HOPKINSLOCAL BUILD. HIRE. BUY. BUILD. HIRE. BUY. is flexible and allows for expression and customized visual presentation without the creation of new logos.
In certain instances, such as temporary initiatives, fundraising campaigns, and institutional celebrations, a unique graphic identifier may be created. Graphic identifiers are not logos. They cannot be used to replace an approved logo. Graphic identifiers must follow the color and font guidelines in this document and must be approved by the Office of Communications. For internally focused communications (i.e., communications developed for faculty, staff, students, or alumni), an approved logo does not have to appear on initial view when using a graphic identifier.
For all other communications, an approved logo must appear on Print Application 2 Color PMS 7406 + PMS 288 initial view with the graphic identifier. White Background
Please contact your school or divisional communications office for assistance.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Secondary Graphic Elements 48 7.0 Typography 7.1 Philosophy
We offer four approved fonts—Quadon, Gentona, Arnhem Pro, and Titling Gothic—that allow for creative Quadon expression of our brand personality in ways that are appropriate for our diverse audiences and goals. Gentona Arnhem Pro TITLING GOTHIC
Contact your divisional communications office for access to university fonts.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Typography 50 7.2 Quadon
Quadon is the signature typeface for the JHU brand as it expresses the university’s personality in a distinctive manner. It is collegiate, yet current. Quadon is strongest in display and impact Aa applications, especially when the university’s Bb personality needs to be expressed. It also may be Quadon Light used in headlines, subheads, and limited body copy applications. Quadon LightItalic
It is available in a variety of approved weights Quadon Medium and formats. Quadon MediumItalic Fallback: Tahoma Quadon UltraBold Quadon UltraBoldItalic Quadon Black Quadon BlackItalic Contact your divisional communications office for access to university fonts.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Typography 51 7.3 Gentona
Gentona, a sans serif font with a close typographic relationship to Quadon, is a body copy font that may also be used in headlines and subheads when Quadon is too casual for the AaBb communication or audience. Gentona and Quadon have similar ascender, Gentona Extra Light descender, and x-heights. Both rely on simple geometric shapes and feature similar details that Gentona Extra Light Italic define their personality, like the floating tail on Gentona Book the capital “Q.” Gentona Book Italic Gentona is best used in situations where simplicity and legibility are paramount. It works Gentona Semi Bold best in body copy and headline applications, and Gentona Semi Bold Italic reproduces well at small sizes. Gentona Extra Bold Fallback: Tahoma Gentona Extra Bold Italic Contact your divisional communications office for access to university fonts.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Typography 52 7.4 Arnhem Pro
Arnhem is a serif font best suited for body copy but can be used for headlines, subheads, and typographic accents that require a traditional look. Use in all-caps is not recommended.
Fallback: Georgia AaBb Arnhem Pro Blond Arnhem Pro Blond Italic Arnhem Pro Bold Arnhem Pro Bold Italic
Contact your divisional communications office for access to university fonts.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Typography 53 7.5 Titling Gothic
Titling Gothic is our impact font. It is best suited for headlines and should be used only in all caps and in short lines and phrases (between 10 and 15 words). Very limited use is recommended for maximum impact. AB As Titling Gothic and Quadon both act as impact TITLING GOTHIC COMPRESSED MEDIUM typefaces, Quadon must always be used in a secondary role when Titling Gothic takes the lead to maintain the typograpic representation of the brand.
Fallback: Tahoma
Correct Incorrect TITLING GOTHIC IN ALL Using Titling Gothic for text CAPS IS EASIER TO READ in upper and lower case AND OFFERS IMPACT. makes readibilty difficult Contact your divisional communications office for and is not permitted. access to university fonts.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Typography 54 7.6 Font pairings
Establishing font pairings will help create greater visual consistency across all university communications.
Viewers will begin to connect each typeface with a specific meaning. Quadon is very likely to be delivering brand messaging, while Gentona or Arnhem could be delivering more utility-focused information.
Contact your divisional communications office for access to university fonts.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Typography 55 7.7 Font pairings: Embrace the “S” Mix Zapf with Veljovic and get quirky Beziers.
