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.