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.