Quadon & Gentona Lorem ipsum dolor sit amet, efficitur lacus, ac tincidunt nisl leo. Sed tincidunt condimentum consectetur adipiscing elit. maximus id. Nullam ac lacus aliquet. Vivamus cursus turpis Maecenas vel mollis enim. vitae felis feugiat venenatis in in ornare placerat tincidunt. This is the recommended, default font pairing Integer ut lorem mollis, cursus justo. Pellentesque nec imperdiet Praesent augue nulla, aliquam for all JHU communications. Other variations lorem sit amet, vehicula velit. lectus, sed aliquet dui. Donec vel quis magna ut, blandit mollis nisl. Donec dapibus, nulla id venenatis libero eget sapien suscipit auctor. Vivamus imperdiet fringilla. Nam may be used to exhibit different aspects of the pharetra, ante turpis cursus Sed porttitor sit amet eros sit et dolor sed arcu volutpat porta university’s brand characteristics. risus, nec feugiat lorem ante quis at libero. Vestibulum porta, eget augue. Phasellus pretium dui vel auctor mollis, enim metus “NI NOBISCI VEL IS Use Quadon for display, large headline, and diam leo, quis sollicitudin metus dapibus orci, nec pellentesque faucibus ut. In hac habitasse EXPERUM QUATIBUS, quam sapien nec sapien. Praesent typographic accents. Gentona is primarily platea dictumst. Nullam gravida ERCHILLAB IUM ET id porta purus. Suspendisse sit used for body copy but is also used for smaller lacus eu fermentum porta. Mauris VOLORESTRUM ET amet gravida nisi. Nam accumsan subheads and informational details. egestas maximus luctus. IPSAE ILIQUI AD dapibus libero, quis viverra orci faucibus a. Curabitur suscipit, Donec a accumsan QUAMUS” diam a viverra posuere, ex quam —Jongy Brungen Purus, ac pharetra libero. sollicitudin velit, pharetra iaculis Pellentesque nisi ante, hendrerit amet suscipit. Morbi turpis nisl, mi orci et tortor. Ut porta purus id porta vitae, interdum nec dolor. imperdiet sed cursus vel, placerat egestas purus tincidunt, vel Morbi lobortis arcu eget ipsum blandit orci. Pellentesque ornare tincidunt est malesuada. Praesent vehicula sodales. Etiam sed lectus cursus efficitur. egestas risus nec urna efficitur, quis dolor fermentum interdum sed lacinia quam sollicitudin. sit amet id purus. Nunc tempor Proin scelerisque consequat ultrices. Aliquam lacus dapibus lacus Nunc sem sapien, rhoncus nec ipsum, hendrerit ut enim vel, Id mattis nulla eleifend eget. lobortis eget, fringilla sed libero. tristique dignissim ante. Etiam Duis efficitur velit felis. Vivamus Aliquam maximus placerat est Contact your divisional communications office for at commodo nibh. Integer quis sem mi, mollis sit amet lorem at, quis pellentesque. Praesent in ex access to university fonts. libero ut ipsum vestibulum porta aliquet venenatis metus. Aliquam quis arcu malesuada ornare non id id sit amet lectus. Nullam facilisis et pulvinar nunc, non lacinia lorem. Nulla eget nisi est.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Typography 56 7.8 Font pairings: Embrace the “S” Mix Zapf with Veljovic and get quirky Beziers.
Quadon , Gentona Lorem ipsum dolor sit amet, efficitur lacus, ac tincidunt nisl leo. Sed tincidunt condimentum consectetur adipiscing elit. maximus id. Nullam ac lacus aliquet. Vivamus cursus turpis & Arnhem Maecenas vel mollis enim. Integer vitae felis feugiat venenatis in in ornare placerat tincidunt. ut lorem mollis, cursus lorem justo. Pellentesque nec imperdiet Praesent augue nulla, aliquam sit amet, vehicula velit. Donec lectus, sed aliquet dui. Donec vel quis magna ut, blandit mollis nisl. dapibus, nulla id venenatis libero eget sapien suscipit auctor. Vivamus imperdiet fringilla. Nam A variation on the default pairing. The addition pharetra, ante turpis cursus risus, Sed porttitor sit amet eros sit et dolor sed arcu volutpat porta of Arnhem Pro gives the typography a more nec feugiat lorem ante eget augue. quis at libero. Vestibulum porta, Phasellus pretium diam leo, dui vel auctor mollis, enim metus traditional, sophisticated feel. This pairing works quis sollicitudin metus faucibus “NI NOBISCI VEL IS dapibus orci, nec pellentesque well for long-form storytelling. ut. In hac habitasse platea EXPERUM QUATIBUS, quam sapien nec sapien. Praesent dictumst. Nullam gravida lacus eu ERCHILLAB IUM ET id porta purus. Suspendisse sit Uses Quadon for display, large headlines, and fermentum porta. Mauris egestas VOLORESTRUM ET amet gravida nisi. Nam accumsan typographic accents. Gentona is used for smaller maximus luctus. IPSAE ILIQUI AD dapibus libero, quis viverra orci faucibus a. Curabitur suscipit, subheads and informational details. Arnhem is Donec a accumsan QUAMUS” diam a viverra posuere, ex quam —Jongy Brungen primarily used for body copy. Purus, ac pharetra libero. sollicitudin velit, pharetra iaculis Pellentesque nisi ante, hendrerit amet suscipit. Morbi turpis nisl, mi orci et tortor. Ut porta purus id porta vitae, interdum nec dolor. imperdiet sed cursus vel, placerat egestas purus tincidunt, vel Morbi lobortis arcu eget ipsum blandit orci. Pellentesque ornare tincidunt est malesuada. Praesent vehicula sodales. Etiam sed lectus cursus efficitur. egestas risus nec urna efficitur, quis dolor fermentum interdum sed lacinia quam sollicitudin. Proin scelerisque sit amet id purus. Nunc tempor dapibus lacus Nunc sem sapien, rhoncus nec consequat ultrices. Aliquam lacus lobortis eget, fringilla sed libero. ipsum, hendrerit ut enim vel, Id mattis nulla eleifend eget. Aliquam maximus placerat est tristique dignissim ante. Etiam Duis efficitur velit felis. Vivamus quis pellentesque. Praesent in ex Contact your divisional communications office for at commodo nibh. Integer quis sem mi, mollis sit amet lorem at, quis arcu malesuada ornare non access to university fonts. libero ut ipsum vestibulum porta aliquet venenatis metus. Aliquam id lorem. Nulla eget nisi est. id sit amet lectus. Nullam facilisis et pulvinar nunc, non lacinia
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Typography 57 7.9 Font pairings: EMBRACE THE “S” Titling, Quadon Mix Zapf with Veljovic and get quirky Beziers. Lorem ipsum dolor sit amet, id sit amet lectus. Nullam facilisis aliquet venenatis metus. Aliquam consectetur adipiscing elit. efficitur lacus, ac tincidunt nisl et pulvinar nunc, non lacinia & Gentona Maecenas vel mollis enim. maximus id. Nullam ac lacus leo. Sed tincidunt condimentum Integer ut lorem mollis, cursus vitae felis feugiat venenatis in in aliquet. Vivamus cursus turpis lorem sit amet, vehicula velit. justo. Pellentesque nec imperdiet ornare placerat tincidunt. A punchier variation of the default pairing. Donec dapibus, nulla id venenatis lectus, sed aliquet dui. Donec vel Praesent augue nulla, aliquam Titling Gothic adds impact and draws the pharetra, ante turpis cursus libero eget sapien suscipit auctor. quis magna ut, blandit mollis nisl. risus, nec feugiat lorem ante Vivamus imperdiet fringilla. Nam user’s attention, while Quadon is featured in eget augue. Phasellus pretium et dolor sed arcu volutpat porta “NI NOBISCI VEL IS a supporting role in key design elements to diam leo, quis sollicitudin metus quis at libero. Vestibulum porta, faucibus ut. In hac habitasse EXPERUM QUATIBUS, dui vel auctor mollis, enim metus maintain the typographic representation of the platea dictumst. Nullam gravida ERCHILLAB IUM ET dapibus orci, nec pellentesque JHU brand. lacus eu fermentum porta. Mauris VOLORESTRUM ET quam sapien nec sapien. Praesent egestas maximus luctus. IPSAE ILIQUI AD id porta purus. Suspendisse sit Use Titling Gothic for display or largest amet gravida nisi. Nam accumsan Donec a accumsan QUAMUS” dapibus libero, quis viverra orci headline. Quadon is used for large headlines —Jongy Brungen Purus, ac pharetra libero. faucibus a. Curabitur suscipit, and typographic accents. Gentona is primarily Pellentesque nisi ante, hendrerit Sed porttitor sit amet eros sit diam a viverra posuere, ex quam used for body copy but is also used for smaller id porta vitae, interdum nec dolor. amet suscipit. Morbi turpis nisl, sollicitudin velit, pharetra iaculis Morbi lobortis arcu eget ipsum imperdiet sed cursus vel, placerat mi orci et tortor. Ut porta purus subheads and informational details. vehicula sodales. Etiam sed lectus blandit orci. Pellentesque ornare egestas purus tincidunt, vel quis dolor fermentum interdum cursus efficitur. tincidunt est malesuada. Praesent sit amet id purus. Nunc tempor egestas risus nec urna efficitur, consequat ultrices. Aliquam lacus Proin scelerisque sed lacinia quam sollicitudin. ipsum, hendrerit ut enim vel, dapibus lacus Nunc sem sapien, rhoncus nec Contact your divisional communications office for tristique dignissim ante. Etiam Id mattis nulla eleifend eget. lobortis eget, fringilla sed libero. access to university fonts. at commodo nibh. Integer quis Duis efficitur velit felis. Vivamus libero ut ipsum vestibulum porta sem mi, mollis sit amet lorem at, Aliquam maximus placerat est quis pellentesque.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Typography 58 7.10 Font pairings: EMBRACE THE “S” Titling, Quadon, Mix Zapf with Veljovic and get quirky Beziers. Lorem ipsum dolor sit amet, id sit amet lectus. Nullam facilisis aliquet venenatis metus. Aliquam consectetur adipiscing elit. efficitur lacus, ac tincidunt nisl et pulvinar nunc, non lacinia Gentona & Arnhem Maecenas vel mollis enim. Integer maximus id. Nullam ac lacus leo. Sed tincidunt condimentum ut lorem mollis, cursus lorem vitae felis feugiat venenatis in in aliquet. Vivamus cursus turpis sit amet, vehicula velit. Donec justo. Pellentesque nec imperdiet ornare placerat tincidunt. The most complicated and delicate font dapibus, nulla id venenatis lectus, sed aliquet dui. Donec vel Praesent augue nulla, aliquam pairing. Titling Gothic adds impact and draws pharetra, ante turpis cursus risus, libero eget sapien suscipit auctor. quis magna ut, blandit mollis nisl. nec feugiat lorem ante eget augue. Vivamus imperdiet fringilla. Nam the user’s attention, while Quadon is featured Phasellus pretium diam leo, “NI NOBISCI VEL IS et dolor sed arcu volutpat porta in a supporting role in key design elements to quis sollicitudin metus faucibus quis at libero. Vestibulum porta, ut. In hac habitasse platea EXPERUM QUATIBUS, dui vel auctor mollis, enim metus maintain the typographic representation of the dictumst. Nullam gravida lacus eu ERCHILLAB IUM ET dapibus orci, nec pellentesque JHU brand. Arnhem lends traditional feel. Clear fermentum porta. Mauris egestas VOLORESTRUM ET quam sapien nec sapien. Praesent and consistent typographic hierarchy is key. maximus luctus. IPSAE ILIQUI AD id porta purus. Suspendisse sit QUAMUS” amet gravida nisi. Nam accumsan Donec a accumsan dapibus libero, quis viverra orci This combination can come across as busy or —Jongy Brungen Purus, ac pharetra libero. faucibus a. Curabitur suscipit, messy if used incorrectly. Use Titling for display Pellentesque nisi ante, hendrerit Sed porttitor sit amet eros sit diam a viverra posuere, ex quam or largest headline. Quadon is used for large id porta vitae, interdum nec dolor. amet suscipit. Morbi turpis nisl, sollicitudin velit, pharetra iaculis Morbi lobortis arcu eget ipsum imperdiet sed cursus vel, placerat mi orci et tortor. Ut porta purus headlines and typographic accents. Gentona vehicula sodales. Etiam sed lectus blandit orci. Pellentesque ornare egestas purus tincidunt, vel is used for smaller subheads and informational quis dolor fermentum interdum cursus efficitur. tincidunt est malesuada. Praesent sit amet id purus. Nunc tempor egestas risus nec urna efficitur, details. Arnhem is primarily used for body copy. Proin scelerisque consequat ultrices. Aliquam lacus sed lacinia quam sollicitudin. dapibus lacus ipsum, hendrerit ut enim vel, Nunc sem sapien, rhoncus nec Contact your divisional communications office for tristique dignissim ante. Etiam Id mattis nulla eleifend eget. lobortis eget, fringilla sed libero. access to university fonts. at commodo nibh. Integer quis Duis efficitur velit felis. Vivamus Aliquam maximus placerat est libero ut ipsum vestibulum porta sem mi, mollis sit amet lorem at, quis pellentesque.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Typography 59 7.11 Typography exception: Type as art
In instances where a typeface becomes part of an strengthNeighbors in strengthNeighbors in illustration, a font other than Quadon, Titling Gothic, Gentona, or Arnhem Pro may be appropriate. BUILDING COMMUNITY THROUGH PARTNERSHIP
strengthNeighbors in
BUILDING COMMUNITY THROUGH PARTNERSHIP BUILDING COMMUNITY THROUGH PARTNERSHIP Johns Hopkins proudly supports the Charles Village Festival. We couldn’t ask for better neighbors.
a a t a t at t a
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Typography 60 7.12 Typography exception: Technical limitations
There will be instances where the JHU brand fonts cannot be utilized because of technical limitations or restrictions. An example of this limitation is an HTML email in which attemps to include the brand fonts will likely fail. In these situations Tahoma and Georgia should be used.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Typography 61 7.13 Typography exception: Business communications
The guidelines for typography are intended for marketing communications, such as advertising, brochures, magazines, and websites. Routine business communications need not adhere to font guidelines. Examples of such documents include grant applications, internal reports, and memos. In these situations Tahoma and Georgia should be used.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Typography 62 8.0 Color 8.1 Philosophy
Color is an important component of how a brand is perceived. The university color system offers options that allow for creative expression. The palette stems from an exploration of colors that appear in the buildings and grounds on our many campuses, as well as from existing color palettes belonging to our divisions.
Our university color palette is broad to allow for the appropriate expression of our brand. This does not mean all colors should be used at once. In fact, such usage is not recommended. Use good design sense and consider the tone of the message in whatever communication you are creating.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Color 64 8.2 Identity palette
PMS 288 C PMS Black 4 C
Only three colors exist for the university identity. They are PMS 288 C, PMS Black 4 C, and white. No other color may be used when reproducing the university logo.
While the background for the white version can be any color, pattern, or image, the color for the logo itself must remain white. White logo on a field of PMS 288 C
Be mindful of the clear space (section 3.6) when placing the logo on a photograph, in a field of color, or near other typography.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Color 65 8.3 Primary colors Heritage Blue PMS 288 C | C 100 M 80 Y 6 K 32 Johns Hopkins University has a long history with the R 0 G 45 B 114 | Hex #002D72 color blue. Although there is no requirement that it be the dominant color in your palette, one of these blues should be used in significant and meaningful ways throughout your design to act as the identifying colors of the university.
You may choose either color as the signature color in your design. Heritage blue lends itself to more formal or serious applications, while Spirit blue works well in Spirit Blue PMS 284 C | C 56 M 18 Y 0 K 0 more informal or casual applications. R 114 G 172 B 229 | Hex #68ACE5
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Color 66 PMS 173 C | C 0 M 82 Y 94 K 2 8.4 R 207 G 69 B 32 | Hex #CF4520
Secondary colors PMS 188 C | C 16 M 100 Y 65 K 58 R 118 G 35 B 47 | Hex #76232F
The secondary color palette is designed to provide creative flexibility. These colors are complementary to PMS 7655 C | C33 M72 Y0 K0 R161 G90 B149 | Hex #A15A95 the primary blues and were chosen to add warmth and energy to your design.
It is not required to use a color from the secondary palette. PMS 3278 C | C 99 M 0 Y 69 K 0 R 0 G 155 B 119 | Hex #009B77
PMS 285 C | C 90 M 48 Y 0 K 0 R 0 G 114 B 206 | Hex #0072CE
PMS 7406 C | C 0 M 20 Y 100 K 2 R 241 G 196 B 0 | Hex #F1C400
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Color 67 PMS 7407 C | C 6 M 36 Y 79 K 12 R 203 G 160 B 82 | Hex #CBA052
PMS 1375 C | C 0 M 45 Y 94 K 0 8.5 R 255 G 158 B 27 | Hex #FF9E1B PMS 1505 C | C 0 M 56 Y 09 K 0 Accent colors R 255 G 105 B 0 | Hex #FF6900 PMS 7586 C | C 0 M 69 Y89 K 41 R 158 G 83 B 48 | Hex #9E5330
PMS 4625 C | C 30 M 72 Y 74 K 80 R 79 G 44 B 29 | Hex #4F2C1D The accent palette presents a range of colors that provide additional lightness and flavor to your design. PMS 486 C | C 0 M 55 Y 50 K 0 These colors should be used to highlight important R 232 G 146 B 124 | Hex #E8927C features, or for visual style elements, such as PMS 187 C | C 7 M 100 Y 82 K 26 illustrations and typographic accents. They should be R 166 G 25 B 46 | Hex #A6192E used sparingly relative to the primary and secondary colors. PMS 262 C | C 58 M 92 Y 12 K 54 R 81 G 40 B 79 | Hex #51284F It is not required to use a color from the accent palette. PMS 666 C | C 36 M 39 Y 2 K 5 R 161 G 146 B 178 | Hex #A192B2
PMS 279 C | C68 M34 Y0 K0 R65 G143 B222 | Hex #418FDE
PMS 564 C | C43 M0 Y23 K0 R134 G200 B188 | Hex #86C8BC
PMS 7734 C | C 77 M 0 Y 82 K 65 R 40 G 97 B 64 | Hex #286140
PMS 7490 C | C 57 M 6 Y 92 K 19 R 113 G 153 B 73 | Hex #719949
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Color 68 PMS BLACK 4 C | C 41 M 57 Y 72 K 90 R 49 G 38 B 29 | Hex #31261D 8.6 Grayscale
The grayscale palette includes any tint of PMS Black 4C between 100% and 0% (white).
WHITE | C 0 M 0 Y 0 K 0 R 255 G 255 B 255 | Hex #FFFFFF
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Color 69 8.8 Sample color combinations
Your project’s color palette will help establish the tone and express the personality traits of the university. Color palettes can be as simple as a signature blue paired with sable and white, or as complex as the project or campaign determines is appropriate. For the sake of visualization, the signature blues are the dominant color in each example.
Two Color Three Color Four Color Five Color JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Color 70 9.0 Accessibility 9.1 Requirements
The university is committed to meeting the WCAG 2.0 AA accessibility requirements. These requirements can be found at www.w3.org/TR/WCAG20.
Listed below are some helpful tools and resources.
fae.disability.illinois.edu
webaim.org/resources
michelf.ca/projects/sim-daltonism
accessibility.oit.ncsu.edu/tools/color-contrast-chrome
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Accessibility 72 9.2 Spirit blue limitations
Questions about including blues other than the signature blues in the JHU brand palette have come up. The addition of 285 and 279 adds some welcome variation to a monochromatic blue palette.
Accessibility-related issues can arise when 284 “Hopkins” blue is chosen as the signature color. 284 does not pass accessibility requirements when used as the text color on a white background (or as a background to white text) at any font size. However, 284 can be substituted for 279 or 285 at varying font sizes to give the illusion of a single color while still maintaining appropriate color contrast to meet our accessibility requirements. In this example, the horizontal bar uses 284, the lead story headline uses 279, and the kicker uses 285.
JOHNS HOPKINS UNIVERSITY VISUAL IDENTITY GUIDELINES Accessibility 73 Johns Hopkins University Office of Communications 3910 Keswick Road, Suite N2600 Baltimore, MD 21211 443-997-9900 brand.jhu.edu [email protected]